Who Buys What You Sell? A Step-by-Step Process (2026 Update)

Successful government contractors rely on more than opportunity searches—they rely on data-driven competitive intelligence. This course teaches you how to use federal procurement data to understand your market, refine your pricing strategy, and identify the agencies most likely to buy what you sell.

Through a step-by-step, real-world example, you will learn how to analyze government purchasing data using multiple federal systems, including SAM.gov’s Data Bank, and connect information across several government databases to uncover valuable insights about buying patterns, competitor activity, and potential teaming partners.

Date: April 23, 2026

Time: 12:00 p.m. CDT

Duration: Approx. 90 minutes

Presented by: Joshua Frank (RSM Federal)

Learning Credits: 1.5 CPEs, 1.5 ATCs

*To register, please see the Govology Event Registration Instructions below.

Your registration includes access to the on-demand recording.

In this course, you will learn how to:

• Identify which agencies and military commands purchase what you sell

• Determine how frequently agencies buy and how much they typically spend

• Use SAM.gov’s Data Bank to research historical procurement activity

• Run advanced ad-hoc queries to uncover deeper market intelligence

• Identify competitors and analyze historical contract awards

• Locate potential teaming partners for upcoming opportunities

• Determine whether your pricing is competitive for a specific opportunity

• Use Excel pivot tables to quickly analyze large procurement datasets

Why This Course Matters

Understanding who buys what you sell, how often they buy it, and how much they spend—often referred to as propensity analysis—helps contractors target the right agencies, develop stronger sales strategies, and validate competitive price points.

Many consultants charge $3,000–$10,000 to conduct this type of market research. In this course, you will learn how to perform this analysis yourself, allowing you to independently research opportunities, validate your pricing strategy, and focus your efforts on the most promising government buyers.

Target Audience: Businesses new to government contracting, as well as experienced federal contractors looking to strengthen their competitive intelligence, pricing strategy, and market targeting.

Instructions: 

*Govology Event Registration Instructions:

As a client of the Northwest Texas APEX Accelerator, you can attend Govology webinars at no cost with a discount code. Please email David Miller at David.B.Miller@ttu.edu to get your discount code BEFORE you click on the webinar link to register.

Get code, then, click HERE to register.

When you register, you’ll receive a confirmation email from Govology with your webinar link. If you don’t receive it, contact support@govology.com.

1. Create an account on Govology.com if you are new to Govology.

2. Add the webinar to cart.

3. Enter your discount code in the Coupon field and click Apply.

4. Click Proceed to Checkout to complete your registration.

5. Fill out the registration form and click Place Order.

ONLINE | No cost with code

This APEX Accelerator is funded in part through a cooperative agreement with the Department of Defense.