SMB Converged Networks

• Selling voice and data convergence to SMB
• Head to head: Voice versus data
• A question of application
• How do you demonstrate value?
• Is brand important?

How do you demonstrate value?

While few people would not agree that converged network technologies are desirable, demonstrating value to potential SMB customers remains a major hurdle. Emerging Systems director, Richard Hutchinson, pointed out that the most expensive solution was not always the best fit.

"Value doesn't necessarily mean Rolls Royce. Some people are quite happy with their Holden Commodore and SMBs are highly susceptible to price," he said. "But they are aware that you get what you pay for."

The best way to prove value is through reference sites, according to MCR director, Michael Salama. "You are adding value to a business by enabling it to do something better, faster and cheaper," he said. "If you can demonstrate that, you have won the argument straight away."

But he said there were still significant entry-level barriers and questioned whether there was a clear value proposition.

VoIP senior sales executive, Bengt Beyer-Ebbesen, said it came down to selling trust. "Does technology matter? At the end of the day, you are selling the functionality customers need," he said. "What can you sell that is achievable and can you uplift the price by an amount that is justifiable?

"Have we become any better over the last 10 years at demonstrating a clear value proposition? I don't think we have."