The Government e-Marketplace (GeM) has transformed public procurement in India by developing an online marketplace that allows businesses to sell their products/services to government organizations with an efficient and transparent process. With more than 1.5 lakh buyers and 50 lakh sellers, GeM has significant potential for growth along with increased business. However, simply placing products on the site and hoping for success isn’t enough. You need a strategic approach to realize the maximum selling potential on GeM.
In this article, we’ll identify the key approaches to ensuring you are visible, distinguishable, and flourishing on the GeM portal.
1. Understand Your Product/Service Listings
Your product listings are your storefront on the GeM marketplace – so make them count!
Detailed & Correct Information: Always give willing and comprehensive information about your product: specifications, features, and usage instructions, delivery instructions, dimensions, etc. In the case of services, clearly state the scope of work, deliverables, and timeframes. It is important to submit accurate information, not only for other suppliers but as your information submitted may be rejected or invite negative buyer feedback.
High-Quality Pictures: The information you provide is only half of the engagement towards buyers as high-quality pictures of your product, are as or more, important than separate written descriptions. If possible, use clear, crisp, well-lit, high-quality images of all contents describing the product from all angles. Large picture files like 5mb or larger (for example) can still shrink down to proportions that will not slow the loading process. Unique marketing videos can sometimes engage buyers with certain types of products, and some suppliers have created them for display on GeM.
Compliance Information: Ensure your product has any and all correct certifications and standards – for example, ISI/ISO or ISO certifications etc.. and show your supplier compliance information, and build trust with potential buyers.
2. Optimize Your Seller Profile Your seller profile is the first look buyers have at your company.
Complete Your Profile: Make sure you fill out your profile with the most accurate, honest, and upto date information and information sharing your business details, business contact information and product/service categories.
Upload Documents: Upload documents, GST, PAN, Udyam Certificates (for MSME) and quality related documents if any. This is as per GeMs requirements as well as building credible credentials.
Tell Them What Makes You Unique: If you are an MSME, startup or women entrepreneurs make sure to show that in your profile. GeM sometimes gives preference to such selections.
3. Pricing and Policy Transparency
Your pricing, or defending your pricing, is probably the primary consideration for governments.
Learn the “Going Rate”: It is important to understand what the going rates are for your products/services. If your rates are competitive, it makes your offering attractive.
Honest Pricing policy is firmly communicated: When we talk about pricing, what is tariff/delivery and discounts? Using clear communication and a transparent pricing policy builds trust.
Both Buyer and Seller add on value-added services: You can look at value from the buyer context and start there, you could offer an extended warranty, or free delivery, etc.— to add value to the actual product.
4. Bid and Reverse Auction
The GeM platform has different procurement modalities or channels (direct purchase, e-bid and reverse auction).
Be aware of bidding opportunities: Review the GeM portal very frequently— for new bidding opportunities related to your product/service.
Know the bidding: Understand how the bidding works, the required documentation and how service being evaluated when you bid.
Be selective: Do not feel committed to bid on every opportunity! Select one that plays to your strengths and capacity.
5. Use GeM’s Marketing Tools
GeM provides different tools for sellers to promote their products.
Used featured listings: Consider using a featured listing on GeM to promote your products.
Take advantage of GeM promotional campaigns: GeM does occasional promotional campaigns, you might be able to leverage these
Analytics: Using analytics on GeM will help track your success and demonstrate areas for improvement.
6. Seller ratings are everything!
Seller ratings matter on the GeM portal; they influence your visibility and trust
Quality products and services: The government buyer has expectations for quality, deliver a quality product/service.
Delivery: Delivery will matter. Timely delivery if expected and effective delays not exceed timelines using GeM’s process will help avoid penalties and enable a quicker positive purchase feedback response.
7. Keep up to date with GeM’s policies and features
GeM makes updates to their policies and features on an ongoing basis for the convenience of buyers and sellers alike.
Check for updates regularly: You should review the GeM portal regularly for new policies and/or features and/or updates.
Attend Training: GeM has seller training occasionally that you can sign up for so you can get a jump start.
Contact GeM Support: If you have any questions or issues, feel free to contact GeM support.
Conclusion
There is a great opportunity for businesses selling on GeM to grow and increase sales. Businesses can be successful by usage of all areas of the GeM portal- from product listings to seller profile completion to active bidding to use of market tools to high seller rating to staying updated with all GeM policies.
It is important to have a plan when selling on GeM that is strategic as your plan can be a formal plan or bullet points outlining a plan. You can be successful selling on GeM by learning consistently, being product and function knowledge, and consistent quality.
If you can execute all that we talked about in this presentation, you will be in the best position not only to maximize sales, but to build a sustainable relationship with government buyers.
Where to contact for GeM related portal help?
We, RK SERVICES is a leading GeM consulting firm dedicated to helping businesses navigate the Government e-Marketplace seamlessly. Partner with us for expert guidance and hassle-free GeM growth!
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