I have received kind messages and correspondence pertaining to our first supply relationship in the General Services Administration organization. Thank you for sharing your thoughts.
While there is no guarantee that this will lead to bigger things within the GSA, positive developments are more likely to occur when an operational relationship exists. This is because of a factor not widely understood outside of these circles – the entire procurement system is oriented toward re-ordering what is already being purchased. There are layers of specifications built into the review and use of products. Those specifications are highly detailed. In many cases, it becomes tantamount to an exclusionary system, unintentionally.
For example, if a particular department is accustomed to cleaning a surface with a particular chemical formulation, that is delivered in a certain size and type of container, with a certain dilution ratio, viscosity and even a specified pH level – it is easier for the procurement personnel to simply detail all of the same for the next order. Any deviation requires motivation on the part of procurement personnel. What motivation does a mid-level procurement operative have in deviating from the norm? Deviation from standard operating procedure carries more risks than rewards for people in most organizations.
Accordingly, the top level strategic motivations, such as cost savings, time savings, reduced redundancy of products in storage, safety on skin, eco-orientation, etc manifest themselves slowly and only after far more review than would be the case for a consumer making an impulse purchase decision in a supermarket.
Winning Brands has had the foresight to qualify to do business with the U.S. Government (which describes itself as the “world’s biggest customer”). That process is not easy, and not every firm succeeds. There is a waiting list of firms trying to obtain an official GSA standing. There is also a cottage industry of consultants who charge high fees to obtain such results, whether or not they succeed. In our case, the qualification work with the GSA to pass through the vetting of our products, and operations, was direct between Winning Brands personnel and the government..
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It is reasonable to expect that commercial benefit for Winning Brands will come from the GSA relationship in due course, particularly after starting to supply an (important) agency that can begin to set specifications that suit our product. It had been a Catch-22 situation for us to overcome – an agency needed to become familiar with our product based on satisfied use. How can satisfied use occur if the product is not specified?
The accomplishment in this new supply relationship, to the Coast Guard, is that the Catch-22 has been resolved for the first time.
