A Winning Strategy
Below are the four steps we recommend to position yourself for a smooth 3G sunset:
• Learn
• Communicate
• Prioritize
• Sell
Step 1: Learn About Your Own Systems
Whether you’re dealing exclusively with Telguard systems or devices from multiple providers, the first step is to compile a list of all 3G devices in use (including installation info if possible). Telguard and any of our peers should be able to provide this information easily.
Note: For existing Telguard customers, a 3G report can be accessed directly from portal.telguard.com under the Dealer tab. If you need assistance finding or accessing this from the Telguard portal, our customer service or sales teams can help.
Step 2: Begin Communicating with Customers
Before you begin selling your customers on a solution, you should first educate them on the situation. For any customers that have 3G equipment, whether from Telguard or any other provider, bring them up to speed on what the sunset means and when it will take place. This is not the time for a lot of technical jargon – put things in simple, easy-to-understand terms that create a sense of urgency but not a sense of impending doom. This is an easy problem you can solve for them. This may require multiple communications using multiple channels to reach these end users, and the sooner you get this on their radar, the better.
Note: For Telguard customers, we’ve pulled together some sample letters outlining the 3G sunset and what to expect. Let our sales team know if you need some help.
Step 3: Prioritize Your Outreach Efforts
While the opportunity to upgrade may be welcome news to some customers, it will likely be met with resistance from others. To minimize that feeling of inconvenience that may arise, we recommend prioritizing your customer outreach in the following way:
• Begin with any customers who have reported cellular signal issues in the past, as this may be a welcomed opportunity to upgrade to newer, more reliable technology.
• Next reach out to customers using cellular communicators on the Rogers network, as they will be the first to experience the 3G sunset. Make sure you consider their respective install dates and begin with those who have had their current equipment the longest.
• Next move on to customers using other carriers. While those sunset dates are a bit further out, getting on their radar early will make for a smoother transition.
• Finally, connect with your non-cellular users. While the 3G sunset won’t impact them, it’s a good excuse to bring them up to speed on how technology continues to change and how there are more reliable options available now than the landlines they rely on.
Step 4: Bring Value to You and Your Customers
The easiest way to sell a customer on a change when they may not have realized it was necessary is to present a value proposition that piques their interest. Frame the upcoming sunset as an opportunity rather than a hassle. Here are a few ways to do just that:
• Offer added services as part of the upgrade. In addition to bringing their technology up to date, throw in a free system checkup, including battery replacement and other preventative maintenance, to give the appearance of getting extra value by acting quickly to upgrade.
• Reduce labor costs. Offer your customers a reduced rate on the upgrade labor if they do it during an already scheduled maintenance visit or the next time a technician is in their area. Even a modest discount, coupled with the awareness you’ve already built about the impending need to upgrade, can spur action.
• Bundle additional services. Offering customers extra value in the form of additional services, even if only for a few months, can create urgency to transition sooner and potentially even lead to an upsell if they enjoy the new service. For Telguard residential customers, our HomeControl Flex service is a perfect fit for this approach.