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COMMS VISION 10-12 NOVEMBER GLENEAGLES PREVIEW


www.commsvision.com PLUGGING A MARKET GAP


Spotting a gap in the market 4Com Group Managing Director Daron Hutt embarked on a mission to give resellers a leg up to doing profitable business with attractive product bundles supported by staff training.


S


et up over 12 years ago by Daron Hutt and CEO Karen Elfallah 4Com


began life as a reseller of business phone systems. In 2009, Hutt spotted a big gap in the channel market. “There was no single distributor able to offer hardware, leasing and network services coupled with recruitment and sales training to help channel partners increase sales revenue,” claimed Hutt. “The idea to help resellers by sharing expertise and providing sales-based workshops came from my experience as a reseller business owner. To launch this business, I recruited some of the industry’s most experienced figures with proven track records in establishing and growing channel businesses.


“Key to the proposition is affordable product application bundles with up to 80 per cent off list price enabling partners to sell applications with every system they sell. To date, our channel partners have been delighted with the recruitment and sales training services provided by 4Com, with most recruited staff selling during the first week of deployment.”


All 4Com channel partners receive free of charge ongoing training for their staff. Sales Director Neil Moulton explained: “The 4Com team genuinely want to see the reseller’s business succeed. The most obvious way this can happen is for us to provide a level of


and more revenue per deal for resellers. Resellers also benefit from 4Com Channel Partners’ product application bundles, comprising call recording, call management, CTI and marketing on hold, with low prices and 80 per cent reseller margin. It doesn’t end there: 4Com also provides resellers with a compelling network services proposition.


Left-right: Ian Wederell, Roy Carter & Neil Moulton


The 4Com team genuinely want to see the reseller business succeed


support that will help them reach their ultimate business goal – to gain more happy customers and make more profit. Sales staff will feel valued and develop their abilities. They’ll learn effective techniques to increase close rates in sales appointments and learn how to pitch on benefits rather than price. They will be taught how to effectively create and spot buying signals from the prospect.


“And that’s not all: The resellers’ technical team will learn all technical aspects of the products they sell and learn how to complete


Gleneagles Hotel


10th, 11th & 12th November 2010 www.commsvision.com


80 COMMS DEALER NOVEMBER 2010 www.commsvision.com


a bespoke installation to high standards.”


Using 12 years of sales recruitment experience, the 4Com Training Academy will find and train the best candidates for the reseller’s consideration at a fixed price. Roy Carter, CEO of 4Com Channel Partners, added: “We will introduce resellers to candidates who have passed rigorous interviews and personality testing, thus relieving resellers of the tedious process of data sifting and processing. Resellers will be able to meet with these candidates before they make any commitment.


It’s their decision whether to accept or reject the candidate at this stage. Assuming they accept, the candidate will attend an intensive two week training course at the 4Com Training Academy. Here the candidate will learn about the telecoms industry and will benefit from the tried and tested sales methods that 4Com has successfully developed over the past 12 years.”


The candidate will learn proven and effective closing techniques to sell products based on features and benefits, not price. This means higher close rates


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Carter noted: “Becoming a 4Com Channel Partner provides resellers with some of the most competitive rates in the industry provided by the buying power of 4Com Group through BT Wholesale. Dealers benefit from great revenue shares and will get online billing for all end users. Resellers will get tailored rates provided by 4Com Network Services’ buying power. In addition, branded billing services are available.”


4Com Capital, led by Ian Wederell, is able to provide leasing acceptance rates of over 85 per cent (at the time of going to press) to all 4Com Channel Partners. “4Com Capital will make leasing easy for the reseller business by using a single universal leasing agreement,” he stated. “This negates the need to re-sign customers who are declined by one funder but accepted by another. We offer impressive lease rates including seven year terms. This choice allows resellers to easily cost justify their solution without compromising the profit margin.”


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