With a trend towards larger contracts and the continued consolidation the government industrial base, securing subcontracts from larger government prime contractors should be part of your government contracting strategy. Landing these opportunities takes more than luck—it requires a strategic, proactive approach. Whether you’re in construction, IT, manufacturing, or another sector, the following three steps can help position your business as a go-to partner for prime contractors.
- Use Market Research to Target the Right Prime Contractors
Not all prime contractors are created equal—at least not for your business. Use market research to identify which primes are already winning contracts in your industry and which ones are actively seeking subcontractors.
Look for alignment between your capabilities and the prime’s needs. Know who their customers are, what contracts they’ve won, and what subcontracting goals (including small business goals) they are required to meet.
Unsure how to find prime contractors winning work in your area? Contact your local APEX Accelerator advisor for no-cost training or advising.
- Develop a Strategic Marketing Plan to Build Relationships
Once you’ve identified target primes, it’s time to build awareness and trust. Your marketing efforts should focus on helping them see you as a valuable, low-risk partner. Consider the following tactics:
- Register in Vendor Portals: Many primes have their own supplier registration systems. Make sure you’re in them.
- Update Online Registrations: Ensure your Dynamic Small Business Search (DSBS) and SAM.gov profiles are complete, accurate, and aligned with your capability statement. If you are in an industry that highly values key employee education, training, and past performance, ensure your website and social media are updated to reflect your unique strengths in case a potential customer comes looking for you.
- Attend Industry Events and Trade Shows: These are ideal venues to meet primes face-to-face and begin forming relationships.
- Send Your Capability Statement: Tailor it to show how your services support the prime’s mission and priorities.
- Offer a Capability Briefing: Request a short meeting or virtual briefing to present your qualifications, past performance, and differentiators.
Remember: your goal is to be seen not just as a vendor, but as a strategic, reliable partner.
- Attend Pre-Bid Meetings and Network
Pre-bid or pre-proposal conferences are often open to the public—and they’re full of networking potential. These walkthroughs give you insights into the scope of work and, more importantly, let you connect with primes and other subcontractors early in the process.
Use these opportunities to:
- Ask smart questions that show you understand the project and its challenges.
- Meet potential teaming partners who can introduce you to primes or invite you into bid teams.
- Build visibility among decision-makers and influencers in the procurement process.
Always Speak Their Language: Price, Schedule, and Risk
Prime contractors are under pressure to be the lowest responsive and responsible bidder. That means they’re laser-focused on:
- Price: Are you competitive?
- Schedule: Can you deliver on time?
- Risk: Do you have the track record and systems in place to do the job without surprises?
Your job is to demonstrate value by showing how you help them win—by lowering their risk, increasing performance, and supporting their compliance and diversity goals. Be ready with proof: past performance, testimonials, certifications, and a clear value proposition.
Bottom Line: Winning work with prime contractors isn’t about waiting for an RFP to hit your inbox. It’s about doing your homework, showing up strategically, and building relationships that pay off when the next opportunity comes around.
Unsure you have a winning strategy and know how to implement it? Contact your APEX Accelerator for assistance.
