Ask the Experts: How Can Talking ‘Contact Center’ Build Trust?

Welcome to Ask the Experts, brought to you by In this video, Intelisys’ Cloud Evangelist Brandon Knight discusses why learning to speak contact center jargon is the key to building trust with CCaaS leaders with Evolve IP’s Rich Fox. Learn more about contact center solutions from the Serenova team here:

Brandon: All right, guys. We’re back with another Ask the Experts. This time, we’re going to take an interesting twist on our technology discussion because we’re going to talk about how important that jargon is, the language is, and understanding the players when it comes to making a contact center sale. I want to welcome back into the studio, Rich Fox, the VP of Contact Center Solutions from Evolve IP. How’s it going, Rich?
Rich: Good, Brandon. How are we doing today?
Brandon: Doing pretty good, man. Welcome back.
Rich: Thank you.
Brandon: I really want to talk to you guys about this because you do sell on multiple sizes. Obviously, you guys have a great contact center product. We know you have an inclusive UCaaS product, but you also sell network, you have DRaaS. You have a bunch of things going on. So, let’s start first with some of the contrast, some of maybe the different players that may exist in a contact center sale, versus some of your other more transactional or network sales.
Rich: Got you. From a contact center perspective, it is different, right? The players are different when you start engaging with the contact center. You’re moving beyond IT and CFO. You’re talking with folks that are imagining the contact center every day – and the jargon is different. Just like every industry, there’s terminology and jargon that you need to understand to connect best with them so that they have confidence in working with you.
Brandon: Your interaction with Sales Partners … I know you guys have SEs who work alongside some of our Sales Partners in the field. I’m not asking you to put anybody on the spot but, in general, what do you think their comfort level is with interacting with the contact center people and understanding when they say IVR versus PBX, versus ACD, versus CRM.
Rich: I think people avoid the contact center. I think people are afraid of the contact center. They are afraid to engage the contact center because it is a whole other animal. And so, being able to connect with those players does require a level of expertise and understanding so that you don’t feel sort of out of place. It’s human nature when you’re working with people. You want to work, and you want to buy things from people that you like and that you trust. If you’re the salesperson and the contact center person is explaining terms and jargon, and you’re not connecting the dots … the likelihood of that deal closing is much lower. So, I think my experience is people are afraid of the contact center.
Brandon: I think that’s valid. I think we see that a lot. Even in some of the surveys that we do–one of the top answers we get for why people don’t engage the contact center is because they have a fear that they’re going to get asked something that they don’t know. And so they don’t really want to get into that conversation. But to that point, I want to take this a little bit further because we have an opportunity here. We have Sales Partners. Obviously, the ones that are taking a certification, they’re going to be much more learned; they’re going to be much more prepared. But for the ones that haven’t done that–as a supplier, you guys do have some tools available to them, right? You have some resources available to them when they’re working deals. Some people that can actually help them through that process, right?
Rich: Absolutely. Right. So, we want people to feel comfortable sort of engaging in those conversations. And so besides having, obviously, resources available, there are people. Right? So, I mean, when you can get somebody on the other end of the phone or face-to-face, that can engage directly with a contact center leader and talk on their terms. Some people, they talk like the industry. It’s like they’re having a whole other language in Greek that you don’t even understand, but they’re talking contact center. So, when–and to be honest, contact center–the folks leading contact centers often a little needier, a little more demanding. And quicker to judge somebody who may legitimately not be on the equal footing with them from an experience perspective.
Brandon: That’s a very interesting point you made, because we do see that in contact center sales. The contact center leadership, they’re a niche group. And they do respect people who they feel have an understanding or appreciation for what they’re doing. One of the ways you can relay that is by effectively using the jargon. So, for those of you that are out there, I mean, I don’t want you to be afraid of this. It can seem intimidating because of the interaction. But just know that we have tools and resources including the certification for you. But all of our suppliers also have physical resources that will get on a phone call or go in person, if the deal warrants it, to help you close the deal. So, Rich – thanks again, man. I really appreciate what you guys are doing. I appreciate you spending time with us.
Rich: Thanks much, Brandon. Have a great day.
Brandon: All right. For those of you out there, if you want to find out more about Evolve IP and how they can help you close massive contact center deals, please check them out on iCSU.