SUMMIT INSIGHT

GOVCON
PERSONA GUIDE
THE PLAYERS AT
ALL THE LAYERS
ESSENTIALS FOR FEDERAL SALES SUCCESS

www.summitinsight.com
Judy.Bradt@summitinsight.com
The Players and Layers in GovCon

There are FIVE LAYERS to every Federal opportunity. Knowing the Players at each Layer
can help you speak the language that helps close that deal. Understand what each
player needs and how to speak "their language".

The first person you meet might be a low-level contract specialist, or someone who’s not
even on this map – the small business specialist. That person is often the point of contact
listed on the bid. Their client is the contracting officer. The CO/KO’s client is the end
user. The End User’s client is the Stakeholder.

We always need to know where the person we’re talking with fits. Then, we know what all
the layers are, and who the players are at each one.

We also pay attention to where we have gaps: that is, who we don’t know…but our
research shows we need to know.

Our Players At All The Layers: Let’s meet them now.

Contracting Specialist Contracting Officer End User Stakeholder

Usually the person listed (CO, or in military, KO) Serves the Stakeholder Commander, base
in the RFP. They’re Awards and signs the Needs your help! chief…?
gathering info, paper contract. => Serves End
pushers. User
Serves Contracting Officer

Can BUY UNDER The FARS – Can’t actually BUY anything

differenent from commercial (sign contracts)

PRIME who’s already there… can keep you from getting in!

© 2020 Summit Insight

CONTRACTING
The Contracting Officer (CO , or in the military, KO) manages the competition and contracting process.
They develop the requirements and evaluation criteria from the Program Manager and/or the COTR (see
below), and take all the required steps to publish the solicitation. Depending on the complexity of the
acquisition, the CO may coordinate the selection or even choose or recommend the winning vendor. Oh, yes,
and the CO may also be the person who ensures that you get paid when the work is complete.

Above all else, the Contracting Officer has a
“warrant” – legal authority, up to a specified dollar
value or sometimes even with no dollar limit at all –
to bind the federal government and a vendor in a
contract for goods and services. Only the CO may
authorize, sign, and administer the contract. CO's
want to know about your capabilities to perform
the work and manage the contract. They’re very
interested in your track record in doing the kind of
work you want to win. Even though the CO's aren’t
usually end users of the product or service they’re
buying, they often have end-user experience. They
certainly influence how the specification and
evaluation criteria are written...two things that
determine who wins!
Contact them well in advance of when formal
competition begins (and if they like you and want
to talk to you), CO's can tell you a lot about the
type of contract and competition process they plan
to use.
Again, if your questions show that you know how
this agency usually buys, and the programs they
manage that might need the kinds of things you
offer, CO's are much more likely to open the door
to someone you really need to meet, especially the
Program Manager or End User. They are making
sure the buy goes smoothly and making the
file look perfect, including with lots of
competition. You need to follow the rules and help
them follow the rules and look good. SO you need
to say, “We’re here to help you.” Put the Unique
Source / Best Value up front so they can glean that
info easily to build the sole source justification.
In some offices, contracting officers specialize in
buying one type of products. In others,
EVERYBODY handles all types of purchases. You’ll
have to figure out how that works in each of the
offices you’re calling on.
Some CO’s specialize in types of buying; others
just hand out bids from the top of the pile and
each one processes acquisition for a full range.
Keep track of what range of products/services
each one does. Assignments vary by contracting
office. Sometimes, you’ll have just one point of
contact; in other offices you must meet
everybody. Sometimes they all need to know who
you are; other offices, there’s just ONE GUY who
handles what you do. Sometimes the data shows
a lot of that to you, and you can build a
conversation around confirming/verifying what
you’ve discovered.
That’s the person who signs the contract. That is
ONE of the people you will need to deal with. Like
the “purchasing” department in the commercial
world. They might be called a “CO” in civilian
agencies, or “KO” in the military; sometimes they’ll
be called a “Warrant”, short for “Warranted
Contracting Officer.”
If something goes wrong, what’s the worst thing
that can happen to them?
© 2020 Summit Insight
CONTRACTING

The Contracting Officer can help The Contracting Officer cares

you: about:
• Understand how the agency buys what • Legal, fair, and proper process
you offer • Establishing adequate competition
• Know the outlook for acquisition among qualified suppliers to get a
plans – how they’re likely to be buying, supplier who can meet the
and when requirements and provide fair value
• Make contact with end users and for the money
program managers. • Locating the right vendors for buyers’
needs
• Your readiness to do business

Ultimate fear: If they break the FARS, they can go to prison. This looms over 88,000 contracting officers
every day, every file. They’re under constant review and pressure by auditors and uber-auditor tiger teams.
And they have to handle all the paperwork, and urgent requests from end users who need things NOW.
Meanwhile if they don’t spend money by September 30th, they lose the money.

How often do they REALLY go to jail? Not so much.

Not least because they are making sure their files look perfect. So, to support them, you want to make sure
that EVERYTHING in your proposal follows the rules perfectly and fills the files perfectly, so they get what they
need and they look like they shop for the number of vendors they need, no protests, no hold ups.

So they want to know, before we spend almost any time talking to us, that we “get” it.

At first, they’re going to be hesitant to talk to you. Say, “We’re here to get it perfect. Just tell us what you need.”

“What do you need? A loser bid? I get it.” And sometimes, you win! Sometimes, the Contracting Officer will
mark up your losing proposal and give you a lot of feedback so you can be more successful next time.

Remember to say, “I’m just hoping you can point me in the right direction, trying to understand how you’re
organized, so I get you what you need.” If we go in and approach them relaxed, when there is not a bid on the
street, they’re more likely to talk to you. If it’s close to a slow time of the year, they might be more helpful.

So ask.

© 2020 Summit Insight

CONTRACTING
The Contracting Specialists

CO's may be supported by Contract Specialists (CS), who assist in the planning to acquire goods and
services. The CS typically prepares the proposal package, and may negotiate and even recommend a
contract award. CS does not have a warrant, and so does not have the authority to award a contract. They
can negotiate, but that negotiation may not be binding. The CO may designate a CS as your day-to-day
point of contact for that program within an agency. They can support and guide you, or make your life
miserable, depending on your relationship with them. The CS does most tasks the CO does, with the
exception of signing contracts.

They are usually the “right-hand- person” of the CO. They are gathering bids and conducting market
research, checking submissions for completeness, and assembling offers for review. Often, they're the
point of contact answering questions from bidders: they're often the point of contact who is listed on the
RFP. They are entirely focused on following the contracting officer’s protocols and making sure everything is
in the file and is perfect. The right number of pages, and format. They might have to gather the bids, make
sure they were gathered, had the right number of pages, were stamped on time. Their names are on the
file. They don’t decide who wins. They are making sure that offers follow the checklist the CO set up to
follow the FARS as presented.

They make sure the process is right. Their job is to make sure they are following the FARS.

Remember, sometimes you’ll be asked for what we call a “loser bid.” Sometimes what they need most is a
file filled with competent offers so they can award to someone they already know. If they like you, and if
they’re asking you, they trust you to prepare a competent offer, and want you to be one of the offers they
are considering. That request shows they know you GET IT.

When they say, “you weren’t technically acceptable” it might have been that you didn’t have the trainer
they wanted. That means that next time you have to get in there earlier. When you see them award to a
competitor by a tiny margin in price, or when they tell you, “you didn’t understand the scope of work” it’s
often a sign that your competitor has a stronger relationship with that buyer.

If you can see that the solicitation suggests another vendor who arrived first, think carefully about the
investment of your time and money at that point. Decide if you want to help them out with that. What you
learn in a debriefing and as you get to know them may help position you for a future win.

Once they love you, they will say, “We want these guys, their training, their systems, their experts.” That’s
the path to take so that you’re only responding to opportunities where they know you.

Many times, if the buyers don’t want to deal with us, they’ll push us over to…

© 2020 Summit Insight

SMALL BUSINESS SPECIALIST
The Federal government as a whole has a goal to
award 23% of their contract dollars to small
businesses.
The Small Business Administration negotiates
annually with federal agencies to set agency-
specific goals for prime and subcontracting awards
to small business.
You can see individual agencies' small business
goals and scorecard of achievements HERE.
Agencies' Offices of Small and Disadvantaged
Business Utilization (OSDBU), staffed by Small
Business Specialists across the country, manage
programs and outreach initiatives to assist Federal
buyers to achieve those goals.
Small business specialists are NOT YOUR
BUYERS.
The Small Business Specialist has both outward-
and inward-facing responsibilities. Facing outward,
their job is to advocate for small business and help
companies navigate opportunities and win
contracts.
The more you:
• Research the agency and opportunities in
advance
• Tailor your capability statement
• Focus on business that fits
• Keep in touch
The better the Small Business Specialist
might help you:
• Find out details on agency plans and processes
• Gain introductions to the contracting officers,
directors, and program managers within the
agency who may need what you offer
• Increase your credibility and stay top of mind
with those key contacts
Facing inward, they are responsible for making
best efforts to help their agency meet its small
business goals. They are constantly asking, buyers,
"Can a small business do this work?"
They also work with large primes to help those
companies meet small business subcontracting
goals on contracts worth over $700,000. If you’re
a large business, then a Small Business Specialist
may be able to help you find qualified
subcontractors.
If you can’t find the contacts for end users and
primes who need what you do in their agency, but
can show your research, the Small Business
Specialists may be able to help you identify them
You can find the Small Business Specialists in
your target agencies by searching the top level of
the agency’s websites using the terms “OSDBU” or,
especially in military agencies, “SADBU” or “Small
Business”. Once you start getting individual
names, start Googling them and looking them up
on LinkedIn.
The fact that they have those goals isn’t a good
enough reason to approach every Small Business
Specialist with your capability statement. But they
do advocate for contracts to be set aside for small
business if you can show them that there are
enough strong competitors who can do the work
at a fair and reasonable price.
The only ones who are going to respond to you
are those you take the time to follow up with and
get to know. To be effective, be selective!
Small Business Specialist
focuses on:
• Guiding small companies to contacts
and business within
the agency
• Ensuring the agency meets its small
business goals
© 2020 Summit Insight
SMALL BUSINESS SPECIALIST
You might think they are your friends. And they
are! They are there to be your champions. But
they are not your buyers. They will be an advocate
for you once you start to win. Getting them to
advocate for you might be tough. You need to
connect, show your work and your focus and lean
in and ask to meet specific program managers and
CO’s you’ve identified as associated with specific
opportunities.
Their answers may be vague (or length but
generic) until they see you have done your
homework. Your goal is to find out how they can
help you meet the right end users.
Don’t spend a lot of time going from one OSDBU
to another. That helps them achieve their goals --
showing lots of effort. You’ll get contacts for them,
and you’ll get invited to their vendor outreach or
matchmaking events.
Get to know, and enlist the active support, of the
Small Business Specialist in your two or three
target agencies.
The more work you do, the more helpful a Small
Business Specialist is likely to be.Visit their online
portals, read the links and lists and forecasts they
publish there, and show them how you've used
the resources they publish!
Small Business Specialists are often enthusiastic
about spending time with you because they are
measured on their EFFORTS (like events, meetings,
outreach activities, briefings, which they can
control), as well as the OUTCOMES (contract
awards, which they do not control).
You might meet them in a conference room or at
an event. They’ll say, “Give us your capability
statement. We’ll pass it along.”
Honor that request, but then get your focus and
efforts back over the end user.
Otherwise, don't be surprised if nothing happens.
Identify all the individual Federal humans -- the
"players" -- at every layer in specific offices where
the data shows that agency buys what you do.
Then, after you've tried to contact those people
without success, you can share your research and
efforts with the Small Business Specialist. Ask
them whether these are the right people. If not,
who should you be talking to? If you show them
you’re utilizing what they publish, they are more
likely to open doors for you, possibly including
introducing you to the end user.
Small Business Specialists might ask for a briefing
on what you do: keep it short. Don’t just make a
presentation to them and expect they'll send
buyers to you.
Some small business specialists will make an
introduction, or bring a group together for a
capability briefing.
Don’t fight them or complain why they’re not
doing more. Be grateful, upbeat, dig deeper, and
ask them more specific questions about more
specific end users and specific programs and
opportunities
And when you win something, even something
small, let them know and thank them for their
support.
WHAT TO SAY: show them, “I’ve done some
research, and I see these people are the ones you
do business with. Who’s doing the best work?
Which of these might be ending soon”?
© 2020 Summit Insight
SMALL BUSINESS RESOURCES
Want to find the right Small Business Specialist?
No matter what agency you’re marketing to, the
Small Business Administration (SBA) Regional and
District Offices can be a great starting point.
Counselors and advisors in SBA’s offices in your
community are ready to help you get started.
Make an appointment to ask for assistance
with things like:
• Identifying federal buyers and contacts, including
Small Business Specialists, within your state or
region
• 8(a) and HUBZone certification – These are the
people who review, and have the authority to
approve, your application!
• Information about SBA-backed loans
• Finding potential sources of bonding
• Introductions to key contacts in other partner
organizations – community economic
development, Chambers of Commerce, industry
associations, and other business groups
• Special events and programs
• Locate your nearest office at
www.sba.gov/localresources/index.html
See the full list of who they are and how to
contact them at http://bit.ly/SI-PCRs
Commercial Market Representatives (CMRs) are
SBA’s front-line staff who ensure prime
contractors understand and comply with their
obligations under the Subcontracting
Program.
CMRs can help match prime contractors and
subcontractors, help small businesses market
their services to prime contractors, and more.
They review prime contractors’ compliance with
requirements of their subcontracting plans,
including via on-site visits to contractors and
review of subcontractor activity reports.
CMRs are assigned to SBA Area Offices by state.
See the full list of who they are and how to
contact them at www.sba.gov/node/12984.

Did you know?

SBA’s Procurement Center Representatives (PCRs)

are often on staff within buying agencies. PCRs
view many federal acquisition and procurement
strategies before they’re announced. They work
with the contracting officers to point out small
business’ capabilities and encourage opportunities
to be set aside when enough qualified small
businesses can meet agency requirements.

They also conduct market research, and advise on

the contracting process. When they know who you
are and what you can do, they can be a source of
leads, too. © 2020 Summit Insight
SMALL BUSINESS - PROFILE IN SUCCESS
PROFILE IN SUCCESS: Deborah Stallings

I asked Deborah Stallings, President of HR Anew, how important the Small Business Specialist was to her
first win. “The Small Business Specialist was very important! The contract was with NASA. In fact, it was a
Small Business Specialist who connected me with the contracting office and the procurement folks to
pursue this opportunity. We started networking with one of the OSDBU directors, at a business fair, and
met the small business folks at NASA. We were invited to lunch-and-learns – opportunities to learn
something new as well as network with other contractors."

"And one day the Small Business Specialist approached me and shared that there was an opportunity
available that they’d like HR Anew to take a look at. We received an opportunity to be one of five companies
they were considering to conduct a work-force study for them. And the project was for about six or eight
months, worth about $100,000. We developed that relationship with them as a result of going through
NASA’s Training and Development for Small Business in Advanced Technology program, which at the time
was a program they were offering to teach contractors how to do business with NASA. And the rest is
history.”

Of course, not all Small Business Specialists are created equal. Some are extraordinarily helpful, like
Deborah’s contact at NASA. Others, less so. But you’ll make the most of what each has to offer you if you
show up prepared, as Deborah did, and demonstrate how well you’ve already researched the agency and its
needs.

If a Small Business Specialist knows of an urgent requirement, they often introduce vendors to program
managers and decision-makers in need. Similarly, if a program manager has a need, some money, and the
authority to spend it, Contracting Officers help figure out the options for a way to meet that need.

© 2020 Summit Insight

END USER
This layer includes the individual warriors in the battlespace, the tech support expert at the help
desk, and the more senior officials all the way up to Program and Project Managers who have
budget authority. What are the job titles of YOUR end users who normally need you? Who
makes decisions about buying what you sell? Look for them in Departmental employee
directories, contract data, and even LinkedIn.

The Contracting Officer’s Representative (COR) is part of the End User layer. They are usually
working with the project officer. They can’t award a contract, but they are people you need to
know. They are looking to see if the statement of work is fulfilled. And once they like you, they’ll
often pay attention to the past performance stories you share and best values you demonstrate
to them as they develop the written requirements that, in turn, can make it easy to justify
choosing you.

As you get to know them, you can also ask them who are their counterparts in other locations?
Start mapping who their peers are, at similar levels, and ask, “Who would you be calling on if you
were me?

Stay engaged with them, ask them what they think is coming down the pipeline. You have to
understand what level of funding authority they handle. If you can offer a service or product
they need for under the micro-purchase threshold ($10,000), they might be able to buy from
you with minimal or even no competition, and pay within days via purchase card.

At higher levels of spend, the purchasing process can be more complex. But end users will be
evaluating your proposal. They will be the ones doing marketing analysis. Even if we don’t see
them listed on the bid, THEY will be grading your technical proposal.

When you know who they are... it's a lot easier to give them just what they want.

Buyers don’t care very much whether you’re a small business.

They want to know you’re the low-risk, best-value, choice.

© 2020 Summit Insight

END USERS
The End User is the front-line employee, or the
person in the battle space. They’re the
government employees who most directly use the
goods or services provided by vendors. In the
military, that may be the person who drives the
tank or flies the plane, or the person wearing the
night-vision goggles on patrol in Afghanistan.
In the Park Service, that may be the Ranger who’s
looking through the binoculars atop a fire station
in Montana. So they’re also the people who look
good when you perform well... and who look bad
or can end up dead if you don’t.
A Contracting Officer’s Technical Representative
(COTR, often pronounced “COH-tar”), Contracting
Officer’s Representative (COR), or Project Officer
(PO) may represent the End User within the
contracting process. They’re normally government
employees (rather than contractors themselves.)
While they don’t have the authority to sign a
contract, they may have the power to define the
requirement, and ask the contracting officer to set
up a requisition, a task order, delivery order, or
other action related to administering a contract
after award. Many have strong technical
background in the domain that the contract
involves, and are “industrial translators” between
the contractor and the Contracting Officer.
The End User cares about:
• Serving the citizen and delivering the mission to
the best of their ability
• Getting the job done right, on time, the first time,
with the Best Stuff
• Making their organization, their agency, and their
government look good
• Knowing why you’d be any better than the
supplier they already know and trust
The End User can help you with:
• Insider info on what they like (and don’t) about
the incumbent
• Candid views on how your capability, experience,
product or service fit
• “Will it work?” – confirming, validating, or
debunking your ideas for new approaches
• What it would take to give you a try?
The End User cares about getting the job done
with the resources available. Get the End User’s
attention with your best values and outstanding
past performance.
How will you make their job easier than your
competitors could? What parts of your track
record give them the most confidence that you, as
their new vendor, would deliver the solution or
products or service and support that you
promise?
End Users can ask senior managers for support to
try your solution. They can also be your best
source of intelligence on the strengths and
weaknesses of current suppliers, what the Best
Stuff would be, and how close your ideas come to
that.
© 2020 Summit Insight
END USERS - PROFILE IN SUCCESS

PROFILE IN SUCCESS: ProWear

Linda Lazarowich, President of ProWearGear used her relationship with End Users helped her both develop
her first product line, and discover a new need that helped her grow the company.

Her government clients’ interest grew as she evolved her product lines from garb that simply identified the
dog as a working agency officer to protective uniform systems. She developed a close relationship with
Program Managers at Ft. Leonard Wood, Missouri, who specialized in meeting the needs of federal canine
handling specialists, after meeting them at a trade show of law enforcement and military K-9 handlers in Las
Vegas.

Linda spent a lot of time with End Users. She knew she needed grass-roots research and credibility that
would only come from getting buy-in on the front lines. When she was calling on Customs and Border
Protection units on the southern border, where she knew many canine units were deployed, the officers
told her they needed canine uniforms made of unique fabric that would also protect the dogs from slash or
puncture injuries when working in hazardous environments like disaster cleanup sites, or running alongside
barbed wire and jagged metal encountered on patrol.

Over the next three years, the technical team there gave her lots of feedback on her designs – including
special add-on uniform packs to cool dogs working in hot places, or warm those working in cold places (and
thus enable teams to work shifts up to three times longer than they would without protective gear.) They
liked her – not least because she was very generous with her time and samples and expertise – and those
relationships put her in the running with the much more established suppliers.

As a result, Linda discovered a totally unexpected opportunity. When the human End Users saw how well
those fabrics protected their canine partners, they wanted to know whether Linda could use her special
fabrics to make uniform accessories to protect them from gash, puncture, and slash hazards, too.

That led her to a major opportunity to grow her business!

© 2020 Summit Insight

PROGRAM MANAGERS
The Program Manager (PM) is the federal official with decision-making and budget authority – including
authority over acquisition – of one or more initiatives related to a specific mandate. For example, in the
military, each specific type of equipment (e.g., each type of plane or armored
vehicle) has a program manager.

In civilian agencies, an agency headquarters program manager might be in charge of one or more
technology projects, or a set of clinical trials. (Or even the agency’s outreach to small business: that’s a
program, too!)

The Program Manager cares about:

• Delivering the agency mission to the best of their ability
• Responsible management of people and resources, including vendors
• Finding solutions that are innovative but also reliable and cost effective
• Spending all the money wisely and on time
• Meeting vendors with experience who understand their needs

The Program Manager can help you obtain things like:

• deeper understanding of their team’s challenges and preferred approaches
• insight into current vendors, planned procurements, and constraints
• support for requests from End Users to try your products or pilot your solutions
• referrals to End Users.

Outside agency headquarters and beyond the Washington DC Beltway, a program manager might be
the person who runs the agency’s operations Or delivers its programs in a specific region of the
country.

The Program Manager sets the priorities for the budget. They know how much money there is, and
have to figure out exactly how far it’s going to go. The PM cares about how best to deliver the agency
mission, including how to define requirements to select the best vendors.

The Program Manager has a lot of power, and can be hard to reach... which is why strong meetings with
the Small Business Specialist and the Contracting Officer pay off. If you’ve established your credibility
with them as a reputable problem solver, the Program Manager may be eager to hear about the details
of your solution and your approach – the kind of technical meeting you might have been hoping to
have from the start. When you meet the PM, you want to find out as much as you can about what their
priorities are, and how you can contribute to solving the most important problems at the top of their
list. If you can Demonstrate where you’re a fit, you’re much more likely to get a hearing, and possibly an
introduction to the End User.

© 2020 Summit Insight

STAKEHOLDERS
They are the base commanders and regional directors, or the property manager, who cares about the
mission. They care about how much, how fast, keep us out of the news. Keep our message positive,
on point, mission accomplished.

The Stakeholder is where the buck stops. They are the most senior officials held publicly accountable.
When a Federal agency was discovered to be falsifying reports of service levels to citizens, the Secretary
of the Agency resigned.

Sometimes they are appointees; others came up through the ranks. If there is an error, they take the
hit. They don’t care very much if you get chosen as a vendor. And they don’t award contracts.

You probably don’t want to ask them which of their team members or training managers you should be
talking to. Because if the stakeholder walks you into the program managers office, the middle manager
starts that meeting because they feel they have to -- not because they really want to see you. So you
actually start at a disadvantage, not at an advantage!

Like you, they are visionary. They want to know you are working well with their team. They like to talk to
industry about innovations. They are most afraid of not meeting the mission, and of public humiliation.
They don’t want to know the minutiae of any contract. They are expecting end users to make it right.

Sometimes they are the speakers at big events; if you meet them, Just talk to them in bottom line
terms. If you've already been working in their agency, DO let them know what a great job their team is
doing,

At a networking event, when you’re talking to the brass, you address them with their title, and the first
thing they do is to invite you to address them with their first name. Then converse with them about
their family. Most of them just relocated from somewhere else. They’re happy about that…or they’re
not. Ask how they’re doing, how they like it here. Make your conversation warm, friendly, and personal.

Save your technical pitch for the end user. And go from middle up, not top down. If they ask what you
© 2020 Summit Insight
do, keep it simple.
PRIME CONTRACTORS
That’s a business owner who’s a government contractor and has (or wants to have) who has a
relationship with all the players at every layer. There are often multiple layers of primes and
relationships, and you need to figure out those, too!

Most of this is like the commercial market! The biggest difference from the commercial market is the
need to work with the federal acquisition regulations. Otherwise, you have relationships and layers very
much like this in the private sector.

So you know you’re looking for contracting people, sustainability managers, environmental managers
and the prime. You might have to partner with the prime, or unseat them.

They might have TWO business cards, one for the agency, and another under the name of their
company.

A lot of our time will be spent getting to know the Prime Contractors. They might be listed on the
contract, but have done NO task orders on their contract. Either we connect the primes…or unseat
them. We can become competitors…or competimates. You might need to know “who are you working
with, who’s doing a good job for you, who are your primes? Can you introduce me?”

There might be primes on site, as contractors. They can get you in…or block you. They work for the
contractor but can be CIO or head of contracting at the agency. Tens of thousands of them are on site
at the agencies. We need to know that layer. We need to find out who they are, what the customer
thinks, and whether they are partners or backup suppliers, or competitors or both: “Competimates”

WHAT'S NEXT?
A good sales plan shows you who you know.
A GREAT Sales plan shows you who you DON'T know and NEED to know.
Our proprietary Players & Layers method allows you to see all the gaps.

DOWNLOAD THE LEAD CAPTURE TEMPLATE HERE

SEE THE GAPS!

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