Differentiators are used to promote the top areas in which a company truly excels. Highlighting differentiators allows a company to distinguish itself from other government contractors who may offer similar products or services. However, while differentiators are a very important piece of government contracting, they are often overlooked, underdeveloped, or outright forgotten. Make sure your differentiators are strong and stand out to interested government buyers.
Selling to the government is a difficult task for any government contractor, especially in terms of marketing. Some contractors don’t even think they need to have any marketing at all; all they need to do is respond to requests for proposals (RFPs). If you would perform a government marketing audit of your own you might be surprised at what you find: Perhaps you have a very weak marketing strategy, or perhaps you don’t have one at all.