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Who should I be selling to: end users, procurement professionals, or both?

The individuals in government who manage the purchasing process (“procurement”) are often not the same people as the public servants who are your customers (“end users”), so you’ll need to make sure you’re working well with both kinds of stakeholders. You need to sell to end users and meet the compliance needs of their procurement colleagues.

  • “End users” are your customers: In most public entities, there are individuals who are the ones you need to sell to - your customers or “end users” - who will use the goods or services you provide in their daily work. End users understand what they need to do their work, but they are not usually experts in the procurement process. For instance, if you sell planning software, you’re likely working with someone in the planning department to pitch that individual on the benefits of using your software in his/her daily work.

  • Procurement professionals are experts in how to buy for their entity: Procurement professionals work either in a centralized purchasing entity, or embedded within a department as experts around completing the procurement process in a way that achieves the end user’s needs and meets compliance requirements.

Edited and reviewed by procurement professionals Kelly Mickelson, Karri Burgess, and Rita Parker

Cooperative Procurement: What You Need to Know