One thing to do is shore up your most profitable customers.
Re-contract them. Add services for them. And survey them. Why do they
buy from you; What other communication needs to they have; What
challenges do they see in technology.
Video tape a testimonial from your best customers about why they pay you
for dedicated service and run it on your website. It will be an add for
you and them.
Know your customer.
Stay in front of your customer.
Upsell and cross-sell your customer.
Get Referrals from your customer.
Everyone in your business needs to understand that every single touch
with the customer or prospect is a chance to win or lose. Make it a win.
Script answers to frequently asked questions.
And have a scripted answer to this question: "Why should I pay you more
when DSL is so much less?" (BTW, that is called a buying signal and/or
objection. The prospect is giving you the opportunity to sell them on
Sales skills are what put food on the table. Read a couple of sales
books or listen to audio books.
Or, if you can, get a sales coach. He can shadow a few of your calls or
role play with you to help you through difficult or uncomfortable
All this and more monthly in my newsletter
Sam Tetherow wrote:
I am working on the dedicated bandwidth market and was making some
headway until Qwest rolled out their DSL services at the begining of
the month and now it is the education process all over again. Trying
to explain that 3-7 meg DSL is NOT the same quality as a dedicated 1.5
meg circuit. But they still look at $475/T1 vs $80/DSL and think hey
if I get only half of the DSL speed I'm still way ahead, and right now
the DSL is new enough that congestion is not an issue.
As for my market, until DSL was brought in, it has been a profitable
business, I wasn't planning on retiring on just that business but it
was paying the bills including my salary. Now instead of me being the
only broadband provider that provided any real bandwidth I now have 2
other active DSL competitors and several others that provide DSL
statewide. I'm not saying my market is now unfavorable, just that I'm
not sure what is going to happen in terms of growth.
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