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Selling VoIP

Selling VoIP. The Small and Midmarket is Your Market: Large , Naturally Suited to Cloud and Hosted Solutions, and Underserved. Large (1000+). Midmarket (100-1000). Small Business (< 100). Moment of Opportunity for Service Providers. What is this market looking for?.

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Selling VoIP

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  1. Selling VoIP The Small and Midmarket is Your Market: Large, Naturally Suited to Cloud and Hosted Solutions, and Underserved Large (1000+) Midmarket (100-1000) Small Business (< 100) Moment of Opportunity for Service Providers What is this market looking for? How to best attack this market? BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  2. Our Agenda • Market Dynamics • How the Small and Midmarket fits in the big picture • How the Industry is Shifting • Attributes and Buying Factors • BroadSoft Primary Research andSecondary Research • Recommended Service Provider Actions • How to adjust your Market Offer, Sales Programs, and Marketing Programs based on market Drivers BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  3. Executive Summary • Midmarket is Largest Business market by customer spend(Infonetics Research) • Hosted is Functionally the Best Fit for Midmarket business needs • Multi-site and distributed • Productivity Oriented • Highly mobile • BroadSoft Primary and Secondary Research identifies attributes that make midmarket businesses more likely to buy hosted solutions • And have mapped these to specific vertical markets • Leads to specific recommendations to Service Providers • Market Offer  Differentiate, Consider NxM Pricing, Hybrid Offers • Sales Enablement  Qualify, Segment Channel, Demo, Complement PBXs BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  4. Our Agenda • Market Dynamics • How the Midmarket fits in the big picture • How the Industry is Shifting • Midmarket Attributes and Buying Factors • BroadSoft Primary Research andSecondary Research • Recommended Service Provider Actions • How to adjust your Market Offer, Sales Programs, and Marketing Programs based on Midmarket Drivers BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  5. Three Key Concepts about The Midmarket Most spend in this segment of the market (Infonetics Research) • Most spend in this segment of the market (Infonetics Research) • Productivity Value of Hosted UC most clear in midmarket • Multi-Site & Remote Worker • Mobility • Video • Heterogeneous Solutions • Least Sales Channel in Midmarket • Historically the Realm of PBX Resellers • Significant opportunity for First Movers with Hosted UC Large Ent 1000+ Midmarket 100-1000 seats Small Business <100 seats Micro Business <10 seats BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  6. Comparing the Midmarket to Other Segments The Midmarket in One Word: Productivity Integration Large Ent 1000+ Midmarket 100-1000 seats Productivity Small Business: Cost/Bundle Large Enterprise: Integration Small Business <100 seats Cost/Bundle Micro Business <10 seats BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  7. Our Agenda • Market Dynamics • How the Midmarket fits in the big picture • How the Industry is Shifting • Midmarket Attributes and Buying Factors • BroadSoft Primary Research andSecondary Research • Recommended Service Provider Actions • How to adjust your Market Offer, Sales Programs, and Marketing Programs based on Midmarket Drivers BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  8. BroadSoft’s Research:What Makes a Midmarket Company a Great Candidate for Hosted Communications? • Objectives: • Identify ways to qualify midmarket companies as great prospects for Hosted • Identify Market Segments and Verticals that are great prospects for Hosted • Drive Best Practices for Service Providers to attack lucrative Midmarket • Methodology: • Detailed Interviews and “Scoring” with Midmarket Companies • Detailed Interviews with Service Providers selling into Midmarket • Interviews with Industry Influencers • Aggregation of Industry Research from multiple leading analysts BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  9. BroadSoft Research:The Four Key Attributes that Drive Hosted Adoption in the Midmarket Midmarket companies that meet two or more of these criteria have a buying propensity for Hosted Voice/UC services And one possible surprise: Younger Companies, Growth Companies much more likely to embrace Hosted solutionsCompanies growing 10%+ a year nearly twice as likely to go hosted 62% of executives under 35 ready to go hosted vs 40% of those over 55 Source: MarketBridge BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  10. Identifying Specific Vertical Marketswith a propensity to buy Hosted Communications (weighting exercise) Market Research Weighting Exercise: evaluating market verticals by four key attributes that drive uptake of hosted, and two attributes that prevent uptake of hosted BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  11. Top Ten Specific Vertical Marketswith a propensity to buy Hosted Communications BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  12. Our Agenda • Market Dynamics • How the Midmarket fits in the big picture • How the Industry is Shifting • Midmarket Attributes and Buying Factors • BroadSoft Primary Research andSecondary Research • Recommended Service Provider Actions • How to adjust your Market Offer, Sales Programs, and Marketing Programs based on Midmarket Drivers BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  13. How to attack the Midmarket? Sales Enablement Arming and training your sales channel Market Offer Ensuring you have a compelling offer that meets market needs BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  14. How to attack the Midmarket?Recommended Service Provider Actions: Sales Enablement • Qualify • Arm and train your channels to “score” midmarket prospects • Do they fit two or more of the criteria? • Specific Channels for Midmarket • Selling Midmarket is different than selling Small • Consultative vs. Transactional • Midmarket Salesperson needs to be able to clearly answer “Why Hosted?” and sell productivity • Demonstration Capability • Absolutely essential – experiential sale • Flexibility to get into the Account • Can’t always “rip and replace” an entire midmarket customer • Work “Outside In” via Branch Office Sales, or SIP Trunking Add-Ons BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  15. How to attack the Midmarket?Recommended Service Provider Actions: Market Offer • Differentiate • Productivity Message  need to be more than just “outsourced voice” • Call Centers, Mobility, Video all good “drivers to hosted” • Consider “N x M” Pricing Models • Sell N simultaneous calls with M seats/stations • Buying Model that midmarket businesses are more comfortable with • Support Hybrid Deployments – Trunking + Hosted • Often required to first get into the Midmarket customer BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  16. Summary- Defining Your Market • Midmarket is Largest Business market by customer spend(Infonetics Research) • Hosted is Functionally the Best Fit for Midmarket business needs • Multi-site and distributed • Productivity Oriented • Highly mobile • BroadSoft Primary and Secondary Research identifies attributes that make midmarket businesses more likely to buy hosted solutions • And have mapped these to specific vertical markets • Leads to specific recommendations to Service Providers • Market Offer  Differentiate, Consider NxM Pricing, Hybrid Offers • Sales Enablement  Qualify, Segment Channel, Demo, Complement PBXs BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  17. Winning the Midmarket With Hosted Unified Communications Solutions Best Practices For Selling into the Midmarket

  18. Fundamental Concepts – Midmarket Sales are Different than SMB Sales Concepts • Consultative Sales Process • Not a one-visit close • Not a “show me your phone bill” close • Longer Sales Process • Again - Not a one-visit close, Not a “show me your phone bill” close • Different Decision Makers, Different Incentives • Not one single owner • May have multiple stakeholders • May have existing telecom primes who are threatened by hosted • Key – getting to the right strategic decision maker • May Not be a “Replace Everything” Sale • You may need to be creative to first get into the midmarket customer BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  19. Messaging and PositioningWhat ideas sway the Midmarket Decision Maker? Positioning • Hosted Communications Makes Your Business Better • Better Customer Service, Faster Responsiveness, Better Reachability, Better Disaster Recovery • Hosted & Cloud is More Strategic • “Focus on your Core Business, not your Chore Business” • Huge Industry Shift in Progress • Movement towards cloud is real and is happening • Hosted & Cloud is Technically More Efficient • Mobile Extensions use less trunks, Hosted Call Centers use less trunks,Video/Collaboration is better suited in cloud Four Key Positioning Messages BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  20. Messaging and PositioningWhat concepts sway the Midmarket Decision Maker? Positioning • Huge Industry Shift in Progress • Movement towards cloud is real and is happening • Hosted Communications Makes Your Business Better • Better Customer Service, Faster Responsiveness, Better Reachability, Better Disaster Recovery • Hosted & Cloud is More Strategic • “Focus on your Core Business, not your Chore Business” • Hosted & Cloud is Technically More Efficient • Mobile Extensions use less trunks, Hosted Call Centers use less trunks,Video/Collaboration is better suited in cloud What’s not in here as a Key Midmarket Positioning Point? Low Cost – Price is obviously important, but in the Midmarket it’s much less critical than in SMB Markets BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  21. Productivity in the work place UC can improve knowledge worker productivity by 1-2 hours per day How to obtain more UC functionality, without needing to invest to take care of complex technology Source: Webtorials BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  22. Messaging and Positioning: Two “Stories”“The Gymnasium Analogy” Multi-Function Gymnasium Simple Exercise Bicycle Communications is more than just voice – and as things get more complex, the more you want to “outsource” to the experts You get more functionality, without needing to invest to take responsibility for taking care of complex technology BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  23. Top Strategies From the Top Players Sell the Roadmap • Hosted and Cloud “auto evolves” • Premise based PBXs cannot match the future capability of hosted • Force the on-premise vendor to highlight their upgrade costs and obsolescence issues “Puppy Dog Marketing” • Leave behind a demo phone connected to the system • Make the prospect attached to the service BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  24. Top Strategies From the Top Players – Get to the Strategy-Oriented Decision Maker Think about how the Midmarket Organizational Chart has Evolved in the last 15 years... Telecom Manager Datacom Manager 15 Years Ago Prime Job Responsibility: Lower Costs Prime Job Responsibility: Make Company Productive CIO Still the Telecom Manager Today Selling Hosted to the Midmarket Requires Getting to the Strategy-Oriented Decision Maker BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  25. Top Strategies From the Top Players –Have a Great Demonstration Experience • Different Types of Demos • By Role • ByBuying Need • By Economics • Different Places for Demos • At “HQ” • With Field Units Tell a Simple Story – Don’t Just List Features How am I making your Business Better? How am I making your customers’ experience better? How am I helping you make decisions faster? BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  26. Top Strategies From the Top Players –Use Testimonials and Case Studies • Experiential Sale, Disruptive Innovation • Case Studies are VITAL • Make Testimonials part of your Process • Add Language to Agreements • Customer Turnup Step, Customer Satisfaction Element • Be Aggressive • Consider Special Terms for Early Reference Customers BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  27. Gaining a foothold in an account • Bundle with managed services • Managed IP-VPN • Managed email • Hosting • Sell “Hybrid” Solutions • SIP Trunk to HQ PBX, Hosted UC to Branch/Remote Sites (“outside-in approach”) • Lead with “Overlay” Applications • Hosted Call Center, Hosted Collaboration, Hosted Video Can’t always “Rip and Replace” in the Midmarket – May Need a Creative “Foothold” Strategy BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  28. Key Sales Tactics – What Works with Midmarket Customers? Tactics • Sell the Roadmap • Opposite of what Sales is usually trained to do! • Puppy Dog Marketing • Get the customer attached to the solution • Have a Great Demonstration • Be able to demo at customer site or in your offices, anywhere, any time • If you are selling it, you must be using it yourself! • Get to the Strategy-Oriented Decision Maker • Often this is NOT the telecom manager! • Testimonials and Case Studies are Critically Important • Demand them from your HQ team! • Be Creative to Get a “Foothold” into the Account • May need to work “outside in” – branch offices, specific applications BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  29. An Example Hosted UC Sales Cycle BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  30. The Compelling Event • Obsolete TDM PBX • New features too expensive or not available on existing product • Large upscale or downscale • Merger/Acquisition BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  31. Qualification BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  32. Qualification • Qualify • Arm and train your channels to “score” midmarket prospects • Do they fit two or more of the criteria? Sample Qualification Matrix BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  33. Proposition • Employee productivity • Business continuity • Call centre deployment • Legal requirements • Cost Savings Zero in on the hot button issues and sell benefits BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  34. A common mistake is for web sites and collateral to focus on features rather than benefits Consider FAB – Feature, Advantage, Benefit Feature = BroadSoft Anywhere Advantage = Users receive calls they would have otherwise have missed Benefit = Never miss a customer call again. Propositions - FAB BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  35. Objection handling & close BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  36. Case Study: Healthcare • Who: • Supplier of mobile cardiac outpatient monitoring services, • Has three offices nationwide, operates two call centers and employs more than 500 employees • Compelling Event • Replacement of existing phone system • Hot Buttons: • Call centre management had been a challenge • Rapid expansion was stressing the businesses capital reserves • Did not see telecoms as core business • Why Hosted UC Won • Opex model clinched the deal BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  37. Case Study: Transport • Who: • Moving and storage business with 100 employees and contractors, and doing 60% of its business during a four month peak period. • Compelling event • Phone system was 10 years old • Hot Buttons • The new system needed to grow with the company, be easy to manage and maintain, and provide new features – such as click-to-dial from Microsoft Outlook • Why Hosted UC Won: • Hosted UC chosen based on feature match • Outsourcing of maintenance and upgrades BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  38. Our Agenda • Webinar #1 Review – Midmarket Buying Factors • What Drives Midmarket Customers to Buy Hosted/Cloud? • Key Sales Tactics to Attack the Midmarket • Key Positioning & Messaging • Key Sales Tactics • Recommended Actions BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  39. Recommend Actions to our Service Provider Partners – Checklist! For the Service Provider Management Team • Build Qualification Tools • How to Identify and Prioritize Prospects • Build Case Study & Testimonial Portfolio • Use Phone Vendors to Help! • Build HQ and Field Demo Kits to Help your Sales Teams • Use Phone Vendors to Help! • Build “Puppy Dog Marketing” Kits– leave behind evaluation phones • Great way to inject Video Phones into customers • Build a Compensation Plan that drives Hosted Sales • Hosted is more money for SPs Build a Sales Playbook Reproducible Process, Tools and FAQs and Info Train, Train, Train the Sales Force Best Performing Service Providers do regular training, continuous webinars, and internal certification • How to Qualify • Who to Target • What to Pitch • What’s the roadmap • How to get “foothold” • How to Overcome Objections BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  40. Executive Summary • Selling into Midmarket is very different than selling into SMB • More consultative, longer sales process • Key Messages to communicate in the Sales Process • Fundamental Market Shift to Cloud & Hosted is Real • Hosted & Cloud is Superior for Midmarket – Better Solution, More Strategic, More Efficient • Key Sales Tactics to Use • Find the Strategic Decision Maker (may not be the Telecom Manager) • Have the Right “Sales Kit” – Demos, “Puppy Dog” Teasers, Case Studies • Sell The Roadmap • Find the “Foothold” • Recommended Actions for Service Providers • Service Providers – Arm and Train (and Re-train) your Sales Channels! BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  41. Pulling all this together • BroadSoft will shortly be releasing a Hosted UC sales guide template for service providers • This will be followed by a series of “how to sell against” tools for competitive selling versus the well known PBX players • Available via the Xcelerate site BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  42. Question and Answers 42 • Questions? BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

  43. THANK YOU!

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