The fastest-growing solution in our channel is SD-WAN. Market forecasting firms predict a CAGR of between 25 percent to 35 percent during the next 10 years, and annual spending could reach $100 billion. The fastest-growing segment is service provider managed solutions over customer-managed CPE. In turn, technology advisors (TAs) and technology solutions distributors (TSDs) must offer this, as it strategically links internet access sales with the vital components of network management, QoS and security. Indeed, SD-WAN is the stickiest sticky bun in our solutions mix. The key to selling SD-WAN is fitting the right platform to the end customers’ specific requirements. There are several leading SD-WAN equipment makers with different approaches to solving network management and security challenges. One-size services or off-the-shelf manufacturer offerings do not always align with customers’ needs and budgets. For TAs, the key is to partner with a communications solutions provider like New Horizon Communications (NHC) that can work with the customer to make the right design to fit their unique requirements, implement it correctly and support it 24x7x365. SD-WAN hit our channel about 10 years ago. Savvy end customers quickly grasped the ability to save money and increase network management and control over private MPLS networks. There has since been a lot of evolution and consolidation among SD-WAN equipment providers. Over the years, our channel has learned a lot about meeting customer requirements and executing successful implementations. TAs need to consider two approaches to selling SD-WAN solutions. One, the customer already understands why they need to implement SD-WAN. They know about advantages such as cost savings and easier network management. Your job is to convince this customer that they should work with you to specify, purchase and implement your solution. In the second approach, the customer is interested in SD-WAN but needs more information on how the technology will work for them. Understanding the value proposition of SD-WAN and effectively communicating it to customers and prospects will drive internet access sales as well as monthly recurring revenue from the service itself. The exciting thing about selling SD-WAN is that there are multiple approaches that TAs can use to meet customer challenges. For example, it could be reducing network costs, grappling with network management issues without adding extra personnel or the need for increased network security to accommodate work from home employees. Or all the above. Five Strategies for Selling SD-WAN You do not have to be a network engineer to sell SD-WAN solutions. However, you do have to understand the various advantages and selling approaches. Leave the design to your trusted service provider, such as NHC, which will work with your customer. To capitalize on the benefits of SD-WAN and maximize sales potential, TAs should consider adopting the following strategies: 1. Educate and consult: Understand the specific challenges and goals of potential clients. Position SD-WAN as a strategic solution that addresses their pain points such as network performance issues, scalability limitations or security concerns. 2. Demonstrate ROI: Quantify the financial benefits of SD-WAN implementation, including cost savings from bandwidth optimization, reduced downtime and improved productivity. Use case studies and testimonials to illustrate successful deployments. 3. Differentiate from competitors: Highlight unique features of your SD-WAN offering, such as advanced analytics capabilities, seamless integration with cloud services or support for IoT devices. Emphasize how these features translate into tangible business advantages. 4. Offer proof-of-concept (POC): Mitigate client apprehensions by offering a POC or pilot deployment. This allows clients to experience firsthand the performance improvements and operational efficiencies enabled by SD-WAN. 5. Build long term relationships: Position yourself as a trusted advisor by providing ongoing support and guidance post-sale. Proactively address client concerns and align SD-WAN capabilities with evolving business needs. The best approach is to work with a trusted communications service provider such as NHC. As THE Communications STACK Provider, we have a 10-year track record of selling, installing and managing SD-WAN solutions for end customers on behalf of TAs. NHC offers solutions from VeloCloud, Bigleaf and Fortinet, and we recently expanded our Check Point solutions to enrich our SD-WAN and security offerings. It allows us to cater to a broader range of business needs, providing options that prioritize everything from ease of use and cost efficiency to comprehensive security and performance optimization. This diversity in offerings position NHC as a versatile and adaptable provider in the competitive SD-WAN and security markets. Take my advice: Having a trusted provider with more options in your corner will help you sell more. Glen Nelson is a 40-year veteran of the telecommunications industry and is co-founder, VP marketing & business development at NHC, The Communications Stack Provider and one of the largest partnerexclusive network resellers in North America. THE Communications STACK Provider™ Multiple SD-WAN options prove key to selling more A Wide Network 48 CHANNELVISION | JULY - AUGUST 2024
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