Lead generation is key as federal fiscal year draws to a close

The end of the federal fiscal year (Sept. 30) can be a busy time but very profitable for business development professionals who are up to the challenge, says Joyce Bosc, president of Silver Spring, Md.-based Boscobel Marketing Communications. “This time of year, government agencies are racing to spend the remainder of their annual budgets by the end of their fiscal year on Sept. 30. This can create a use-it-or-lose-it situation for your government customers and prospects, who have to spend their money by the end of September or lose it forever.”

Here are Bosc’s views on selling strategies as the curtain comes down on the 2012 federal fiscal year.

Govpro: Are there any vendor strategies that can boost federal sales as the end of the federal fiscal year approaches?

Joyce Bosc: Now is the time for product-oriented companies to fully engage in lead-generation activities. For example, webinars can highlight product benefits and applications and provide leads for the business development/sales team. Webinars are also a good way for companies to tie their products into trends and federal strategies (think mobility and cloud computing) that are currently keeping government executives up at night. But remember, webinars, like trade shows, will be a waste of money without a formal “call plan.” There has to be follow-up.

Also, some companies offer additional incentives to their sales teams, and some even bring in supplemental sales teams that have relationships with prospective customers and can complement current sales activities.

Finally, it’s always important to know the priorities of your prospective customers and to be informed about the latest federal mandates and initiatives that are relevant to your offerings.

Since founding Boscobel Marketing Communications in 1978, Bosc has provided a range of communications services for high-tech companies, associations, federal, state and local governments, government contractors, real estate and utility companies. Her experience includes national product rollouts and company launches (including America Online), brand management programs, and strategic and tactical marketing plans.

Bosc provides a hands-on approach and supplies expertise for clients who need to reach and shape opinions of consumers, businesses and governments. Bosc is an expert in the field of branding and has been interviewed by and contributed stories to media outlets such as MSNBC.com, National Public Radio, Association Management, Washington Business Journal, CNET Radio and UPI, among others.

Bosc’s firm recently launched a blog, FedBizBeat. The blog is an independent resource to both government and industry, providing best practices and news in business development, market insights and government procurement. In addition to providing breaking news in the industry, FedBizBeat is offering Q&A sessions with industry leaders, Executive Tips, guest bloggers and spotlights on government and industry events.