Honesty in Messaging Wins

David Byrd : Raven Call
David Byrd
David Byrd is the Founder and Chief Creative Officer for Raven Guru Marketing. Previously, he was the CMO and EVP of Sales for CloudRoute. Prior to CloudRoute, He was CMO at ANPI, CMO & EVP of Sales at Broadvox, VP of channels and Alliances for Telcordia and Director of eBusiness development with i2 Technologies.He has also held executive positions with Planet Hollywood Online, Hewlett-Packard, Tandem Computers, Sprint and Ericsson.
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Honesty in Messaging Wins

As we work to motivate companies to purchase IP based products, I find that a number of us are creating new untested and perhaps weaker messages. The value proposition for IP communications is fairly straightforward. By transitioning to IP communications, a business will enjoy the following benefits:

·         Reduced cost, thereby conserving capital and budget for other expenses

·         Improved reliability and call management, with SIP business continuity and dynamic load balancing are innate.

·         Access to new applications such as unified communications, telepresence, presence and many other contact and productivity applications become available.

·         Improved support for branch offices and telecommuting workers

·         The positive return of being ecologically sensitive/green

There are many more benefits and facts to choose from but the above come to mind quickly. Broadvox extends the discussion of benefits to a rejection of the negatives as well. We include in our discussion the excellence of voice quality, reliability, interoperability and simplicity of billing. Again, these value propositions are real and enjoyed by companies every day.

What blew me away this week was the proposition of President Obama that net neutrality would increase jobs. I obviously have not been reading enough political articles on the rational of net neutrality. There is an actual position by the defenders of net neutrality that it is a jobs creation proposal. I believe this to be patently false. Net neutrality is a complicated issue but it revolves around competition, network management, service quality and consumer freedoms. In fact, a jobs growth study produced by Entropy Economics indicates the opposite is true. While I believe the numbers may be over stated, the gist is correct. If the current rules proposed by the FCC are accepted, then investment in broadband deployment will be delayed. However, it will not be a permanent condition. The beauty of capitalism and the human spirit is that a new strategy will be developed that is consistent with the new rules and generating profit. The horrendous nature of politics is to ignore this.

As we sell, stick to the truths. Make sure you can pass the blink test with your prospects and customers.

The value of the relationship that VARs, dealers and agents have in the marketplace with businesses cannot be over stated. Maintaining that trust is paramount for theirs and our success. I wish it were the same for politicians.


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