The Anatomy of a SIP Trunk Sale
The telecommunications market has taken a sharp turn toward digital means of delivering voice and other unified communications services. But that doesn’t mean that every customer has a firm grasp of all the finer details of SIP trunking and related technologies. Telco agents and dealers who are successful at creating a monthly recurring revenue stream by selling SIP services will be expert at educating clients without getting bogged down in telco-speak. Here are the simple, but important steps to closing a SIP sale.
Start with the Problem
Effective sales messages always start with the problem faced by the customer. In some cases, your clients could be coming to you with a specific event or challenge that is driving them to consider SIP. Perhaps their PBX equipment has reached the end of its life, a carrier contract is about to expire, or the business is moving or growing. Let them know you understand the decision they face and how SIP trunking can turn the challenge into an opportunity.
Other clients might not know they have a problem, but most do. They are likely overpaying for communications services, paying for services that they don’t need or use, and missing out on features that could help them run their business better.
Explain the Solution
You want to position SIP trunking as a more flexible, less expensive option. Most customers are probably familiar with VoIP in one way or another and may have used it for non-business communications. The important thing is to describe the basics of business-class SIP trunks without getting into the weeds. People want to know that it delivers a high-quality voice signal with rock solid performance and reliability. Assure them that the solution you are proposing uses only Tier-1 carrier networks, the gold standard in telecommunications. The solution is sophisticated, but not complicated for the customer to implement and manage.
Itemize the Customer’s Needs
Because SIP trunking is so flexible, you will be able to create a package that is perfect for every client. This will involve asking a number of questions. You’ll need to know:
- Does the client want a number of channels with unlimited distance minutes to the US and most of Canada, or would they prefer to purchase long distance minutes in bundles and use them over any number of channels?
- Does the client want direct inward dial numbers (DIDs), if so, how many?
- Will the client need inbound toll-free minutes?
- Does the client need a faxing solution?
- Does the client want to keep their existing phone numbers?
Once you have these details, you’ll be able to calculate the monthly and initial fees and reveal to the customer how much they will save vs. their current solution.
Validate Equipment Compatibility
You want to help your client ensure that their PBX is IP-enabled and compatible with the SIP solution you offer. If the client has a legacy PBX or key system, it can be used when paired with a small, inexpensive device called an ATA (analog telephony adapter) that converts analog signals to digital. You also want to explain router Quality of Service (QoS) and make sure your client has it enabled.
Explain the Next Steps
Customers may be nervous about changing something as critical as their business phone lines, so it is important to set expectations and lay out the roadmap to success. Discuss what will be involved in the implementation, how the client will receive support when it is needed, and what equipment might be needed. Explain how billing will work and what they can expect for their first invoice. If you are an SIPTRUNK.com dealer, we maintain the billing relationship with the customer, but you can put your own brand on the on the invoice to reinforce the client’s relationship with you.
People often use the phrase, “This stuff sells itself.” But in most cases, it doesn’t. That’s where you come in. Once clients understand the advantages of SIP services and how it will work in their business your pathway to success is cleared.