Are you annoying your government prospects?
Speaking to government prospects and engaging with public sector leads is a great way to get your name out there. However, it all depends on your methods.
We always tell our clients and suppliers to engage with and reach out to government buyers, however we all know how annoying it can be to receive persistent and unwanted marketing materials. In this blog we give some helpful tips on how to go about your public sector marketing in the right (and polite) way.
The first thing to remember is that technology buyers are busy, digitally transforming key public services is no small feat. So, whilst your expertise and services might help them achieve their aims, a cluttered inbox and barrage of calls will not help them get there any faster.
Here are a few courtesy rules to abide by when engaging with public sector buyers:
- Send emails sparingly, and always have the option to unsubscribe at the bottom of your emails. This is not only polite, but a GDPR must have.
- Do not send calendar invites to buyers, unless a meeting has actually been agreed. This is the quickest way to get yourself blacklisted.
- Calling a department to enquire about what projects they are working on is fine (within reason) however do not pretend that a member of staff has requested your call, unless of course they have…
- Bear in mind that you are not the only supplier vying for attention and if the buyer says thanks, but no thanks do not continue to push.
- Trying to engage with government on social media and starting a conversation is a great idea, however a conversation requires both parties to be invested. If you aren’t getting anything back, know when to quit.
- Take rejection on the chin!
- Be considerate of your prospect’s diary, it’s unlikely they will be able to drop everything and speak to you that minute. Suggest a few weeks down the line and give them time to digest the information given.
- Lastly, don’t be annoying! Blunt advice we know, but consideration in the initial stages of developing a buying relationship is key.
Some of the above might seem obvious, but if you stick to these rules when selling and marketing to government you won’t go far wrong. And remember you won’t get a second chance on a first impression.