Channel Partners: A Trunk of Burning VoIP Sales

If theres one area in VoIP thats making partners a lot of money, its SIP trunking. The demand for that PRI replacement solution has been growing steadily, and its a service that represents a way for VARs to shore up hardware margins and for agents to get involved in the VoIP game. Theres still plenty of education that partners need to be successful at SIP trunking, and thats the idea behind todays session, The Secrets of Selling SIP Trunking.

Moderator Dale Stein, co-founder of TAG National, said that he hopes to dispel some of the confusion when it comes to SIP. Were going to take the buzz out of SIP and talk about how to really understand it, he said. Our panelists will bring some clarity what does that mean in relationship to the transport, how it works and well go into it explaining that it is the next major dominant protocol for IP communications.

The panelists also will discuss how to position the SIP value proposition to an end user. [You need to] reflect to the customer how much money theyre saving by switching over to IP communications; its a 30 percent savings on the low end, 70 percent on the high end, said David Byrd, vice president of marketing and product management at Broadvox, which delivers SIP trunks over its private, nationwide network. Broadvoxs Eric Eckman, director of business development, is joining the panel.

Essentially, a SIP trunk allows companies with an IP PBX to connect their internal voice and data traffic to the outside PSTN via IP. A typical business may have a local PSTN gateway, a dedicated line to route voice calls to the outside (usually a PRI), and a dedicated Internet circuit for data and Internet access (usually a T1 line). Because the data circuit is often underutilized, moving voice over to it in the form of VoIP is not only possible, but allows users to eliminate the voice PRI (which can cost $700 to $1,000 per month), leaving the business to pay only for the T1 circuit and the number of SIP trunks they happen to need. And because SIP trunks are often sold as concurrent calls, the service adds an additional benefit to businesses wanting to grow incrementally.

The session will cover some technical topics as well, such as the challenges inherent in using SIP, and how to evaluate the new IP PBX products in the market. Some manufacturers are going through SIP gateways, which cause some of their own problems, and will look at which ones are SIP ready in the boxes now, said Stein.

Ken Bisnoff, senior vice president of strategic opportunities at TelePacific Communications, and Michael McGhee, vice president of business development and sales at CommPartners Connect, will join the discussion.

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