ESI Outlines Five Keys to Successfully Selling and Marketing Cloud Solutions
Resellers must address the demands of the modern end user with an engaging approach that demonstrates knowledge of the customers’ needs.DALLAS, Texas – May 27, 2015 – Estech Systems, Inc. (ESI), a provider of business communication solutions that are simple, intuitive and uniquely integrated, today outlined the five keys necessary for resellers to successfully market and sell cloud-based business phone systems. “It’s critical that resellers update their marketing strategy for the modern customer,” said George Platt, ESI’s chief executive officer. “From building an online presence to becoming an advisor rather than salesperson, resellers must adjust their complete go-to-market philosophy to compete for today’s tech-savvy end user and build a reputation as a trusted leader in the industry.”
Engage Customers Online
“According to GE Capital Retail Bank’s 2013 survey, 81 percent of customers who spent $500 or more researched online before making a purchase,” said Platt. “Consumers need engaging multimedia and real use cases to understand how each product can impact daily business functions, and make educated decisions regarding the purchase of a new phone system.” Modern business websites should include customer reviews or testimonials, along with links to the company’s social media profiles. In addition to detailed product descriptions, effective websites must provide key information, such as how a new solution will improve business operations, cut costs and provide better customer service. Websites need to have information about the business itself – such as bios of the leadership and a short history of the company – to further establish expertise and industry experience. ROI data and calculators can also be invaluable tools for potential customers to see that a new system will positively impact their bottom line.
Establish Thought Leadership
Once prospects find a reseller online, the focus must be to convert these prospects into customers. “When making a purchasing decision, buyers don’t turn to a marketing brochure – they turn to a trusted expert,” said Platt. “By establishing thought leadership from the start, resellers will find that followers and readers soon transition into customers.” Continually providing fresh and informative content – such as case studies and blog posts – and maintaining regular interaction via social media can drive traffic to the reseller’s website. By establishing a consistent rapport and strengthening the prospect relationship, blogs can become the go-to source for product research and can also improve search engine visibility.
Market to Your Current Client Base
Beyond attracting new customers looking for a modern phone system, adding a cloud-based solution immediately opens up an entirely new market for resellers – their current client base. In the past, resellers focusing on small businesses installed traditional, on-premise systems for companies that needed only two or three seats. By engaging with current customers through strategic marketing campaigns and offering guidance through educational program, resellers can encourage customers to make the switch to a cloud-based business phone system.
Develop Consistent Communication
With cloud services, a reseller is less of a salesperson and more of a consultant or partner readily available to offer advice and guidance. Therefore, resellers should develop a channel of consistent communication. A monthly newsletter offering general tips and business advice reinforces the shift from salesperson to consultant, and can be easily and affordably distributed. Emails, phone calls and newsletters are excellent channels, but direct mail can also be effective – especially when it complements existing efforts.
Become a Trusted Advisor
Up until now, resellers have been considered strictly sales and service contacts. The connection was obvious: a business needs a phone system; a reseller has a phone system to sell. With the entrance of cloud-based solutions, a reseller needs to transition into the role of a consultant who examines the needs of a business and suggests solutions that best fit their business requirements. “Advising the customer and maintaining the relationship takes priority over a quick sale,” said Platt. “By taking a consultative approach, the reseller’s value increases. They’re no longer just a supplier of equipment – they’re a true partner in the business’ success.” To equip resellers, ESI released a free eBook outlining common challenges and solutions for resellers to take a new approach to sales and marketing. Download the ebook today and find out how to accelerate your cloud business, Five Keys to Successfully Selling and Marketing Cloud Solutions .
Estech Systems, Inc. (ESI) delivers high-performance business phone systems and cloud services that are simple, intuitive and uniquely integrated, backed by its superior technical support and available in multiple deployment models. Founded in 1987, the company has sold more than 350,000 systems. Through its network of certified ESI resellers, the company provides end-to-end solutions that give businesses the power to choose the features they want and need. ESI is a privately held corporation headquartered in Plano, Texas.