SMB IP Phone SystemsSMB IP Phone Systems

“Opportunities “

Bob Gordon

9-6-08

Why Sell a Small IP PBX?Why Sell a Small IP PBX?

SMB’s need both CPE and network advice

Shorter lead times than large PBX

CPE should have some relationship with the LAN

VOIP brings managed services opportunities

SMB owners make great referrals (other SMB or Enterprise)

Become special and “specialize” in other forms of intra-office communications

Who Are Your Prospects?Who Are Your Prospects?

Professional Services◦ Legal◦ Medical◦ Realtor◦ Insurance Agency◦ Services

Retail Stores◦ Part time employees◦ Low phone traffic◦ Part time workers or no receptionist◦ Use cordless

SOHO ◦ Home based or combo of small office and home office◦ Might have more phone lines than # of employees on payroll ◦ Need big company image◦ Residence might have more phone extensions than leased offices.

Integration with Outlook

Attractive design

Total cost of ownership (TCO)

Simple pricing & packaging

Short learning cycle to use phone system effectively

Immediate deployment/within 1 day

Expandability/add lines, stations

Mobility integration/reachability

Savings on local, long distance

Project professional image

Downtime/ reliability

Relative Importance

Small Business Communications Solutions Small Business Communications Solutions Key decision making factors that matter most to Key decision making factors that matter most to customerscustomers

Source: AMI-Partners (www.ami-partners.com) 2007

Must Have, Baseline ExpectationsEnhancements & DifferentiatorsGood to have

LOW HIGH

* Survey from July 2008. Based on survey sent to 36 MSFT Response Point VARs in USA and Canada.** On average, VARs that sell IP PBXs uncover $0.80 of additional networking and computing sales opportunities for every $1 in IP PBX revenue they generate (AMI Research)

Typical Revenue Model For Partners*Typical Revenue Model For Partners*

Find the Customer’s ApplicationFind the Customer’s Application

Understand the Customer’s Business◦High traffic or low traffic?◦Seasonal or peak periods of calls?◦In-Bound versus Outbound?◦What are they currently using?◦How many employees

◦On Site Desktops Mobile worker Non-Assigned phones (Lobby) Shared phones

◦Remote Workers Virtual Mailbox Call Forwarding DISA

Find The HookFind The Hook

Questions To Ask Yourself or The SMB Owner/Mgr

Q: Why is this customer showing interest in a new phone system?

A: Current phone system having failures or hiccupsCannot locate or does not want to call original dealerToo expensive to upgradeCannot be expandedNo integration with PC or LANNeed Unified communicationsSimplify Moves, Adds, & Changes

Q: What kind of “multi-line phone system” is being used?A: KSU-Less

Analog or TDM Key SystemMix of SLT and CellphonesHosted IP or Centrex

Q: Is this a one-time, price-sensitive deal? A: It’s a Small Business Phone System so of course price is important

Q: What is it that this SMB needs and expects?A: Good Question!

4-Line KSU-Less (No KSU) Pros:

•Great for SOHO•$99-$149 per desktop in retail•User installable and easy to use•Re-use existing twisted pair, home run or series wiring RJ-14 jacks•Key system line appearance and intercom, CID, •Good, better, best phone selection•No Demarc (fine for home)

Cons:•No support of other devices (operate in parallel & no privacy)•Sensitive to noise on the loop & DSL•4-pair twisted wiring & 2 line cords (plus PA) per set•When/if the business adds line 5, where does it appear?•No auto attendant & VM (DTAD operation only)•No PC interface• No off-net call forwarding

Hint: If replacing a No-KSU, confirm what Telco services are subscribed

DIY (Do It Yourself)

Notes: Call Transfer/3 Way require FlashCall Waiting not recommended for multi-lineCIDCW not supported by most PBX/KTS

$6.00 Per Line vs. $40 per extra line

Analog and TDM Key Systems Pros:

•Inexpensive, easy to use for new employees•“Skinny Wire” since De-regulation and 1A2 in early 1980s•1, 2 or 3 pair wiring configurations (home run only)•Use HOLD instead of blind/screened transfers•Key system line appearance, intercom, CID, Music on Hold•Interactive LCD and Dual Color LEDs •Good, better, best phone selection•No power adapter•High reliability

Cons:•Key Systems assume shared answering responsibility•No auto attendant & VM; or cost to add either is prohibitive•CTI operation complicated and limited PC interface•Lacking Unified Communications • VOIP integration becomes problematic•Lack software and firmware upgrades via internet

What Maintenance Contract?

What the dealer wants to find on site

And what the dealer can expect to find…

Or this

Typical SMB Equipment Room

Stuff to Sell, Install and Service w/IP PBX

PoE Switch

UPS w/surge protection

Wire Management System(Larger installations)

Replace existing Cat 3 phone cable w/Cat 5

Computer accessories(of course)$$

$

$$

Other Things to Sell with the Response Point Solution

Proprietary IP Conference Unit

Headset(s)•Wireless•Noise Cancelling

Music or Message On Hold

Paging & Signaling Devices $

$

$

$

Keep LookingKeep Looking

Low Voltage Paging (Sell new or replace)◦ Each loudspeaker is adjustable◦ Use/Re-use Cat 3 telephone wiring◦ Horns and ceiling/wall speakers

Music On Hold (Recurring revenue source)◦ No money in connecting a tuner, only potential liability◦ So propose Message On Hold service◦ Pays dealer commissions just like VOIP◦ Over 90% retention rate◦ Several companies offer licensed music with custom voice-over◦ Simply recommend and/or install the stuff the 1st time

UPS (Sell “protection”)◦ Remind the customer that no phones work without power◦ UPS can protect the system from lightning & power surges◦ Isolate phone system from transients and ground loops

Paging Systems for SMBPaging Systems for SMB

70 Volt Central Amplifier System

Low Voltage Distributed System

Braided wiring Load balancingCentralized volume settingAmplifier selection based on wattageSuited for stadiums, large warehouses and hard to reach locations

Twisted pair telephone wiring & low voltage 24VDC power supplyAdding speakers/zones does not require re-balancing the PA system ampEach loud speaker has its own volume controlLittle expertise required

Notes: Talkback paging needs trunk/SLT access controlSave & re-use 1A2 power supply :Use with low voltage paging; relay & controlTaps for:A Battery (Filtered for voice); B Battery (For signal);60Hz 10VAC (For lamps)

Music For Life CD Set

Message On Hold/Music on Hold

Dealer Options•Recommend Only•Commissioned Reseller•Recording Services

Over /Under Voltage and Surge SuppressionBackup Time vs. Cost vs. FrequencyAlarms and Monitoring

Know your UPSKnow your UPS

“VA rating of the load to be no greater than 60% of VA rating of UPS”

PoE Switch

INTERMITTENT PROBLEMS

“Our phone system was working just fine but at times…”(potential suspects)

CAN YOU FIX IT?

“Our phone system was working just fine but now…”

DISASTER RECOVERYDISASTER RECOVERY

ENTERPRISE SMALL BUSINESS

MISSION CRITICAL

WITH VOIP, A NO BRAINER

MULTIPLE LOCATIONS ◦ CAN SHARE THE DR RESOURCE◦ OR CAN BACK UP EACH OTHER

BUDGET CONSCIOUS

MAY NOT BE USING VOIP

SINGLE LOCATION

NO ECONOMY OF SCALE

NEED AN ALTERNATIVE

POWER FAIL TRANSFER

Insures that the customer can make and receive phone calls on one or more analog POTS lines during a power or phone system outage.

Automatic switchover is via PFT relay (Break-Make contacts) wired by the tech.•Analog phone is connected and goes live when power or KSU go dead•If power is fluctuating, or system resetting, the PFT phone keeps cutting off & on during use.

Passive Mode: Each trunk is hard wired to a jack.•Tech makes parallel connections to the primary (Line 1) and installs a jack. Customer keeps an emergency line powered phone in drawer or plugged in with ringer turned Off until needed.

When installing the PFT jack:•Do not locate next to KSU or in a closet where there is no workspace or natural lighting•Do locate near an access door or window so user is not stranded or ineffective during the outage•Do explain to customer that this does not solve problem of outside plant and network outages

$ ____ Price for running Cat 3 to location(s)$ ____ Price for the RJ-11 or RJ-14 jack(s)$_____ Commercial grade line powered phone

POOR MAN’S DISASTOR

RECOVERY

www.syspine.com

Q&A