The panel discussion provided guidance on how to effectively sell to brand marketers without irritating them. The panelists emphasized doing research, providing value as an expert resource, focusing on educating buyers rather than just selling, building long-term relationships through trust and accountability, and respecting buyers' time. They also cautioned against making assumptions, using buzzwords, or trying to be everything to everyone.

1. What Buyers Want
How Not to Piss Off a Brand Marketer
Presented by:
Adam Kleinberg, Founder and CEO, Traction
Skip Brand, CEO, Martini Media
Tamara Bousquet, EVP, Media Director, MEA Digital
Lucy Jacobs, COO, Spruce Media
April 3, 2012 Moderated by:
San Francisco Kendall Allen, Principal, Influence Collective, LLC

2. Who Are We?
• Kendall Allen
– Agency-side
career
– Client and business
developer
– Deal maker
– All seats at the table
– Integrated perspective
– Trainer of buyers and
sellers
– Discussions among
professionals striving for
excellence

3. Who Are We?
• Adam Kleinberg
– Founder and CEO,
Traction
– Creative agency
– Integrated digital
– Principal decider
– Complex buying
outlook
– Path brings scope,
scrutiny, perspective
on buy/sell

4. Who Are We?
• Skip Brand
– CEO, Martini Media
– Selling and deal making
backbone of his career
– Been at it for 20 years
– Innovator and risk taker
– Principles, relationships,
reputation
– Point of view on every
aspect of doing it right

5. Who Are We?
• Tamara Bousquet
– EVP, Media Director,
MEA Digital
– Agency-side pitch
artist
– Client leader
– Lists of top people
among our brood
– Like Adam, integrated
chops, integrated role
– An eye for the buy and
the sell

6. Who Are We?
• Lucy Jacobs
– COO, Spruce Media
– Performance Media
– Art of the sell, command
of the intricacies, but
also the role of trust in
building business
– Numbers indicate she
knows what time it is
and may have some
wisdom to share

7. What Do These People Know?
• Our business is complicated -- but that is an
exhilarating opportunity
• Never an excuse to not be on your game
• Countless roles to execute to make marketplace
thrive
• Economy is reliant on relationships at every turn
• The buy/sell is one of the most pivotal
• We all live and breathe client and partner
business, no matter where we sit

8. What Do These People Know?
• We must do right by our clients
• We must do right by our business, our company
• Transcend the transaction
• You take your relationships with you; life’s work
• The proposition is mutual
• Perils, approaches, best practices and words to
the wise -- learned on the way up and mentored
onward

9. Adam and Skip

10. Guidelines to Hazardous Selling

11. Don’t ankle-bite
Have a sales philosophy
good or BAD
ORDER

12. “Ass”umptions
Opportunity

13. The Thoughtless Order
Lunch for Admin’s
External Category
Resources
Internal Sales
Expert
Lead

14. Trust
Dear CMO,
I hate the agency,
hopefully you will buy
direct from me.
P.S. All of their ideas are
mine!
Decision Maker

15. Buzz word BINGO
“Largest”
Exact Solution

16. Give Jeans Not Time Nor Solutions
Relationship

17. Good Sales Philosophy
Opportunity
Resources
Decision Maker
Exact Solutions
Relationship

18. Opportunity: Educate Not Sell
Audience Survey Data Online Audience Data Family
DISNEY
Advertisement
How often do you visit Disney
Land themed amusement parks
and or hotels? MARTINI MEDIA NETWORK
Very Frequently
Often
Sometimes
Never
NEXT QUESTION
Travels
to theme
Offline Data 1st Party Data
parks
$ $
$ $
100K+ HHI
HH Spending
$ Behaviors
W eenu n e et Afe c™
h r Il c M e f n e
fe s l
u

19. Resources: Become and Find Experts!

20. Decision Maker: The Sales Funnel
AWARENESS Branded Solution
CONSIDERATION
Branding Response
PERSUASION
SALES
Direct Response

21. Exact Solution: Listen and Learn
SOCIAL VIDEO
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22. Relationship: Get to Know

23. Tamara and Lucy

24. The Basics, a Step Up…
and Best Practices

25. Basic Expectations
• Do Your Homework
– Know the agency or the brand
– Know the person you’re meeting
with; LinkedIn
• Be Relevant
– Know the agency’s (active) clients;
the brand’s marketplace
• Be Efficient
• Be respectful of time
– Stay focused/on-point

26. A Step Up
All of the Basic Expectations, plus…
•Provide Value!
– Send interesting industry articles… just as an FYI
– Send case studies, worth sharing; ammunition to
support inclusion on upcoming campaigns
•Build a Relationship (vs. Being a Sugar Daddy)
– Be a resource, first
– Get to know the agency or brand people you’re
working with, professionally

27. A Seasoned Sales Person
All of the above, plus…
Be a Superstar
– Be educated about all things; be relevant
– Respectful of time
– Focused
– Personable
– Accountable
– Creative but relevant
– Not pushy

28. Other Best Practices
• Plan Ahead ~ Everyone is Busy!
– Set up meetings at least 2 weeks in advance
– Reach out a week before and find out if there is a
topic of focus
– Confirm meeting 48 hours prior; be courteous
• And, if bringing lunch, check dietary restrictions
– Check out the LinkedIn profiles of the people you’re
meeting with; easy resource, ice-breaker
• What NOT to Do!
– Don’t try to be everything to everyone
– Don’t be offended/repetitive if there isn’t a current fit

29. Agency Person Etiquette
• Be Informative
– Provide a 5-minute download on active clients, 3 most
important areas of focus
• Be Respectful and Responsive
– Of time… of position… of resources… follow up on emails,
RFP’s, all promises and commitments
• Be Attentive
– Don’t just be a warm body in the room… computers off
• Don’t be a Media Whore!
– Don’t expect things; be grateful for perks our industry offers
and send thank you notes

30. Thank You