Who Buys What You Sell

Who Buys What You Sell? A Step-by-Step Process (2024 Update)

Format: Live webinar (on-demand recording available on June 20, 2024)
Date: June 11, 2024
Time: 1:00 p.m. EDT
Duration: Approx. 90 minutes
Instructor: Joshua Frank, RSM Federal
Learning Credits: 1.5 CPEs, 1.5 ATCs

*Your registration includes access to the on-demand recording.

A Master Class on finding competitive intelligence on government opportunities. This session will help connect the dots and make you more competitive. We’ll walk through an extensive, step-by-step, real-world example where we use more than a dozen government websites and data sources, including tips and tricks with SAM’s Data Bank, to improve your competitive pricing, teaming, and sales strategy.

Identifying who buys, how much, and how often is called “Propensity” – and it helps you identify which military commands and federal agencies to target. Unlike most sessions, this is much more than a general or abstract discussion. This session, designed for “Business Readiness,” will accelerate your ability to validate who buys what you sell (down to the state, city, and contracting office level), help transform how and where you engage the market, and help validate the competitiveness of your pricing for any specific opportunity. 

Successfully taking advantage of this information requires that you take the data you find in one system and use that data to find information and intelligence in the next system. There is a process for moving between government systems, and you’ll learn how to connect the dots to be more competitive. 

Many consultants charge anywhere from $3K to $10K to do what this seminar will teach you. Utilizing SAM’s Data Bank, we will walk through an extensive, step-by-step process so that you can perform this research on your own. This seminar includes basic content to support companies new to government sales and advanced content for companies more established in the government space. This includes identifying your NAICS codes and SBA size standards, searching SAM’s Data Bank, running advanced ad hoc queries, locating your competitor’s pricing, and finding quality teaming partners. With millions of data fields, we will demonstrate the tips and tricks for MS Excel pivot tables to quickly find the answers you need for your government sales strategy. If you’re familiar with government data but not confident about how to filter or make sense of the data, this session is guaranteed to make you more competitive, help you identify and validate competitive price points (CPP) (whether your pricing is competitive), and help you more strongly target government buyers and teaming partners.

Target Audience: Novice and experienced federal contractors


Jun 11 2024


1:00 pm - 2:30 pm

Local Time

  • Timezone: America/New_York
  • Date: Jun 11 2024
  • Time: 1:00 pm - 2:30 pm



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  • Joshua Frank
    Joshua Frank
    Founder & Managing Partner, RSM Federal

    Award-winning business coach, professional speaker, and bestselling author, Mr. Frank is a nationally recognized authority on government sales and business acceleration. With over 30 years in the government market, he specializes in bridging business strategies with federal sales strategies.

    He is a recognized expert in the development and implementation of tactics and strategies required to differentiate, position for, and win government contracts. His seminars are consistently the top-rated sessions at national conferences and events. Mr. Frank’s coaching has helped companies win over $13.5 billion in government contracts and $30 billion in indefinite-delivery contracts. His tactics and strategies facilitate improved positioning, competitive advantage, and sales cycle acceleration to winning new contracts and increasing revenue. With thousands of testimonials, Mr. Frank’s approach is consistently rated as real-world, highly educational, and thought-provoking.

    Managing Partner at RSM Federal, Mr. Frank is the author of multiple Amazon bestsellers, including An Insider’s Guide To Winning Government Contracts – Real World Strategies, Lessons, and Recommendations, Game Changers for Government Contractors, and The Government Sales Manual – a Deskside Reference. Mr. Frank also manages Veteran Warehouse Supply (VWS) which provides healthcare and hospitality textiles to the Department of Defense and Department of Veterans Affairs. Mr. Frank has been honored with SBA’s award for Veteran Business of the Year; Industry Small Business Advocate of the Year by the Society of American Military Engineers (SAME); and in 2021, Mr. Frank was inducted into the Government Sales Hall of Fame with the inaugural Lifetime Achievement Award.

    Mr. Frank has landed coverage in print and broadcast, including NBC, CBS, Fox Business, and dozens of other magazines and news outlets. He serves as Chairman of the Board for the Midwest Veterans Advocacy Foundation (VAF). He supports the SBA’s Emerging Leaders Program and judges applications for Arch Grants providing startup funding for entrepreneurs.

    An avid outdoor enthusiast, Girl Scout and Boy Scout leader, Mr. Frank lives in St. Louis, Missouri, with his wife, daughter, and son. A former military intelligence officer, he holds a Bachelor’s degree in English, a Master’s in Management Information Systems (MIS), and a Master’s in Business Administration (MBA).