The Secrets of SIP Trunking

In a relatively short time, SIP trunking has grown into the leading solution for the transmission of IP calls. Due to the accelerated adoption of the technology, you, as a reseller, may be uncertain what SIP trunking is and, more importantly, how to successfully sell it to clients. With an understanding of the technology and the correct formula to sell, you can increase your SIP trunking sales and create lifelong customers that will turn to your company for their technology needs.

SIP Technology Basics

SIP is an acronym for Session Initiation Protocol. In basic terms, SIP is an interface that allows voice and data to be delivered to a customer. The solution also allows for the conversion of voice into data without the need for TDM translation.

The SIP interface replaces traditional analog CAS or PRI for the delivery of voice services to an IP PBX. This is increasingly important, as 75 percent to 85 percent of PBXs being sold are IP-enabled. Within two years, resellers can expect nearly all new PBXs to be SIP-enabled.

SIP trunking also helps organizations get the most of their IP infrastructure by providing access to a feature-rich environment. Leveraging this technology ensures organizations are not being short-changed on services or capabilities. This allows for customers to gain access to standard features like direct inward dial numbers, or advanced features such as simultaneous ring at the network level. These advantages lower their total cost of ownership by cutting unnecessary expenditures like the TDM gateway and boomerang lines for the PBX. Simply put, SIP trunking provides more functionality than a PRI, typically at a lower price point.

Successful SIP Sales

A successful SIP trunking sale has three components: education, ease and example. First, and most importantly, you have to educate the business about SIP trunking. With comfort about the technology established, you can show how easy it is to use and provide examples of how it will help them better run their business communications services.

Education. SIP trunking education is the foundation of any successful sale. If you want the customer to purchase the service, you have to prove that SIP trunking is a tested and reliable technology. SIP trunking is just as reliable as analog and PRI, and in some cases, can be even more reliable. For example, leveraging SIP trunking eliminates the need for hardware by removing failure points on the customer’s network.

Many legacy phone systems have reached their innovation peak. With SIP trunking we’ve only reached the tip of the innovation iceberg. To date we have successfully developed the technology to deliver communications services, but SIP also is likely to provide the next major communication innovations.