{"id":34611,"date":"2019-10-31T21:59:22","date_gmt":"2019-10-31T18:59:22","guid":{"rendered":"https:\/\/prohoster.info\/blog\/kak-prodat-sd-wan-biznesu\/"},"modified":"2019-10-31T21:59:22","modified_gmt":"2019-10-31T18:59:22","slug":"kak-prodat-sd-wan-biznesu","status":"publish","type":"post","link":"https:\/\/prohoster.info\/en\/blog\/administrirovanie\/kak-prodat-sd-wan-biznesu","title":{"rendered":"How to sell SD-WAN to businesses","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

\"How Remember how in the first part of the blockbuster movie \u2018Men in Black,\u2019 the training class was eagerly shooting at all directions at cardboard monsters, while only Will Smith's character, after a brief moment of consideration, 'blew the brains out' of a cardboard girl holding a quantum physics book? What does this have to do with SD-WAN? Quite simply: as of today, there are no sales of such solutions in Russia. We have been working on the SD-WAN topic for over three years, dedicating hundreds of man-days to it, investing in training engineers, laboratories, stands, presales, presentations, demonstrations, tests, tests, tests\u2026 But how many implementations? None! <\/p>\n

I would like to reflect on the reasons for this fact and share the conclusions we reached together with our colleagues from Cisco based on an analysis of our experience.
\n<\/a><\/noindex><\/p>\n

SPIN Selling<\/h2>\n

\nAt \u2018Infosystem Jet,\u2019 we really love the SPIN selling technique. It is based on the idea that selling is not a monologue, not reading a brochure, but a dialogue. The seller should talk less and ask more questions: situational, problem-based, probing, and directing.<\/p>\n

The main task is to lead the interlocutor to the thought that they need to buy what you want to sell them.<\/p>\n

A couple of years ago, there was a classic example of an interview with a seller at a pen company.<\/p>\n

\u2014 What do you use pens for?
\n\u2014 Basically, everything is done on computers and the internet now. I only use a pen to sign documents.
\n\u2014 Among these documents, there are probably contracts?
\n\u2014 Yes, of course.
\n\u2014 Were there any contracts you signed that you will remember for the rest of your life?
\n\u2014 Yes, of course.
\n\u2014 I think so too. After all, these are primarily memories. Memories of your victories and achievements. You can sign an ordinary document with any pen, even the cheapest one. But shouldn\u2019t signing such important, monumental contracts be done with a special pen meant for special occasions? One that, when you see it, will remind you of how it was and make you smile?
\n\u2014 Interesting thought.
\n\u2014 So, take a look at this pen. Could it be the one?
\n\u2014 Alright, alright, you sold me, you rascal!<\/p>\n

Sometimes such an approach works wonders, and I had very interesting experiences with similar sales! But not with SD-WAN.<\/p>\n

Foreign countries will NOT help us<\/h2>\n

\nInterestingly, the situation with the sale of SD-WAN solutions abroad is quite the opposite, that is, very good! There are no special difficulties there. The reason is the impressive cost of MPLS channels, which is many times higher than that of internet channels. As soon as we mention that part of the traffic from MPLS can be 'moved' to the internet, resulting in significant savings \u2014 consider the sale made. <\/p>\n

In Russia, the costs of MPLS and internet channels are comparable, and in some cases, MPLS is even cheaper. Recently, I spoke with a colleague from a 'big four' operator and was surprised to learn that within the operator community, MPLS is taken lightly, like an internal network. But the internet \u2014 that\u2019s serious; it\u2019s a gateway to the big world!<\/p>\n

Technical specialists don\u2019t need much selling when it comes to SD-WAN. In our experience, there was only one case where the head of the technical department said he had DMVPN and was satisfied. Usually, technically savvy individuals understand well what SD-WAN can offer them. Then they approach the business side \u2014 and don't get the budget. Or they immediately realize they won't get it, so they don\u2019t even try. But purely out of curiosity, they happily start testing it.<\/p>\n

We should have thought about these facts earlier, but everything happens when it needs to happen.<\/p>\n

Digital confusion<\/h2>\n

\nOnce, I went to visit a respected person with my solo stand-up (because I didn\u2019t know what questions to ask him). I was allotted a whole hour, but was interrupted after fifteen minutes.<\/p>\n

\u2014 Listen. This is all very interesting, of course. But do you know what digital transformation is? I keep hearing about it from all sides, but I don\u2019t understand anything.<\/p>\n

By chance, I was somewhat aware of it, so I said that it is a philosophical concept asserting that everything living in the world is mortal. Including any business. Without exception.<\/p>\n

Therefore, digital transformation is about the threats that might come out of nowhere, and the opportunities that the same threats offer to the most agile. And then the most interesting part began.<\/p>\n

The respected person picked up the phone, called someone, and said:<\/p>\n

\u2014 Listen, digital transformation is about threats and opportunities, not about the digitization you keep rambling on about.<\/p>\n

He hung up the phone.<\/p>\n

\u2014 Does your SD-WAN fit into this?<\/p>\n

And then we had a dialogue for the next 45 minutes.<\/p>\n

And here something clicked in my mind. I still didn't understand anything, but I finally started analyzing. Very few people realize what digital transformation is and how it differs from digitization. There is no standard; with as many people as there are, there are as many opinions. <\/p>\n

Essentially, digital transformation is a concept aimed at reminding managers about the limited lifespan of their companies. <\/p>\n

A leap of faith<\/h2>\n

\nWe propose to pause, reflect, and stop shooting at the \"monsters\" that are not to blame for anything. We need to find the right target.<\/p>\n

\"How
\n
\nTake a careful look at the sales chart. For a sale to occur, one should focus on the lower right quadrant. To achieve this, we believe that SD-WAN should be approached like a Lean startup. <\/p>\n

The key word here is startup! A startup begins with a \"leap of faith\", a certain assumption that (ideally) needs to be tested. It is important to note: SD-WAN practically guarantees an improved customer experience.<\/p>\n

That's exactly what we did: together with colleagues from Cisco, we started pilot projects. At our own expense. And already in the \"live\" networks of customers, we found benefits from the implementation of SD-WAN that were impossible to anticipate in advance. <\/p>\n

For example, we had a case where calls to the contact center stopped dropping. This happened because SD-WAN switched channels promptly in case of quality degradation. A missed call in the call center is a lost customer. And this is something that business understands: there is a problem \u2014 there is a solution!<\/p>\n

In conclusion<\/h2>\n

\nSD-WAN is quite easy to sell to techies, but extremely difficult for businesses. Therefore, selling SD-WAN to businesses should be perceived as a startup, meaning a collaborative grassroots effort involving the customer, integrator, and vendor. And we are confident that this approach will lead to success!<\/p>\n

Author: Denis Dyzhin, Business Development Director at the Network Solutions Center of InfoSystem Jet<\/i>
\n
Source: habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

\u041f\u043e\u043c\u043d\u0438\u0442\u0435, \u043a\u0430\u043a \u0432 \u043f\u0435\u0440\u0432\u043e\u0439 \u0447\u0430\u0441\u0442\u0438 \u0444\u0438\u043b\u044c\u043c\u0430-\u0431\u043b\u043e\u043a\u0431\u0430\u0441\u0442\u0435\u0440\u0430 \u00ab\u041b\u044e\u0434\u0438 \u0432 \u0447\u0435\u0440\u043d\u043e\u043c\u00bb \u043e\u0442\u043b\u0438\u0447\u043d\u0438\u043a\u0438 \u0431\u043e\u0435\u0432\u043e\u0439 \u043f\u043e\u0434\u0433\u043e\u0442\u043e\u0432\u043a\u0438 \u0440\u0435\u0437\u0432\u043e \u0441\u0442\u0440\u0435\u043b\u044f\u044e\u0442 \u0432\u043e \u0432\u0441\u0435 \u0441\u0442\u043e\u0440\u043e\u043d\u044b \u043f\u043e \u043a\u0430\u0440\u0442\u043e\u043d\u043d\u044b\u043c \u0447\u0443\u0434\u0438\u0449\u0430\u043c, \u0438 \u0442\u043e\u043b\u044c\u043a\u043e \u0433\u0435\u0440\u043e\u0439 \u0423\u0438\u043b\u043b\u0430 \u0421\u043c\u0438\u0442\u0430, \u043f\u043e\u0441\u043b\u0435 \u043d\u0435\u043f\u0440\u043e\u0434\u043e\u043b\u0436\u0438\u0442\u0435\u043b\u044c\u043d\u043e\u0433\u043e \u043e\u0431\u0434\u0443\u043c\u044b\u0432\u0430\u043d\u0438\u044f, \u00ab\u0432\u044b\u043d\u0435\u0441 \u043c\u043e\u0437\u0433\u0438\u00bb \u043a\u0430\u0440\u0442\u043e\u043d\u043d\u043e\u0439 \u0434\u0435\u0432\u043e\u0447\u043a\u0435, \u0443 \u043a\u043e\u0442\u043e\u0440\u043e\u0439 \u0432 \u0440\u0443\u043a\u0430\u0445 \u0431\u044b\u043b\u0430 \u043a\u043d\u0438\u0436\u043a\u0430 \u043f\u043e \u043a\u0432\u0430\u043d\u0442\u043e\u0432\u043e\u0439 \u0444\u0438\u0437\u0438\u043a\u0435? \u041f\u0440\u0438\u0447\u0435\u043c \u0442\u0443\u0442, \u043a\u0430\u0437\u0430\u043b\u043e\u0441\u044c \u0431\u044b, SD-WAN? \u0410 \u0432\u0441\u0435 \u043e\u0447\u0435\u043d\u044c \u043f\u0440\u043e\u0441\u0442\u043e: \u043d\u0430 \u0441\u0435\u0433\u043e\u0434\u043d\u044f\u0448\u043d\u0438\u0439 \u0434\u0435\u043d\u044c \u043f\u0440\u043e\u0434\u0430\u0436\u0438 \u0440\u0435\u0448\u0435\u043d\u0438\u0439 […]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":1,"featured_media":26079,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[688],"tags":[],"class_list":["post-34611","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-administrirovanie"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\n","aioseo_head_json":{"title":"\ud83e\udd47How to Sell SD-WAN to Businesses | ProHoster","description":"Do you remember how in the first part of the blockbuster movie \"Men in Black\".","canonical_url":"https:\/\/prohoster.info\/en\/blog\/administrirovanie\/kak-prodat-sd-wan-biznesu","robots":"max-image-preview:large","keywords":"","webmasterTools":{"miscellaneous":""},"schema":null,"og:locale":"en_US","og:site_name":"ProHoster | \u041a\u0443\u043f\u0438\u0442\u044c \u043d\u0430\u0434\u0435\u0436\u043d\u044b\u0439 \u0445\u043e\u0441\u0442\u0438\u043d\u0433 \u0434\u043b\u044f \u0441\u0430\u0439\u0442\u043e\u0432 \u0441 \u0437\u0430\u0449\u0438\u0442\u043e\u0439 \u043e\u0442 DDoS, VPS VDS \u0441\u0435\u0440\u0432\u0435\u0440\u044b","og:type":"article","og:title":"\ud83e\udd47\u041a\u0430\u043a \u043f\u0440\u043e\u0434\u0430\u0442\u044c SD-WAN \u0431\u0438\u0437\u043d\u0435\u0441\u0443 | ProHoster","og:description":"\u041f\u043e\u043c\u043d\u0438\u0442\u0435, \u043a\u0430\u043a \u0432 \u043f\u0435\u0440\u0432\u043e\u0439 \u0447\u0430\u0441\u0442\u0438 \u0444\u0438\u043b\u044c\u043c\u0430-\u0431\u043b\u043e\u043a\u0431\u0430\u0441\u0442\u0435\u0440\u0430 \u00ab\u041b\u044e\u0434\u0438 \u0432 \u0447\u0435\u0440\u043d\u043e\u043c\u00bb.","og:url":"https:\/\/prohoster.info\/en\/blog\/administrirovanie\/kak-prodat-sd-wan-biznesu","og:image":"https:\/\/prohoster.info\/wp-content\/uploads\/2021\/11\/logo-350.jpg","og:image:secure_url":"https:\/\/prohoster.info\/wp-content\/uploads\/2021\/11\/logo-350.jpg","og:image:width":350,"og:image:height":350,"article:published_time":"2019-10-31T18:59:22+00:00","article:modified_time":"2019-10-31T18:59:22+00:00","article:publisher":"https:\/\/www.facebook.com\/prohoster","article:author":"https:\/\/www.facebook.com\/prohoster"},"aioseo_meta_data":{"post_id":"34611","title":null,"description":null,"keywords":null,"keyphrases":null,"primary_term":null,"canonical_url":null,"og_title":null,"og_description":null,"og_object_type":"default","og_image_type":"default","og_image_url":null,"og_image_width":null,"og_image_height":null,"og_image_custom_url":null,"og_image_custom_fields":null,"og_video":null,"og_custom_url":null,"og_article_section":null,"og_article_tags":null,"twitter_use_og":false,"twitter_card":"default","twitter_image_type":"default","twitter_image_url":null,"twitter_image_custom_url":null,"twitter_image_custom_fields":null,"twitter_title":null,"twitter_description":null,"schema":{"blockGraphs":[],"customGraphs":[],"default":{"data":{"Article":[],"Course":[],"Dataset":[],"FAQPage":[],"Movie":[],"Person":[],"Product":[],"ProductReview":[],"Car":[],"Recipe":[],"Service":[],"SoftwareApplication":[],"WebPage":[]},"graphName":"","isEnabled":true},"graphs":[]},"schema_type":null,"schema_type_options":null,"pillar_content":false,"robots_default":true,"robots_noindex":false,"robots_noarchive":false,"robots_nosnippet":false,"robots_nofollow":false,"robots_noimageindex":false,"robots_noodp":false,"robots_notranslate":false,"robots_max_snippet":null,"robots_max_videopreview":null,"robots_max_imagepreview":"large","priority":null,"frequency":null,"local_seo":null,"seo_analyzer_scan_date":"2026-01-21 19:56:19","breadcrumb_settings":null,"limit_modified_date":false,"reviewed_by":null,"ai":null,"created":"2021-02-28 17:25:54","updated":"2026-01-21 19:56:19","focus_keyword":null,"additional_keywords":null,"truseo_locale":null},"gt_translate_keys":[{"key":"link","format":"url"}],"_links":{"self":[{"href":"https:\/\/prohoster.info\/en\/wp-json\/wp\/v2\/posts\/34611","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prohoster.info\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prohoster.info\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prohoster.info\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/prohoster.info\/en\/wp-json\/wp\/v2\/comments?post=34611"}],"version-history":[{"count":0,"href":"https:\/\/prohoster.info\/en\/wp-json\/wp\/v2\/posts\/34611\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prohoster.info\/en\/wp-json\/wp\/v2\/media\/26079"}],"wp:attachment":[{"href":"https:\/\/prohoster.info\/en\/wp-json\/wp\/v2\/media?parent=34611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/prohoster.info\/en\/wp-json\/wp\/v2\/categories?post=34611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/prohoster.info\/en\/wp-json\/wp\/v2\/tags?post=34611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}