"I don’t know where to start my outreach,…who do you think we should talk to first?"

Navigating the defense industry as a new business can be tricky, so the key is knowing who to talk to at each stage of the sales process. Here's a basic plan to get you started:

Step 1: Find the right door
Look for the most public military or gov members, such as innovation managers or unit-level experts, actively posting on social media about topics related to your product or service. Engage them in conversation to gather insights, and help refer you to target organizations or persons of interest.

Step 2: Get your foot in the door
If you get a referral, reach out directly or request an introduction. If you get an organization to look at, find their most active members on social media and engage them. If you don't have a referral, ask for event recommendations to grow your topic of conversation and identify other potentially interested individuals. This step can be very iterative, so just keep at it until you refine your interactions to a potential client.

Step 3: Pry the door open
Once you've connected with a potential client, collaborate with the problem owner to identify the decision maker (funding sponsor or requirement owner). A funding sponsor has the contract and budget to purchase your product or service, while a requirement owner controls the approval of the documented need your solution addresses. One gets you paid this year, and the other sustains the funding in future years.

Remember, building relationships is key, as every path to a sale can be a unique journey. Foster your connection with the problem owner as you navigate the acquisition process together. With the right approach and some help along the way, you can accelerate your success in the defense industry.