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Brian Cuppett

How to Talk to Your Customers About When to Upgrade

As technology advances at an exponential rate, it is easier than ever for businesses to fall behind on the technology needed to operate efficiently and effectively. From faster communication to vastly improved security, newer technology can lead to higher returns, increased productivity, and peace of mind. It’s crucial that resellers have regular discussions about upgrades with their customers. These conversations should be rooted in understanding their business objectives so that you can ensure your customers have the most innovative, up-to-date technologies in place to most effectively run, grow and scale their business.

Here are a few tips for you to consider when it’s time for the upgrade discussion.

Stay in Touch with your Customers

To cultivate a successful relationship with your customers, it’s important to reach out to them on a regular basis to check in on how their technology solutions are working for their business. If you consistently touch base with your customers in an effort to maximize customer satisfaction, you will build trust and credibility as a reliable partner. This also provides proactive opportunities to remind your customers when it’s time to consider upgrading existing technology.

Keep Security Top-of-Mind

One of the most compelling reasons for upgrading existing technology is driven by the ever-increasing threat of security vulnerabilities. As technology ages, its security features inevitably become outdated, potentially putting the entire organization at risk. Ongoing discussions about security serve as good opportunities to discuss upgrading to more advanced systems with security measures designed to withstand equally advanced threats.

Consider the Timing

Technology upgrades take time to complete and should be scheduled during times that cause the least amount of disruption to normal business operations. Work with the customer to identify the appropriate time of year to carry out upgrades, or consider a phased approach that rolls out changes in small batches. Furthermore, it takes time for customers’ employees to learn new tools and platforms, so it’s critical to factor that into a roll out timeline.

Don’t Forget about Training

When upgrading or introducing new technology, it’s important to remind businesses that different technology requires new training. There’s nothing more frustrating for end users than investing in better tools, only to have employees abandon them because they don’t know how to properly use the technology. Not only does a lack of training cause headaches between management and employees, it also can have a significant impact on productivity and ROI. As a reseller, there’s no better way to establish positive relationships with your customers than ensuring that they’re happy by eliminating potential frustrations and working with management to ensure education and training is prioritized and built into the upgrade timeline.

Act as an Advisor

Implementing best practices is part of your commitment to be a trusted advisor for your customers. Take the time to understand your customers’ businesses and offer solutions and upgrades that meet their needs. When you fully understand your customers’ needs, you can offer solutions that they may not have previously been aware of. For example, if you’re speaking with a customer who is trying to focus on enhancing cross-office productivity as a business objective, consider the advantages of a unified communications solution and make a technology recommendation that is the most compatible with their business priorities and values. As a trusted advisor offering complete solutions, you are able to create growth opportunities for your customer that can in turn become recurring revenue for your own business.