In the world of business-to-government (B2G) and business-to-education (B2E) sales, relationships hold the key to success. Regardless of the goods or services your company offers, cultivating strong relationships with decision-makers in state and local government entities and educational institutions can greatly influence your sales outcomes. Here’s why.

Understanding the Public-Sector Landscape

To start, it’s crucial to appreciate that the public sector, including state and local government bodies and education departments, operates quite differently from the private sector. Their procurement processes are often complex and guided by strict regulations and long timelines. Their decision-making is driven by public interest and budget constraints.

Building relationships with key stakeholders can help you navigate this landscape. Through these relationships, you can gain insights into their procurement processes, understand their priorities and align your offerings accordingly. You also get a chance to demonstrate your commitment to their missions, which can be a critical differentiator in their vendor selection.

Trust and Credibility

In the public sector, trust and credibility are of utmost importance. Stakeholders have to ensure that the public funds are spent wisely and effectively. They need to work with vendors they can rely on to deliver quality goods or services on time and within budget.

By nurturing relationships with these stakeholders, you have the opportunity to build that trust and establish your company’s credibility. You can showcase your track record, share success stories, and provide references. Over time, this can increase your chances of being considered for contracts and even receiving referrals.

Long Sales Cycles

Sales cycles in the public sector are typically longer than in the private sector due to the rigorous procurement processes. It can take months, or even years, from the initial contact to the contract award.

In such a scenario, maintaining relationships becomes even more important. Regular communication can keep your company at the forefront of the stakeholders’ minds, keep you updated about upcoming opportunities and help you adjust your proposal strategy as needed. It’s a long game, but well worth the effort when you win the contract.

Navigating Changes

In the public sector, changes in leadership and policy are common, especially with political cycles. These changes can significantly impact procurement processes and priorities.

Through established relationships, you can stay informed about these changes and adapt accordingly. You can also leverage your relationships to advocate for your company and influence the discussions.

What’s Next?

e.Republic produces 60+ in-person events across the country each year. Our market-leading events will give you an opportunity to build relationships with government leaders, learn about their top technology priorities and share your solutions. To find an event in your territory, visit

Sign Up for Our Free Monthly Market Insights Newsletter

Get the inside scoop on the state and local government and education markets — delivered monthly to your inbox — from the one and only JoeKnowsGov!