'It's as optional as a parachute when skydiving' - the key things suppliers fail to do when listing on G-Cloud

Public sector procurement expert gives partners advice on how to sell through G-Cloud

Suppliers are failing to do simple things that would enable them to sell successfully through the G-Cloud framework, according to public sector procurement consultancy Advice Cloud.

Speaking at CRN's Channel Conference MSP event in London, Advice Cloud's CEO Chris Farthing gave delegates tips on how they can boost their visibility on the crowded framework, revealing that a number of relatively simple tricks drastically improve a supplier's presence.

He said that suppliers need five qualities to succeed on G-Cloud: a sales strategy, a marketing strategy, the right security accreditations, a sound listing, and framework knowledge.

Firstly, he said that some suppliers are guilty of misunderstanding how G-Cloud works, believing that winning a spot on the framework is what brings success.

"You would not believe the number of people who get onto G-Cloud and think it will be a source of inbound leads," he claimed.

"It's not. There are 4,000 suppliers on there with 30,000 different services. It's not going to be a source."

Secondly, from a marketing perspective, Farthing said that many G-Cloud suppliers fail to have dedicated webpages, thus not distinguishing clearly the difference between selling to the public sector from private businesses.

Thirdly, he said that a lot of G-Cloud-listed businesses underestimate the public sector's high threshold when it comes to cybersecurity, failing to hold robust security credentials.

But it is in his final two points - sound listings and framework knowledge - where a huge portion of G-Cloud suppliers fall down.

Farthing told delegates that suppliers frequently list their services in such a way that it is impossible for buyers to work out how much they cost.

"First of all, your services need to be easy to buy," he said. "Do you know how to tell your buyers how to buy from you? Have you worked it out?

"We have [frequently] gone through to see which suppliers are out there and found that pricing is not clear and easy to assess. I have to come to you to find out, and that is not what G-Cloud is about. I should be able to assess the services before coming to [the supplier]."

The other issue with listings, Farthing explained, is when suppliers fail to explain exactly what they are offering.

In this instance, potential buyers will move on to other providers until they can find one that has clearly explained what it is they are selling, he added.

Partners can avoid this by providing what is known as a service definition.

"A service definition is, in effect, a technical brochure detailing a service," he said. "The digital marketplace, where G-Cloud sits, makes this optional.

"It's not optional. I skydive as a hobby. [A service definition] is optional like carrying a parachute is optional. It's essential.

"People need to know about your service and if you haven't got one, why not? You're doing yourself a disservice."