UC Summit: The Place for Resellers and ConsultantsUC Summit: The Place for Resellers and Consultants

UC requires a consultative selling approach, rather than the traditional "box selling" model, but many Solution Integrators need additional skills and training.

One of the biggest challenges facing the unified communications market today is the channel--getting the right products and solutions in the hands of the right resellers and solutions integrators with the expertise, skills, and knowledge to effectively sell UC solutions. Some channel partners have risen to the task and have evolved their businesses to succeed in the changing unified communications industry, while others are still trying to sell boxes. For the former, those who are taking on the challenges of UC and adapting their business practices to meet customer needs, UCStrategies is hosting its third UC Summit.

From March 27-30 in La Jolla, CA, the leaders of the UC industry--vendors, solutions integrators, end-user consultants, and even Fred Knight, will come together and have the opportunity to network and start building relationships. As solutions integrators move away from selling hardware and are more and more involved in selling solutions, they're seeing a new level of complexity. Partnering is more important than ever. Consultants will have to expand their knowledge base as their clients investigate and contemplate virtualization, cloud solutions, and other new options for business communications. The unique format of the Summit, including roundtables, panel discussions, focus sessions, workshops, presentations, and social events, makes it easy for the solutions integrators, consultants, and vendors to network and exchange ideas.

Some of the take-aways from last year's summit included the following:

* UC requires a consultative selling approach, rather than the traditional "box selling" model, but many Solution Integrators need additional skills and training to do this properly. Vendors need to step up and help their channel partners get the skills needed to understand how UC fits into a customer's environment and business processes, as well as what other technologies and solutions may be required, and how to solve interoperability issues. Several attendees commented on the fact that their companies have been successful selling switches, but their sales people don’t know how to move to the next step to sell UC solutions.

* Many solution integrators specialize in voice solutions or data solutions, and need to partner with others that have the skills and expertise they lack.

* It's become clear that no one vendor provides all the products and technologies needed for a UC solution, and interoperability is needed. Solution integrators need to work with a variety of vendors and ensure that their products work together seamlessly, which can be very challenging.

* The line of business people need to be brought to the table when planning for UC solutions. While the IT and telecom managers are key decision makers, the line of business managers are equally important and need to be involved in the entire process.

* More marketing and education is required to drive end user demand for UC solutions. While most IT and telecom managers are somewhat knowledgeable about UC, they are not necessarily going to drive adoption of UC. Line of business users are the ones who will most benefit from UC, but in most cases are unfamiliar with UC and how it can impact their businesses.

* End user training is required to educate users about how to use the many features and capabilities of UC products.

In addition, there was great value from the discussions among the VARs and consultants, and each group walked away with a better understanding of the other.

This year’s event promises even more insights, with keynotes, panel discussions and focus sessions with a cross section of UC vendors, both large and emerging, including Avaya, Microsoft, IBM, NEC, Siemens Enterprise Communications, Acme Packet, Empirix, Interactive Intelligence, NET, and several others.

If you’re a solutions integrator or consultant, we hope to see you there!