Year-End Sales Strategies for Federal Market Success

As the federal fiscal year winds down, July through September becomes the most crucial sales window of the year. More than 50% of federal government spending occurs in the fourth quarter, creating significant opportunities for manufacturers—especially in the public sector furniture market, which exceeds $1 billion annually.

The Catalyst Consulting Group team recently shared proven tactics to help manufacturers maximize this year-end push. Here are the key takeaways.

1. Keep Your GSA eLibrary & Advantage Listings Current

Why it matters: Federal buyers rely heavily on GSA eLibrary and GSA Advantage for product sourcing. Outdated listings can cost you business.
Action steps:

• Verify that your contact information, terms, and pricing are accurate.

• Ensure product images are high quality and compelling.

• Use search-friendly keywords—buyers search for “desk” or “ergonomic chair” more than branded names.

• Limit product configurations on Advantage to make ordering simple.

• Confirm delivery times are realistic, and that someone is receiving Advantage order notifications.

• Promote Advantage listings by including direct links in your marketing.

2. Launch a Strategic Year-End Marketing Campaign

Email & Direct Mail Tactics:

• July: Send a Federal capability statement with top-selling GSA products and pricing.

• August–September: Alternate weekly between:

  • End-user focused emails with top products.

  • Promotional emails highlighting one product (especially if you have surplus inventory).

  • Targeted communications to reps and dealers, possibly with a GSA spiff or incentive.

Pro Tip: Physical postcards can still work—contracting officers may keep them on hand for quick reference.

Caution: Avoid over-emailing federal contacts. Use a reputable email platform, maintain clean lists, and follow agency preferences to prevent blacklisting.

3. Revive the “Base Blitz”

The “Base Blitz” is an on-the-ground sales effort focused on military installations and other government hubs.
How to do it:

• Partner with a local rep or dealer already approved to work on base.

• Secure 2–3 anchor appointments (e.g., with contracting, public works, or small business offices).

• Spend the rest of the day visiting buildings, introducing yourself, and gathering project intel.

• Look for signs of construction or renovation—note contractors and project contacts.

• Aim for face-to-face conversations; they can uncover immediate opportunities and future projects.

4. Don’t Overlook Non-Contract Opportunities

While GSA contracts dominate, about one-third of federal office furniture purchases happen off-contract through:

• Bundled FF&E in construction projects.

• Urgent purchases requiring speed and flexibility.

• Exempt procurement channels.

Key partners:
Large and small general contractors, A&D firms, integrators (especially DoD), and set-aside contractors such as 8(a) firms. These partners can expedite sales and often have strong year-end buying power.

5. Take Action—Do Something

Whether you run a full promo campaign, refresh your GSA listings, or focus on dealer incentives, inaction guarantees missed opportunities.
Also:

• Highlight small business, woman-owned, HUBZone, or Made in USA status—these can influence purchase decisions.

• Make it easy for buyers to choose you: clear capability statements, simple ordering, and fast responses win deals.

Bottom Line

The federal year-end buying season is a unique, high-opportunity period. With updated listings, targeted outreach, in-person blitzes, and strategic partnerships, you can capture a bigger share of the spend before September 30.