Written by Beth Hildreth on January 19, 2015
Categories: Partners, Redundancy

In today’s competitive business market, it’s a rare technology salesperson or telecom agent who can thrive solely off his or her established customer network. Most are constantly prospecting for new leads, and sometimes they end up directly competing with their own network partners. No longer are sales agent’s content to focus on niche markets like separate IT, telecom, telephone, or managed or hardware services. Businesses now are offering a wider spectrum of services, and the competition for leads is fierce.

Reasons for the paradigm shift

As tech and telecom channel partners meet with those making the decisions on the services they buy, they realize that additional technologies are being provided to their established customers by competitors. By developing a relationship with the supplier or utilizing a master agent, they have access to sell these same services.

Customers who rely on a single provider or company for multiple services are tethered more securely to them and can increase the revenue stream for that company. Service brokers face few access barriers to the available providers, and master agents have resources to offer the subagents selling the services.

The end result is a need for diversification.

Strategies to increase the revenue stream

Working smarter always trumps working harder.

Channel partners strategically prospecting to accrue more networking partners is still a reliable strategy that produces new clients. There is nothing wrong with employing tried and true tactics like targeting verticals or companies, canvassing a specific geo location, utilizing social media, or seeking referrals from established clients–but there is also another way.

With a company’s data traffic and Internet both dependent on a single connection, businesses are scrambling for connections with redundant/failover solutions. The need for a reliable Internet connection has increased exponentially with more businesses adding hosted PBX or UCaaS (Unified Communications as a Service) and cloud data storage services.

Added to that is a marked increase of video traffic all stemming from the same Internet gateway, making the connection more vital than ever before. If it goes down, the whole business is down.

All of these factors create the perfect opportunity for sales agents to corner the market with viable solutions.

Determining the market

To provide redundant/failover services, channel partners must have an iron grasp of what services are available in a targeted geographic area.

Talking to a master agent or the service provider can reveal points like the following:

  • The structures that are lit with fiber from various providers with services to the region
  • The areas with Ethernet over copper (EoC)
  • The buildings using coax services via cable providers
  • The ones with fixed wireless installed
  • The areas with robust 4G/LTE wireless capabilities

Redundant/failover solutions should take into account the access mediums delivering the Internet connections. While the optimum failover solution for ground-based connections like coax, fiber, and EoC is an air-based 4G/LTE or wireless connection — which hinges on the amount of bandwidth necessary for the redundancy — that medium may not always be available.

Channel partners will need to assess the best possible option suited to each location before making a recommendation. Solutions should be tailored as closely as possible to the failover needs of the customer within the scope of the available access mediums.

Employing these growth strategies can dramatically increase the residual revenue for channel partners and sales agents while increasing customer satisfaction.