"Ben S. Bernanke, the chairman of the Federal Reserve, said today that the economy is likely to slow noticeably in the months ahead." - NY Times, Bernanke Predicts Slower Growth, Edmund L. Andrews, November 8, 2007.
Let's face facts. The U.S. federal government market place is recession proof. The government's budget always grows and its spending on products and services increases year after year after year.
And that is not going to change.
Friday, November 30, 2007
More Telephone Tips for Marketing to the Federal Government
The Conversational Bridge
After a successful greeting, you want the federal government employee to really start talking. This morning's entry will deal with the actual phrasing the conversational bridge that will get the federal government employee with whom you are speaking actually talking.
In yesterday's entry, we discussed the all important greeting; today's entry picks up where yesterday's left off. Remember, federal government employees are pressed for time. Therefore, when the person you have called indicates that now is in fact a good time to talk the second rule of in government business telephone etiquette comes into play.
The second rule in government business telephone etiquette is to deliver a perfectly crafted conversational bridge that will get the listener to open up and give you what you are really after: complete answers. And because complete answers are infinitely better than very good answers let alone just answers, it is worth every pick-and-shovel minute we spend crafting the conversational bridge for maximum impact.
In the end, your conversational bridge will be quick and clear, but it will be delivered in a way conveys without mistake to the listener that it really is in their best interest to provide you with not just an answer, but the most complete answer.
So how is this done? With a scripted question that in no way sounds scripted. A fantastic, cannot miss statement that commands attention and establishes equal business stature.
Start with research. If this is a person you should be calling, find out exactly why. Jot down your answers. Then determine what benefits and advantages you bring TO THEM so that they will give you the most complete answer? What is it that sets you apart from the hordes of others that call and ask for similar information?
Then script it out. For example:
"We are a service-disabled, veteran-owned small business with a GSA contract and extensive past performance with the Departments of Health and Human Services and the Interior. Ms. McFall indicated that you are a regular purchaser of the type of products we sell. I would like to ask you what exactly you look for when selecting vendors, why you would go outside of your current vendors -- as a backup or a replacement, and what exactly I need to do be get on such a list."
This is a power-packed, cannot miss opener. It is loaded. From beginning to end it screams, "Pay attention to me." And from beginning to end it tells the listener exactly why.
Here's how.
First, it tells the buyer that you are a highly sought after socio-economic business classification.
> "We are a service-disabled, veteran-owned small business..."
Second, it tells the buyer that your company's products are pre-approved for purchases and therefore quick and easy to buy.
> "...with a GSA contract..."
Third, it establishes instant credibility with the buyer.
> "...and extensive past performance with the Departments of Health and Human Services and the Interior."
Fourth, it tells the listener that you have started doing your USDA homework and are moving through the USDA's "Doing Business with USDA Kit"
> "Ms. McFall indicated that you are a regular purchaser of the type of products we sell."
Fifth, it conveys to the buyer, in a simple, yet specific question, that you are serious about getting their business, that you talk, think, plan, and act like a potential partner, and most importantly, they should take the time to not only thoroughly answer your three (3) part question, but be prepared for even better questions thereafter.
> "I would like to ask you what exactly you look for when selecting vendors, why you would go outside of your current vendors -- as a backup or a replacement, and what exactly I need to do be get on such a list."
More to come.
After a successful greeting, you want the federal government employee to really start talking. This morning's entry will deal with the actual phrasing the conversational bridge that will get the federal government employee with whom you are speaking actually talking.
In yesterday's entry, we discussed the all important greeting; today's entry picks up where yesterday's left off. Remember, federal government employees are pressed for time. Therefore, when the person you have called indicates that now is in fact a good time to talk the second rule of in government business telephone etiquette comes into play.
The second rule in government business telephone etiquette is to deliver a perfectly crafted conversational bridge that will get the listener to open up and give you what you are really after: complete answers. And because complete answers are infinitely better than very good answers let alone just answers, it is worth every pick-and-shovel minute we spend crafting the conversational bridge for maximum impact.
In the end, your conversational bridge will be quick and clear, but it will be delivered in a way conveys without mistake to the listener that it really is in their best interest to provide you with not just an answer, but the most complete answer.
So how is this done? With a scripted question that in no way sounds scripted. A fantastic, cannot miss statement that commands attention and establishes equal business stature.
Start with research. If this is a person you should be calling, find out exactly why. Jot down your answers. Then determine what benefits and advantages you bring TO THEM so that they will give you the most complete answer? What is it that sets you apart from the hordes of others that call and ask for similar information?
Then script it out. For example:
"We are a service-disabled, veteran-owned small business with a GSA contract and extensive past performance with the Departments of Health and Human Services and the Interior. Ms. McFall indicated that you are a regular purchaser of the type of products we sell. I would like to ask you what exactly you look for when selecting vendors, why you would go outside of your current vendors -- as a backup or a replacement, and what exactly I need to do be get on such a list."
This is a power-packed, cannot miss opener. It is loaded. From beginning to end it screams, "Pay attention to me." And from beginning to end it tells the listener exactly why.
Here's how.
First, it tells the buyer that you are a highly sought after socio-economic business classification.
> "We are a service-disabled, veteran-owned small business..."
Second, it tells the buyer that your company's products are pre-approved for purchases and therefore quick and easy to buy.
> "...with a GSA contract..."
Third, it establishes instant credibility with the buyer.
> "...and extensive past performance with the Departments of Health and Human Services and the Interior."
Fourth, it tells the listener that you have started doing your USDA homework and are moving through the USDA's "Doing Business with USDA Kit"
> "Ms. McFall indicated that you are a regular purchaser of the type of products we sell."
Fifth, it conveys to the buyer, in a simple, yet specific question, that you are serious about getting their business, that you talk, think, plan, and act like a potential partner, and most importantly, they should take the time to not only thoroughly answer your three (3) part question, but be prepared for even better questions thereafter.
> "I would like to ask you what exactly you look for when selecting vendors, why you would go outside of your current vendors -- as a backup or a replacement, and what exactly I need to do be get on such a list."
More to come.
Thursday, November 29, 2007
Telephone Tips for Marketing to the Federal Government
The All Important Greeting
Whether you are calling a federal agency to gather background information, to start the marketing process, or even to sell your products or services, there are a few simple, yet proven telephone etiquette tips that will help you achieve the goals of your call each and every time. Over the next few days, I will cover these tips. Today's entry will specifically address with the all important greeting.
Let's start with a simple fact that sets a table of understanding. Federal government employees have little time for casual conversation. Therefore, the first rule in government business telephone etiquette is to identify yourself clearly after they pick up the phone and say, “Hello.”
State your full name, your title, the name of your company, and what your company does. Be respectful of their time, position, and power. Tell them how you got their name and telephone number. Tell them straight up that you want to ask them something and then ask if this is a good time to talk. This simple formula will work every time.
"Good morning, ma'am. My name is August West and I am the V.P. of Sales for the XYC Corporation, a company that sells clinical analyzers. Rosalie McFall in the USDA's OSDBU office gave your name and number. She said that if you weren't the person with whom I needed to speak that you would definitely be able to point me in the right direction. Is now a good time to talk?"
Use this simple formula coupled with good manner and a bit of old fashioned charmed and you will get the information or name you need then or there or a date and time to call back.
More to come.
Whether you are calling a federal agency to gather background information, to start the marketing process, or even to sell your products or services, there are a few simple, yet proven telephone etiquette tips that will help you achieve the goals of your call each and every time. Over the next few days, I will cover these tips. Today's entry will specifically address with the all important greeting.
Let's start with a simple fact that sets a table of understanding. Federal government employees have little time for casual conversation. Therefore, the first rule in government business telephone etiquette is to identify yourself clearly after they pick up the phone and say, “Hello.”
State your full name, your title, the name of your company, and what your company does. Be respectful of their time, position, and power. Tell them how you got their name and telephone number. Tell them straight up that you want to ask them something and then ask if this is a good time to talk. This simple formula will work every time.
"Good morning, ma'am. My name is August West and I am the V.P. of Sales for the XYC Corporation, a company that sells clinical analyzers. Rosalie McFall in the USDA's OSDBU office gave your name and number. She said that if you weren't the person with whom I needed to speak that you would definitely be able to point me in the right direction. Is now a good time to talk?"
Use this simple formula coupled with good manner and a bit of old fashioned charmed and you will get the information or name you need then or there or a date and time to call back.
More to come.
Subscribe to:
Posts (Atom)