I have seen a number of sellers and marketers crash and burn trying to market their technology products to government agencies. Often, the problem is a failure on the part of the seller or marketer to realize quickly enough that he or she and the agency rep are or should be on the same side of the table.

All too often, the seller or the marketer will approach the agency rep antagonistically because of pricing. The seller’s job is to sell his company’s products or services at the greatest possible margin. The agency’s rep’s job is to secure the seller’s wares at the best possible value. This value is a combination of price and technology.

So, if your technology is not the freshest on the market don’t be surprised if the buyer asked you to take a haircut as the buyer is willing to trade a newer technological iteration for some cost savings.

Once you both move past the money issues both parties should be working toward the same goal, a sale.

Both sides need to recognize that the agency has a problem to solve and that the seller may very well have the solution to that problem. Since the seller is proposing the solution, it is incumbent on him or her to avoid a stand-off or shouting match in order to get the deal done. Prideful reluctance to give in to the buyer should not stand in the way of a good deal.

The technical aspects of the produce being sold and bought may present another barrier since the agency rep may not be versed in the nuances of the product. Similarly, the seller may not be familiar with how government agencies operate and how decisions are made.

If a seller approached the sale as if the agency’s problem is his own and recognizes that he and his counterpart are playing on the same team to solve the same problem, the sale will be made at a price that is fair to both teammates.