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Differentiate or Die
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Transcript of Differentiate or Die
Differentiate or Die!
How your company can get on the radar of key government influencers
and primes
A little background- I was
• The second child…
• One of a hundred in 2008…
• #3 in 2009…
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I am
• Among the best known people in the GovCon community
• The only consultant in the GovCon market to win the Top 100 marketers
• Always working on improving my online presence
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Let’s start off with a premise-
That you are here because you’d like to win more federal business-
Agreed?
What are you currently doing to
Raise your visibility in a way that resonates within your
community?
Relationships rule in the GovCon community
But how & where are you developing them
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Networking Activities
• Association participation
• Attend agency briefings
• Find and/or create venues to share
• Attend seminars
• Leverage LinkedIn
• Develop relationships with key players
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Quick Quiz: do any of these messages resonate?
• Service Disabled Veteran Owned Small Business
• Ensuring Your Success Through Our Experience
• Our business philosophy is to provide a quality product at a fair and reasonable price through the teaming/partnering concept.
• Intelligently adapting technology
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Your message is a first impression
And it needs to sing your song loud and clear
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Neil Gordon: Decorating with Fabric
• Drapery expert
• “green” drapery
• Blogger
• Hosts 2/x month “lunch & learns”
• Has become pervasive in NYC area
• Recognized by the ‘trade” & federal facility managers as “the drapery expert”
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Developing your expertise
• Read the trade publications- comment on the articles
• Professional education/certificates
• Find and/or create venues to share: blogs, webinars, podcasts, seminars
• Attend seminars
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Differentiating your company
• 1- define your area of strength.
• 2- envision where you are in your niche- what is your market position?
• 3- what makes your company different?
• 4 – will this resonate in your market?
• 5 – can you support your claim to this niche?
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Differentiating your staff
• 1- In-house training program
• 2- Professional certifications & CEUs
• 3- Ongoing industry education
• 4 – Demonstrated employee retention
• 5 – Consistent social media activity/training
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Content and Context
• 1- develop content that supports your niche claim
• 2- content as webinars, white papers, podcasts, blogs, video, e-books, etc
• 3- share the content in the right context (venue)
• 4- share in LI groups, Twitter, YouTube, online press releases….
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Carahsoft Technology
• 7 years old • Software reseller • Intense ongoing staff training • Fastest growing company in the government
market • End of year 7- $1 billion in sales • All organic growth • An archive of over 1,000 webinars
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You don’t have to do it all….
But what you select to do, do very well!
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7 Habits of companies that don’t win • The battle cry is “I’m going to get to it!”
• “We want a level playing field”
• Web site is full of platitudes & adjectives- no beef; LI profile less informative than web site
• Employees offer no consistent message
• All conversations prefaced with small business status
• They’re waiting for the phone to ring
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7 habits of companies that DO win
• They know what they do well & say so
• Web sites with more than simply capabilities & business status
• Active on social media & trade groups
• Generating pertinent content
• Disseminating pertinent content
• Employees proactive & on message
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Let’s end with a premise-
That you are here because you’d like to win more
federal business- So, what are you doing next?
Thank you!
Mark Amtower
Look me up on LinkedIn
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