VIEWPOINT
www.comms-dealer.com
COMMENT
NGN business
SME
buyers
want
update:
solutions
Andy Hollingworth, Opal’s
DAVE CRUSE, CEO, CONJUNGO
Director of Wholesale, explains
WE HAVE researched SMEs to find out what
why it’s crucial to throw out the
they want from suppliers throughout their
one-size-fits-all sales mentality
buying cycle, and our findings suggest
that the success of any supplier’s sales
in order to win business from
effort when trying to reach the SME market
companies of all sizes.
rests on just a few simple assumptions.
Andy Hollingworth
1. SMEs need and want enterprise-class
solutions, not watered down products.
SMEs lack a range of skills, and sometimes
resources, to understand, implement, and M
any partners still struggle to present of service and responsive customer service
NGN technology in a way that and solutions. So, for the reseller pitching to a
addresses the specific needs of SME, it’s an opportunity to focus on excellent
maintain complex solutions. Therefore different size businesses. The starting point should customer service, price bundling and new
suppliers have to build a greater be the initial pitch, and a generic list of NGN innovations such as online management portals
understanding of what technology is benefits is not the answer. The sell needs to be which allow customers to access technical
essential. Products should be simplified and tailored to the size of business and focused on support, view billing details and track orders.
automated without losing core functionality. the specific business benefits of NGN, presented
in a way that is simple and understandable. Meanwhile, large organisations with a high
2. SMEs are still primarily a ‘local’ market For example, the small business – often lacking percentage of ICT users will be interested in
and smaller businesses often demand detailed IT or telecom expertise as well as any the cost efficiency implications of NGN. They
support and services from local suppliers full-time IT staff – will require a very different will be keen to hear how bringing together
that they can build a trusted relationship pitch on NGN than a large business. their voice and data networks in a single
with. Suppliers therefore have to be structure will reduce their company’s network
seen locally, online and offline. SMEs do not necessarily need (or care) to management costs at a single stroke as well
understand the technicalities of NGN. They as reducing the requirement for network
3. SMEs are price-sensitive, therefore simply want to understand the business benefits training and other personnel-related costs.
they are willing to trade functionality for and how the technology will work for them Remote and collaborative working is also a
price. But they are also concerned about in a package that includes quality of service, key selling point of NGN for large businesses.
getting the best value for money. protection from risk, clarity of billing and ease Many organisations need to enable employees
of use. In contrast, larger businesses are likely located at different offices across the UK
4. SME buyers want solutions, not tools or to be far more au fait with the technology and to collaborate easily and naturally, with all
integration projects. Most SMEs, especially will understand how it will fit with their wider IT elements of communications working together
at the untapped low to middle end of the and telecoms strategic aims. Therefore, a more as a coherent package. At the start of April,
market, don’t have IT staff and want solutions technical, heavyweight sell is appropriate. new legislation came into effect that extended
from their suppliers. Their preferred solutions the right of employees to request flexible
are industry specific with support from As part of the procurement process large working. In theory this change could generate
local teams that have the right expertise. businesses and corporates will also be keen to see an estimated 4.5 million additional requests for
how the technology demonstrates long-term RoI. flexible working and, for large businesses, the
5. The low to middle end of the market In a prospective supplier and provider, they may pressure is on to make sure they are ready. IP
is still under served but has much also be keen to see how your values and long- communications can enable flexible working
potential for market revenue. The term plans align with theirs, as they will be keen to patterns and deliver sensitive information
challenge is to develop and implement partner with somebody who can grow with them. to those in the field when they need it.
an effective strategy with sufficient
margins to create a win-win situation. It’s also key to understand what makes large and One-size-fits-all is not an option when it
small businesses tick when it comes to NGN, and comes to selling NGN. For many businesses,
The first step towards getting it right for the the answer isn’t always obvious. For example, the technology still represents a step into
SME market is making sure that buyers can it would be easy to assume that for SMEs, the unknown and a move away from
identify the right local suppliers, online as well cost is the most important factor, particularly legacy systems that, however inefficient, are
as offline. Targeting marketing campaigns given the current climate. However, our own understood and trusted. Partners need to
towards the local area can therefore research showed that channel partners could work with their providers to put together a
become a successful strategy. be placing too high an emphasis on cost savings compelling NGN pitch that demonstrates a real
n
Visit
www.conjungo.com/offer alone, and SMEs are increasingly basing their understanding of different business audiences,
purchasing decisions on resilience, continuity to make sure the solution truly fits the problem.
n
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44 COMMS DEALER MAY 2009
www.comms-dealer.com
44 PG Conjungo-Opal.indd 1 28/4/09 13:08:34
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