Selling VoIP BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.1...

Selling VoIP

BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.1

The Small and Midmarket is Your Market:

Large, Naturally Suited to Cloud and

Hosted Solutions, and Underserved

Moment of Opportunity for Service Providers

What is this market looking for?

How to best attack this market?

Small Business(< 100)

Midmarket(100-1000)

Large(1000+)

Our Agenda

Market Dynamics How the Small and Midmarket fits in the big picture

How the Industry is Shifting

Attributes and Buying Factors BroadSoft Primary Research and

Secondary Research

Recommended Service Provider Actions How to adjust your

Market Offer, Sales Programs, and Marketing Programs based on market Drivers


Executive Summary

Midmarket is Largest Business market by customer spend(Infonetics Research)

Hosted is Functionally the Best Fit for Midmarket business needs Multi-site and distributed Productivity Oriented Highly mobile

BroadSoft Primary and Secondary Research identifies attributes that make midmarket businesses more likely to buy hosted solutions And have mapped these to specific vertical markets

Leads to specific recommendations to Service Providers Market Offer Differentiate, Consider NxM Pricing, Hybrid Offers Sales Enablement Qualify, Segment Channel, Demo, Complement PBXs


Our Agenda

Market Dynamics How the Midmarket fits in the big picture


Midmarket Attributes and Buying Factors BroadSoft Primary Research and

Secondary Research


Market Offer, Sales Programs, and Marketing Programs based on Midmarket Drivers


Three Key Concepts about The Midmarket


Large Ent

1000+

Midmarket100-1000 seats

Small Business<100 seats

Micro Business<10 seats

1. Most spend in this segment of the market (Infonetics Research)

1. Most spend in this segment of the market (Infonetics Research)

2. Productivity Value of Hosted UC most clear in midmarket• Multi-Site & Remote Worker

• Mobility

• Video

• Heterogeneous Solutions

3. Least Sales Channel in Midmarket Historically the Realm of PBX Resellers

Significant opportunity for First Movers with Hosted UC

Comparing the Midmarket to Other Segments


Large Ent

1000+

Midmarket100-1000 seats

Small Business<100 seats

Micro Business<10 seats

Inte

gra

tio

n

Pro

du

ctiv

ity

Co

st/B

un

dle

The Midmarket in One Word: Productivity

Small Business: Cost/Bundle

Large Enterprise: Integration

Our Agenda




Secondary Research




BroadSoft’s Research:What Makes a Midmarket Company a Great Candidate for Hosted Communications?


Objectives:

Identify ways to qualify midmarket companies as great prospects for Hosted

Identify Market Segments and Verticals that are great prospects for Hosted

Drive Best Practices for Service Providers to attack lucrative Midmarket

Methodology:

Detailed Interviews and “Scoring” with Midmarket Companies

Detailed Interviews with Service Providers selling into Midmarket

Interviews with Industry Influencers

Aggregation of Industry Research from multiple leading analysts

BroadSoft Research:The Four Key Attributes that Drive Hosted Adoption in the Midmarket


Criticality of Telco continuity• Disaster recovery• Uptime

Dynamic Business Environment• Frequent

Changes• Extensibility• Seasonal / event /

project - based

Thinly distributed• Telecommuters• Regional offices

Operational efficiency• Stretched IT

resources• TCO sensitivity

And one possible surprise:

Younger Companies, Growth Companies much more likely to embrace Hosted solutionsCompanies growing 10%+ a year nearly twice as likely to go hosted

62% of executives under 35 ready to go hosted vs 40% of those over 55

Midmarket companies that meet two or more of these criteria have a buying propensity for Hosted Voice/UC services

Source: MarketBridge

Identifying Specific Vertical Marketswith a propensity to buy Hosted Communications (weighting exercise)


A (x 3) B (x 2) A- (x -3) B- (x -2)

Mid-Market verticals with 100-1000 end points Thinly distribu

ted

Dynamic business

environment (MACs)

Low or taxed IT resourc

es

Criticality of telecom continuity

Need to manage in

house (Not apt to host)

Need for prem features (ex.

Adv. Call Center)

Weighted Score

Accounting, Tax Prep., Bookkeeping and Payroll 2 2 2 2 0 0 20Administrative and Support 2 2 2 2 0 0 20Colleges and Educational Institutions 2 2 2 2 0 0 20Insurance & Financial Services 2 2 2 2 0 0 20Nursing Homes - Long-term Care Facilities 2 2 2 2 0 0 20Real Estate Brokers 2 2 2 2 0 0 20Audio/Visual Production and Distribution 2 2 2 1 0 0 18Construction Companies 2 2 2 1 0 0 18Franchisors 2 2 2 1 0 0 18Managed Services Providers (operations) 2 2 1 2 0 0 18Transport Logistics & Brokerage, Supply Chain 2 1 2 2 0 0 17Consulting Firms 2 2 1 1 0 0 16Automotive Dealers 2 1 2 1 0 0 15Legal Services 2 1 2 2 0 1 15Property Managers, Lessors of Real Estate 2 1 2 1 0 0 15Retailers with Multiple Points of Presence 2 1 2 1 0 0 15Local Governments 2 1 1 1 0 0 13Manufacturing (multiple locations) 2 1 1 1 0 0 13National Non-Profit Organizations 2 1 2 1 0 1 13Building Material and Garden Equip & Supl. 1 1 2 0 0 0 10

Market Research Weighting Exercise:

evaluating market verticals by four key attributes that drive uptake of

hosted, and two attributes that prevent uptake of hosted

Top Ten Specific Vertical Marketswith a propensity to buy Hosted Communications


Transport Logistics & Brokerage, Supply Chain

Managed Services Providers (operations)

Franchisors

Construction Companies

Audio/Visual Production and Distribution

Real Estate Brokers

Nursing Homes - Long-term Care Facilities

Insurance & Financial Services

Colleges and Educational Institutions

Administrative and Support

Thinly distributed

Dynamic business envi-ronment (MACs)

Low or taxed IT resources

Criticality of telecom continuity

Our Agenda




Secondary Research




How to attack the Midmarket?


Sales Enablement

Arming and training your sales channel

Market Offer

Ensuring you have a compelling offer that meets market needs

How to attack the Midmarket?Recommended Service Provider Actions: Sales Enablement

Qualify Arm and train your channels to “score” midmarket prospects

Do they fit two or more of the criteria?

Specific Channels for Midmarket Selling Midmarket is different than selling Small Consultative vs. Transactional Midmarket Salesperson needs to be able to clearly

answer “Why Hosted?” and sell productivity

Demonstration Capability Absolutely essential – experiential sale

Flexibility to get into the Account Can’t always “rip and replace” an entire midmarket customer Work “Outside In” via Branch Office Sales, or SIP Trunking Add-Ons


How to attack the Midmarket?Recommended Service Provider Actions: Market Offer

Differentiate Productivity Message need to be more than just “outsourced voice” Call Centers, Mobility, Video all good “drivers to hosted”

Consider “N x M” Pricing Models Sell N simultaneous calls with M seats/stations Buying Model that midmarket businesses are more comfortable with

Support Hybrid Deployments – Trunking + Hosted Often required to first get into the Midmarket customer


Summary- Defining Your Market

Midmarket is Largest Business market by customer spend(Infonetics Research)

Hosted is Functionally the Best Fit for Midmarket business needs Multi-site and distributed Productivity Oriented Highly mobile

BroadSoft Primary and Secondary Research identifies attributes that make midmarket businesses more likely to buy hosted solutions And have mapped these to specific vertical markets

Leads to specific recommendations to Service Providers Market Offer Differentiate, Consider NxM Pricing, Hybrid Offers Sales Enablement Qualify, Segment Channel, Demo, Complement PBXs


Winning the Midmarket With Hosted Unified Communications Solutions

Best Practices For Selling into the Midmarket

Fundamental Concepts – Midmarket Sales are Different than SMB Sales

Consultative Sales Process Not a one-visit close Not a “show me your phone bill” close

Longer Sales Process Again - Not a one-visit close,

Not a “show me your phone bill” close

Different Decision Makers, Different Incentives Not one single owner May have multiple stakeholders May have existing telecom primes who are threatened by hosted Key – getting to the right strategic decision maker

May Not be a “Replace Everything” Sale You may need to be creative to first get into the midmarket customer


Concepts

Messaging and PositioningWhat ideas sway the Midmarket Decision Maker?

Hosted Communications Makes Your Business Better Better Customer Service, Faster Responsiveness,

Better Reachability, Better Disaster Recovery

Hosted & Cloud is More Strategic “Focus on your Core Business,

not your Chore Business”

Huge Industry Shift in Progress Movement towards cloud is real and is happening

Hosted & Cloud is Technically More Efficient Mobile Extensions use less trunks, Hosted Call Centers use less trunks,

Video/Collaboration is better suited in cloud


Positioning

Four Key Positioning Messages

Messaging and PositioningWhat concepts sway the Midmarket Decision Maker?

Huge Industry Shift in Progress Movement towards cloud is real and is happening

Hosted Communications Makes Your Business Better Better Customer Service, Faster Responsiveness,

Better Reachability, Better Disaster Recovery

Hosted & Cloud is More Strategic “Focus on your Core Business,

not your Chore Business”

Hosted & Cloud is Technically More Efficient Mobile Extensions use less trunks, Hosted Call Centers use less trunks,

Video/Collaboration is better suited in cloud


What’s not in here as a Key Midmarket Positioning Point?

Low Cost – Price is obviously important, but in the Midmarket it’s much less critical than in SMB Markets

Positioning

Productivity in the work place


Source: Webtorials

UC can improve knowledge worker productivity by 1-2 hours per day

How to obtain more UC functionality, without needing to invest to take care of complex technology

Messaging and Positioning: Two “Stories”“The Gymnasium Analogy”


Communications is more than just voice – and as things get more complex, the more you want to “outsource” to the experts

You get more functionality, without needing to invest to take responsibility for taking care of complex technology

Simple Exercise Bicycle

Multi-Function Gymnasium

Top Strategies From the Top Players

Sell the Roadmap

Hosted and Cloud “auto evolves”

Premise based PBXs cannot match the future capability of hosted

Force the on-premise vendor to highlight their upgrade costs and obsolescence issues

“Puppy Dog Marketing”

Leave behind a demo phone connected to the system

Make the prospect attached to the service


Top Strategies From the Top Players – Get to the Strategy-Oriented Decision Maker


Think about how the Midmarket Organizational Chart has Evolved in the last 15 years...

15 Years Ago

Telecom Manager

Prime Job Responsibility: Lower Costs

Datacom Manager

Prime Job Responsibility: Make Company Productive

Today

Still the Telecom Manager CIO

Selling Hosted to the Midmarket Requires Getting to the Strategy-Oriented Decision Maker

Top Strategies From the Top Players –Have a Great Demonstration Experience


• Different Types of Demos

– By Role

– By Buying Need

– By Economics

• Different Places for Demos

– At “HQ”

– With Field Units

Tell a Simple Story – Don’t Just List Features

How am I making your Business Better?How am I making your customers’ experience better?

How am I helping you make decisions faster?

Top Strategies From the Top Players –Use Testimonials and Case Studies


• Experiential Sale, Disruptive Innovation

– Case Studies are VITAL

• Make Testimonials part of your Process

– Add Language to Agreements

– Customer Turnup Step,

Customer Satisfaction Element

• Be Aggressive

– Consider Special Terms for

Early Reference Customers

Gaining a foothold in an account

Bundle with managed services Managed IP-VPN Managed email Hosting

Sell “Hybrid” Solutions SIP Trunk to HQ PBX, Hosted UC to

Branch/Remote Sites (“outside-in approach”)

Lead with “Overlay” Applications Hosted Call Center, Hosted Collaboration,

Hosted Video


Can’t always “Rip and Replace” in the Midmarket – May Need a Creative “Foothold” Strategy

Key Sales Tactics – What Works with Midmarket Customers?

Sell the Roadmap Opposite of what Sales is usually trained to do!

Puppy Dog Marketing Get the customer attached to the solution

Have a Great Demonstration Be able to demo at customer site or in your offices, anywhere, any time If you are selling it, you must be using it yourself!

Get to the Strategy-Oriented Decision Maker Often this is NOT the telecom manager!

Testimonials and Case Studies are Critically Important Demand them from your HQ team!

Be Creative to Get a “Foothold” into the Account May need to work “outside in” – branch offices, specific applications


Tactics

An Example Hosted UC Sales Cycle

1. Compelling

Event

2. Qualify

3. Proposition4. Demo

5. Objection handling

& close


1

2

34

5

The Compelling Event


1

2

34

5

Obsolete TDM PBX

New features too expensive or not available on existing product

Large upscale or downscale

Merger/Acquisition

Qualification


1• Does the prospect have a number of distributed sites?

2• Does the prospect have more than 30% of staff that are remote workers?

3• Is the prospect experiencing rapid growth and expansion?

4• Is the prospect concerned about using up capital on an IT project?

5• Does the prospect have a track record of outsoucing?

6• Does the prospect have a PBX or key system that is over 5 years old?

7• Does the prospect have a significant change event occuring in the next 3

months?

1

2

34

5

Qualification

Qualify Arm and train your channels to “score” midmarket prospects

Do they fit two or more of the criteria?


Qualifier ValueRank(1-5)

Company Name: Shady Lakes Homes

Market: Nursing Home

Industry (in Top 10/20): Yes 4

Mid-Market - # of Employees: 250 5

Distributed - # of locations: 5 4

Thin – # of locations with <10% of team: 3 4

IT Taxed – Do they have other priorities: Focused on CRM 5

Low IT – Makeup of IT Dept, Telephony resources, etc. Yes 5 staff, not in remote offices

4

Dynamic Businesses – Lots of MAC, Seasonal In the process of merging 5

Telecom Continuity – Is DR managed at remote locations No 5

Growing, Shrinking or Stable Market Growing 5

S a m p l e

Q u a l i f i c a t i o n

M a t r i x

1

2

34

5

Proposition


Employee productivity

Business continuity

Call centre deployment

Legal requirements

Cost Savings

Zero in on the hot button issues and sell benefits

1

2

34

5

Propositions - FAB

A common mistake is for web sites and collateral to focus on features rather than benefits

Consider FAB – Feature, Advantage, Benefit

Feature = BroadSoft Anywhere

Advantage = Users receive calls they would have otherwise have missed

Benefit = Never miss a customer call again.

34 BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

1

2

34

5

Objection handling & close


• Inbound calls can be diverted to mobile• Internal calls are still connected via the router• Outbound calls can be connected via backup lines

How does Hosted UC deal with failure of the main broadband

link to the cloud?

• The service is contracted for a set period (24 months or more). After that time you are free to move onto any other service

Am I locked into the hosted solution from the service

provider

• This used to be a problem with the old centrex services but today hosted UC services have open web interfaces and many third party applications are integrated with the service

Hosted UC is not very flexible. How can I tailor my service to

meet my exact needs

• This is a myth. Today Hosted UC services have well over 500 user features and more are been added on a monthly basis. There is also a huge developer community adding new applications and plug-ins for the service

I read that Hosted services are feature poor compared to UC

solutions from the PBX players

• Skype uses a best effort technology for delivering voice. That may be fine for consumers but our service is based on proven industrial strength technology which has an up-time of 99.999% and can deliver high definition voice

How is this service different from something like Skype?

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2

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5

Case Study: Healthcare

Who: Supplier of mobile cardiac outpatient

monitoring services, Has three offices nationwide, operates two call

centers and employs more than 500 employees

Compelling Event Replacement of existing phone system

Hot Buttons: Call centre management had been a challenge Rapid expansion was stressing the businesses

capital reserves Did not see telecoms as core business

Why Hosted UC Won Opex model clinched the deal


Case Study: Transport

Who: Moving and storage business with 100

employees and contractors, and doing 60% of its business during a four month peak period.

Compelling event Phone system was 10 years old

Hot Buttons The new system needed to grow with the

company, be easy to manage and maintain, and provide new features – such as click-to-dial from Microsoft Outlook

Why Hosted UC Won: Hosted UC chosen based on feature match Outsourcing of maintenance and upgrades


Our Agenda

Webinar #1 Review – Midmarket Buying Factors What Drives Midmarket Customers to Buy Hosted/Cloud?

Key Sales Tactics to Attack the Midmarket Key Positioning & Messaging

Key Sales Tactics

Recommended Actions


Recommend Actions to our Service Provider Partners – Checklist!

Build Qualification Tools How to Identify and Prioritize

Prospects

Build Case Study & Testimonial Portfolio Use Phone Vendors to Help!

Build HQ and Field Demo Kits to Help your Sales Teams Use Phone Vendors to Help!

Build “Puppy Dog Marketing” Kits– leave behind evaluation phones Great way to inject Video Phones into

customers

Build a Compensation Plan that drives Hosted Sales Hosted is more money for SPs


Build a Sales Playbook

Reproducible Process, Tools and FAQs and Info

Train, Train, Train the Sales Force

Best Performing Service Providers do regular training, continuous

webinars, and internal certification

• How to Qualify• Who to Target• What to Pitch• What’s the roadmap• How to get “foothold”• How to Overcome Objections

For the Service Provider Management Team

Executive Summary

Selling into Midmarket is very different than selling into SMB More consultative, longer sales process

Key Messages to communicate in the Sales Process Fundamental Market Shift to Cloud & Hosted is Real Hosted & Cloud is Superior for Midmarket –

Better Solution, More Strategic, More Efficient

Key Sales Tactics to Use Find the Strategic Decision Maker (may not be the Telecom Manager) Have the Right “Sales Kit” – Demos, “Puppy Dog” Teasers, Case Studies Sell The Roadmap Find the “Foothold”

Recommended Actions for Service Providers Service Providers – Arm and Train (and Re-train) your Sales Channels!


Pulling all this together


BroadSoft will shortly be releasing a Hosted UC sales guide template for service providers

This will be followed by a series of “how to sell against” tools for competitive selling versus the well known PBX players

Available via the Xcelerate site

Question and Answers

Questions?


THANK YOU!

Date post:	21-Dec-2015
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Selling VoIP BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.1...

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