Selling to the GovernmentWhat It Takes to Compete and Win in the World's Largest Market
Learn the crucial ins and outs of the world’s largest market The U.S government market represents the largest single market—anywhere. Government contract tracking firm Onvia estimates that government business—federal, state, local, and education—represents better than 40 percent of the nation’s GDP. While anyone can play in this market, only those with the right preparation can win. Selling to the Government offers real-world advice for successful entry into the biggest market anywhere. Get proven approaches, strategies, tactics, and tools to make your business stand out, build relationships, understand procedures, and win high-stakes contracts. • Every year thousands of companies enter the massive U.S. Government (BtoG) marketplace, and by the end of the first year, most are gone and less than 10 percent make it to year two • Author has advised hundreds of companies, including Apple, Dell, CDW, Northrop Grumman, General Dynamics, IT, GTSI, and many small firms, on all aspects of marketing and selling to the government From the go/no-go decision, through company infrastructure requirements, marketing, sales, business development, and more, this book offers the best advice from the most recognized authority in the market.
Foreword: (Phil Bond). Preface. Acknowledgments. Chapter 1. What It Takes to Play: Tips and Caveats for Chief Executive Officers, Boards, and Others Looking for Shortcuts. Chapter 2. How the Government Buys. Chapter 3. Determining Where You Fit: Prime Contractor, Subcontractor, GSA Schedule, Open Market, or All of the Above. Chapter 4. Infrastructure Issues: What Your Company Needs to Succeed. Chapter 5. Aligning Marketing, Sales, and Business Development. Chapter 6. The Power of Relationships. Chapter 7. The Myth of the Level Playing Field: How Small Businesses Can Play. Chapter 8. Differentiation Is the Key. Chapter 9. Execution. Chapter 10. Building Momentum. Chapter 11. The Missing Link: Web 2.0 Tools. Chapter 12. Final Thoughts on Staying on Top of the Game and Becoming a Government Market Master. Appendix 1. Glossary of Common Government Terms. Appendix 2. Resources. Appendix 3. Advice from Industry Experts. About the Author. Index.
Mark Amtower is the founder and owner of Amtower & Company, one of the most established advisory firms in the B2G space. He is a frequent contributor to national business publications, having written over one hundred articles for BtoB, Catalog Age, Catalog Success, DMA Bottom Line, Direct Marketing News, Entrepreneur, Federal Computer Week, and numerous others, as well as having a monthly column at WashingtonTechnology.com, the online component of the most influential magazine for federal contractors. He has also been profiled in Federal Computer Week and Entrepreneur magazines. He was named to the Top 100 BtoB Marketers list by BtoB magazine in 2008.
Tap into one of the largest and most elusivemarkets in the world—the U.S. government United States government business—from federal and state to local institutions—is the largest market in the world. Regardless of economic trend or national and international conditions, it's a market everyone wants to get into. But in the convoluted and complex U.S. government market, it can be tough to get an "in"—and there are few shortcuts a business can take. Over the past twenty-seven years, Mark Amtower has advised hundreds of companies, from Apple, Dell, and Northrop Grumman to smaller firms of every genre, on all aspects of marketing and selling to the government. Now Selling to the Government presents a big-picture view that outlines the many avenues businesses can take to reach out and sell to this elusive market. Amtower shows you how to find information on the niches in U.S. government business that are ready for your product or service, while helping you analyze and use the marketing, advertising, and public relations tools you already have. Then he connects you with the right resources to further develop your knowledge in this market, including: Free and low-cost research venues that help you determine the right path for your company Trade publications that give you the latestdevelopments for your niche Government associations and Web sites that give you further information, connections, and insight into at-the-minute developments Online tools to determine the right schedule to follow in submitting your company for a bid Selling to the Government offers the lowdown on the basics every company must master to tap into government markets. With fascinating stories of companies who have successfully developed their marketing strategies, incisive statistics, and helpful advice, this is the essential primer you need to break into and maintain your customer base in this profitable area.
Praise for SELLING to the government "This is the perfect book to understand how to do business with the government. Mark makes what seems so obvious to federal employees understandable to those who want and need to do business in the federal market space. I would recommend those already doing business with the federal government read this book as well. Mark provides tremendous insight into the federal market." —Karen EvansPartner, National Director for the U.S. Cyber Challenge, and former administrator, E-Government and Information Technology, Executive Office of the President, Office of Management and Budget "I've witnessed Mark Amtower in action on his home turf in Washington, D.C.—he's acertified genius about marketing and selling to government. In this book, he shares his secrets. Mark shows you that making money (lots of it) selling to the government doesn't need to be mysterious, and you'll learn exactly what you need to do to succeed." —David Meerman Scottbestselling author of The New Rules of Marketing and PR and coauthor ofMarketing Lessons from the Grateful Dead "Mark Amtower has been the go-to guy for marketing to the federal government for more years than I can remember. Selling to the Government distills his decades of experience in marketing to the government into a book you can buy for a few bucks. It's the bargain of the century!" —Bob Blycopywriter "What Zig Ziglar is to selling, Mark Amtower is to government marketing. He is a master ofhis domain and can break it down and teach it like no other. Don't waste time andmoney trying to enter the government market blind. Let Mark Amtower's Selling to theGovernment be the guide as you traverse this unmapped but lucrative territory." —Steve Resslerfounder and President, GovLoop.com "If you are selling to government (or hope to), you need to read this book! Actually, don't justread it. Do as Mark suggests: highlight it, mark it up, and use it for reference. It's a keeper." —Ann HandleyChief Content Officer, MarketingProfs, and coauthor of Content Rules
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