Clarifying VoIP Services By Keith Alexis, Vice President of Sales, SMC Networks
VoIP technology continues to evolve, and is clearly making its way into the mainstream consciousness. There's a lot of talk, but one thing is certain about VoIP - it doesn't come in a box, and there is no one solution. In the small- to midsize business segment, requirements that vary from business to business present an opportunity for the savvy VAR. A network VAR who understands the client, understands VoIP and has the ability to leverage a Managed Services option will gain business by offering clarity in the confusing maze of solutions. Here are a few tips to get you started:
Build loyalty by building for growth: Migration through various technologies is a given as a company grows. Through that growth, the local SMB reseller helps the customer expand its business infrastructure into a fully managed environment, with enhanced software, security, VPN and Layer 2/3 switching to ensure data integrity and maximize efficiency - of systems and of personnel. At this stage, the reseller's insight is critical to ensuring scalability and minimizing the potential for obsolete systems. A full VoIP strategy can be developed during this transition once the reseller understands the client's immediate needs and the future possibilities. This special understanding enables the VAR to provide a solution that maximizes ROI today, while preparing for future growth.
VoIP and customer requirements: The SMB is one of the more sought-after market segments. Size and proximity put VARs at an advantage in this market: local relationships with local end-user customers enable a special understanding of an SMB's infrastructure, VoIP requirements and future growth expectations.
Look for growth: A business that is growing is a good candidate for network expansion; if that growth involves expansion to multiple locations, it's a candidate for VoIP. Expansion into new markets that require a mobile sales force and flexible insourcing and support options is another sign that VoIP would be beneficial. Avoiding toll and other expenses of maintaining good branch-to-branch or corporate-to-sales force communication makes it easy to anticipate real ROI from VoIP. When you add the benefits of video conferencing, added network security and other valuable features, benefits of VoIP are clear: low cost of ownership shows the system's value, while the benefits of advanced networking features actually make the case for the business expansion itself. A reseller that combines VoIP with a Managed Services offering can expand business opportunities with SMBs in these situations and end up expanding themselves.
Doing the right thing is rewarded: From the VAR's perspective, at the core of providing the right VoIP solution for a customer is understanding the premise, which, in addition to depth and breadth of experience, is a major asset. Local VARs understand their clients: they know that a single drop to a location is not right for every network; that many "whiz-bang" features may not be beneficial; and that the newest toy is not necessarily going to fill the "killer app gap." They also know that upgraded systems require upgraded support technologies, including Power over Ethernet for phones, full Quality of Service or Type of Service and more. The local VAR knows which new and emerging technologies can add to their client's competitive edge and can demonstrate true value to the SMB by getting the right products assembled, installed and supported.
One of the central strengths of the SMB reseller community is presence over time. The goal is to understand VoIP and the impact that Quality of Service, Differentiated Services, Type of Service, Rate Limiting, and other managed features have on this, and other new technologies. In this manner, the VAR is able to ease concerns about their uses as the SMB continues to grow its business - a business guided by the growing expertise of the local VAR.
Keith Alexis is vice president of sales at SMC Networks, an Irvine, Calif.-based provider of networking solutions for SMBs.
