HOW TO REACH GOVERNMENT BUYERS

In this session, you'll learn how to effectively reach your SLED (State, Local, Education) buyers, identify your ideal government client profile, understand the public sector organizational structure, and utilize communication strategies that resonate with government buyers. With over 92,000 government entities, this lesson will help you focus on your most likely buyers and create strategies that close more deals.

Overview:
In this session, you'll learn how to effectively reach your SLED (State, Local, Education) buyers, identify your ideal government client profile, understand the public sector organizational structure, and utilize communication strategies that resonate with government buyers. With over 92,000 government entities, this lesson will help you focus on your most likely buyers and create strategies that close more deals.

KEY CONCEPTS:

  • Ideal Government Client Profile (IGCP):
     In the SLED market, your Ideal Government Client Profile (IGCP) is different from a typical private sector client profile. It considers both the characteristics of the government organization (e.g., number of employees, budget, departments) and the community it serves (e.g., urban/rural, demographics). Combining these factors helps you better target and narrow down your list of potential buyers.

  • Sources of Data for Building an IGCP:
     Use resources like the U.S. Census of Governments, which provides data on public finance and employment, and the American Community Survey for community demographics. If you’re not a data expert, leverage membership associations like the National League of Cities, which segment their members into groups such as small cities, suburbs, or rural communities. This can give you a kickstart in defining your target market.

UNDERSTANDING GOV'T BUYER PERSONAS:

  • Public Sector Organizational Chart:
     The public sector org chart has similarities to the private sector but key differences.

    • Public = Shareholders: In the public sector, citizens serve as shareholders, influencing elected officials through votes.
    • Elected Officials = Board: The mayor or city council, like a board of directors, sets high-level direction but is not involved in day-to-day operations.
    • City Manager = CEO: The city manager or executive director handles the daily management of the government organization, similar to a CEO.
    • Department Heads = C-Suite: Directors and commissioners oversee specific areas like public works or planning and are typically the decision-makers for purchasing within their departments.

  • Buyer Personas and Decision-Makers:
     Decision-making in the public sector is more organizational than individual. While elected officials and staff can be champions for your product, the real purchasing power lies with department heads or city managers. They are responsible for spending the allocated funds and making the final decision on purchases.

STRATEGIES FOR REACHING GOV'T BUYERS:

  • Associations and Corporate Partnerships:
     Membership associations often offer corporate partnerships that provide access to government buyers through webinars, blogs, or conference presentations. These partnerships can be pricey, so be selective. If a standard partnership package doesn’t meet your needs, propose creative alternatives to deliver value.

  • Cold Emails and Calls:
     Cold outreach has a lower success rate in the public sector but can work if personalized around a specific issue the buyer is dealing with. Avoid superficial personalization and instead focus on how you can solve a particular problem they face. Cold emails can be more effective when they invite potential clients to a webinar or share educational resources rather than asking for a sales meeting.

GENERATE INBOUND OPPORTUNITIES:

  • Why Inbound Sales Matter:
     SLED buyers are motivated—they have allocated budgets that must be spent to achieve their goals. Your job is not to convince them to buy but to persuade them to buy from you. The most effective way to do this is through inbound sales strategies that educate and build trust.

  • Educate, Don’t Sell:
     Become a trusted resource by providing valuable information on the challenges your ideal clients face. Host webinars, write blog posts, or partner with academics to demonstrate your expertise in solving their problems. The more you educate, the more likely they are to reach out to you when they’re ready to purchase.

LEVERAGING WORD OF MOUTH MARKETING:

  • The Power of Client Referrals:
     Word-of-mouth marketing is highly effective in the SLED market because government entities collaborate rather than compete. If you do good work for one client, they will often share your success with neighboring governments. This helps promote your services across regions without the need for non-disclosure agreements.

  • Encourage Client Advocacy:
     Ask satisfied clients to share their positive experiences with other agencies, participate in case studies or webinars, and promote your work in their networks. Governments have an incentive to showcase how they’re using taxpayer dollars effectively, so they’re usually happy to advocate for you.

FINAL THOUGHTS:

Reaching SLED buyers is all about education, collaboration, and strategic targeting. Identify your IGCP, build trust by educating potential buyers, and leverage existing clients to spread the word. With these approaches, you’ll increase your chances of success in the government market.