Way too often contractors, even experienced ones, tend to look at the whole of the government market and try to develop one, standardized approach.  This can be particularly true when a specific method has worked before.  The government, however, is most definitely not one customer.  Adapting business development and contracting approaches are essential to being successful in more than one place, even inside one agency.  Proactive vs. reactive is one obvious example.  Contractors are told by senior level government officials that they should be more proactive, propose innovative solutions, and not just wait for an RFI or RFP.  Talk to people in the same agency down the hall, though, and you’re likely to get a very different response.  Not only do many line level managers not want a proactive proposal, but they’re also automatically suspect of a company that offers one.  Contractors are far more likely to be successful with a proactive approach when working with an agency with which they already have strong relationships and existing business.  Innovation vs. proven technology is another disconnect point.  Contractors must keep in mind that “innovation” is usually defined more conservatively in the federal market than elsewhere.  Few government customers want to be the first to try something.  The difference between new companies vs. experienced contractors is another point of divergence.  While some parts of the government, especially DOD, do want and use new market entries on a limited scale, most agencies are more comfortable using experienced contractors that they know.  Ask a newer small business with zero name ID how easy it is to get a meeting with a potential customer.  Now ask that same question of an experienced contractor.  The difference, though profound, should not really be surprising.  How should contractors approach a potential customer?  The great Washington, D.C. answer is “it depends”.  It depends on you, your customer, and what you’re selling.  Remember, though, that one size does not fit all when seeking to expand your business with the government.