Public Sector Frameworks as a Route for Business Growth
This article is aimed at helping businesses who have been awarded onto a framework but who do not know what to do next, how to start winning work.
For information on what public sector frameworks are please see our article here. For information on each of the key public sector framework organisations, who manage the frameworks, please click here.
Research and select the right frameworks
Understand the different types of frameworks - there are various types of frameworks, such as single-supplier frameworks, multi-supplier frameworks, and dynamic purchasing systems.
Familiarise yourself with their structures and requirements to make informed decisions. It is important to look at who is using the framework and if possible the spend going through it. This is something we can help you with.
Analyse framework opportunities - look into frameworks that align with your business offerings and have a history of generating a high volume of opportunities. Consider frameworks that cover multiple regions or sectors to broaden your potential client base.
Review framework criteria: Each framework has specific criteria for supplier selection. Ensure that you meet the eligibility requirements and have the necessary certifications or accreditations to qualify.
Develop a framework-specific sales and marketing campaign
Once you have found the right framework/s and been successfully been awarded onto them, you need to understand how this will help you grow your business. You need to understand the mini competition or call-off rules, which are the formal procurement opportunities generated by public sector members/ users of framework putting their requirements through it. Ensuring you are set up to get these, that your email alerts and functioning via the portal is key.
Beyond this, it is your job to maximise the opportunity the framework presents.
- Understand your role and what you can and can’t do with regards to sales, marketing and promotion of your place on the framework
- Speak with the framework management organisation – how can you engage with them further, support the framework to be a success? Building a relationship with them is important. Work closely with the administrators of the framework to ensure your business is featured in relevant promotional materials, such as framework directories or supplier listings
- Generate public sector leads for your product or service who will see your place on the framework as a solution
- Tailor your sales and marketing process to inform and educate the public sector buyer and to maximise success.
Identify target audience and messaging
Determine the specific public sector buyers you want to reach within the framework. Tailor your messaging to address their pain points, showcase your expertise, and emphasise how your solution meets their unique needs.
Utilise multiple marketing channels - use a mix of marketing channels to reach your target audience effectively. This can include digital advertising, email campaigns, social media, content marketing, and participation in industry conferences or trade shows.
Leverage case studies and testimonials - highlight successful projects or partnerships within the framework to demonstrate your capabilities and build trust. Case studies and testimonials from satisfied public sector clients can significantly enhance your credibility.
Raise awareness through content marketing - develop informative and engaging content related to the framework and its benefits. Share this content through blog posts, whitepapers, webinars, and social media. Position yourself as a thought leader in the specific domain of the framework.
Engage with relevant stakeholders - actively participate in industry events, conferences, and networking opportunities where public sector buyers are present. Establish connections, showcase your expertise, and engage in conversations that demonstrate your understanding of their challenges.
Attend procurement events and meetings - participate in events where public sector procurement professionals gather. These events provide opportunities to network, understand buyer requirements, and pitch your solutions directly.
Engage in pre-tender market engagement - when frameworks are up for renewal or new frameworks are being considered, engage with the procurement team to express your interest, share your expertise, and provide input on the framework's structure and requirements. This early engagement can give you an advantage in the selection process.
Offer value-added services: Identify ways to provide additional value to public sector buyers beyond your core offerings. This can include providing training sessions, conducting market research, or offering consultation services related to the framework's objectives.
Understand public sector procurement processes - familiarise yourself with the procurement regulations and guidelines specific to the public sector. Be prepared to navigate complex procedures and respond to specific requirements, such as compliance with public sector policies or reporting obligations. These rules, once understood can be used to your benefit.
Proactively communicate with clients - maintain regular communication with your public sector clients, ensuring they are informed about updates, enhancements, or any changes to your offerings that may benefit them. Promptly address any issues or concerns to maintain a strong working relationship.
Monitor industry news and trends - stay updated on changes in public sector procurement policies, regulations, and priorities. Subscribe to relevant industry publications, join professional networks, and follow key influencers to stay informed.
Be flexible and responsive - public sector requirements can change rapidly. Adapt your strategies, offerings, and processes to align with emerging trends or shifting priorities. Stay agile to seize new opportunities as they arise.
To maximise the opportunity of being awarded on a framework requires a plan. You need a consistent and compliant route to generate relevant public sector leads, establish relationships with key decision makers and stakeholders, provide a procurement solution and maximise your win rate. By having a focused public sector sales and marketing strategy you will be able to win more public sector business and maximise the opportunity your framework place provides. For further details see our Public Sector Sales & Marketing Guide, which can be found here.
To discuss your approach to marketing, sales or bid writing into the public sector, please contact us now.