IPT Risks Vs. Rewards By Will Harris, Vice President Sales, Phybridge, Inc.
It's true that the end user benefits of IP Telephony have been well-documented, but how does it benefit the reseller community?" During a recent roundtable held in Toronto, Ontario, Canada, a variety of prominent VARs were asked for their views on the market and the related opportunities and challenges that IPT represents. Here's a brief snapshot of some of the "take-aways" that were uncovered during the discussion:
1.) End users are interested in moving to IP Telephony because IPT is a hot technology topic that is constantly being promoted.
The marketing messages indicate that a move to IPT is an easy one, and that the immediate business benefits include control for the client, cost-effective mobility and tele-working applications as well as a "cool" factor. End users do not have a clear understanding of the preparation and effort involved in a successful IPT implementation.
Concurrently, as these positive messages are being absorbed, many IPT manufacturers are phasing out and halting support of traditional Time Division Multiplexing (TDM) solutions. Clients are being squeezed between wanting to implement IPT and needed to implement IPT. This squeeze puts price and effort pressure on the VAR.
2.) What are the end user's IPT Expectations?
Most clients want deployment in less than 30 days, however most IPT solutions take at least 90 days to effectively deploy. This is the client's frame of reference from the last system they may have purchased. In most cases, the client has never had an IPT implementation experience. They view the move from TDM to IPT as a move from a voice application to another voice application. The marketing messages support this view, even though the knowledgeable VAR will advise the client differently. Most end users don't want to hear the truth, and will then award the project to the supplier who basically just tells them "what they want to hear."
3.) How can a VAR embrace IPT and grow their business?
Once a client is in a position to make the change to IPT, they want to do it fast. VARs need to be able to react to a client's demands quickly. Implementation and assessment speed is a competitive advantage. Many VARs know the client's LAN better than the client does. Use this knowledge to propose the most effective solution for the client.
The successful VAR needs to be able to easily demonstrate an IPT business case to the client. This business case needs to involve all of the factors including infrastructure needs and training along with the core IPT solution. Many ROI and business case tools provided by IPT manufacturers are too "soft" and don't appeal to the end user.
4.) How can a VAR avoid risk when selling IPT?
The end user is interested in an effective new communication solution, not in all of the complexities of IPT; simple doesn't necessarily mean easy. Internalize the complexities and simplify them for the client. Be pragmatic and flexible when discussing IPT with clients - being an IPT Evangelist doesn't pay the bills.
Just as the VAR wants a shorter sales cycle, the client wants a shorter buying cycle. Remember that most clients want deployment in less than 30 days. Look at the most effective ways to shorten the IPT sales/buying cycle. Complexity and confusion equals longer sales cycles.
Investigate ways to minimize client visits and troubleshooting. Tried and true installation methods will save time and money in the long run, and look for solutions that don't need additional skilled staff.
