By Bella Bledzki and Stacey Piper
The unpredictable economic climate we’ve experienced in the first few months of 2025 has been like learning to surf in a thunderstorm: there are ups and downs, and the waves are unpredictable and tumultuous. Government priorities have shifted away from investing in small and minority-owned businesses. The contracting officers making decisions about awards are constantly changing as federal agency responsibilities change. Previously awarded government contracts are being rescinded with confusing explanations.
With the shifting tides, it has been easier than ever for companies—especially smaller ones—to get caught in a current of confusion and uncertainty, leaving contractors floundering as they wonder what to do now. Contractors are looking for answers to questions like: How can we shift our communications? What are larger agencies now looking for, and do we fit their needs?
Lean in, pivot fast, and imagine what’s possible.
In my presentation at Federal Excellence Program Elev8 (FXPElev8), and in the tip sheet you can download for free below, I’ve compiled six key actions your company can take to grab your board and ride the wave! The information I’ve shared is what I’ve personally learned through helping our clients navigate the choppy waters of market volatility.
- Speak Their Language
If you haven’t already, it’s time to refine your messaging strategy. Words can make or break even the contemplation of a sale. Comb through your communications and delete outdated terms, trigger words, and banned phrases, then insert value-driven, mission-aligned language. Assess your value proposition, benefit statements, and differentiators and decide if they align with the current administration’s goals. If not, reframe them. Make sure that these pivots are reflected not only on your website, but throughout your marketing collateral, thought leadership articles, sales enablement content, corporate language, and your bid responses. - Tell a New Story
Government buyers will be eyeing the narrative of your past performance for quantifiable, quality outcomes. Showcase scalability, efficacy, and resiliency successes using real stats and numbers, not buzzwords or key phrases. Share relevant experiences supporting private-sector clients to government buyers and highlight “commercial” as a market on your company’s website. Reformat and refresh old success stories with impact statements and proof points. - Show Up to Stand Out
What does Federal Government’s return-to-work order mean to you? It means that you need to be visible at in-person events. Presence is key to making yourself known in the government sector. There are increasing opportunities every day to show up, whether that’s at the office, industry days, association events, town halls, or other areas where agency leaders might be. It’s crucial to continue your event marketing efforts to mine the moment and be a part of the conversations happening that could inform bid responses, strengthen relationships, and keep your brand and solution(s) top of mind with your target audience. - Vary Your Acquisition Strategy
Your current designations, like having an 8(a) or SDVOSB, don’t hold the weight they used to when standing out from the competition. Keep these labels but continue to innovate your approach. Similarly, traditional models for joint ventures and other teaming strategies may not set you up for the success they had in the past. Govcons must make efforts to break the mold. Conceive new types of collaborations to stand out from the crowd. Demonstrate you are the kind of forward-thinking company the government will want to work with by considering hybrid models like tech integrator alliances, strategic alliances with universities, and partnerships with B2B firms. Focus on forging new partnerships that will make it easier for government leaders to access your deep knowledge of public sector and passion for and experience with their mission—together with what they perceive to be private-sector best practices and commercial innovation. - Build for What’s Next
Your current offerings won’t always fit the needs of every agency as time passes. What you sold last year may not help you win contracts next year. Now is the time to assess what you currently provide, decide what is still relevant, and identify which gaps you need to fill to support federal agencies and address emerging priorities. - Align Your Internal Army
Shifting your strategy won’t be successful unless your team is on board. Prioritize training your project managers and onsite and client-facing staff—they’re your strongest brand ambassadors. Share your new go-to-market strategy with them and arm them with new messaging and data-driven case examples. Make sure to reward internal innovation as customer feedback is brought in and ideas are generated, especially those that push against the status quo. It’s not just new that’s needed, but different. You can’t solve an unknown future with known solutions. It’s time to dig deep and discover something new.
It’s scary to stand at the crest of a wave and watch it surge over your head. But that moment is exactly the time to harness that energy and use it to take advantage of momentum and ride it to shore, to success. Lean in, pivot fast, and imagine what’s possible.
The future of GovCon doesn’t belong to the biggest or the most connected—it belongs to the most agile
Do you want to reimagine your position in government consulting? Contact me for help shifting priorities and messaging.
