They always get me at the drive-thru with, “Would you like to supersize your meal?” Of course! Yes, more fries and a larger drink. But in reality, I am overpaying because I can’t eat all the fries. This phenomenon is also happening with cellular data plans. Carriers get customers to believe the best way to avoid overages is to buy “unlimited” plans that are all-you-can-eat only for voice and text. Data is pooled and capped. The problem with this is that customers are overbuying voice and text and possibly shorting themselves on data, which is where the majority of spending occurs.
This overbuying happens because customers either don’t have the technology to do pool rebalancing, or they have created very large pools in order to avoid overages. Carriers sell these supersize plans yet don’t provide customers the tools to view the calorie count, so to speak.
A real-life example: A client was buying more than 500 GB of monthly data but actually used only around 160 GB. That’s some supersized spending. A better bet is for partners to help customers regularly review their actual data usage, select the best plans and features, build in buffers and pay only for what their employees consume. The savings can be significant, and can be better spent on other IT projects.
Continuing the fast-food theme, did you know there are secret menus? Ever been to In-N-Out? I never knew to order Animal or Protein style burgers until I heard my friends do so. Carriers also tend not to publish the full menu of choices, so how can companies select the best plan?
As a channel partner, it’s up to you to guide your clients into the most efficient mobile plans. Since most accounts you work with have corporate-liable smart devices, here are a few questions to get the conversation started:
You can find out a lot by just asking these simple questions.
From here, you can gauge approximately how much the customer is spending per line and whether they need services such as optimization, carrier negotiations or procurement support.
Then, it’s time to approach carriers. For this, you really need help from a mobility services company, which likely has an extensive understanding of features and a database of custom, unpublished “secret-menu” plans. Most mobility companies today will help you directly engage with both your end customer and the carriers. Now, let’s get out there and help right-size these oversized accounts.
Stacy Whitley serves as Channel Manager for Cellular Optimization. She recruits, trains and helps partners sell managed mobility services. Previously, she was the Director of Business Development for Informa; in that role she managed new and existing sales for digital, print and tradeshow products for the Channel Partners brand. Follow her on Twitter @StacyWhitley.
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July 21 2019 @ 13:01:11 UTC