How to Sell to the Military: A Practical Guide for Small and Mid-Sized Manufacturers

Many small and mid-sized manufacturing companies see the military as a lucrative market. But selling to the military isn’t the same as selling to private companies. It requires understanding the procurement process, meeting strict requirements, and building trust. In this guide, we’ll walk you through the steps you need to take to successfully sell your products or services to the U.S. Department of Defense (DoD).

Understanding the Military Market

Why consider the military as a customer?

The U.S. military spends billions annually on a wide range of products—from raw materials and parts to complex equipment. Selling to the military can provide a stable revenue stream and open doors to other government contracts. Plus, once you become a trusted supplier, it can lead to additional opportunities in the defense sector and beyond.

What does the military Buy?

The military's procurement needs are diverse. These include:

• Manufactured parts and components

• Tools and equipment

• Personal protective gear

• Heavy machinery and vehicles

• Technology and electronics

• Support services and maintenance

Understanding what the military needs is your first step. Visit the SAM.gov website for current solicitations and contract opportunities.

Preparing Your Business for Military Contracts

Register in SAM.gov

To sell to the federal government, you must register your business in SAM.gov. This registration is free and necessary for all government contracts.

Understand Compliance and Certifications

The military has strict standards for its vendors:

• Right to Work documentation

• Security clearances, if required

• ISO certifications or other quality standards

• Compliance with the Defense Federal Acquisition Regulation Supplement (DFARS)

• Cybersecurity standards, such as NIST SP 800-171

Ensure your business meets these standards before pursuing contracts.

Develop a Capable Proposal

Government solicitations are detailed. Your proposal must clearly demonstrate:

• Understanding of the need

• Capabilities and past performance

• Pricing strategies

• Delivery timelines

Responsive and detailed proposals boost your chances of winning contracts.

Finding Opportunities and Building Relationships

Use Contracting Portals

The main portal for federal procurement is SAM.gov. Regularly check it for new solicitations and notices. Other helpful sites include:

• Defense Logistics Agency (DLA) procurement site

• Professional associations like NDIA (National Defense Industrial Association)

Attend Industry Days and Trade Shows

The military often hosts events where suppliers can learn about upcoming needs. Attend these to make contacts, ask questions, and understand what the military values.

Build Relationships with Military Acquisition Officers

Establishing trust is key. Reach out to procurement officers, attend industry briefings, and demonstrate your commitment to quality and delivery. Personal relationships can be invaluable in this market.

Additional Tips for Success

• Be Patient: The process can take months, from bidding to contract signing.

• Focus on Quality and Delivery: The military emphasizes reliability and compliance.

• Leverage Subcontracting: Start by teaming with larger firms as a subcontractor to gain experience and credentials.

• Invest in Cybersecurity: Protect sensitive information and meet NIST standards to qualify for more contracts.

Case Example: From Small Manufacturer to Military Supplier

A small metal fabrication shop in Ohio specialized in custom parts. After registering with SAM.gov, obtaining ISO certification, and learning about the military’s requirements, they partnered with a defense contractor as a subcontractor. Over time, their quality and delivery reliability earned them direct contracts, expanding their revenue and reputation.

Final Thoughts

Selling to the military requires strategic planning, compliance, and patience. Small and mid-sized manufacturers can succeed by understanding the process, meeting standards, and building relationships. The effort can open a profitable and stable new market for your business.

For more detailed guidance, visit the U.S. Small Business Administration's guide to federal contracting or consult a government contracting expert.