2600hz Sales Manager Angela Lambert discusses Compeetor pricing for your customers, how consumers understand VoIP as a product & VoIP pricing and what this means for you as a provider

1. PRESENTED BY:
Angela Lambert
Building Your Business:
Behind the Numbers!

2. #kazoocon14
About Me!
Hi,$I’m$Angela!$
$
$This$is$what$you$need$to$know$about$me:$
$
• I’ve$been$with$2600hz$for$2$years$
• I$work$in$onboarding$new$partners$&$helping$
exisEng$partners$grow$their$business$
• One$of$my$favorite$pasEmes$is$thinking$about$
how$partners$can$make$more$$$$$

3. #kazoocon14
Let’s Dig In!!

4. What’s the most important reason you sell VoIP?!
• Revenue:$Make$Money$
• Bundle$Your$Services$
• Ensure$that$your$product$offerings$are$
sEcky$&$customers$don’t$go$elsewhere$
#kazoocon14

5. #kazoocon14
Topics I want to cover today!
• LiRing$the$Curtain:$
CompeEtor$pricing$for$your$customers$
$
• How$consumers$understand$VoIP$as$a$
product$&$VoIP$pricing$
$
• What$this$means$for$you$as$a$provider$
$

6. What I hope you’ll take from this talk!
• Strategize$about$pricing$
$
• Educate$your$customer$
$
• Copy$the$markeEng$that’s$out$there$
$
• Make$more$$$$$
#kazoocon14

7. #kazoocon14
Competitor Marketing!
&!
You!

8. The$cloud$means$consumer$empowerment$
#kazoocon14

9. #kazoocon14
RingCentral!

10. #kazoocon14
RingCentral!

11. The impact of this marketing on consumers?!
• Creates$a$false$standard$of$pricing$
• Makes$compeEtor$pricing$seem$out$of$
this$world!$
#kazoocon14

12. #kazoocon14
RingCentral Standard!
Average$
Hosted$PBX$
Business$

13. #kazoocon14
RingCentral Premium!
Average$
Hosted$PBX$
Business$

14. #kazoocon14
RingCentral Enterprise!
Average$
Hosted$PBX$
Business$

15. This is how your customers see the market!
In$addiEon$to$this$pricing,$what$about$the$fine$
#kazoocon14
print,$that$they$don’t$always$see?$$$
$$ $LiZle$Font$Versus$BIG$FONT$
$

17. THIS$MEANS$
“PRE$PAY$12$MONTHS”$

18. 3.9c$/$min!$Yikes$

19. Average$customer$will$get$
support$via$overseas$call$center$

20. A$LogisEcal$Nightmare$
$
$
$
$

21. What$have$we$learned?$
• Pricing$is$not$what$it$appears$
• Support$is$not$what$it$appears$
$
$
EDUCATE,$EDUCATE,$EDUCATE!$

22. Next$example$
• Are$you$ready?!$
• Are$you$with$me?$
$

23. #kazoocon14
GrassHopper!

24. Grasshopper$

25. What$can$we$learn$here?$
• Customers$like$opEon$s$with$and$without$
minutes$included$
• This$is$a$market$of$opEons,$make$them$feel$
empowered$
• “No$Long$Term$Contracts”$
$
• People$don’t$think$CHANGE$adds$up$
$

26. Turns$out…$
CHANGE$DOES$ADD$UP!$$WOOHOO!$

27. #kazoocon14
Nextiva!

28. #kazoocon14
Nextiva…!

29. #kazoocon14
One Last Model…!
!
ActivePBX!

30. AcEve$PBX$

31. #kazoocon14
What did you learn?!

32. 3$takedaways!$
• Pricing$“as$low$as”…$
$ $It’s$only$that$low$if$you$have$100+$
• MonthdtodMonth$or$Annual$Plans$
• What$you$can$learn:$
– Consumers$like$packages$
– Consumers$like$knowing$that$as$they$scale,$the$
price$CAN$go$down$

33. Consumer$Thought$Process$
• OpEons,$people$like$opEons!$
• “Savings”$$Highlight$were$you$are$saving$your$
customer$$$$in$each$Package!$$Show$the$%’s$
• This$helps$the$consumer,$because$now$they$
don’t$have$to$think,$they$can$just$point$and$
say,$that$“seems$like$a$good$package”$

34. #kazoocon14
!!The Little Font!
Versus!
the BIG FONT!
!
!
!

35. – DID$cost:$$9.95$per$month!$
– PorEng:$$25!$
– Toll$Free$cost:$3.5c/min$
– AddiEonal$users$make$per$seat$average$go$up:$$24.95$$

36. Do$the$math:$Small$business$plan$for$16$users,$each$with$a$phone$number$(DID):$
$19.95/user$+$8$extra$#s$@$$10/DID$+$2$hours/business$day$of$tolldfree$($66.50)$=$$$
Or$$29.11/user$

37. How$Can$You$DifferenEate?$
• Ask$them$to$send$you$their$old$bill!$
• Check$their$bill,$find$the$hidden$costs,$and$make$
your$pricing$more$compeEEve$
• People$are$accustomed$to$these$packages,$
make$your$packages$more$appealing.$

38. #kazoocon14
We covered a lot…!
!
and this is just a peak at
competitor pricing!

39. Goals$of$this$talk…$
• What$I$want$you$to$take$from$this$talk:$
• Strategize$$$
• Educate$Customers$
• Copy$ExisEng$Models$
• Make$more$$$$$
$

40. Thank You!!
!
#kazoocon14