New reader J. Timberlake of New York City writes, “My company spent a lot of money getting a GSA Schedule contract, but we’re not getting any business!  Now, someone tells us we have to advertise and market ourselves.  Isn’t the government just supposed to buy from our Schedule contract?”  Sorry, J, but to keep your sales in sync with expectations, yes, all Schedulecontractors do have to market themselves to be successful.  A Schedule contract is a tool to close business with.  If you’re not developing business there’s no use for the tool.  While there are a lot of government unique rules, success in this market is also driven by relationships, name identification, and other factors that companies selling in the commercial market must do.  Develop white papers, advertise in industry publications, attend selected government market shows (ask around first), attend breakfasts, lunches, and conferences.  Just as in the Music Man, you have to “know your territory” to succeed.