Marketing your GSA Schedule is not a "set it and forget it" process. To succeed in the federal marketplace, you need a proactive strategy. Here’s what you need to know:

• Federal Spending Potential: GSA Schedules account for 15% of federal discretionary spending, with over $42 billion spent in FY 2022.
• Target Buyers: Federal agencies, state/local governments, and tribal organizations are key buyers.
• Key Marketing Steps:
  • Optimize your GSA Advantage! listings with detailed descriptions and keywords.
  • Build relationships through industry days and agency meetings.
  • Use tools like GSA eBuy and procurement forecasts to find opportunities.
  • Maintain compliance and update your schedule regularly.

Focus on a strong online presence, targeted networking, and consistent schedule management to stand out in this competitive space.

Multiple Award Schedule (MAS) Contract Marketing and Finding Opportunities

Preparing Your GSA Schedule

Getting your GSA Schedule ready plays a key role in attracting federal buyers and winning contracts. Think of your schedule as your most important marketing tool in the federal marketplace.

Price Management

Setting the right prices for your GSA Schedule is a balancing act. Your pricing needs to be competitive while still ensuring profitability. GSA Contracting Officers assess whether your pricing is "fair and reasonable" by evaluating factors like labor, training, services, and products .

"Our fixed prices for supplies and hourly rates or fixed prices for services are not-to-exceed ceilings. We determined that the prices were fair and reasonable before awarding the contracts." – GSA

Here are some ways to manage and fine-tune your pricing strategy:

In addition to pricing, how you describe your services can make or break your chances of grabbing federal buyers’ attention.

Writing Service Descriptions

Your service descriptions should be detailed, easy to understand, and optimized for GSA’s electronic catalogs. Federal buyers rely heavily on these descriptions to make purchasing decisions. Make sure to include:

• Specific capabilities: Clearly outline what your services offer.
• Technical specifications: Highlight certifications, standards, or other technical details.
• Performance metrics: Provide measurable outcomes to show the value of your services.
• Relevant keywords: Use terms federal buyers are likely to search for.

Schedule Maintenance

Keeping your GSA Schedule up to date is not a one-time task – it requires ongoing attention. Successful contractors follow systematic methods to stay compliant and maintain their schedules .

Key tasks include:

1. Regular Compliance Reviews
   Use tracking systems to monitor sales and BOA compliance. Establish strict internal controls to stay on top of requirements .
2. Documentation Updates
   Keep your GSA Advantage! catalog aligned with your approved GSA price list. Submit contract modifications promptly whenever there are changes to your company information, pricing, or offerings .
3. Reporting Requirements
   Ensure timely submission of sales reports, subcontracting reports, SAM.gov updates, and modification reports .

Staying proactive with these tasks boosts your visibility to federal buyers and showcases your dedication to government contracting. To stay competitive, aim to review and update your schedule at least once a year .

Marketing Methods

Promote your GSA Schedule by focusing on targeted networking, smart use of GSA platforms, and thorough research into opportunities. Building strong connections and using GSA’s digital tools effectively can make a big difference.

Federal Buyer Networking

Connecting with federal buyers is essential because contracting officers are unlikely to award contracts to vendors they don’t know . Show that you understand their agency’s needs to build trust and relationships.

"When you show Federal buyers that you’ve done your homework, they will take the time to get to know you." – Judy Bradt

Here are some ways to engage effectively:

After building these connections, use GSA’s digital platforms to increase your visibility among federal buyers.

GSA Platform Usage

GSA Advantage! acts as your online storefront for federal buyers. To make the most of it, keep your listings updated regularly .

Here are two key ways to improve your presence on GSA Advantage!:

1. Catalog Optimization

Include detailed product descriptions with technical specifications, compliance certifications, and performance metrics. Use commonly searched industry terms to make your listings easier to find.

2. Search Enhancement

GSA Advantage! organizes search results based on part number, product name, company name, and product description . Structure your listings to align with this order for better visibility.

"GSA Advantage! is one of the most important platforms for GSA contractors to care for, and your catalog must be kept appealing and up to date if you want to ensure you are meeting your full GSA sales potential." – Winvale

Pair your digital efforts with focused market research to identify the best contract opportunities.

Finding Contract Opportunities

Discovering contract opportunities requires thorough market research and analysis. GSA’s Market Research as a Service (MRAS) can provide insights into agency needs and industry trends .

Follow these steps to identify and evaluate opportunities:

1. Research Phase

• Review agency strategic plans to ensure alignment .
• Analyze procurement forecasts to identify upcoming opportunities .
• Examine small business utilization data by department .

2. Evaluation Process

• Use CALC+ tools on buy.gsa.gov/pricing for competitive pricing analysis.
• Monitor GSA eBuy for relevant RFQs and RFPs .
• Explore partnerships to strengthen your competitive edge .

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Online Marketing for Federal Buyers

To establish credibility with federal buyers, your online presence needs to highlight your expertise in federal contracting. Since many federal buyers research online, your digital strategy should be tailored to meet their needs.

Government Website Design

Think of your website as your digital storefront for federal buyers.

"Contracting officers and federal buyers do not want to be sold to. They want to be informed…Content should help them make informed decisions and have minimal sales messages." – Market Connections

To create a website that resonates with federal buyers, focus on these key elements:

Add dedicated landing pages that feature your schedule offerings and downloadable resources. A well-designed website lays the groundwork for presenting detailed capability statements, which further boost your credibility.

Writing Capability Statements

Your capability statement acts as a digital resume, giving federal buyers a quick overview of your qualifications. Use the "Z-Format" layout to make it easy to scan .

Here’s what to include:

1. Header Section
   • Add your company logo and title it "Capability Statement."
   • Include your CAGE Code and UEI number, linking them to your DSBS profile .
2. Core Competencies
   • Highlight your main strengths with specific examples and metrics.
   • Use a font size of at least 14 points for better readability.
3. Differentiators
   • Mention facility clearance levels, specialized certifications, and agency-specific experience.
   • Highlight proprietary technologies and key personnel qualifications.

Once your capability statement is polished, you can shift your focus to targeted digital outreach.

Direct Marketing Steps

When reaching out digitally, balance education with relationship building. Avoid hard sales pitches and focus on providing valuable information .

Here are some effective tactics:

Professional GSA Support

Managing your GSA Schedule effectively can enhance your digital outreach and market research efforts. Professional support simplifies the complexities of GSA Schedule management, ensuring everything runs smoothly and delivers results.

GSA Focus Services

GSA Focus provides a full range of services to help you manage your GSA Schedule. These include preparing documents, ensuring compliance, and offering marketing guidance.

Here’s a closer look at how professional support can elevate your GSA Schedule management:

"FedBiz Access offers expert GSA Contract Management services to help ensure your listing is always up-to-date and compliant. Our team works to align your contract with your business objectives, keeping you competitive and ready for new opportunities."

Working with GSA Experts

Experienced GSA consultants can make a big difference in your marketing efforts. For instance, FedBiz Access has helped clients secure over $36 billion in government awards through their GSA Schedule programs .

When choosing a GSA expert, consider these factors:

Partnering with GSA professionals offers several advantages:

• Saves Time: They handle the paperwork and compliance, so you can focus on growing your business.
• Market Insights: Experts provide knowledge about federal buying trends and help position your services effectively.
• Regulatory Compliance: They ensure your contract stays competitive and meets all current requirements .

With their help, you can better navigate the complexities of federal contracts. This is especially important given that a typical GSA submission packet includes at least 20 documents . Their expertise can make the process more efficient and increase your chances of success.

Conclusion

Marketing Tips Review

Successfully marketing your GSA Schedule involves combining a strong online presence, building relationships, and staying on top of compliance. The federal marketplace offers great potential for businesses that position themselves well.

Here are some strategies that can help:

"Your success depends upon your successful marketing efforts." – GSA

These strategies provide a solid starting point for navigating the federal market.

Action Steps

Here’s how you can put these strategies into practice:

1. Lay the Groundwork
   Train your team on the requirements of GSA contracts. Make sure your sales, marketing, and accounting teams are familiar with the complexities of federal contracting . Set up internal systems to track compliance and maintain accurate records .
2. Build Your Federal Market Presence
   Develop a federal-focused marketing plan. This should include a polished capability statement and a website tailored to government buyers. Use tools like USASpending.gov to study spending trends and identify potential customers .
3. Strengthen Agency Relationships
   Focus on building relationships with key contracting officers. Attend industry events and schedule capability briefings to present your offerings . Consistent performance and compliance are crucial for sustaining these connections .

Related Blog Posts

• 5 Tips for GSA Advantage Sales Success
• How to Manage GSA Contract Performance
• 5 Ways GSA Schedules Boost Federal Market Position
• Ultimate Guide to Federal Buyer Relationships