georgia telephone assoc. 88 th annual june 22, 2010 warren lee
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Georgia Telephone Assoc. 88 th Annual June 22, 2010 Warren Lee. Leveraging Your Business Assets. In The Spectrum of Competition…How Do I stack Up?. Getting spanked because we aren’t doing anything. Kicking A$$ and taking names because we are leveraging our assets. - PowerPoint PPT PresentationTRANSCRIPT
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Georgia Telephone Assoc.Georgia Telephone Assoc.8888thth Annual Annual
June 22, 2010June 22, 2010Warren LeeWarren Lee
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Leveraging Your Business Assets
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In The Spectrum of Competition…How Do I stack
Up?
Getting spanked because we aren’t doing
anythingKicking A$$ and taking names because we are leveraging our assets
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What are your strongest business Assets?
• Reputation• Customer Trust• Proximity• Customer Loyalty / Relationship• IOC Community willing to share
knowledge• People (?)
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What are your biggest Weaknesses?
• Perception as an Innovator / Reputation• Ability to develop solutions• Knowing what the Customer wants• Sales and Marketing• NIH Syndrome / Control Issues• Lack of focus and seriousness of
purpose for new revenue• People (?)
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Are you your worst Enemy?
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Current Telco Customers…who are they
32%
68%
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Rules for Selling
• Its is always easiest to sell something people already want to buy• It is easier to sell somebody what they already
want than educate them on what they need
• It is easier to sell what the competition doesn’t have• It is even easier to sell what you don’t have…..don’t
do this
• Enter growing not shrinking markets• Customer is always right
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Current Telco Customers…who are they
Known Fact……Rural and Urban Penetration Rates Converge Over Time
Rural InternetPenetration
Urban InternetPenetration
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The Operative Word in Independent Telephone Company is Independent
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How Do You Build New Revenue Sources
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Play To Your Strengths
• Reputation & Customer Trust• What don’t your customers trust
• New and unknown providers• Advanced Internet Services• Cloud Based Services
• Stability fears
• Do your homework, partner to provide comfort and trust to these services• Storage, hosted Office, etc.
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Play to Your Strengths
• Proximity (also Competition’s weakness)• Lends to physical activities
• Installation, training, ongoing service• Geek Squad
• Complex solutions
• Sell What People want to buy• What are they buying elsewhere
• Geek Squad• Netflix, OTT, home networks• Security
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Play to Your Strengths
• Proximity & Infrastructure (also Competition’s weakness)• High Bandwidth Business Solutions (fiber)
• Simple Colo
• Longevity and Reputation• Security
• Internet (desktop)• Physical (Alarm monitoring)• Personal (LifeLock)
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OK Warren that is interesting but so what…..that and $4 gets me a cup of coffee at Starbuck?
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ARPU Expectations
• Security• Desktop: $1 - $3 / month• Alarm Monitoring: $20 - $40 /month• LifeLock: $6 - 8
• Geek Squad• Maintenance: $3 - $10 / month• Installation: T&M
• Storage & Colo• All Custom bids
• Hosted Apps: $10 - $30 / seat
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What you need to Do
• Appoint dedicate resource• Job is to find out what customers want• Job is to partner for solutions• Job is to learn how to market outside footprint
• Visit and Mimic other Successful IOC’s• Retrain staff for service based not
infrastructure based business• Bundles services competition can’t offer• Get head out of A$$
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Conclusions
• This is hard stuff and it won’t go away if you bury your head in the sand.
• If you don’t offer these solutions…customers will find alternate ways to get what they want.