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Proven Strategies for Closing More B2G SaaS Deals

As the popularity of cloud services and applications continues to trend upward, the SaaS (Software-as-a-Service) industry has grown tremendously. For SaaS companies, this increase in demand for interconnected solutions has created several opportunities for exploring new markets and innovating products and services. 

In particular, the B2G (business-to-government) sector regularly sourcing public safety solutions and other essential services has presented a lucrative market for organizations that understand how to navigate the nuances of governmental procurement processes. However, selling to B2G sectors isn’t the same as selling to other businesses, and SaaS companies must adopt the right strategies to succeed.

Kevin Ruef provides our guest blog, proven strategies for closing more B2G SaaS Deals. He co-founded 10-8 Systems after exceeding multiple companies’ sales records (both domestically and internationally). He generously shares his discovery of the proven strategies for closing more B2G SaaS Deals. With over a decade in sales, his experience ranges from B2B, B2G, and B2C. Since the company’s start in 2019, Kevin has been responsible for business development, strategic partnerships, and business operations.

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Intricacies of Modern Government Procurement 

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Create A Unique Presentation

The SaaS industry is highly competitive, and it’s important for businesses operating in this space to have various marketing and sales tactics to bring in leads and convert new business. However, government sectors are very different from other businesses in terms of the type of products and services they purchase and how they manage the process.

For example, in the United States, government contracts are regulated by the Federal Acquisition Regulation (FAR) guidelines. This framework ensured that all business conducted by government entities is conducted through highly ethical and fair procurement practices at both state and local levels.

Price points and perceived value are not the only factors used to decide on a vendor when marketing to B2G customers. Many SaaS solutions are rarely purchased directly. Instead, most government entities will release an RFP (Request for Proposal), which allows multiple vendors to compete fairly by offering proposals (bids) to provide products or services under set conditions.

Unlike when selling to businesses or end-users directly, the government procurement process can be, and usually is, much more extensive. There are usually multiple stages of evaluation, and purchasing decisions are made by teams of stakeholders.

sensitive information is critical. This is why the SaaS vendors governments choose to work with need to take data security seriously.

Showcasing the security integrity of your products and services is a great way to attract attention and move your B2G initiatives forward. This can include ensuring your SaaS solutions use modern data encryption methods and have appropriate access controls to protect clients and their users from unauthorized use.

Building With Integration Capabilities in Mind

Many government organizations are looking for ways to bring more automation and intelligence into their systems to quickly evolve outdated systems and processes. Recent strides in the development of Next Generation 911 demonstrate this.

As part of facilitating this effort, governments are continuously looking for products and services that they can easily integrate into their current systems. This helps to streamline their activities and get more value out of their current investments.

SaaS solution providers can capitalize on this need by prioritizing integration capabilities when designing and releasing their products. By understanding the ongoing need for B2G partnerships, you can stand out from other vendors who miss this important feature.

Creating More User-Friendly Features

Like all other businesses around the globe, government organizations are continuously looking to create more engaging and valuable experiences for employees and their users (citizens). This makes SaaS providers’ sales and marketing strategies more critical.

While submitting a bid on an RFP may be easy, aggressive pricing and low margins are the only ways to win a contract. On the contrary, government entities are looking for solutions that will provide them with the long-term value they need to achieve their missions. 

SaaS providers should create more user-friendly features to help government organizations improve their efficiency and effectiveness. When properly articulated, these features can add much more value to an offering and make procurement teams more willing to explore higher-priced options.

Walk the Path to B2G SaaS Success

While promoting SaaS solutions to government entities can be more challenging than developing business in other sectors, it can also be highly profitable when approached the right way. By following the strategies outlined above, you can ensure your business stands out from the competition while converting more opportunities that come your way.

In Conclusion: Proven Strategies for Closing More B2G SaaS Deals

When conducting research and heeding the requirements for government proposals, leave assumptions behind. Details are often omitted due to laziness. Avoid rejection, ensure everything is for proper submission, and increase the possibility of acceptance. While the suggestions in their entirety may seem time-consuming, it’s far more efficient to take them to heart and properly submit your bid to increase the possibility of acceptance.

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Sales Tips: Proven Strategies for Closing More B2G SaaS Deals

1. Government contracts are to be handled with care in all regards.
2. Ensure you provide all requested details.
3. Put customer care front and center for all that you do.
4. Explain how your systems work and the benefits of each.
5. Detail the benefits of working with your company.
6. Offer examples of how your work benefitted similar entities.
7. Research new technology to increase efficiencies and appear at the forefront of your industry.
8. Upon connecting with an executive, inquire whether they need further information or clarification of what they received.
9. Whenever possible, engage in an in-depth conversation to unravel any confusion and honestly answer all questions.
10. Today’s insights are provided to help you achieve the Smooth Sale!

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