6. Marketing to Buyers
Marketing is important for every business.
When you sell to government or large corporate buyers, the process is more structured—so knowing the rules and where to look helps you stand out.
Understanding who buys what you offer is key to winning contracts. Start with market research to identify the agencies or companies that regularly purchase goods or services like yours.
Next, clarify whether your work is typically purchased through commodity contracts (goods/products) or service contracts (labor, consulting, technical work). This helps you target the right solicitations and tailor your approach.
📌 Smart Tip: Did you know you that on many public contracts, you can view them to see how they presented their work (? This gives you a way to review how the companies that received contracts
Checklist
- Confirm what I sell (goods, services, or both).
- Write my buyer search keywords (5–10 terms).
- Pick where I’ll look for opportunities (the best 2–3 sources for my goals).
- Build a short target buyer list (name, what they buy, link, next step).
- Check a past award or buying pattern to confirm fit.Prepare a simple outreach packet (capability statement + 2–3 differentiators + past performance).
- Do one action this month: attend an event or make two outreach touchpoints (track follow-ups).
A. Identify who buys what you sell
Winning contracts starts with targeting the right buyers.
Begin by identifying agencies, departments, or companies that regularly purchase what you offer—then focus your energy where there’s a clear match.
It also helps to know how buyers typically categorize your work:
- Commodity contracts usually cover goods and products
- Service contracts cover labor, consulting, technical work, and expertise
Knowing where you fit helps you search smarter, tailor your messaging, and pursue the right opportunities.
B. Use the right portals and buyer channels
Use these tools to research opportunities, register as a vendor, and understand buying patterns:
State Government: Tennessee
Visit the GO-BID Portal or the Edison Supplier page to view opportunities without registering.
Note: Other states have similar practices ad agencies. Check websites for requirements.
Special-purpose public entities and quasi-governmental organizations (TDOT, airports, authorities, some utilities, etc.)
Some organizations have public funding, public mandates, or specialized procurement rules—so it’s worth checking their websites and following the exact instructions for each opportunity.
TDOT: The TDOT Small Business Development Program supports small businesses in the highway and bridge construction industry. TDOT posts opportunities through Bid Lettings and other solicitations (including consultant ads).
Airports/authorities and similar entities: Procurement rules can differ from typical State purchasing and may resemble federal-style processes depending on funding and requirements.
Note: Some entities (including certain airport authorities and public utilities) may use processes that feel closer to federal contracting—always follow the communication and submission instructions in each solicitation.
Federal Government
Use USAspending.gov to research past awards and SAM.gov Opportunities Search to find open opportunities.
Corporate buyers
Check supplier diversity or “become a supplier” pages to learn what they buy, how to register, and who to contact. Many large corporations (utilities, manufacturers, healthcare systems) publish clear supplier steps.
📌 Smart Tip: Start a simple “target buyer list.” Track: who buys, what they buy, contract type, links, contacts, and your next action.
C. Do outreach that builds trust over time
Procurement is about relationships and readiness. Once you identify a fit, build visibility in ways buyers recognize and respect:
- Attend industry days, procurement fairs, and matchmaking events
- Follow up with a short thank-you and a clear “next step”
- Share updates occasionally (new certification, new capability, past performance)
Joining industry associations or local chambers can also help you stay aware of upcoming needs and contract trends.
📌 Smart Tip: When a solicitation is open, many agencies restrict buyer contact—follow the communication rules in the posting and use the official Q&A process when required.