In the realm of government contracting, having a GSA Multiple Award Schedule (MAS) is a powerful tool, and marketing it wisely can open doors to numerous opportunities. Whether you are a product supplier or service provider, having a GSA Schedule can significantly enhance your ability to secure government business. If you were recently awarded a GSA Schedule, you may be wondering how to successfully utilize your contract to market to government customers.
Now that the minimum sales requirement has changed, GSA contractors must earn $100,000 for the initial 5-year option period and $125,000 for each subsequent period. Therefore, it’s essential to stand out in this competitive field. In this blog, we included a few tips that can help you successfully engage with government buyers.
Make a GSA Schedule Marketing Plan
Many contractors assume that obtaining a GSA contract will immediately and automatically lead to a surge of opportunities. While a few might be fortunate enough to have buyers approaching them instantly, in most cases, getting contracts requires effort.
You should conduct a strategic marketing plan to figure out which agencies are going to be actively needing your products and/or services, in other words, identifying potential government customers. The groundwork for this marketing plan should be laid in your initial proposal, but we encourage you to conduct further market research to understand who is acquiring your products/services and any upcoming contracting opportunities they may have released. GSA requires you to identify potential agencies you have targeted to sell your products and/or services in the Readiness Assessment, so you have already done some of this work and can build off it.
The list of agencies eligible to purchase from the GSA MAS program is longer than some may think. Having a full list can ensure you don’t miss out on any potential marketing opportunities, and you know which entities are eligible to purchase off your contract.
Once you have identified potential customers, you can use sites like SAM.gov, GSA eBuy, and GSA Advantage! to find contract opportunities and/or market your offerings. GSA also has a Forecast of Contracting Opportunities Tool that allows contractors to plan for upcoming federal contracting opportunities.
Create a Capabilities Statement
Once potential agencies are identified, networking and crafting a compelling capabilities statement can increase your chances of success, and also make stronger connections to agencies. It’s crucial to customize your capabilities statement to each agency and demonstrate how your company provides the most value. Agencies like to see their needs and mission reflected and see how you can meet their needs. This is a great way to start a relationship with a government agency.
Material for your capabilities statement is often found on your company’s website and other marketing materials. This statement can be included in and other marketing materials can be included in the pricelist you upload to GSA eLibrary and GSA Advantage!. As mentioned above, if you have the opportunity to present to different agencies, it’s important to tailor the statement to their specific needs. You can also make a point to add the GSA Schedule logo to make clear you are a vetted contractor.
Conduct Market Research
Market research plays an important role for both government customers and contract holders. Understanding how your products and/or services compare with competitors can help you develop a strategy for pursuing opportunities and see where your offerings and pricing lie against other contractors. GSA eLibrary and GSA Advantage! are good places to start for useful market research.
You can also use market research to identify and develop a long-term pipeline of opportunities. Sites like Federal Procurement Data System (FPDS) and USASpending.gov will help you locate current and expiring contracts to see when they may come up for re-compete. On these sites, you can also see more information on spending going through these contracts and who is the incumbent contractor.
Doing the research and understanding what an agency is acquiring and how you can meet their needs in an economic and efficient way goes a long way.
Compete for Contracting Opportunities
Competing for opportunities is a necessary part of becoming a successful contract holder. You can use all the tips above to prepare for responding to these opportunities, and this tip will help you get started on finding them.
As a contract holder, you gain access to exclusive contract opportunities on GSA eBuy. GSA eBuy is a procurement tool used by federal agencies to solicit Requests for Information (RFIs), Request for Quotes (RFQs), and Requests for Proposals (RFPs) from contractors on the GSA Schedule. Since this platform requires you to respond within 7-10 days, it is best to have a designated point of contact within the company to check the platform daily for opportunities.
Applying the same strategy, you can also use SAM.gov to find active contract opportunities. SAM.gov is not exclusive to GSA contract holders, anyone can search contract opportunities on this platform.
If you are competing for a contract as a stand-alone company, it’s important to evaluate whether your business can offer a total solution. Networking with other contractors to form Contractor Teaming Agreements (CTAs) is another way to compete for opportunities that require solutions that your company alone cannot fulfill.
GSA Schedule Contract Maintenance
Maintaining contracts leads to improved transparency, which in turn makes it easier to interact with customers of GSA. Since there are so many facets of a contract to manage, GSA created a compliance checklist for contractors to reference. Some of the contract maintenance requirements are sales reporting, modifications, Trade Agreements Act (TAA) Compliance, paying the Industrial Funding Fee (IFF), and updating registration on SAM. Establishing a comprehensive maintenance plan for your company’s GSA Schedule is essential. Staying up to date with these dynamic maintenance requirements is equally vital.
Just like you want to see the updated price, capabilities, and description on an item you purchase from Amazon or another retailer (and the same goes for services), government agencies are expecting to see the most current information. Keeping up with your GSA Schedule will not only make you compliant but help develop positive relationships with your government customers.
Are You Prepared for GSA Schedule Success?
Practicing these tips can allow you to take full advantage of the benefits that come with having a GSA Schedule. However, we understand that setting yourself up to be a successful contract holder while maintaining your commercial business can be a difficult task. Getting assistance with contract maintenance can ease the burden of navigating your schedule alone. At Winvale we provide GSA contract maintenance services and would be happy to assist you.
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