If you want to be a part of the rising tide among channel partners and learn how to sell more to your existing customer base in today’s market, you probably need to change your thinking and be bold.
The truth of the matter is that a new field of competitors has come into your backyard and they’re not stuck in the siloed selling of the past. At the same time, customers have changed, too, and if they’ve trusted you for your IT or telecom expertise, they’re probably eager to hear more about how you can help run their business more efficiently with additional technology. But how do you do that?
During his presentation, titled “The Upsell/Cross-Sell Playbook,” part of the sales and marketing conference track at the Channel Partners Conference & Expo, March 9-12, in Las Vegas, Dave Dyson, CEO at Eclipse Telecom, is going to tell you how to solve more problems for your customers and create more opportunities for them by being a better technology adviser.
Channel Partners got to talk to Dyson about his upcoming presentation to provide some insight on what attendees can expect to learn.
Channel Partners: Upselling and cross-selling are topics that have been around for a long time. Why do partners need to hear about again?
Dave Dyson: Because old habits die hard. A lot us came up in the space developing expertise in one silo or one area. I’ll wind this back 10 or 15 years — the PBX guy sold the PBX, the telco channel partner sold the circuits, the WAN, the internet, the PRI, the POTS lines, etc. The data hardware VAR sold the servers, the Cisco routers and switches, the security guy sold the security. What’s happened over the years is that the walls between those silos started to break down.
Voice became an application on the data network. You can’t talk about the data network anymore without talking about security – or for that matter, you can’t talk about anything without talking about security. So as the walls started to come down, the client was starting to think about changing their buying patterns, and not “how do I buy a product from a product specialist in their silo but who is good enough to help me navigate how to put together all of these puzzle pieces to make all my stuff work and provide a great end user experience?”
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CF: And, the channel partner?
DD: They’re still saying, “Well, I know how to sell PBXes” or “I know how to sell Cisco stuff “and I want to keep doing that because I’ve made a living for 20 years. The marketplace is forcing the change, slowly but surely.
That siloed selling mentality is very dyed in the wool and a lot of folks have had trouble making the pivot from how to staff your team to you compensate your team. How do you go from selling gross margin type products like hardware to subscription-based, monthly recurring revenue style products? How do you build your business cash flow doing that, and so on?
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