This Posting is a Reprint from "On the Sales Firing Line" posted at Fedmarket.com

By Eileen Kent

The government is made up of influential people - - some of whom make million dollar decisions every day. However, the active word here is that they're "people." They are people with hopes, dreams, jobs, bosses, agendas, responsibilities, hobbies, children, pets, significant others, attitudes, fears and knowledge. Because all of our lives are in a constant state of flux, we (and government officials) are susceptible to changing our opinion on any given topic and at any given minute. Therefore, don't believe everything you hear from these employees because what they are saying to you might not hold true tomorrow. Also, don't take their decision as the absolute and final truth. Why? Because they are people, too. The more people you meet, the more advice you'll get and the more experience and understanding of the business you'll have overall. So, as I give you my advice, don't take it as the definitive word either. Consider my thoughts here and see if they fit into your world.

Field Example #1:

One small business called me recently to tell me that a leader at a prominent agency told her in no uncertain terms that no one in the government wants to be called by sales people and suggested that she only email and send mailers out.

Eileen's Thoughts:

Does ANYONE want a call from a sales person? No. Does anyone keep spam mail or email? No. However, government employees are always open to speaking to and helping taxpayers. Therefore, change your approach and the strategy changes. A government employee is happy to help a taxpayer. Therefore, instead of calling a government employee in your capacity as a sales person, consider doing so as a taxpayer. Start your inquiry with "I need help. Can you point me in the right direction?" Guaranteed, you 'll get some help.

Also, just because someone is short with you today, don't presume they will always be this way. They just might have something else on their plate that is more important to them than your questions. Therefore, don't make assumptions after just one call. Get to know them and be persistent. The worst thing the government employee could say is "No, I'm not interested." At that critical point, you can respond by saying, "If you were me, who else at your agency should I contact?" They'll gladly give you a name.

Field Example #2:

I was on a California military base after performing a large delivery for a customer. The contracting officer (CO) with whom I was working told me that he had made a decision not to continue to use my service because he believed we were cost prohibitive. As the CO was giving me the bad news, another woman walked into the conversation. "Who is this?" she asked. As soon as I was introduced to the second woman, she said, "Oh my goodness. Another department on the base needs your service right now." She wrote down the address for me, called ahead and scheduled an immediate appointment for me. She said, "We loved your service. Just go up and see what he needs and you and I will complete the paperwork."

Eileen's Thoughts:

If one person in an agency rejects you, don't be discouraged. Work every angle and every person in the agency until all opportunities are exhausted. Then, go around again. If you can predict an agency's possible need for your product or service, your persistence will pay off in the end. It's amazing how one person at an agency will show you complete disgust and disdain, while another person loves you. Just keep digging. You'll find the opportunity.

Field Example #3:

A student wrote me recently about a rejection he received from the Small Business Specialist at a prominent agency. The client was told in no uncertain terms that no one - not anyone in the agency - EVER meets with vendors. When this client wrote to me, he said, "Now what?"

Eileen's Thoughts:

Do they have furniture, carpeting, computers, temporary help, lighting, office supplies, etc? Who SOLD those things to the agencies? Companies or sales persons that the agency never met? Of course they meet with vendors. I told the client, an executive from a small business, to call the agency's Public Relations Director to see if that person could give him the name and number of a potential end user. I haven't heard back from this particular small business so I imagine he's too busy getting close with his new best friend in the agency.

To The Point:

The bottom line here is as follows - stay persistent and don't let anyone discourage your efforts to win government business. I don't call this article series "On the Sales Firing Line" because the government welcomes us with open arms. We're going to get shot down once in awhile. Just keep your imaginary bullet proof vest on and keep going! This is not a market for the weak. It's a market for those who persevere!