Article · 14 min read

B2G Sales: How Startups Can Sell to Government Agencies

Close (SeamlessDocs case) · Close.com Free Intermediate

Built from SeamlessDocs' real B2G playbook, this is the craft of winning government without connections. The through-line is patience and being genuinely easy to buy: price under approval thresholds so you dodge long sign-off chains, demo the officer's problem before your product, and use a neighbouring agency's success as social proof. That is how you replace a bribe with a reason to say yes.

  • Government cycles average ~90 days regardless of deal size, plan cash and patience around that, not around a quick close
  • Price below purchasing thresholds so the officer can buy without triggering a long approval chain
  • Win on value and social proof from peer agencies, not discounts or insiders, 90% of their demos came from plain cold calls
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The question it answers

  1. Everyone says government sales run on connections and bribes. How do I sell clean and still win?

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