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Explaining the Value of Connectivity Services

Posted by Walter Olson on Jan 13, 2021 12:11:33 PM

Many partners who have never sold connectivity have been coming to Iperium, asking for guidance in positioning the value of the solution, rather than talk about the specific products.
One of the most crucial points is understanding what problem you need to solve for your customers, and especially during these COVID-19 times, the conversation around connectivity has many components to it.

The New Normal:

Below are a few ice breakers as well as how to position the conversation around connectivity with your customers.
With the COVID-19, the majority of the workforce has moved to a Work From Home (WFH) arrangement. Although most of us are used to working from home the odd day a week, this new change where we are working from home 24 x 7 has brought much more focus on connectivity, collaboration, and working arrangements at home.

As such, the user experience is now at the forefront of customer minds. There is a blending of home life and work life. As user experience is king for most CIO’s, IT Managers et al, (as they don’t really want to be getting calls from staff re poor user experience issues), there needs to be a focus on how this can be resolved.

A standard WFH set-up can be segmented into 3 aspects: the hardware, the software, and connectivity. All of these are interlinked, but the biggest complaint from most users is the poor experience when video conferencing, be it through Zoom, or Microsoft Teams (or any other collaboration tools), sending files or downloading files and having dropouts on calls that are VOIP based which in most cases was not experienced when they were working on-site.

The Problem:

If we look at these issues, the solution really needs to focus on the user experience, as the problem is connectivity. The net effect of this is a lower output level due to the user’s ability to be efficient. How many times have you been waiting on that important file, or you just cannot understand what someone is saying over video conference which is vital?

Lower output level = loss of revenue. Business Leaders see this as one of the most urgent priorities as this is affecting the businesses bottom line. The further complication is that it is outside their sphere of influence. Another major impact of this is the employee’s morale and frustration. When things are not working the way it is expected, you have employees losing motivation and affecting virtual team morale and team culture, which has serious flow-on effects. So, not only is this problem having a direct financial impact through loss of productivity, but also potential employee attrition as well as a potential negative cultural shift.

The Solution:

The solution is focused on connectivity, but you do not want to start telling the key stakeholders about the speeds and feeds of a product. It means very little to them. What they need to confirm from you is that you understand that there is an issue there that is multi-faceted, and how holistically this can be addressed. The conversation must be steered towards business outcomes and how they can be achieved. In most cases, a lot of decision makers underestimate all the potential negative side effects of poor user experience.

Some potential points that can be used to start this component of the conversation are the following:

  • What is the impact of your users not maximising their working day to issues outside of their control?
  • In this current climate, what is the biggest impact to your IT team? How much time would that represent per day in man hours? (This can then be equated to a hard cost to the business) and shall most likely be regarding users having issues at home.
  • What is the biggest complaint you hear from your employees regarding WFH?
  • Within your offices, you have certain expectations from a connectivity perspective. Do you have the same processes in place with your staff’s WFH arrangement? If yes, what are they? If not, what is the reason?
  • Have you found that your customer experience has increased? Stayed the same? Or deteriorated?
  • If it has deteriorated, why do you think that is?

This by no means is an exhaustive checklist, and every conversation is unique. The main point though is to get your key decision makers to understand that there are many impacts that can be equated to the bottom line, and there are some impacts that are very hard to equate numerically, those that are qualitive. They need to be able to draw the conclusion themselves by your superior questioning technique and uncovering those potential points they never considered.


Although connectivity may be a new potential revenue stream for you, and you are unsure of how to position it, you need to remind yourself of one thing. Asking the right questions and showing value to your customer transcends any product set. You need to understand the issue and how it is impacting your customers business.
If you have had a conversation with your customer and do not know where to next, contact us. Our whole premise is to support our partners through this process and enable you. We can assist in further qualifying the issue and then positioning a solution to your customer. Most solutions are unique, just like you and your customers. Engage us, and we shall help you through this process.

Call Us

For more information, call us on 1300 592 330 and one of the team will be happy to assist.

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Email info@iperium.co and one of the team will get back to you as soon as possible.

Topics: NBN, Channel Partner, Fibre, VoIP, Dark Fibre

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