fall / 2012

The magazine of branded content

Points of Light

Doug Weaver Rethinks Your Value Proposition
Sales
Sep 1, 2012

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Doug Weaver is CEO at Upstream Group, a digital media sellers consultancy.

1. Your point of contact can’t just be one person—you’ve got to have a lot of contacts in the agency. It’s a combination of patience and diligence. You’ve got to be plugged in at the C-suite, but you’ve got to be sending them insights, thinking about the success of their business, not just how much they’re buying from you. Brands pay a premium for people who make them smarter and think about their business.”

2. Don’t expect you’re going to get a second call. You need to engage, there’s no fact-finding call anymore. There are too many players. A major agency recently told me they had 6,475 vendors in their system that they had written checks to—and those are just the winners. You can’t just go and be gracious and uncover the pain. The more time you spend asking, the less time there is to make something happen.”

3. As you organize your point of view around the brand, bring them a challenge, bring them a market opportunity, move them out of their comfort zone. This can be difficult for sellers who want to be liked. If you want to be liked, join the Elks Lodge.”

4. How do you create urgency when there’s no closing or air date? The key is getting close to the customer’s own calendar. Go on their website, look on the press room on the site. What holidays are important? When are they launching the new product? Don’t focus on your own calendar. Say ‘We’ve looked at your situation and we know the thirty days following Father’s Day and graduation are key to creating awareness around the product.’ What we lose sight of is, what’s the business goal of the brand in terms of educating about a feature or product? Tie it to a bigger business goal or marketing goal. Introduce the specter of competition, how they can beat the people in their crosshairs. They all have their own battles.”




Doug Weaver is CEO at Upstream Group, a digital media sellers consultancy

Sales
Sep 1, 2012

2415e577b379208d7e927d060e44e588.jpeg

Doug Weaver is CEO at Upstream Group, a digital media sellers consultancy.