www.comms-dealer.com
MARKET REVIEW WITH CALL RECORDING SALES
the only requirement. VoIP recording can be a little more difficult to set up and there are a few ‘gotchas’, but ISDN is straight forward.”
Tri-Line notes three big growth areas for call recording: Larger multi-sites that want to take advantage of easy secure web access to calls at all sites, large corporates replacing legacy equipment with more advanced solutions, and smaller customers requiring bespoke solutions. “The ability to integrate the prospect’s existing software solutions into any proposed call recording offering creates a far more compelling business case for any IT manager,” said Kay Tobin, Commercial Director at Tri- Line. “For example, tag calls and recordings with policy numbers and client IDs for easy retrieval, automatically stop recording when taking CVV numbers to ensure PCI compliance etc. This type of integration helps the prospect understand how the product will fit with and assist their business. When a manufacturer has this type of dialogue with a prospect, it assists the reseller in moving the sale away from a box shifting exercise towards a solution sale.
Education is key
“By educating the reseller to move away from the low-end, low-margin sale to a solution sale, and work hand-in-hand with suppliers to create sales clearly focused on the prospects business, everyone benefits. Also, solution sales are actually far easier, less competitive, and more lucrative. This type of sale will also tend to generate referrals. The real key to an effective sales proposition is to offer a solution that the client can’t refuse and competitors can’t match.”
As with any proposed solution, a prospect will need to be able to imagine using the product and quickly recognise how it would benefit their business. Therefore the product should be easy to demonstrate and intuitive to use. “Any demonstration must be followed by a simple
still keeping the system on site behind their own firewalls. “It’s also ideal for deployment on a multi-site installation allowing customers to easily justify replacing legacy systems,” she commented. “Secure web access also helps to build a case for anyone installing recording for the first time. Bundling other products like full management stats and customisable display boards means the solution becomes much more than a basic recorder. Web technology also means that in 90 per cent of cases the configuration and training can be done remotely thereby eliminating installation costs.”
Resellers that aren’t selling call recording are missing out on margins of up to 40 per cent, as well as lucrative recurring revenue streams, says Nimans. The distributor reaffirms the message that call recording is simple to install and maintain, suitable for businesses large and small, generating around £140 million in UK sales each year. Nimans is currently offering resellers a cut-price way to gain a share of the multi- million-pound market, simplifying the ‘black art’ of voice processing solutions as part of a ‘cradle to grave’ service. Allan Merten, a call recording expert at Nimans, commented: “Call recording is not complicated. We are here to support resellers every step of the way, from training to implementation. Our philosophy is to share our knowledge and expertise so that resellers can become self-sufficient.”
Call recording technology
is affordable for every business
web link so the prospect can actually use the solution themselves and visualise it working within their business. Once the prospect buys into the product, the reseller has less selling to do,” Tobin added.
She observes that increased use of web technology has had a ‘massive impact’ on sales. It allows users to securely access all call details and any associated recordings from anywhere via any web browser and easily share this information with colleagues while
He points to three key reasons for using call recording – compliance, dispute resolution and training. “Call recording has in the past been seen as expensive and complicated. But today it is a cost effective and simple solution which plays a vital role in the smooth operation of businesses across many sectors,” added Merten. “Many resellers are not aware of just how much demand is out there and the associated sales potential. I would say there could be just 10 per cent selling at the moment.”
He says that resellers should not to be put off by limited opportunities in markets such as banking and finance, the NHS and Police service. “At the lower end there’s a vast untapped market with some rich pickings even from single users,” he urged. “Go for sites that are not using call recording that should be, and benefit from healthy margins.”
Merten says it’s vital for resellers to ask the right questions. For example: If using call recording, is it meeting the customer’s requirements,
or for those not using the service, how do they improve the call handing skills of their staff? What’s it worth to an organisation to have their calls recorded is another important consideration, as time can be saved when dealing with disputes. “Most businesses big and small need a professional call handling service,” added Merten. “First impressions count. If there’s no monitoring then there’s no benchmark for quality.”
VoIP rings in recording Kevin Burns, Managing Director at Oaisys, has observed ‘numerous’ instances in which dealers have been able to introduce the sale and installation of a call recording solution into a VoIP system sale. “This is particularly true in instances where the recording solution will work better or offer additional features when used in conjunction with a VoIP system over a traditional one,” he said. “For example, we have a customer who had one of our Tracer recording platforms in place at their primary call centre. Later they decided to open an overflow centre in another country where the labour market was less expensive. Of course they still wanted to record all of their calls, so they were persuaded by their dealer to convert to a VoIP phone system so they could network the two sites together and record all their calls off the same trunk.”
VoIP has unquestionably opened up new markets for call recording. The cost savings and multi-site networking VoIP provides has led to a marked expansion in call recording, notes Burns. “Previously, call recording was viewed as a necessity only by formal call centres and businesses with regulatory compliance concerns,” he commented. “VoIP allows businesses in any industry to modernise their communications and expand their communications options. Call recording and other technologies that increase the benefit of their technology investments are seen as much less a luxury in informal contact centre operations than a vital tool to improve productivity, efficiency and profitability.”
The communications solutions marketplace is highly competitive. Dealers who can serve as a one-stop shop for all of their customers’ requirements will fare better than those who sell only phone systems. In addition, given the state of the economy many businesses are seeking to put off significant capital purchases. “By offering additional solutions that maximise process efficiencies in customer’ business, such as call recording, dealers procure additional revenues and have a proverbial foot in the door when the time is right for the customer to purchase a new system,” added Burns.
n
Have you booked your table for The Comms National Awards yet? Visit
cnawards.com
www.comms-dealer.com V OICE INTERNET DA T A sponsors the Vendor category COMMS DEALER OCTOBER 2010 53
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60