One style of engagement I often saw contractors use during my 20-plus years as a senior government executive was the use of the elevator pitch. Meaning it was apparent that regardless of the government department or title of the person in the meeting, the contractor used the same stories, non-personalized presentation deck, and talking points.

Many government contractors prepare how to engage different levels of buying authority, such as end users, influencers, and decision-makers.  Identifying and engaging various buyer personas is just as important. Tailoring your message and presentation according to the person’s engagement style can help you earn their trust and lead to future meetings.

Although people are human and can display any combination of buyer personas styles, I will cover the four I see most often in state and local government.

Analytical Buyer

Buyers in technical or financial roles often fall into this category, although they can exist in any department. This buyer will require you to be the most prepared as they will want to know how everything works, and I do mean everything, cost, features, legal aspects, outcomes, etc. You name it, and they will ask about it.

Traits to look for:  Detail-oriented. Will ask very detail-oriented questions. Deals in facts.  Likes to analyze and compare.  Risk-averse and takes time to make decisions.

Meeting strategy: Present several facts and data to demonstrate your product or service’s value. Tell stories rooted in metrics, not emotion. Constantly ask if they have questions throughout your presentation.

Remember, analytical buyers, are thinkers. Be patient, answer as many questions as possible, and stick to the facts.

Decisive buyer

The higher you go up the org chart, the greater chances you will encounter the decisive buyer. Of which I will admit I am. The decisive buyer mainly wants to know how your product or service can solve their immediate need or challenge. The moment you start to describe what each button does or the lengthy process you went through to design the product or service, they will check out.

Traits to look for: Very assertive and will ask matter-of-fact questions. Will seem to look agitated or distracted if you stay on a topic too long. Usually does not have the patience for extended demos or presentation decks.

Meeting Strategy: Once you have identified that you are meeting with a decisive buyer pivot. Immediately ask what they are most interested in knowing or seeing and get directly to that point. Keep your stories focused and to the point. At the conclusion of the meeting, ask what additional information you can send to help them become more educated about your product or service.

The decisive buyer can often be the most intimidating, especially to new government contractors. Just remain calm and confident in your delivery.

Collaboration buyer

Of the four state and local government buyer personalities, this one can often be the most challenging. Not because they will ask a lot of questions. You’re already expecting the analytical buyer personality, so that you can handle. It is because they often want to know how your product or service relates to multiple unrelated departments, outcomes for hypothetical scenarios, or how it performed with many other government customers.

Traits to look for: Will often ask to add several other people to the meeting. Will ask more process questions instead of technical ones. Will often want to know why the product or service operates the way it does, in addition to how it works.

Meeting strategy: Unfortunately, you can not predict all of the questions a collaborative buyer will ask. However, be prepared to know the most common ones. How does your product or service address the legal risk, how should the IT department be involved, and what outcomes did other state or local governments see with your product or service? Having stories or examples ready to address these questions would definitely delight the collaboration buyer.

Be patient, offer to have larger meetings to get everyone at the table at once, and think of yourself as their trusted advisor instead of a government contractor.

Skeptical buyer

Meeting with the skeptical buyer is like a great game of chess. The skeptical buyer will challenge you in every way possible as they usually come into the meeting with preconceived doubts about the value your product or service can deliver.

Traits to look for: Seems to be more focused on how you compare to your competition instead of the value you deliver. Will ask questions that seem to criticize or question your product or service. Ask for proof that you can deliver the value and outcomes you describe.

Meeting strategy: When you come in contact with a government skeptical buyer, make sure you listen very closely to their questions. This will tell you which area to spend more time on and what stories to tell. Preferably one where your product or service surprised and delighted a government customer who expected little to no results. Try to bring them into the conversation by getting to the root of their skepticism. That way, you can address it head-on and get them on your side.

When dealing with a skeptical buyer, it’s easy to assume they are critical of your product or service. Please don’t take it personally, and certainly do not become angry or defensive. Just remain calm and answer their questions in as much detail as possible.

If you’re interested in learning how Drake Strategy & Associates can heIp you improve your ability to earn a government buyers trust, schedule a meeting today.