Who Buys What You Sell? A Step-by-Step Process (2026 Update) - Govology
from WA Apex Accelerator
About this event
Successful government contractors rely on more than opportunity searches—they rely on data-driven competitive intelligence. This course teaches you how to use federal procurement data to understand your market, refine your pricing strategy, and identify the agencies most likely to buy what you sell.
Through a step-by-step, real-world example, you will learn how to analyze government purchasing data using multiple federal systems, including SAM.gov’s Data Bank, and connect information across several government databases to uncover valuable insights about buying patterns, competitor activity, and potential teaming partners.
In this course, you will learn how to:
- Identify which agencies and military commands purchase what you sell
- Determine how frequently agencies buy and how much they typically spend
- Use SAM.gov’s Data Bank to research historical procurement activity
- Run advanced ad-hoc queries to uncover deeper market intelligence
- Identify competitors and analyze historical contract awards
- Locate potential teaming partners for upcoming opportunities
- Determine whether your pricing is competitive for a specific opportunity
- Use Excel pivot tables to quickly analyze large procurement datasets
Why This Course Matters
Understanding who buys what you sell, how often they buy it, and how much they spend—often referred to as propensity analysis—helps contractors target the right agencies, develop stronger sales strategies, and validate competitive price points.
Many consultants charge $3,000–$10,000 to conduct this type of market research. In this course, you will learn how to perform this analysis yourself, allowing you to independently research opportunities, validate your pricing strategy, and focus your efforts on the most promising government buyers.
Target Audience: Businesses new to government contracting, as well as experienced federal contractors looking to strengthen their competitive intelligence, pricing strategy, and market targeting.
