Embed Size (px)
DESCRIPTION
Selling SIP Trunking InGate SIP Trunking and Unified Communications Summit September, 2011. Joel Maloff, Maloff NetResults [email protected] www.maloffnetresults.com. Introduction. Selling SIP Trunks - PowerPoint PPT Presentation
Citation preview
Joel Maloff, Maloff NetResults
Selling SIP Trunking
InGate SIP Trunking and Unified Communications Summit
September, 2011
IntroductionSelling SIP Trunks
Designed for the sales team in the field today looking to close business opportunities.
This presentation contains materials covered in more detail in the online program “SIP Trunking for the Sales and Marketing Professional,” available from The SIP School (www.thesipschool.com).
Secrets of Selling SIP Trunking Overview
SIP Trunks and UCIdentifying YOUR SIP Trunking
“Sweet Spot” and what to avoidInterpreting the customer’s
Status QuoUncovering areas of added value
Creating a cost justification/ROI model
Overcoming ObjectionsClosing the SaleKeeping the Sale
SIP Trunks and UCUnified communications
includes mobility, presence, web conferencing, a variety of other solutions, AND voice communications via SIP trunks.SIP trunking is therefore
a subset of the unified communications umbrella.
SIP Trunks and UCUnified Communications can be
multifaceted, complex and confusing to potential buyers.That’s bad for sales.
By focusing on specific benefits and documented ROI, your chances for a sale go up.
SIP trunking can provide the substantiation you need!
The SIP Trunking “Sweet Spot”
Each ITSP is different.What is your “sweet
spot”Number of concurrent
calls?Number of locations?Minimum current
telephone bill? Number of PRIs total
and/or per location?
The SIP Trunking “Sweet Spot”
Number of minutes per month? Incoming?Outgoing?
Local, domestic long distance, international?
Inbound Toll-free?Specific vertical
industries?Specific geographies?
The SIP Trunking “Sweet Spot”
• As a sales team, knowing who and where to target can be the difference in making your numbers or failing to perform.
Interpreting the Status Quo
Reviewing an actual customer bill for cost savings
Identifying areas of “soft” savings
Finding Added ValueConsolidation of
officesCreation of “Virtual”
presenceDomesticInternational
Cost Justification and ROIIt is easy to assert
cost savings; it takes work to prove it.
“Hard” SIP trunking cost savings come from three primary areas:Usage sensitive call
chargesFixed price services
(PRI, DSL, et al) used for voice services
Cost Justification and ROIFees and Surcharges
EUCL The End User Common
Line (EUCL) charge is a federally regulated monthly service charge applied to certain local voice service offerings.
RCRF The Regulatory Cost
Recovery Fee (RCRF) Imposed by some
carriers on business and residential long distance customers
used to recover costs associated with Federal regulatory fees imposed upon these carriers.
Others
Cost Justification and ROICalculating potential
savingsUnderstand current costs
by examining a current bill if possible.Try to make sure that it is a
representative month and not an anomaly.
Identify usage charges and their breakdown regarding local, domestic long distance, and international.
Identify fixed monthly charges for PRIs, DSL, and surcharges.
Cost Justification and ROISome vendors do offer ROI tools for SIP
trunking.http://www.xo.com/forms/campaign/
ExternalSales/ESIPCalcLP/index.aspx?ListSource=PressRelease071510
Unfortunately, the level of detail may not be sufficient for you – unless you are a salesperson for that company!
Cost Justification and ROIWhat are the challenges with “overview”
ROI tools?Total Number of employees
Minimum of 50Number of Physical Locations
Minimum of 5Percentage of Inter-company callingAsserted savings is 38%!
What is missing from this picture?
Cost Justification and ROI
Type of Calls: # CallsDuration
in MinutesAverage
Call DurationCurrent Carrier A Current Carrier B Current Carrier C
YOUR Cost/Minute
Carrier ATotal
Carrier BTotal
Carrier CTotal
YOUR Total
Direct Dial Interstate 68,247 104,953 1.54 0.0201$ 0.0500$ 0.0180$ 0.0140$ 2,110$ 5,248$ 1,889$ 1,469$ Direct Dial Intrastate 1,419 1,693 1.19 0.0840$ 0.0490$ 0.0490$ 0.0140$ 142$ 83$ 83$ 24$ Toll-Free Interstate 2,257 4,731 2.10 0.0201$ 0.0150$ 0.0180$ 0.0140$ 95$ 71$ 85$ 66$ Toll Free Canada (call from Canada) 987 2,381 2.41 0.1950$ 0.0490$ 0.0490$ 0.0180$ 464$ 117$ 117$ 43$
International from U.S.:United Kingdom 3,216 4,900 1.52 0.0300$ 0.0300$ 0.0300$ 0.020$ 147$ 147$ 147$ 98$ Japan 1,068 1,777 1.66 0.1381$ 0.0556$ 0.0400$ 0.045$ 245$ 99$ 71$ 80$ Hong Kong 310 408 1.32 0.2100$ 0.0509$ 0.0600$ 0.040$ 86$ 21$ 24$ 16$ Singapore 210 287 1.37 0.1400$ 0.0675$ 0.0400$ 0.036$ 40$ 19$ 11$ 10$ Brazil 93 138 1.48 0.1380$ 0.0503$ 0.0400$ 0.050$ 19$ 7$ 6$ 7$ Australia 63 96 1.52 0.2190$ 0.1520$ 0.0700$ 0.041$ 21$ 15$ 7$ 4$ Norway 39 39 1.00 0.2190$ 0.1363$ 0.0500$ 0.040$ 9$ 5$ 2$ 2$
USAGE SUMMARY # CallsDuration
in MinutesAverage
Call DurationCarrier A
TotalCarrier B
TotalCarrier C
TotalYOUR Total
Total Direct Dial Domestic 72,910 113,758 1.56 2,347$ 5,402$ 2,057$ 1,559$ Total International 4,999 7,645 1.53 567$ 313$ 268$ 217$
Total Inbound Toll Free 3,244 7,112 2.19 464$ 117$ 117$ 43$
TOTAL MONTHLY USAGE 81,153 128,515 1.58
MONTHLY COSTS
3,378$ 5,831$ 2,442$ 1,819$
PROJECTED ANNUAL USAGE 973,836 1,542,180
ANNUAL COSTS 40,536$ 69,972$ 29,306$ 21,830$
SIP Trunking Customer Usage Analysis
Cost Justification and ROICalculating potential costs
Identify fixed monthly charges for PRIs, DSL, and surcharges.
Calculate the number of SIP trunks (concurrent calls) and Internet bandwidth required using the spreadsheet on the next slide.
Cost Justification and ROI
Dedicated Circuits Type Bandwidth NumberNumber of Voice
ChannelsMonthly $$
Total Monthly
PRI 1.5 mbps 1 23 450.00$ 450$ T-1 1.5 mbps 1 CODEC Dependant 300.00$ 300$ E-1 2.048 mbps 1 30 -$ DSL 512 kbps 0 -$
SIP Trunks CODECBW per call (kbps)
Concurrent Calls
Total BW Required (kbps)
MRC Per SIP Trunk Total MRC
G.729 50 7 330 20.00$ 132$ G.711 80 7 528 20.00$ 132$
SIP Trunking Customer Fixed Cost Analysis
Cost Justification and ROICalculating potential savings and value
Include all costs for all solutionsConsider surcharges and fees such as EUCL
(Approximately $40 per PRI or T-1 monthly) and RCRF (Approximately 3.5% of all domestic and international calling charges)Most ITSPs do not include EUCL and RCRF fees.
Show the monthly total costs, percent saved via SIP trunking, and the estimated annual savings.
Cost Justification and ROI
Carrier A Carrier B Carrier C YOUR SIP Trunking
450$ 450$ 450$ 300$ N/A N/A N/A 132$
3,378$ 5,831$ 2,442$ 1,819$ 159$ 244$ 126$ -$
TOTAL MONTHLY FEES 3,987$ 6,526$ 3,018$ 2,251$ Percent saved by SIP Trunking 44% 66% 25%ANNUAL SAVINGS VIA SIP TRUNKING 20,826$ 51,292$ 9,203$
Monthly Recurring Line ChargesMonthly Recurring SIP Trunk FeesAverage Monthly Usage ChargesAverage Monthly Surcharges and Fees
Total Cost Comparison
Cost Justification and ROISimple tools provide simplistic answers;
business is complex today!
If you want to deliver quality to your prospects, preparation is in order; they will welcome your expertise!
Overcoming ObjectionsConceptual
Internet Telephony is here to stayAT&T asks the FCC to allow shut-down of their
traditional PSTN services in favor of IP Telephony.“… the VoIP access and SIP trunking services market
will continue to build on its downturn-defying 40.1 percent growth in user base and 22.3 percent growth in revenues in 2009.” (North American VoIP Access and SIP Trunking Services Markets, Frost & Sullivan, April 2010)
Sunset of the PSTN 2018?
Overcoming ObjectionsTechnicalFinancialEmotional
Closing the SaleASK FOR THE
ORDER!!!Make it easy.Make it simple.Make it painless.
Keeping the SaleMinimize churn!
Keeping and growing existing customers is more valuable than new sales.
The salesperson’s job is NOT done when the service agreement is signed.Ensure that service is
delivered as sold and when promised.
Maintain regular contact to avoid unexpected churn, expand existing services, obtain referrals, and solicit testimonials.
ConclusionsSuccessfully selling SIP trunking services
requires a combination of good old fashioned sales skills and knowledge of the SIP trunking environment beyond just surface information and platitudes.
Customers NEED SIP Trunks – you need to be able to help them make the buying decision from you!
For More InformationJoel Maloff, Maloff NetResults
The SIP Schoolwww.thesipschool.com
