If you're selling a Tech product to governments, simply talking about the pain points your product solves isn't enough. To position your product effectively to government entities, you need to speak their language and address their specific concerns. One of the best ways to understand these concerns is by engaging with national-level associations relevant to your target audience.
Identifying the Right Associations
Start by identifying the national associations that represent the group you're trying to reach. Here are a few examples:
- Cities: National League of Cities (NLC)
- Counties: National Association of Counties (NACo)
- Education: Association of School Business Officials (ASBO)
These associations provide a wealth of information about the specific issues and challenges faced by their members.
Utilizing Advocacy Pages
Once you've identified the appropriate association, visit their website and look for the Advocacy Page. Every major association has one. The Advocacy Page is a goldmine of information, detailing policy positions, key issues, and the challenges that their members face. This information is crucial for positioning your product.
How to Use This Information
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Understand the Issues: Read through the policy positions and issues outlined on the Advocacy Page. Pay close attention to the problems and challenges that are highlighted.
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Align Your Messaging: Use this information to tailor your messaging. Position your product as a solution to the specific problems that these government entities are dealing with. Speak directly to the challenges they face and how your product can help overcome them.
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Use Their Language: Adopt the terminology and language used by these associations. This not only shows that you understand their concerns but also makes your communication more relatable and credible.
Example
Let's say you're selling a tech solution aimed at improving city infrastructure. By visiting the National League of Cities' Advocacy Page, you might find that many cities are focused on improving public transportation and reducing traffic congestion. You can then position your product as a solution that addresses these specific issues, using the same language and terms that cities use in their advocacy efforts.
Conclusion
Positioning your Gov Tech product effectively requires more than just highlighting its features and benefits. By understanding and addressing the specific concerns of government entities, and by speaking their language, you can make a more compelling case for your product. National associations and their Advocacy Pages are invaluable resources in this process, providing the insights you need to align your product with the needs of your target audience.
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