You Can’t Easily Sell “Unified Communications” to Small Business

Service providers arguably aren’t terribly good at selling “unified communications” to small business owners, but probably not because, as UC retailers, they are especially ineffective communicators.

No, the problem is that UC is tough to explain, tough to comprehend, tough to envision, quite often.

It’s a little bit like the old adage: people don’t buy drills, they buy holes.” Some of you are veterans of the IP telephony business, and can remember what it was lke trying to sell a “hosted PBX” service to small business prospects. Most will probably say, if they are honest, that most potential buyers didn’t immediately “get it.”

There is a reason most tier-one service providers split sales into “enterprise” and “mass markets” efforts. Small businesses are more like consumers than enterprises in terms of how they buy technology products. Try explaining “hosted PBX” to a consumer who is not in the technology business. Small businesses might not be too different.

That might still be true about some of the newer features and value propositions. Datavo, a competitive local exchange carrier operating in Southern California, is the first announced user of the Metaswitch Networks “Accession Communicator” platform, which turns a hosted PBX solution into a mobile solution.

The way Datavo sells the new capabilities illustrates quite a lot about how small business customers understand value, and how little they understand industry jargon.

Really, they don’t get “unified communications.” They don’t really get “hosted.”

“The concept really is not easy to convey in a brochure,” says Rhaphael Tarpley, Datavo’s chief operating officer, in large part because customers really do not understand “unified communications,” even if “that is what they actually want and need,” says Tarpley.

“They don’t get ‘hosted solution,’ but they do understand ‘cloud’ or ‘Internet,’ and that’s the way Accession features can be sold, Tarpley says.

Perhaps oddly, the metaphors tend to be “consumer” like references. People relate to their devices and their apps. And, perhaps oddly, the idea that invoking business office features from their office phones is something made possible by a downloaded Google Play or Apple iTunes app just makes sense to people.

Prospects understand the notion that the features are enabled by a free app downloaded from iTunes or Google Play, Tarpley says. That seems familiar and tangible.

They don’t necessarily “get” the notion of invoking features from a web portal. They seem better able to understand a Google Play or iTunes app download.

The point is that it is hard to sell “unified communications.” hosted IP telephony or mobile UC to prospects who struggle to understand it. It just isn’t intuitive. But they seem to grab the "Internet" and mobile app metaphors much more easily. So don't sell "UC."

Tell prospects they can download a free app from iTunes or Google Play that allows their mobile phones to use the features of their business phone service, plus video calling, plus starting a call on the mobile and finishing on the business phone, or vice versa. Later you can tell then how you do it.