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Doing Business With the Department of Labor
(DOL)
U.S. Department of LaborOffice of Small and Disadvantaged Business Utilization
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Gladys M. Bailey Peni‐WebsterDeputy Director of OSDBU Small Business Specialist Job Corps Operations(202) 693‐7244 202‐693‐[email protected] [email protected]
Overview
Objectives
• Share Information on what you should know about doing business with DOL
• Tips on how to “break” into DOL procurements
• Misconceptions and Facts about Vendor Communication
• Questions!
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Office of Small and Disadvantaged Business Utilization3
What you should know
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Do you understand DOL’s mission; and DOL’s contracting needs?
Can you identify POC’s for procurement inquiries; knowledge of roles/responsibilities?
Do you understand the federal procurement process (i.e. timelines, paperwork, business certifications, payment terms, administration?
Do you know historical procurement information (i.e. set‐asides, procurement method, incumbents, etc.); Do you know where to find this information?
Do you know where to find DOL resources for small businesses
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Do you know what DOL Buys?
NAICS 611519 OTHER TECHNICAL AND TRADESCHOOLS
NAICS 541611 ADMINISTRATIVE MANAGEMENTAND GENERAL MANAGEMENT CONSULTINGSERVICES
NAICS 541511 CUSTOM COMPUTERPROGRAMMING SERVICES
NAICS 236220 COMMERCIAL ANDINSTITUTIONAL BUILDING CONSTRUCTION
NAICS 541519 OTHER COMPUTER RELATEDSERVICES
NAICS 561990 ALL OTHER SUPPORT SERVICES
NAICS 624310 VOCATIONAL REHABILITATIONSERVICES
NAICS 541512 COMPUTER SYSTEMS DESIGNSERVICES
NAICS 541513 COMPUTER FACILITIESMANAGEMENT SERVICES
NAICS 524298 ALL OTHER INSURANCERELATED ACTIVITIES
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Tips on how to “break” into DOL procurements
1. Understand how an agency does business – Federal procurement process
2. Right Niche‐Target Market for Your Small Business3. Work on getting your market message right4. Standout from the crowd – Create a market message that
sticks5. What is a Successful Market Strategy6. Meeting and building relationships with the right people
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7. Know your government customer8. How do I get in front of the decision makers9. Who are your competitors 10. What are you market benefits11. Marketing pitches and techniques 12. Other marketing strategy13. Misconception and facts about vendor
communications
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Workshop Discussion Topics
Understanding How an Agency Does Business Federal Procurement Process
• DOL’s mission• DOL contracting needs• Federal procurement process (i.e. contract types, procurement
vehicles, procurement time lines, business certifications, payment terms, contract administration, etc..)
• DOL points of contact (POC)/Roles and responsibilities• DOL resources to provide guidance on POCs, contract
opportunities, historical procurement data, procurement procedures, program modernization, regulatory mandates, FOIA requests
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Right Niche – Target Market for your Business
• Be clear about what you have to offer• Don’t be a “jack of all trades” – You may end up the master of
none• Identify your niche or expertise in your company’s capability
wheelhouse• Find your target customer• Introduction and understanding agency program buyers• Understand the procurement environment (how do agencies
buy)• What do agencies buy• Resources to help you find how, what and when agencies buy
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Standout from the Crowd – Create a market message that Sticks• Identify your target market• Describe your capabilities, strengths, expertise,
resources, partners, solutions• Research agency requirements/identify pain point in
past contracts, agency needs, program wants – drive home how your business can address these program issues
• Proof point – share how you have accomplished your tasks in the past. This is the time to “Brag”
• Define what makes you different11
Meeting and Building Relationships with the Right
People12
• Selling to the government can be daunting for small business
• Getting to know the “procurers, Influencers and end users”• “Easier said than done”• Requires time, perseverance and planning• Many businesses do not know who to reach out to (i.e. CO,
program office, OSDBU, high‐level management)• Many businesses do not know what resources are available
to assist in locating the most effective point of contact
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Know Your Government Customer
Target government agencies that may need what your business does. A wealth of market research is available free and online.• Agency Annual Procurement Forecast• USASpending.gov• Search FedBizOpps• Subscribe to a bid‐matching service• Use the personal touch and network• Work with a Procurement Technical Assistance
Center (PTAC)• FPDS• SBA.gov (SB Scorecard)
Anticipate future business opportunities by tracking bills as they work their way through Congress and by monitoring the priorities of the administration. Note which agencies are on the hot seat.
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• Despite all the rules and procedures, people ultimately make the buying decisions. Finding the right people, hearing what they need, and telling them how you can help is essential, but not easy
• How do you find these decision makers? – Network
• Agency Vendor Outreach Sessions• Industry Days• Attend traditional trade‐shows• Attend pre‐bid conferences• OSDBU
– Call the office(s) listed and make an appointment• Procurement Forecast• Introduce yourself and your business. • Provide your business card, a capabilities statement, contact information • Give buyers an opportunity to see who you are and what you can do
How Can I Get in Front of the Decision Makers
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What are Your Marketing Benefits?Emphasize your benefits to contracting officers/specialists, program managers, and end users ‐ Examples:
Ordering• Ease of ordering (FSS, GWAC, MAC)• Meets all applicable regulations and competition requirements (including
FAR & Competition In Contracting Act)• The government issued charge card, GSA SmartPay®, can be used to
make purchases.
Pricing• Schedule pricing is guaranteed to be fair and reasonable• Flexible pricing• Discount volume pricing
Control of solutions• Access to industry leaders• Contractor teaming arrangements allow agencies to customize solutions• Orders placed under the schedule program can count toward the
Agencies’ socioeconomic goals and accomplishments.16
Who are Your Competitors
Why do you think it is valuable to know your competitors?
• Idea on what the government paid for a product/service
• Identify the incumbent
• Help make a realistic assessment on whether you can be competitive in the government market
• Identify potential teaming, partnerships, joint‐ventures, subcontracting opportunities
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Marketing Pitches and Techniques
• In‐person• Emails• Cold calls• Referrals• Advertising materials, brochures, pamphlets
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In Person: The “Marketing Pitch”
Have threemarketing presentations ready at all times.• “Elevator speech”• One page capability sheet• Full capability presentation
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Email Marketing
• Send to the right customer!
• Marketing pitch, virus, or SPAM? Include subject line & content in body of email, not just an attachment
• Be brief – use your one page capability sheet
• Limit graphics – oversized attachments may be stripped
• Stand out from the crowd!
• How can the customer benefit from doing business with you? What problems can you solve?
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Basic Marketing Information
Company nameAddressContact informationEmail WebsiteBusiness size/Socioeconomic categoryNAICS & capabilitiesCertificationsPrime contractsSubcontractsFSS, GWAC, other contract vehicles
The P’s for Marketing to DOL
ProfessionalismPreparednessPresentationPerformancePossibilities
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Misconceptions and Fact about Vendor Communication
Misconception ‐ “We can’t meet one‐on‐one with a potential offeror.”
Fact – Government officials can generally meet one‐on‐one with potential offers as long as no vendor receives preferential treatment
Misconception – “A protest is something to be avoided at all costs‐even if it means the government limits conversations with industry.”
Fact – Restricting communications won’t prevent protests, and limiting communications might actually increase the chance of a protest – in addition to depriving the government of potentially useful information. Misconception – “When the government awards a task order or delivery order using Federal Supply Schedules, debriefing the offeror isn’t required so it shouldn’t be done.” 22
Misconception – “When the government awards a task order or delivery order using Federal Supply Schedules, debriefing the offeror isn’t required so it shouldn’t be done.”
Fact – Providing feedback is important, both for offeror and the government, so agencies should generally provide feedback whenever possible.
Misconception – “The best way to present my company’s capabilities is by marketing directly to Contracting Officers and/or signing them up for my mailing list.”
Fact – CO’s and program managers are often inundated with general marketing materials that doesn’t reach the tight people at the right time. As an alternative, vendors can take advantage of the various outreach sessions that agencies hold for the purpose of connecting contracting officers and program managers with companies whose skills are needed.
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Misconception – “Attending industry days and vendor outreach sessions are not valuable because the agency doesn’t provide new information.”
Fact – Industry days and outreach sessions can be a valuable source of information for potential vendors and are increasingly being used to leverage scarce staff resources.
Misconception – “If I meet one‐on‐one with agency personnel, they may share my proprietary data with my competitive.”
Fact – Agency personnel have a responsibility to protect proprietary information from disclosure outside the Government and will not share it with other companies.
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Misconception – “It is a good idea to bring only business development and marketing people to meetings with the agency’s technical staff.”
Fact – In meetings with government technical personnel, it is far more valuable for you to bring subject matter experts to the meeting rather than focusing on the sales pitch.
Misconception – “If I lose a competition, I shouldn’t bother to ask for a debriefing. The Contracting Officer won’t share any helpful information with me.”
Fact – Unsuccessful offeror should ask for a debriefing to understand that award decision and to improve future proposals.
http://www.whitehouse.gov/sites/default/files/omb/procurement/memo/Myth‐Busting.pdf
http://www.whitehouse.gov/sites/default/files/omb/procurement/memo/myth‐busting‐2‐addressing‐misconceptions‐and‐further‐improving‐communication‐during‐the‐acquisition‐process.pdf
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In closing, Answer these questions as you prepare to market to the government:
• How does selling to DOL fit into your overall business strategy?
– What are your core competencies?– Which agencies need what you provide?– What set you apart?– Are you willing and able to devote resources to win government’s business?
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• How can you use your capabilities or processes to make things that the government needs or want?
• Do you understand or know any program office “pain points”
• What haven’t you considered before?
• How can you collaborate with other businesses to give the government a “total” package?
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CONTACT INFORMATION
OSDBU key personnel and phone numbersSmall Business specialistsCredit card holdersInformation technology representativesTraining representatives FOR MORE INFORMATION ON DOL POINTS OF CONTACT, PLEASE VISIT OUR WEBPAGE AT
HTTP://WWW.DOL.GOV/OASAM/PROGRAMS/OSDBU/CONTACTS/MAIN.HTM
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Annual Procurement Forecast
• Know your customers’ needs or requirements • All federal agencies publish Annual Procurement Forecasts
http://www.dol.gov/oasam/boc/aappf/index.htm
Where DOL Advertises Procurements?• FedBizOpps.gov, the Federal Business Opportunities website at www.fbo.gov• GSA’s eBuy, an online Request for Quotation (RFQ) tool at
http://www.gsa.gov/portal/content/104675• FedBid, an online marketplace optimizing the way governments, businesses and
educational institutions buy the goods and services they need at http://www.fedbid.com/
As with all procurements
Questions
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