A New Government Brings Opportunity & Reason for Prudent Strategy

Here's an advance copy of an article I've submitted for the Ottawa Business Journal. I hope you enjoy :)

A New Government Brings Opportunity & Reason for Prudent Strategy
Make sure your business navigates for profit

By Mark Buzan

Whether you are marketing to government or seeking to put your issues on the radar of policy makers, the installation of a new government brings its share of challenges and opportunities.

Many pundits will have their own interpretation and concerns of what this will mean for Canadian business. However, it’s not hard to see that the initial period of a Conservative transition to power presents a unique opportunity for any savvy entrepreneur.

Depending on which economist has the ear of a given journalist, the word is that the effect of a Tory cut in the GST alone will have impacts on consumer sales in the years to come. Most believe the impact will be positive. On the other hand, the coming emphasis on accountability could likely leave an undertone of caution amongst government purchasers. To be successful in this environment, entrepreneurs would be wise to approach their government clients and prospects with a degree of understanding and patience. While keen on your offering, the unwritten rule will be caution and every effort made possible to show transparency. In other words, you will need to be in this process for the long haul.

Now is the time to dust off your rolodex and reconnect with your contacts in the civil service. Until a cabinet is put in place and its ministers and staff are comfortable in their new roles, the civil service is likely to have a slightly greater influence for some time to come.

This underscores an important point when considering your approach before government. Contrary to popular belief, political connections in Ottawa are not the be all and end all of success. While good contacts can be helpful, they will never trump or replace the value of a good idea, product, or service. If political connections alone were enough, half the lobby firms in town would be out of business as many of their lead consultants have their government experience dating back from previous eras. The lesson here is that your approach should always be based on the merits of what you are presenting and from the angle of what is the most topical on the government’s agenda.

Patience is a virtue. When dealing with government, it’s a necessity. In the private sector, marketing campaigns are about repositioning your brand in the minds of consumers so that when they are ready to buy, your firm is first in mind. With government, so too does your vision need to be long term. Influencing and selling to government can not be viewed as an activity onto its own. The paths in decision making are complex and multi-faceted. To account for bumps in the road, prepare a long term strategy. One of the best components of such a strategy is a public relations campaign both to government and also any groups holding influence on the matter. What is the public appetite for what you are proposing? If your product, service, or idea fits into a generally recognized concern, positioning your idea from that perspective will push you further towards realizing the objective. Rework your marketing materials to the same effect and you may be pleasantly surprised.

This becomes all the more relevant with new purchasing rules on the horizon. Shortly before the election, Liberal Minister for Public Works, Scott Brison announced the government’s intention to move towards common purchasing tools and harmonized rules on standing offers. It is unlikely the Tories will move away from this policy. In concrete terms, entrepreneurs should expect a more consistent and fairer process. It also means a more competitive regime.

In this environment, there are a few simple considerations in the development of your strategy for selling to government.

First, make a conscious decision as to whether your service requires a grander scale of awareness amongst government policy and decision makers. In some instances, targeted advertising may even fit the bill. The Hill Times, the leading journal for policy makers, lobbyists, and government types has been known on occasion to accept advertising from companies looking to sell directly to government.

Second, when it comes to influencing policy, familiarizing yourself with the number of associations representing your industry is a wise move. One of the best ways of influencing the bureaucracy on a wider scale is through associations. Get involved. There is strength in numbers.

Finally, involve your Member of Parliament in any concerns you may have in the process. If you own a small business, you will find that many will be sympathetic to concerns expressed.

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Mark Buzan is the owner of Action Strategies, a public affairs consultancy. He is also a PR consultant with Thornley Fallis Communications. You can subscribe now to his monthly lobbying tips newsletter by visiting www.action-strategies.ca and dropping down the “newsletter” menu.