Welcome to the latest edition in our series of profiles, shining the spotlight on AireSpring’s amazing partners. This month, we’re speaking with Scott Brakefield, President of Source Communications.
Tell us a bit about your background and how you started your career in telecom.
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I started out working directly for a company called NewSouth Communications in 1998, going through several mergers with them, first with NuVox and then Windstream. When the company was still known as NuVox in 2006, I convinced them to outsource all their Federal accounts to me as an independent agent, and that’s how I got started. At the time, NuVox was a very regional player and I would sell other government accounts through companies like PAETEC and OneComm to build my base.
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I continued to handle that base for some time. I had a lot of success selling to schools under the E-Rate program but that space changed a lot in the last ten years and I decided to change gears. When NuVox was purchased by Windstream, I moved away from selling to government accounts altogether, and started focusing more on commercial accounts as an independent agent.
I’ve never wanted to add sub-agents at Source Communications, I’ve kept it small so that one of the benefits of working with me is that I’m always available and dedicated to my customers. I’ve personally looked after a lot of our customers almost since the beginning. I manage the entire life cycle of the relationship. I’m not just trying to sell them some service and then show up again in three years when it’s time to renew - I’m continually there to help them with any sort of issues or questions they might have about their account. And, I also service clients nationwide.
So when and how did you discover AireSpring?
I started selling AireSpring in 2008. It was one of the first carriers that I started working with when I stopped pursuing government accounts and decided to only sell to commercial accounts. I saw AireSpring at Channel Partners and I started out working with Charles Lomond [AireSpring Director of Agent Sales.] I worked with Charlie up until a few years ago when I started working with Chris Abbott [AireSpring Channel Manager] who is a Channel Manager on Charlie’s team.
What do you like about working with AireSpring?
There are three things: one is the pricing which is excellent, it’s as good as any there is. The second thing is the ability to speak directly to the AireSpring management team. When I speak with prospects and show them pricing, then I show them AireSpring's Dedicated Escalation List—honestly, that’s the biggest strength AireSpring has. People are so tired of not having anyone to talk with. Other providers offer no contact names or numbers. They may have one account manager at their carrier and that person may change in six months. They have an 800 number to call and no other names.
When I show people the Escalation List with real phone numbers, even cell phone numbers, and names of managers, directors, VPs, all the way up to AireSpring's CEO, it really makes an impact. They realize that they're always going to know somebody to call, and the service must be pretty good, or AireSpring wouldn’t be giving me the CEO’s email address and phone number. Having cell phone numbers for directors and VPs, that’s pretty impressive!
Third, the sales people I’ve worked with have been excellent and responsive. I like the tenure people have—eight years later, Charlie is still there, and Chris has been there quite a while. The same is true on the operations side, so you can build a relationship. For example, I have been working with Barbara Jamaleddin, AireSpring VP of Operations for years and years. She knows me and I can call her if I have a problem. As a smaller agency, that makes an impact because I don’t have a lot of resources who can devote time trying to reach ten people at a carrier.
What would you say is the secret to success?
I think there are two paths to success. One is building relationships with organizations that will bring you leads, such as a VAR or an MSP, where you’re a telecom source and they can vouch for you, making it a warm opener. The second path is really building and owning the relationship, offering a value proposition such as expertise in a specific vertical, or a specific technical expertise, so the customer feels confident that they're speaking with someone who knows what they’re talking about. Customers know you’re going to take care of them. So, there are two halves, building or demonstrating your value to a third party who introduces you or demonstrating your value directly to the end user. Once you own that relationship, you’re their go-to person for telecom.
If someone wants to start out as an agent, they need about 12 to 18 months of “runway,” in order to build up their base of accounts…even if you sell an account the first day, it takes a good six months before you get paid on it. That will become increasingly harder because the larger agencies are taking over and can offer more value than the single transactional agents. It’s very difficult to be able to offer the value, project management services and technical support that these multi-site organizations really want when dealing with communications consultants.
What do you think is going to impact the industry in 2017-2018?
SD-WAN is the only thing customers want to talk about—the only conversation you can have today if you’re selling multi-site accounts. If you’re not having that conversation with them, somebody else is. SD-WAN is everything. You have to be familiar with SD-WAN technology, knowledgeable about the various offerings and the underlying technology of providers and carriers, and know about the multiple ways to deliver that service. You have to become a technical resource for clients, bring multiple options to them--and what SD-WAN vendors make sense for them. Even if a client says they’re not going to move off their MPLS network, they’re going to want to talk about SD-WAN and figure out if it works for them or not, now and for the future.
MPLS and VPNs are not going away, but you need to have that conversation about SD-WAN. You have to engage, be able to talk with customers about it and determine if it works for them or not. You need to know what carriers are offering in the area of SD-WAN and who they are working with. You need to understand what’s being offered and understand the differences. You don’t want to risk having your clients go to someone else as the source matter expert for SD-WAN. Otherwise, someone else will be calling on that account and having that conversation with them. Whether it’s one of your direct competitors, a carrier or an SD-WAN provider, you can’t let another rooster in the hen house.
Additionally, long-term, you’ve got to be able to talk about IT services and have access to an IT resource. That can be problematic for smaller agencies, unless they have some technical resources they can utilize from maybe a provider like AireSpring. Let’s say you need to talk about a hybrid cloud environment and you want to figure out a way to monetize that conversation. You need some sort of IT resource coming from outside the carrier world, to help you do that.
Looking into the future, you’ll see more cable mergers, and they won’t want to pay agencies any more, or they’ll want to pay them less. It’s no coincidence that these cable companies all pay the same commissions to their large agents. We’re monitoring that environment, watching cable mergers and other developments. You’re always going to have mergers, but cable mergers are the big game-changers. I don’t think this industry’s going to be anything like what we were used to for the last 20 years.
Tell us about what you do in your free time and your interests outside of telecom.
I like to stay fit and I’ve got a 17-acre ranch in Yukon, Oklahoma, so I stay active outside. We actively mow about 8 acres, and the house is centered in the middle of the property, along with a half-acre fish pond with fish. I don’t have horses, but I have a lot of fruit trees and we raise animals—
steer, chickens, pigs, pet llamas and guinea hens. We have a menagerie of useful animals.
I’m originally from Nashville…a beautiful place. I am married. My wife Andrea and I have two kids, Christian, who is a 7-year-old, and Katie, who is a 5-year old.
Scott, thank you for taking time to talk with us and share your insights.
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