Doug Wagner, Author at Sunwapta Solutions

29 Mar 2017

If Marketing Is a Growing Asset, Would You Invest More?

By Doug Wagner|2017-04-12T11:10:41-06:00March 29th, 2017|Categories: Doug's Blog, Marketing, Oilfield Pulse, Sales|Tags: business, inbound marketing, marketing, Marketing Assets, Marketing Services, Marketing Strategy, Oil and Gas, sales, small business|

For most Oil and Gas (O&G) service companies, marketing works like this. You put money into it, and if it works, you get some leads. Marketing is an ongoing expense instead of an asset. Stop spending, and you stop getting results.

Sales Assets

Sales work much the same way. The biggest difference is it is primarily composed of people. If customers are spending somewhere and you want more sales, you either motivate your sales team a little more or hire additional sales people.

There are two common types of sales people everyone talks […]

22 Feb 2017

To Win, Understand Your Buyers Better Than Anyone Else

By Doug Wagner|2017-06-21T16:33:38-06:00February 22nd, 2017|Categories: Doug's Blog, Marketing, Oilfield Pulse, Sales|Tags: adding value, Brand Strategy, business, business strategy, Buyer, Buyer's Journey, inbound marketing, inbound sales, marketing, Marketing Results, Marketing Strategy, sales, sales process, small business, Steps in Buyer's Journey, Vendor, Working on the Business|

Ultimately buyers are responsible for making wise purchases. However, they usually need help. That is your opportunity to guide them through the buyer’s journey.

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Buyer’s Perspective

When buyers don’t know how to differentiate their vendors or the solutions they provide, they focus on price.

It is easy to blame vendors for not making things clear in their marketing and sales literature. How many buyers know what questions to ask a supplier, so the important differences are evident?

To get […]

9 Feb 2017

3 Times You Really Need a Good Financial Model

By Doug Wagner|2017-04-12T11:13:07-06:00February 9th, 2017|Categories: Business Strategy, Doug's Blog|

Running out of cash is the biggest risk a growing business faces. There are three instances when the risk is much higher.

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We’ve been in business for over 16 years. I’ve been studying what makes businesses successful (or not) for much of that time. These are the lessons I’ve picked up.

You have a much better chance of survival if you can anticipate problems with your business strategy, planning, and operations. Unfortunately, many business owners rely on very simple projections and assumptions when planning. […]

31 Jan 2017

No Clients, Chickens or Eggs, and the Walking Dead

By Doug Wagner|2017-04-12T11:15:13-06:00January 31st, 2017|Categories: Doug's Blog|

I always find it sad to hear about an entrepreneur on the verge of losing their business.

I’ve been there. When you’ve put years into something, the feeling of loss can be devastating.

A nearby engineering firm used to employ close to 10 people. Last time we talked to them, they were down to two clients and two employees; part-time. They don’t even have a website. When times were good, they sold on the strength of their network and referrals. Now the owner was willing to spend some money […]

9 Jan 2017

Nasty Politics: 5 Emerging Trends to Watch in Marketing

By Doug Wagner|2017-04-12T11:20:07-06:00January 9th, 2017|Categories: Doug's Blog|

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The US election is finally (sort of) over.

After one of the most bitterly fought primaries and general elections, the only thing I can predict with some certainty is that volatility is going to continue politically and we are going to feel the impact on business here in Alberta.

What I am seeing are some trends around branding, media, communications and marketing that we should all find disturbing. They play to our natural instincts and are therefore dangerous to critical thinking. They manipulate […]

6 Dec 2016

The Mystery in Marketing

By Doug Wagner|2017-04-03T11:06:36-06:00December 6th, 2016|Categories: Business Strategy, Doug's Blog, Marketing, Oilfield Pulse, Sales|

Alien Spaceship X-Files

The Truth is Out There

This month’s theme (Oilfield Pulse) is about conspiracy theories. This theme immediately got me reminiscing about the X-Files television series. It is possible, that somewhere behind all the woes we are facing as a province and industry, there is cigarette smoking man who is somehow in on it.

Or, maybe the truth is more mundane.

It could be that we still don’t have those pipelines because people don’t want them in their backyard for an abstract benefit […]

3 Nov 2016

Fear, the Sounds of Silence, and Some Marketing Strategies

By Doug Wagner|2017-06-12T14:25:51-06:00November 3rd, 2016|Categories: Business Strategy, Doug's Blog, Marketing, Oilfield Pulse, Sales|Tags: alberta, business, communication, economy, fear tactics, government, marketing, marketing solutions, ndp, Paul Simon, politics|

Like many people, I’ve been following the U.S. election. It has become nasty and full of hate. The Internet, the media, and social media are amplifying the effect. A year ago, we watched the Conservative Party try a few...

6 Oct 2016

The Hidden Costs of Failing to Innovate in Sales

By Doug Wagner|2017-04-04T17:45:18-06:00October 6th, 2016|Categories: Business Strategy, Doug's Blog, Marketing, Oilfield Pulse, Sales|Tags: Challenger Sales, CRM, inbound marketing, innovation, marketing, outbound marketing, ROI, sales, Sales Teams, smarketing|

What are you doing to innovate how you market and sell your products and services? If you are trying to survive and even thrive at today’s oil prices, these two functions are the key to competing and staying profitable.

6 Sep 2016

How Does Your Value Stack Up In A New Market?

By Doug Wagner|2017-07-12T19:42:21-06:00September 6th, 2016|Categories: Branding, Business Strategy, Doug's Blog, Marketing, Oilfield Pulse|Tags: adding value, Brand Strategy, business, business strategy, Creating Value, Entering a New Market, Existing Market, Expansion, Finding Clients, Market, Market Opportunity Assessment, marketing, Marketing Strategy, New Market, Oilfield Hub, Oilfield Pulse, perceived value, Products, Retail, Services, Target, Target Canada|

If you are unprepared or desperate, entering a new market can kill your business. Deep pockets won’t always save you either.

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Remember Target expanding into Canada back in 2013? They had deep pockets and resources. Then after a series of missteps, they pulled out roughly two years later, incurring financial losses in the billions.

Target Canada made a lot of mistakes starting with […]

23 Aug 2016

The Hidden Traps When Manipulating Fear, Hate and Hope

By Doug Wagner|2017-04-12T11:22:37-06:00August 23rd, 2016|Categories: Doug's Blog|

You don’t have to be a Sith Lord to misuse the power of fear in your marketing. But you must embrace ownership of the consequences.

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“Impressive. Most impressive. Obi-Wan has taught you well. You have controlled your fear. Now, release your anger. Only your hatred can destroy me.” ~ Darth Vader

Selling Fear

Marketers have been peddling fear for years. Politicians and their campaigns have become adept at marketing and selling fear.

Fear sells.

One problem with attracting people […]

dwagner

About Doug Wagner

Sales Assets

Buyer’s Perspective

The US election is finally (sort of) over.

The Truth is Out There

Selling Fear