Mastering the 6 Essential Prospecting Channels for Government Sales

May 9, 2024 | Government


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To succeed in government sales, you need to use a variety of tactics. No single approach will guarantee success, but they can be very effective when used together. Here are the six necessary channels to reach prospects and improve your chances of success.

Phone Power:

Taking a traditional approach to communication can be valuable, especially when it comes to phone calls. They offer a personal touch that can help foster more meaningful connections that feel less like a sales pitch. To increase your chances of success, planning and gathering information about your prospect’s geography, education, background, and interests is essential. LinkedIn can be a valuable tool for this purpose. Some salespeople find that email needs to be more saturated, and they are turning back to phone calls for a more effective way to connect.

Email Engagement:

In today’s fast-paced world, making your emails stand out amidst the flood of messages that clutter inboxes is important. To achieve this, you must ensure that your emails have a compelling subject line and are brief and customized for the specific needs of government officials. Start by briefly introducing yourself and explaining the value you provide. Then, make a clear and concise request for what you want. To increase the chances of your email being opened, consider following up with a well-timed email after a phone call. This will help to reinforce your message and make it more memorable.

Social Media Savvy (LinkedIn):

This platform is a valuable resource for gaining insights and building professional relationships. It can be utilized for conducting research and engaging potential clients in a non-intrusive manner. It is recommended to like and comment on their posts, offer your insights, and extend congratulations in a personalized way. However, it is essential to refrain from using canned responses and never directly sell to them on this platform. An effective LinkedIn connection and engagement can help warm up a prospect before a phone call, increasing the likelihood of a positive reception.

Sources Sought/Requests for Information:

Participating actively in events related to your field can help you establish yourself as a knowledgeable player. These events are not just tools for procurement but also provide networking opportunities that may lead to direct inquiries and deeper engagement. To make the most of these opportunities, follow up with potential contacts by phone and ask for 15 minutes to further the conversation. Rather than appearing eager to sell something, act as an expert who can solve their problems.

Events : 

“Where digital meets physical” gatherings are essential for individuals to connect. These gatherings include industry-specific or government agency-specific conferences and industry days. They allow individuals to put faces to the names they have interacted with digitally. Messaging someone via phone, email, or LinkedIn direct message to inform them of your attendance at an event can spark more engaged and meaningful conversations.

Text Messages

Using text messages can be highly effective, but it’s essential to exercise caution. You should only use text messages extensively with prospects you have already engaged with. With the rise of remote working in government agencies, many people are now using cell phones for their work communications, and some even include their numbers in their email signatures and business cards. Following up after meeting someone at a conference can increase the likelihood of scheduling a follow-up meeting if done correctly. If an opportunity to connect is slipping away, and you haven’t been able to reach out through any other channels, sending a text message could be a last resort to connect.


Every communication channel is interconnected, forming a complete set of contact points. By combining these methods, you are selling and building connections that could shape the future of your government sales journey. Another thing to note is that I don’t agree with those who say that phone calls are no longer adequate for prospecting. These statements are meant to lure people hesitant or afraid of making phone calls into buying special programs or systems. Finally, if someone tries to persuade you to “social sell” and reaches out to you through a cold email or call, be cautious and skeptical.

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MYTH: Government agencies only do business with large businesses.

FACT: Each government agency sets goals each year on how much money they will spend with small business concerns (traditional small business, woman owned small business, minority owned small business, veteran owned small business, hubzone etc). Some agencies have set their goal to award 30% of their dollars spent to some type of small business concern.