Developing a positioning statement that supports your Federal business strategy is essential to mid-long term success.  Your positioning statement helps you determine how, from both a sales and marketing perspective, you communicate your “brand”.  Best practice Federal opportunity capture planning incorporates some aspects of a positioning statement specific to a single opportunity.  However, I have rarely (if ever) seen a positioning statement developed specifically to support a Federal sales and marketing strategy.

From a process perspective, your positioning statement outlines the services/products you provide and your value proposition (e.g., how you do it different/better/more effectively – your competitive advantages).  The messages you develop to convey this information, and their supporting proof points, should be specific to your identified target audience segments.  Segment specific messages should be “tested” with your key target audience segments to verify their appropriateness, effectiveness and optimum means of delivery, e.g., internet, collateral, briefings, trade shows etc.  Your messages may also vary based on both your sales cycle and the government’s procurement cycle.  

In Federal contracting, key target audience segments generally include the following:

1. Key Competitors

2. Potential Teammates   

3. Government Procurement Personnel  

4. Government Users/Influencers

Successful business communication is about identifying and removing barriers to communication in a way that contributes to the bottom line.  Your ability to deliver effective messages to key target audience segments is essential to successful marketing and sales efforts.  A positioning statement is a good methodology to help identify and deliver meaningful and effective segment-specific messages.

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