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Georgia Telephone Assoc. 88 th Annual June 22, 2010 Warren Lee

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.

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Georgia Telephone Assoc. 88 th Annual June 22, 2010 Warren Lee

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  1. Georgia Telephone Assoc.88th AnnualJune 22, 2010Warren Lee

  2. Leveraging Your Business Assets NNS, Inc. Confidential and Proprietary

  3. 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 NNS, Inc. Confidential and Proprietary

  4. What are your strongest business Assets? • Reputation • Customer Trust • Proximity • Customer Loyalty / Relationship • IOC Community willing to share knowledge • People (?) NNS, Inc. Confidential and Proprietary

  5. 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 (?) NNS, Inc. Confidential and Proprietary

  6. Are you your worst Enemy? NNS, Inc. Confidential and Proprietary

  7. Current Telco Customers…who are they 32% 68%

  8. 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 NNS, Inc. Confidential and Proprietary

  9. Current Telco Customers…who are they 72-76% 25-32% Rural Internet Penetration Urban Internet Penetration Known Fact……Rural and Urban Penetration Rates Converge Over Time

  10. The Operative Word in Independent Telephone Company is Independent NNS, Inc. Confidential and Proprietary

  11. How Do You Build New Revenue Sources NNS, Inc. Confidential and Proprietary

  12. 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. NNS, Inc. Confidential and Proprietary

  13. 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 NNS, Inc. Confidential and Proprietary

  14. 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) NNS, Inc. Confidential and Proprietary

  15. OK Warren that is interesting but so what…..that and $4 gets me a cup of coffee at Starbuck? NNS, Inc. Confidential and Proprietary

  16. 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 NNS, Inc. Confidential and Proprietary

  17. 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$$ NNS, Inc. Confidential and Proprietary

  18. 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.

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