For a retired Fed-turned-contractor who claims to not have a sales bone in his body (I'm not sold!), William Randolph knows how to market. After 25 years in government contracting, he not only knows what the government is looking for - he knows where they're looking for it. And it's not just in proposals.

In this episode, William and I discuss how government contractors - especially small businesses - can use social media to distinguish themselves from their competition and build a brand that's not only seen by contracting officials but is looked to as worth meeting, before a solicitation drops. Will explains how improving presolicitation conversations not only increases wins but produces superior value and meets the mission, while reducing risk. Here are some of my favorite ahh!-ha moments:

6:35 - Becoming "top of mind" for potential customers

11:30 - Federal contracting as the ultimate meritocracy, and how marketing right makes you more meritorious

14:12 and - How better marketing helps the government "better ask" for what it buys - with a fun example of buying apples for a pie

25:42 - Marketing-as-edutainment, edutainment-as-adding value, and why small businesses can't afford not to try

29:16 and on - Three things to be on the same page about in Federal government contracting - value, mission and risk

41:06 - Branding as a virtual avatar of your business and what it stands for