How to Sell to General Services Administration (GSA)

The General Services Administration (GSA) is a unique kind of federal buyer. It's not an agency with a mission (like CISA or NIH). It's the infrastructure for federal procurement. GSA manages the contracts, schedules, and processes that let other federal agencies buy from commercial vendors quickly.

If you want to sell to the federal government at scale, GSA is often your first stop, not your final destination. Getting on a GSA contract (especially the flagship GSA Schedule 70 for IT services) is like getting a wholesale license that allows you to sell to thousands of federal buyers at once.

Understanding GSA's Role

GSA operates several key programs:

• GSA Schedule 70—The most important for tech vendors; it's a pre-negotiated contract that allows any federal agency to order from you without another round of competition
• Multiple Award Schedules (MAS)—Various schedules for different service categories
• Federal Supply Schedule—Hardware, software, and IT services
• Governmentwide Acquisition Contract (GWAC)—Large umbrella contracts

GSA's budget is about $40 billion annually, but that's mostly pass-through dollars. What matters is the volume: in 2023, GSA transactions exceeded $70 billion across federal agencies. If you're on GSA Schedule 70, you're accessible to all of them.

GSA Schedule 70: The Gateway Contract

Schedule 70 covers IT services, software, and consulting. Getting on it requires:

• Proving you can deliver services nationally (or at least in key regions)
• Offering competitive pricing (GSA publishes your prices publicly)
• Meeting security and compliance requirements (NIST standards, data handling)
• Demonstrating capability and past performance

The application process takes 2-6 months. You'll propose your pricing, service descriptions, and capability statements. GSA evaluates and either awards or requests modifications. Once awarded, you're good for five years (with optional renewals).

The advantage is transformational: every federal agency can order from you on your GSA pricing without a new competition. Your CISO selling to DARPA or the Army gets access to your solutions immediately. This opens doors that would otherwise take years to open through individual agency contracts.

The GSA Pricing Dilemma

GSA publishes all pricing publicly. This means commercial companies can see what you quoted and potentially undercut you. It also means your GSA pricing becomes a benchmark—agencies will push you to match it on non-GSA contracts too.

The smart approach: price competitively but not suicidally. You're not trying to win on price; you're trying to be reasonable enough that GSA approves you, then you compete on service and capability with other Schedule 70 contractors.

Many vendors offer volume discounts—the more an agency buys, the lower the per-unit cost. This incentivizes adoption and lets you move volume at scale.

Beyond Schedule 70: Other GSA Vehicles

If your solution doesn't fit Schedule 70, consider:

• GSA OASIS—A GWAC for professional services and IT consulting across federal agencies
• CIO-SP4—Another GWAC focused on IT solutions and professional services
• 8(a) STARS—Streamlined contract process for 8(a) certified small businesses

Each has different requirements and timelines, but all provide access to federal buyers with pre-negotiated rates and minimal competition.

Getting on GSA: The Process

The GSA application process is standardized but detailed. You'll need:

• A DUNS number and active registration on SAM.gov
• Proof of past performance (at least one similar project, commercial or federal)
• Detailed labor category descriptions if you're providing services
• NIST compliance documentation (at minimum NIST 800-171 if you handle federal data)
• Pricing for all labor categories and services

Work with a GSA advisor if this is your first time. GSA has approved advisors who specialize in this process. It costs $2-5K but saves you months of back-and-forth corrections.

The Common Mistakes

Pricing too low initially (you can't lower it later). Underestimating compliance requirements (GSA audits). Unclear service descriptions (agencies can't buy what they don't understand). Missing the option to include subcontractors (GSA wants flexible fulfillment capacity).

GSA is not a buyer that cares about your product features. They care that you can deliver consistently to hundreds of federal buyers simultaneously. Build for scale or don't bother.

What to Do This Week

Search the GSA e-Library to see who your competitors are on Schedule 70 in your category. Understand their pricing and service offerings. Get your DUNS number if you don't have one (takes 1-2 days). Register on SAM.gov and confirm your company information is correct. Finally, meet with a GSA advisor to understand the application timeline for your specific service category. A good advisor can tell you upfront if your solution fits Schedule 70 or if you should target a different vehicle.