e comms space
these days, and the ability to easily and fully integrate these individuals into the office-based systems and functionality is critical. Unified Communications provides a platform for this kind of integration, and can even be extended so that mobile users can roam transparently between 3G and WiFi hotspots to ensure their availability and significantly reduce call charges.”
Colquhoun notes that his customers’ key drivers over the last two years have been cost reduction and differentiating themselves from their competitors. These two requirements play directly into Solar’s strengths. “In particular, modern companies want to travel as little as possible these days, because of the costs involved, the impact on the environment, as well as events like the ash cloud and the unpredictable British weather. Videoconferencing and IP telephony can play a major role in achieving this goal,” he said.
The key factors that influence all of Solar’s product offerings are the customers’ need to save money and improve services. “From a product perspective, our product focus encompasses various elements including interoperability, ease of use, reduced cost and scalability in order to deliver these benefits,” said Colquhoun. “From a company perspective, it includes dedication to outstanding customer support and excellent customer interaction.”
According to Colquhoun, one of the big issues faced by resellers is the ability to show the value of any solution.
“Most businesses will have a list of like-to-haves and need-to-haves when it comes to IT,” observes Colquhoun. “The problem is that these two categories often get confused, and a company doesn’t realise how much value something like UC, for example, can bring to the business. It is our job and the job of our channel partners to make the value of these solutions 100 per cent clear to our customers and prospective customers, and to explain how they can contribute to the short, medium and long-term success of their business. It is absolutely essential for customers to understand the specific benefits that our solutions can deliver, so that they can understand the impact they can make on the bottom line.”
Customer care
Some companies get so caught up in the technology they sell and forget that customers are still human beings. “Customer service is just as important, maybe even more important, when it comes to IT solutions, since IT projects tend to involve a number of important decisions as well as a sizable investment for most businesses,” added Colquhoun.
“Guidance, advice and customer care is therefore vital at every stage of the transaction, so that the customer feels 100 per cent supported, informed and valued every step of the way. There is nothing worse than ignoring a customer or leaving someone feeling abandoned in any way. We take customer service extremely seriously and believe that resellers should take this same approach,
To advertise in
contact The Sales Team on 01895 454411
www.comms-dealer.com
not only to be a nice guy, but because it makes good business sense.”
Solar is growing its business in the City of London following the opening of an office there in January of this year. This includes the recruitment of additional staff and regular promotional events. “Beyond our established UC presence, our product focus will be high-speed Internet connectivity, leased line replacement services and mobility,” added Colquhoun. “We are constantly looking for great technology and channel partners who can demonstrate our same dedication to customer satisfaction.”
Value for money has never been more important, since businesses have to watch every penny very carefully. So the key to selling IT successfully is to understand the customer’s needs and then find the solution that will satisfy these needs in a way that provides the greatest value. Colquhoun added: “It is essential to listen to every customer carefully and to respect key factors such as budgets and timescales, in order to offer a compelling argument when it comes to RoI. Businesses need to know that their new solution is going to save them and/or make them money. It’s that simple.” n
VITAL STATS • Founded in 1988 • Turnover between £7-10m • Target markets include Enterprise, SME, single and multi-site organisations • Headcount 48
• National and global reach • Many industry awards including ShoreTel European Partner of the Year
Delivering value, Maximising productivity, providing state of the art flexible communication solutions -
100% Focused on Telecoms
Easy to Sell Product Portfolio
UC, Contact Centre, VoIP, Mobility DECT Off erings 0% Finance Available
For more details now, call our Sales Line:
0845 271 3288
www.aastra.co.uk
COMMS DEALER JUNE 2011 23
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