On the GSA Schedule, securing a place is a big deal for government contractors — but it doesn’t guarantee sales. With hundreds of vendors listed in every category, federal agencies are selective about who they buy from. So, what makes certain vendors stand out? Exploring why agencies buy from GSA vendors and what drives their purchasing decisions is key to setting your business apart and consistently winning government contracts.
Past Performance Builds Trust
- Federal buyers are risk-averse because problems that occur when they procure a product or service are on them to fix. Therefore, one of their most important characteristics for vendors they want to work with are those who’ve done similar work successfully, especially with them.
- Even though GSA vets all vendors, past performance (especially visible via CPARS or contract history) helps buyers feel safer the more past performance they see.
- Vendors with agency references or glowing testimonials (even unofficial ones) have a leg up. Therefore, it is critical that your firm always go above and beyond to do great work with the federal government.
Your GSA Advantage Listing is Actually… Advantageous
- Think of it like your Amazon product page for the federal space. Poor listings = no clicks.
- GSA Advantage search queries, because it is a government site, is based on matching the description in the product to what is displayed. Where Amazon will show best sellers, or favor firms that give them money, for GSA advantage spending the time to think about what will be the search term is critical to being in the first page of response to a search.
- Common issues:
- No photos or irrelevant stock images
- Barebones or jargon-heavy descriptions
- No keywords = zero search visibility
- Better listings = more views + faster buys, especially for small purchases under the micro-purchase threshold.
Relationships Still Matter
- Even in a structured, regulated system like GSA, contracting officers and program managers talk to people they know. Putting in the work does matter, and federal buyers can make any number of justifications to buy from the people they know verses those they don’t.
- Vendors who:
- Attend agency industry days
- Follow up on RFQs
- Show up to networking events
- Do capability briefings …get remembered when contracts pop up.
They Respond Quickly—and With Precision
- GSA eBuy requests can have tight turnarounds. But the normal number of responses to an eBuy proposal request is usually around 3. So those that work eBuy can get that first contract and begin building a relationship with that buyer and that agency.
- Vendors who respond fast, and tailor responses (not just templated proposals), tend to win. It’s all about inspiring confidence in the contracting officer that you are excited to work with them.
A big differentiator? Clear, easy-to-scan pricing and delivery timelines.
Also read our article: Why HUBZone Firms Need A GSA Schedule—Now More Than Ever
Compliance Confidence
- Contracting officers love low-risk which is normal for people that work in large organizations. They will take educated risks on people but being highly professional is important in the Federal environment.
- Vendors with a track record of:
- Timely IFF payments
- Accurate quarterly reporting
- Good Contractor Performance Assessment Reporting System (CPARS) ratings
- No past debarments or suspensions …are safer bets.
They Know How to Price Competitively (Without Undercutting Themselves)
- It’s not always about being the cheapest—it’s about offering clear value at a fair, justified price.
- Many new vendors misprice (too low = raises red flags; too high = lose out).
- Smart vendors understand market research, volume discounts, and bundling.
They Understand the Agency’s Mission
- Especially on service contracts, vendors who “speak the agency’s language” stand out.
- For example, an IT firm that references FedRAMP, zero trust, or EO 14028 (cyber order) shows deeper insight.
- Agencies want vendors who understand their mission, pain points, and regulations.
They Use Data to Get Strategic
- Proactive vendors look at GSA sales reports, FPDS, USASpending.gov to:
- Identify buying trends
- Target high-spending agencies
- Tailor marketing based on who’s buying what
If you would like to find out how you can transform your business using a GSA Schedule give us a call as we are always happy to discuss.
