Executing Your Q4 Strategy: Five Practical Steps

July 17, 2025 | Government

If Sunday was about what to do, this is about how to get it done.

Execution is where most companies fall short. Everyone wants to win in Q4, but few are willing to put in the work that gives them a shot. One email blast won’t do it. Neither will checking SAM once a day.

Here are five tactical steps to get your Q4 sales strategy moving in the right direction:

1. Run Targeted Research
   Don’t guess who your buyers are. Use tools like FPDS, USAspending, and SAM to figure out who buys what you sell. Take it a step further search for agency directories, FOIA if needed, and layer in LinkedIn Sales Navigator or GovTribe to fill the gaps. You need names, roles, and email addresses, not just agency logos.

2. Tailor Your Messaging
   If you’re still copying and pasting generic capability statements, you’re wasting time. Build a few templates that let you plug in specific past performance, agency examples, and differentiators. Reference what they’ve bought, how they’ve bought it, and how you can help. Personalization is what cuts through the clutter this time of year.

3. Centralize Your Data
   Get everything in one place. A spreadsheet is a good start, but you’ll want to move to a CRM soon because of all the data that needs organizing names, agencies, contact attempts, responses, notes, acquisition methods, set-aside preferences, past purchases. The second you start organizing your data, your outreach becomes more focused and a lot more effective.

4. Use Acquisition Options Strategically
   Don’t just talk about what you sell, show them how they can buy it fast. If you’re on GSA, say it. If you can do micro-purchase or SAP buys, say it. If you’re eligible for 8(a) or WOSB sole source, list it. Be the vendor who makes the process easy when the buyer has money to move.

5. Schedule Touch Points
   Q4 is loud. You won’t break through with one message. Build a calendar of consistent outreach, calls, emails, social touches. You’re not asking for a meeting in every message. Sometimes you’re just staying visible. Space your outreach enough to avoid being annoying but close enough to stay relevant.

Bottom line: You still have time to make Q4 count, but you have to execute. Not perfectly. Just consistently.

Build your list. Tailor your message. Organize your data. Make it easy to buy. Keep showing up.

That’s how you win.

If you like what you see in this article and are ready to get to work on increasing your product sales margins, click here to schedule a call with me. Let’s put together a plan that works

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