Monday, March 26, 2012

How to Win More PBX Sales

You step into the car dealership and look around at all of your options. Red convertibles, little sports cars, all-terrain trucks. In your mind, you're already flying down the highway, the breeze in your hair, music pouring from the car's speakers, when the salesperson interrupts your thoughts with his mundane descriptions of the type of rubber in the car's tires and the new fuel injection system.

When customers buy a car, they want to know how it's going to feel driving it, not all the little mechanical details. The same idea applies to Unified Communication sales. At Bicom Systems, we've learned that in order to win more customers, you must give them an experience, a feeling, not just a description of each component of a phone system.

Start by getting to know your potential customers. Understand their visions, their plans for the future. Ask them about their current expenses and problems and get them to look forward 2 or 3 years and tell you what they'd like to change. Get into the mind of the customer. Bicom Systems has created "Personas" that symbolize our potential customers. Whenever we talk about marketing, we refer back to those personas.

The next step is to shift the customer's focus away from the phone system to the bigger picture. Don't describe the features, describe how those features will change their lives. How they'll be saving time and energy. How they'll be making sales left and right. How the system practically runs itself. Bicom Systems' products piece together to create a seamless system for customers. We tell customers that our PBXware, TELCOware, and SERVERware combination will free up their time to win more sales while the technical operations go on in the background.

Finally, don't forget to include a number of applications. Potential customers can find "good phone systems" among your competition. But if you have a "good phone system" with additional applications to make life easier for the customer, that will set you apart from the crowd. Even the most simple application can make all the difference if it is incredibly useful. Bicom Systems offers a number of useful Desktop Applications as the icing on the cake. These applications speed up otherwise laborious tasks and give our clients that extra push that they need to sign on.

In short, don't get lost in the competition by just offering a phone system. Or even a good phone system. Stand out from the rest by offering a lifestyle.

This post is part of a series: Read the others be clicking below:
How to Compete with Alcatel Lucent
How to Compete with Microsoft
How to Compete with Shoretel

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