Developing highly focused marketing approaches that
lead directly to revenue growth
Marketing to the Federal Government is
significantly different from the mass marketing that
we, as consumers, are besieged with daily. For most
government contractors, the target audience for
marketing efforts is less than 1,000 people.
Further, within that audience, it is likely that the
actual decision makers number less than 100.
Obviously, effective marketing must be highly
aligned and tailored to your specific market
audience. This focus is the fundamental theme of the
ClientView marketing training.
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Value Delivery Strategy
The understanding of why your firm is valuable to
clients and how you deliver that value is the single
most important facet in creating consistent,
long-term revenue growth. When that understanding
permeates a firm, it is likely to become a market
leader. We go through the fundamentals of value
delivery strategy and how it shapes your Government
marketing approach and strategy.
Our approach is derived from the work of Michael
Treacy and Fred Wiersema as presented in their book
“The Discipline of Market Leaders,” published by
Perseus Books in 1995. This concept is used in
several different training programs. In each case,
it is modified to be aligned with the objectives of
that program.
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Persuasion
We examine six principles of persuasion and how they
are used in commercial marketing and how they may be
used in business development in the Government
market. The lessons and exercises are focused on the
specific market niches of your firm and are designed
to produce ideas that may be immediately applied to
improve the effectiveness of your marketing
materials, press releases and website.
Our approach is derived from the work of Robert B.
Cialdini, Regent’s Professor of Psychology at
Arizona State University, as presented in
“Harnessing the Science of Persuasion” published by
in Harvard Business Review, October 2001.
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Compelling Marketing Messages and Themes
The lessons and exercises focus on how to conduct
market surveys that produce effective and useful
information regarding both the performance needs and
psychological decision factors in your market niche.
Examples are provided to illustrate how this survey
information is transformed into compelling messages
for use in your marketing materials, website and
proposals.
Our approach is derived from our won pragmatic
experience and is enhanced by the work of a number
of authors which we have tailored to the specific
environment of Government contract business
development. These authors include:
“Solution Selling” by Michael T. Bosworth, published
by McGraw Hill in 1995
“The Fifth Discipline: by Peter Senge, Director of
Center for Organizational Learning at MIT’s Sloan
School of Management, published by Doubleday in
1994, revised in 2006
“Proposal Guide for Business Development and Sales
Professionals” by Larry Newman
“Selling the Invisible” by Harry Beckwith
“Harvard Business Review on Strategies for Growth”
“The Balanced Scorecard” by Robert S. Kaplan and
David P. Norton
“Persuasive Business Proposals” by Tom Sant
“The New Strategic Selling" by Stephen E. Heiman,
Diane Sanchez with Tad Tuleja
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“Jim Tierney knows the defense acquisition business
inside and out. More importantly, he was able to
apply his knowledge specifically to our situation
and recommend actions/paths to take that
significantly enhanced our competitiveness. As an
added benefit, working with J. Tierney Associates
raised the knowledge level and professionalism of
our staff.”
Brian Keller,
Chairman,
GMA Cover US
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