MCCC Business EXCELerator Recap: Best Practices: Marketing | October 2, 2015

Posted Date: 
October 2, 2015

Small Business Presentation 

Small Business Co-Chairs:
Clark Kendall, Kendall Capital Management
Neil Simons, Arthur J. Gallagher & Co.

Guest Speaker: Ira Koretsky, The Chief Storyteller
Topic: “What Do You Do?” How to Tell Your Story in 30 Seconds of Less

Clark Kendall, Vice-Chair of the Small Business Member Exchange Meeting, introduced Mr. Koretsky who got the morning going with an exercise where each person practiced their elevator speech with three people they did not know.  Participants were asked what they learned from the exercise which included the realization that a minute is a long time!

Mr. Koretsky said that whatever business you are in you need an elevator speech, a capability statement (a one or two sided brochure) and a capability presentation (past performance).  Each of these should explain what benefit someone would get from working with you.

Your value proposition – your promise for a better tomorrow – should be in ten words or less.  An elevator speech should be 85 seconds or about 150 spoken words.  The theme should be incorporated into everything you do.  “We” statements are more powerful.

The “headline” should be followed by the how statement and the success stories.  These should be tested out among different audiences.

In summary, Mr. Koretsky suggested the following:

  1. Write more headlines
  2. A/B/C test your ideas
  3. Standardize your message across your communications

As a closing, he cited a quote from Maya Angelou reminding everyone that people will never forget the way you made them feel.

Mr. Kortesky can be reached at info@ TheChiefStoryteller.com.
Visit his youtube site at youtube.com/IraKoretskySpeaker

GovConNet Presentation

GovConNet Co-Chairs:
Kwesi Rodgers, Federal National Commercial Credit
Lexy Kessler, Aronson LLC

Guest Speaker: Tabisa Kalisa, Program Manager, Office of Small Business Programs (OSBP), NASA
Topic: Effective Marketing to the Federal Government

In the second half of the presentation, Kwesi Rogers, Co-Chair of the GovConNet Member Exchange Meeting, introduced Tabi Kalisa of NASA to discuss marketing to federal agencies specifically. 

Ms. Kalisa is a long-time friend of MCCC and to small business, working to promote small business opportunities in the federal government. Her presentation focused on information small businesses need to be most effective.

Even as the rate of overall federal spending is declining, the money going to small business is increasing.  As a business, you need to know your niche, focus on the right agencies for you, and be engaged early in the process. 

When speaking with agencies, fine tune your pitch to tell an agency what your company can do to help the agency meet its goals.

She encouraged businesses to understand the agencies they are targeting and know the numbers.  You stand out as a business when you demonstrate knowledge about the agency and its past work. 

Do your homework.  The SBA has many resources – including the Procurement Center Representatives – who can help businesses understand what goes into the decisions to make procurements full and open or to set them aside.

Sources Sought Notices are the primary method of market research and are used to determine set asides.   In a sources sought, you need to demonstrate capability, knowledge and experience and answer the questions.

Ms. Kalisa provided numerous links and resources in her presentation. The presentation is available from MCCC by request. Please contact xxx.

Ms. Kalisa can be reached at smallbusiness@nasa.gov.

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