I recently moderated a panel of System Integrators (SRA, Northrop Grumman and L-3) at INPUT'S "Teaming with System Integrators" event.

Over 200 attendees, made up of Small Businesses, 8(a)s, Service Disabled Veterans (SDV) firms, and a variety of product companies, were present.

During the Q&A period of the panel discussion, attendees expressed a great deal of frustration in not being able to connect with SIs.

Even for the small businesses, 8(a)s & SDVs who at least have small business liaison contacts within most of the large SIs, there is still frustration in not being able to drill deeper into the SIs for more meaningful discussions to communicate their value, talent, and offerings to the key stakeholders that can really make teaming decisions.

And, as for the product firms, their frustrations seem to be even stronger then the SDVs. Most SI firms do not have any listed contacts, like the small business liaison, to approach to discuss their value proposition and product offerings.

The SI panelist had little to offer these two different groups in providing unique ways to truly connect to the key stakeholders within SI firms. The suggestions that did come out during the panel discuss were some basic sales 101 activities such as:

• Focus your offerings (do not present yourselves as having the ability to do it all).
• Focus on verticals/solution areas with market growth (Cyber Security, Healthcare, Energy, Consolidation).
• Do research to determine which SIs best map to your focus/solution areas/targeted agencies.
• Do not exclude the mid-size SIs as potential teaming partners (mid size SI are often more open in developing unique partners).
• On specific opportunities in your pipeline, take the time to develop a strong value proposition that speaks to your value to an SI in having you on their team (what do you bring that will help them win?)
• Network at industry and trade association events that SIs most likely attend (IAC, AFCEA, TechAmerica, Washington Technology, NVTC) and use these contacts to help introduce you to the right people and to assist you in setting up meetings.

The bottom line ... treat your approach in connecting with the SI community like you would any other set of prospects. Don't over think it. Think "Sales 101."