Conveying Competency: The Importance of First Impressions

When a client is assigned to me through our CRM, one of the first things I look at is their email address. Is it “kermitthefrog123@gmail.com” or is it “finn@businessname.com”?

While there is likely no difference in the quality of product between these two businesses, it does give me some insight into the level of thought the business owner has put into first impressions. In a world where bid submissions, questions and answers, and even meet and greets are virtual, first impressions have shifted from personal presentation to online presentation.

First impressions are especially important for businesses that are new to the government contracting world. A first impression accomplishes two objectives:

1. Differentiating your business in the mind of the reader
2. Building up business legitimacy

Many contracting professionals talk with dozens of businesses every month, and a goofy email address, while leaving an impression, is not the look you’re after. Rather, building a strong sense of an established presence will leave a positive association with your business. This then creates a loop where business legitimacy is enhanced by increased connections and potential contracts.

The first step to building this legitimacy is making a positive first impression, which can be divided into three areas: email address, website, and a solid capabilities statement.

Email Address

The email address is the first thing a contracting officer sees when you submit a bid or when you send a request to meet with a small business liaison office. Ideally, your business would have its own domain (businessname.com). This may sound daunting, but websites like GoDaddy, Wix, Google, or Apple will often have options to host a business email account for a low monthly fee (often less than $10).

If that fee feels unaffordable, making a professional email address (businessname@gmail.com) can be a good alternative. I still recommend purchasing a personalized email address, but at least with a business name Gmail account you are not using your personal email address.

Website

This one is a bit trickier to tackle for many small businesses. When I ask business owners why they don’t have a website, the most common answer is that it is too difficult. As the person responsible for running our own Empire APEX website, I know firsthand how challenging it can be to create a site layout and content for a website. But I also know that with a bit of effort, just about anyone can create a simple one- or two-page website.

Using websites like Squarespace or Wix, all you need to do is choose a website template and add the content. And one page that describes your business and the goods/services that you offer can be enough. You can also add pages for testimonials, employee profiles, and contact information if you want. Just having an online presence conveys a degree of professionalism and business maturity that contracting officers look for in a business.

Capabilities Statement

A capabilities statement is arguably the most common ask from potential government contractors and is perhaps the easiest document to create. These statements should be one page and include six sections:

1. “About” section for your business
2. List of competencies (goods or services) offered by your business
3. Certifications and business size information
4. Past performance information
5. Differentiators about your business
6. Website and contact info

It’s important to remember that less is more with this document. I’ve listed six sections of information, and there is no need to pad those sections with excess detail. You’ll pass This document out at networking events or send it to small business liaisons so others can gain a quick understanding of your business. Your goal is to stick in the mind of readers, not to provide them with a complex summary of your business.

Keeping in mind the tenants of good design can set your statement apart from others, or at the very least make sure your statement is read. Use a legible font in a readable size, highlight your company’s logo, and use pictures and color to accent the design. You can find examples online of successful statements, or you can email us at empireapex@nystec.com and we can provide you with handpicked examples of quality statements.

 

Overall, the service or products that your business provides is the most important ingredient towards government contracting success but getting that first contract is the biggest hurdle. Creating a positive first impression is the first step in making the connections necessary to do so.