Blog Series: How to Leverage a Carrier Neutral Hotel to Grow your Business
Roger Willey, VP of Sales and Marketing for Nebraska Data Centers recently shared his perspective on the best strategies to leverage a carrier neutral hotel at the Fall INCOMPAS show. This blog series is an extension of that presentation.
Session 3: One Final Trend – The Nationality of the Enterprise Market
The final point I want to make regarding industry trends is going to seem obvious at first. The Internet has made the business world smaller. Ok. Stay with me on this.
I think everyone acknowledges this statement, but many times we overlook the impact on our efforts to attract new customers. Read on.
I spent the better part of 30 years helping businesses define their market and develop sales and promotional strategies to gain market share. During my three years at Nebraska Data Centers, it has become harder to develop a definitive description of a potential customer. I am wondering if you have the same challenges.
The revelation I have come to is that they don’t have to be a big company to own and operate a technology and communications reliant business. I know….sometimes I am a slow learner.
Traditional demographics of employee size, sales volume, or even industry vertical markets are much less defining when it comes to our industry. I feel like we have almost gone back to the 80’s when it comes to the ability to clearly segment those that are most likely to spend the most money. This dynamic has its own set of challenges, but that is for another blog series.
The point of this release is that not all prospective customers look alike. I will give you an example of a small company that I think is perfect to make my point.
I can’t give away any secrets, so let’s call this Company A. Company A is a small start-up in a small Midwestern town with a clever idea. College students have a successful launch, raise a significant amount of capital and launch the company nationwide. Later, to expand the employee base, they open an office 60 miles from their current location. Thus, connectivity goes from a local exchange carrier to a regional provider and network infrastructure is minimal. Later, they purchase a company on the East coast. This requires national connectivity and at least some thought related to how the three locations will interconnect. After a brief time, they purchased another company in London. That addition required International routes and expanded the level of sophistication of their network. The next location was in Australia…..
Well the point here is that although this company is an International company with huge upside, I am guessing they don’t even show up on your prospect list. Even the carriers within the local region had overlooked this opportunity. And worse, they cobbled together a very under performing network and thus were in great need of a solution.
These types of enterprise companies are common in carrier neutral hotels. There are many obvious reasons, but businesses with aggressive growth objectives prefer the flexibility, carrier diversity and on-net pricing offered in carrier neutral hotels.
Enterprise businesses that establish network infrastructure at a carrier neutral hotel, by nature, have defined themselves as a prospect for your company. In essence, they have come out from the shadows and presented themselves as qualified prospects. You don’t have to go look for them.
The nationalization of the enterprise business just means that the market demographics have changed. Small companies can be more vested in their network infrastructure and connectivity than some large businesses. Sure there are obvious “A” prospects within just about any market. However, don’t make assumptions and underestimate those that show opportunity and promise.
The world has gotten smaller and if you are not on the main thoroughfare, it will take you much longer to get where you want to go. More importantly, it will take your customers much longer and they can’t tolerate that in today’s distributed network environment….but more on that in the next series.
Next Series Release: A New Definition of “The Last Mile”