Striving for Exceptional: Key Takeaways from Catalyst Conversations on CPARS and Federal Sales Success
At Catalyst Consulting Group, we are dedicated to helping small business manufacturers build and expand high-impact public sector programs. During a recent edition of Catalyst Conversations, host Michelle Warren sat down with federal sales expert Eileen Kent to discuss a game-changing topic for government contractors: why exceptional performance matters, understanding CPARS, and striving to be exceptional.
Here are the key takeaways from the meeting, along with direct insights from Eileen Kent (Federal Sales Guide) and Michelle Warren on how to leverage performance ratings to stand out and win in the federal marketplace.
1. What is CPARS and Why Does It Matter?
CPARS stands for the Contractor Performance Assessment Reporting System. It is the official system where federal buyers evaluate and report on vendor performance.
As Eileen Kent explained:
"CPARS is where buyers go in and give you feedback as a vendor, but they're also telling your future clients what you're like to work with, and they have some parameters in there."
Who Sees CPARS Ratings?
While CPARS ratings are not accessible to the general public, they are visible to contracting teams across the government.
"The public can't see your CPAR ratings. Only the contracting team and you can see it." — Eileen Kent, Federal Sales Guide
2. Thresholds: When is a CPARS Evaluation Required?*
Federal agencies must complete a CPARS evaluation based on specific dollar thresholds and contract parameters:
Simplified Acquisitions / GSA Schedules / IDIQs: Required for contracts over $350,000.
Contract Modifications: If a contract starts smaller (e.g., $150,000) but exceeds $350,000 through modifications, the agency must complete a CPARS report.
Architectural & Engineering (A&E): Required for contracts over $35,000.
Construction Contracts: Evaluated at thresholds over $750,000.
Multi-Year Service Contracts: Evaluated every year (e.g., a 5-year facility maintenance contract).
*EILEEN NOTED HER SOURCE: Shauna Weatherly’s Article on CPARS Secrets-Insider Tips for Maximizing Your Performance Ratings
3. Demystifying the Rating Scale: Beyond "Satisfactory"
Many contractors settle for a "Satisfactory" rating, believing that delivering the product clean, undamaged, and on time is enough. However, Eileen emphasized that "Satisfactory" is only mid-level:
"There’s a ‘Satisfactory’ rating, which basically they define as meeting the expectations and the contractual requirements of the performance work statement. But a ‘Very Good’ rating is when you exceeded in a couple of areas, and an ‘Exceptional’ is when you've exceeded in every area." — Eileen Kent
Ratings vary by agency culture
It is crucial to know that evaluation styles differ across agencies. For instance, getting above a "Satisfactory" at some departments can be notoriously difficult:
"For example, at some agencies,(and most agencies know who they are), it's very tough to get anything higher than the satisfactory. So don't take it personally that that's all you've been given. The other agencies won’t look down on you because you achieved a satisfactory I those places. They get it." — Eileen Kent
Upcoming Changes in DoD
Eileen noted that the House and Senate are exploring the idea of shifting the CPARs methodology:
"The Senate and Congress has been talking about coming out with a new rating system that doesn't follow this process. They're calling it the 100 and below. So basically, a 100 rating be satisfactory, and then they're going to start taking points off. So, you're going to have some sort of 87, 90 rating if you're working with the DoD. Now, they haven't completely gone over that way, but it has been considered." — Eileen Kent
4. Why Strive for "Very Good" or "Exceptional"?
A high CPARS rating isn't just a badge of honor—it serves as a key to unlock exclusive, high-value opportunities and limit competition.
CPARS as a Gateway to Contracts
"Right now, the feds are looking at using your CPARs rating, as a gate. For example, the Oasis contract vehicle; it’s a service-type schedule.In order to even apply for a that contract vehicle, you had to have at least a “3” or ‘Very Good’ or ‘Exceptional’ set of CPARS past performances to submit. If “Very Good” or “Exceptional" ratings on your CPARS, you’d get a higher set of points for those past performances you submitted. — Eileen Kent
The "Secret Sauce" for Winning Future Deals
"It's the secret sauce in this industry for special invitations, for sole sourcing and for limiting competition. Strive to be Exceptional. Put it on all your documentation.All your invoices, all your boxes, in your warehouse, get that exceptional sign above the door saying “Be Exceptional” like Ted Lasso has “Believe” above his door.Get the mindset going in your business and it will change things significantly." — Eileen Kent
5. Proactive Strategies: How to Drive Exceptional Ratings
Rather than waiting until a project ends to worry about your evaluation, Eileen and Michelle shared proactive strategies to ensure your performance stands out:
A. Define "Meeting" vs. "Exceeding" Upfront
To consistently earn top-tier ratings, contractors must eliminate guesswork by clearly distinguishing baseline requirements from exceptional performance at the start of a project.
Establish Explicit Benchmarks: Review the project work statement directly with the client before work begins to define specific metrics for quality, management, and schedule. Ask directly: "What would we consider meeting quality, management, compliance and schedule, and what would you consider to be activities that exceed expectations of the scope of work?"
Document and Track Criteria: Secure these agreed-upon standards in writing during the initial meeting and use them as the primary reporting tool throughout the contract lifecycle.
Teach the Client What "White Glove" Looks Like: Clients often do not realize what qualifies as exceeding expectations until it is defined for them. Guide them on what to expect so they recognize value-added efforts—like going beyond basic delivery to ensure end-users receive individual fittings and product demonstrations.
B. Adopt an "Exceptional" Mindset Across the Organization
Shifting from "Satisfactory" to "Exceptional" requires a company-wide cultural evolution driven from management down to external partners.
Lead from Management: Leaders must drive the standard, asking internally across every department—sales, accounting, and delivery—what it takes to exceed expectations rather than simply meeting them.
Implement Peer Recognition: Encourage team members to identify and celebrate colleagues who add "artistry" or unexpected value to routine tasks. Enumerate these small, distinct actions so they can be duplicated company-wide.
Hold Partners to the Same Standard: Challenge teaming partners and vendors to adopt the same philosophy. Ask them directly: "What are you going to do in this project with us so that we can together be exceptional for this client?"
Use Exceptionalism as a Recovery Tool: When mistakes happen, make "we strive to be exceptional" the primary baseline for service recovery. Swiftly leaning in to resolve errors turns potential setbacks into compelling proof of high-level service.
C. Provide Draft Text & Supporting Proof
Evaluators and Contracting Officer Representatives (CORs) are often extremely busy. Making their job easier helps you secure better evaluation text:
"The Fed who loves you, you need to give them written reports showing check marks on things you did to achieve a satisfactory rating because you met the requirements and what you did above and beyond the contract to make their experience Very Good or Exceptional. Ask, if you love us and you want us back again, here's some proof. Here are some documents that showed we were early in delivery. The Federal customers are too busy.Write it up in a report and give them paragraphs so they can take the verbiage it and put it in the CPARs report. You know, not that you're writing it for them, but you're giving them words, the provable facts to note." — Eileen Kent
D. Always Respond to Your Ratings
Whether your CPARS report is glowing or mixed, always submit a thoughtful contractor response:
Acknowledge their team: "Whenever they get an exceptional, they recognize the customer team, the core. We couldn't have done it without you." — Eileen Kent
Frame the feedback: If an agency gives a "Satisfactory" grade but includes praises in the narrative, use your response to quote their positive narrative directly.
Resolve disputes gently: Talk directly with the Contracting Officer before submitting a formal dispute on negative feedback.
E. Market Your Exceptional Ratings
Michelle Warren pointed out that top ratings belong in your sales collateral:
"Take the CPARs, it's a reference, right? Your capability statement, it asks you to list stuff; use this in your marketing if you get a ‘Very Good’ or an ‘Exceptional’, because they are not handed out easily."
Next Steps for Government Contractors
Check Your CPARS Status: Log into SAM.gov/CPARS to see if any ratings are pending your response. You typically have a strict window (e.g., 10 days) to review and submit feedback.
Train Your Team: Begin defining internal standards for what constitutes "meeting" vs. "exceeding" expectations across management, sales, delivery, and accounting.
Engage Your Feds Early: At project kickoff, set expectations directly with the client regarding what actions would earn a "Very Good" or "Exceptional" evaluation.
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