Strategies for Understanding and Succeeding in the Military Marketplace

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Strategies for Understanding and Succeeding in
the Military Marketplace

• James Fagan
• Spring 2009 Meeting

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Administrative Notes1. RDA provides detailed
information to all members on a confidential
basis2. Please call after the meeting is
something is not clear3. We are always
available to guide anyone to the first steps in
all processes
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SQUENCE OF SESSION

• Understanding Government
• Food Program Details
• Natick Decision Makers
• Tuesday Follow Up

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Session Overview

• What do I need to know to understand the
• government environment?
• It is different than commercial market

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FAGANS AXIOMS

• 1. DOING BUSINESS WITH THE GOVERNMENT IS ALWAYS
  A MARATHON AND NEVER A SPRINT

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AXIOM 4

• REMEMBER THE GOLDEN RULE. The government
  controls the gold, so they are always right,
  EXCEPT, when they are very, very wrong.

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AXIOM 7

• UNDERSTAND THE RULES OF ENGAGEMENT. Good news
  is always shared in public but bad news should
  be shared in ONLY in private

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AXIOM 5

• The military leader is there for three years or
  less, the civilian leader is there for years!
  Get to know and work with the GS employees in all
  governmental agencies.

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AXIOM 11

• ALL ORGANIZATIONS HAVE STRUCTURAL AND DEFACTO
  DECISION MAKERS.
• DO NOT WASTE YOUR TIME ON PSUEDO DECISION MAKERS.

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AXIOM 2

• NO GOVERNMENT EMPLOYEE WANTS TO MAKE A MISTAKE.
• OFTENTIMES DELAY OR NO ACTION ARE BEST.
• SOME MISTAKES ARE PUNISHED IN GOVERNMENT CIRCLES

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AXIOM 10

• THE GOVERNMENT DISAGREES INTERNALLY BUT THERE ARE
  MANY TURF BATTLES. HOWEVER YOU SELDOM SEE
  THESE IN PUBLIC.
• GOVERNMENTAL ACTION SELDOM TAKES PLACE IF THERE
  IS SERIOUS DISAGREEMENT

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AXIOM 13

• COMMERCIAL SALES PRACTICES DO NOT WORK WITH THE
  GOVERNMENT.
• YOU MUST ADAPT TO DIFFERENT TACTICS

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AXIOM 15

• THERE ARE NUMEROUS AREAS OF DISAGREEMENT IN MOST
  ACTIONS.
• ALWAYS BE POLITE! NEVER TAKE ANYTHING PERSONALLY

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AXIOM

• ALL ACTIONS ARE SUBJECT TO SOME TYPE OF AUDIT.
• THAT AUDIT MAY BE BY AN ACCOUNTANT, GOVERNMENT
  OFFICIAL, SUPERIORS, OR YOURSELF.
• THE GOVERNMENT HAS A VERY , VERY, LONG MEMORY

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AXIOM

• REGARDING ETHICS WHEN IN DOUBT, ASK! ETHICAL
  STANDARDS ARE A PART OF THE CULTURE OF THE
  GOVERNMENT.

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THE GOLDEN AXIOM

• YOUR CUSTOMER IS ALWAYS THE GOVERNMENT. YOU MUST
  BE PREPARED TO
• EXCEED THEIR EXPECTATIONS
• ADAPT TO CHANGES
• COMMUNICATE EFFECTIVELY

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THE KEYS TO BEING SUCCESSFUL

• THE RIGHT PRODUCT OR SERVICE
• EXACTLY WHAT THE GOVERNMENT WANTS
• DEVELOP A NEED FOR THE ITEM
• PROVIDE OVERWHELMING DATA
• EMPHASIZE YOUR ADVANTAGES

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KEYS

• YOU WILL NEED TO FIND A CHAMPION TO SUPPORT
  YOUR ITEM OR SERVICE
• THE CHAMPION MUST HAVE SYSTEM INFLUENCE

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KEYS

• YOU MUST HAVE DETAILED KNOWLEDGE OF
• YOUR PRODUCTS OR SERVICES
• THE GOVERNMENTAL PROGRAM
• NEEDS OF PROGRAM LEADERS
• WHO ACTUALLY PURCHASES YOUR ITEMS

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THE LAST KEY

• YOU NEED TO NETWORK WITH A LARGE AMOUNT OF
  GOVERNMENT CENTERS AND PERSONNEL

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PERSONNEL PROBLEMS

• I NEVER GET A CALL BACK!
• THE KO SAYS HE CANT HELP ME
• I WAS LIED TO AND IT COST MY FIRM X AMOUNT OF
  DOLLARS

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WHERE DO I GO FROM HERE?

• LET RDA BE YOUR NAPOLEONS CORPORAL
• MOST GOVERNMENT FOLKS ARE KIND AND WILL EXPLAIN
  THINGS TO YOU.

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