Experience the benefits of a marketing acquisition funnel for Government with airSlate SignNow

How to create outlook signature

[Music] so the big question is this how do small businesses like yours who feel like you're doing all the right things and going to all the right events reach the federal buyer in a way that helps you win more contracts that is the question and this is the place to get your answers my name is neil mcdonnell welcome to the govcon chamber of commerce [Music] so let's move on to understanding the process and to me it begins with the funnel and understanding just the large pool of vendors the federal government deals with in the federal market if you use sam.gov and dsbs there's 300 000 small businesses that are actively selling to the federal government and when i say active it means they're registered and their profile is up to date half of those probably have no revenue at all with the federal government that's a separate challenge we're trying to do but when the buyer comes in that's what they see and they need to shortlist that 300 down to 10 or 20 vendors that they can evaluate and decide whether those vendors can solve the need the government has as they try to accomplish the mission so you know you look at the funnel and you have the all businesses the first step that they do is they type a keyword um and let's say medical testing they come in or pharmaceutical they'll type the keyword in and from the results or excuse me from that search they'll get rid of 80 of the vendors out there so the keyword gives them a much smaller list when they get the results back they look at the next thing is the capability narrative the capability narrative is this elevator pitch or something you might say at a thanksgiving dinner or cocktail party and networking event we say you answer the question of what do you do that capability narrative is a generic high-level way of describing what you do they look at that for two things do you have one and then does it match what they're looking for so say um they search medical testing or in fact say they're searching testing this profile comes back and they read it they go oh this is all about pharmaceutical that's not what we're looking for we were looking for software testing now they need to get better with their keyword search but it's a way for them to quickly balance whether neil's company fits their need and if his is his description and that narrative doesn't point that direction they go okay you're swiped left or right or whatever it is and you're off the running and we continue on down the next thing they look at at the very bottom of the dsbs profile is your past performance or experience and down there you can put in anything you want i'll talk about it in a minute but basically they're looking to see does this company have the experience related to what that keyword was and the capability narrative is describing um it doesn't have to be all federal government it could be anything could be commercial they just want to know are you experienced at doing that the last one that they look at is the website so say you're coming all the way down and you're they they look at the profile and they say this is a good profile they they want to click on the website to do additional market research on this company let me go take a look at their website maybe i'll reach out to them now and so when you think about this funnel now i want to show you what michigan looks like inside of michigan michigan has fifty two hundred businesses of these fifty two hundred sixty percent of them have no keywords at all that means they're invisible to the federal buyer this is the reason i'm in michigan i'm i'm uh out here in dc i have no particular tie at all to michigan but i'm committed to going around the country this to say darg this this one problem i wish people would have told us small businesses and you'll find out more about this in a minute but the reason people have no keywords or missing keywords is because it's not a required field when we stood up our company and registered in sam.gov we just filled out the basics and keywords wasn't there and so as you can see that's one of the first vetting ways a buyer is doing market research just 60 percent of michigan businesses are virtually invisible to the federal buyer when you continue down 70 percent are missing capability narratives just no capability narrative at all so you understand this right seven out of ten companies are just pushed off to the side and i'm gonna look at these three but i need twenty it's like that's fine then i'm just gonna get um enough companies let's say a hundred and a hundred will get me 30 good companies that have a capability narrative same thing as you come down the experience almost nobody puts in their experience either because they haven't followed back up or they're worried about competitors seeing their information which are all misunderstandings because the reality is i can look in your uh i can do my own research on the internet learn all about your company so it's not that big of a deal but no many people don't have the experience but the worst one for me is the website 75 percent have a missing or broken website this is a fix that takes two seconds two minutes right because of the internet but it takes two minutes to fix and all of a sudden you're potentially in the running