In order to successfully sell any service, you need to present it in a way that makes it irresistible to consumers. According to the Vice President of Savatar, Mike Ahearn, the biggest mistake that resellers make is by selling features right from the start, rather than promoting the reliability of a VoIP network. In truth, there are a lot of ways some VoIP resellers are limiting their sales potential, simply by promoting the service in a way that doesn't resonate with the audience. Here are some of the more common mistakes that resellers make that can considerably decrease the effectiveness of a marketing strategy.
With the right marketing approach, you'll build business partnerships easily.
Promoting Features Rather Than Reliability
While the features of VoIP are important to promote, consumers are more interested in learning about the reliability of the network. In fact, many businesses are concerned that VoIP will fail to provide the same level of reliability as their legacy telephony. You need to start your marketing pitch by promoting the reliability of VoIP, such as enhanced business continuity, increased accessibility, and secure, cloud-based data storage.
Too Focused On Cost
Consumers are likely already aware of the cost-savings offered by VoIP, as it's one of the most widely touted selling points of the telephony. However, end users aren't simply concerned with saving money. They need to know they're getting the best value and that the phone network will support their goals as a business. Rather than selling on price, promote the core features of the VoIP phone network, emphasizing the reliability and specific features that support businesses. Some of the main attributes worth noting include:
The cloud: A cloud-based phone network adds a lot of value to a business, enabling them to access their network from any device.
Disaster recovery: VoIP allows for better disaster recovery, creating a more stable business plan for companies.
Virtual auto attendant: A virtual auto attendant makes the jobs of businesspeople easier and more successful. It allows callers to enter in the extension of the line they're trying to reach, so the call can be automatically routed without the need for an operator. It also allows businesspeople to have calls to their office phone automatically transferred to their cellphone or home phone, so they never miss a call.
The cost of a service, while important, is almost always a secondary concern for business. They want to know about the benefits that will support their business into the future.
End users want to know about the flexibility and global accessibility of VoIP.
Not Educating Customers About How the Services Benefit Them
The customers need to be informed of the ways their company will benefit from a VoIP phone network. This may vary by industry, so consider running multiple ads, each tailored to specific industry types. A small startup will be heavily focused on scaling, allowing you to promote the swift scalability that cloud-based telecom provides. A large, established business will be more focused on efficiency, so you can highlight the collaborative features that will improve business workflow.
Too many VoIP resellers are focused on the price of VoIP, rather than the reliability, features, and benefits it offers to companies. Companies are less concerned with saving money and more concerned with making money, so your marketing strategy needs to inform them of the ways VoIP will support their business growth. Read 5 Mistakes to Avoid When Selling Hosted PBX to learn more.