How to go about reselling internet services?

10 replies
Hi everyone. This is my first attempt at doing anything sales related. I see an opportunity to make money reselling internet services, so I'm jumping in with both feet.

The price of internet services in Canada are some of the highest in the world, due to the industry being dominated by two major companies. There are countless smaller ISPs that offers better pricing but the unknown factor prevents people from straying, even if it means overpaying by 30%.

I found a ISP in my city with pricing that undercut the market by 30%-50% and a commitment to provide good customer service. Their reseller program is reasonable, so I'm here trying to figure out how best to promote this company.

However there are a few challenges to overcome.
1. People are stubborn. Even if they can save 50% (up to $400 a year) on their internet bill, few are willing to change provider. Unknown factor being the biggest concern
2. For smaller ISPs it takes 7 days for installation and service activation. Whereas with the 2 major ISP, it's instant activation.

So with that in mind, I feel like my targeted customers are.. 1. high bandwidth users. 2. People who are planning to move residence, as they're more likely to overlook the 7 days waiting period. 3. Students living on or near campus. The saving is worth the minor inconvenience.

My marketing plan:
It's commission base. To get credit for the sale, requires me to sign them up directly. For that reason, I feel like offline marketing is the best approach using the following methods.
1. Flyers around the neighbourhood (community centre, libraries, anywhere with a bulletin board, college/universities campuses, Uhauls rental).
2. Ads in ethnic newspaper, local rental/real estate magazine.

Any other suggestions on how to target people who are planning to or are in the process of relocating residence?

Thanks
#internet #reselling #services
  • Profile picture of the author animal44
    Originally Posted by KaizenCoitus View Post

    Any other suggestions on how to target people who are planning to or are in the process of relocating residence?
    One of the things we've done in other areas is persuaded someone to offer the service or product as an addon or bonus that they pay for rather than the customer. So could you approach rental agencies and persuade them to include the ISP all inclusive as part of the rental? Might be a good USP if they're the only ones in the area doing it...
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    • Profile picture of the author KaizenCoitus
      Excellent suggestion. All inclusive rental deals are very rare in my area but AirBNB hosts is right up the same alley, I have a feeling they'll be open to the idea if it can save them money. Thanks!
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  • Profile picture of the author socialentry
    I used to cold call for a telco (different vertical but it still apply).
    Can tell you:

    Irate Bell Canada customers. It seems everybody has a horror story about Bell.
    If you have one of those people on the line and you get them to speak about Bell customer service, you get an almost guaranteed sale. It's that bad.

    The guy at the post office no kidding has about a dozen people a week every week just trying to get rid of Bell modem/routers/etc.
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    • Profile picture of the author KaizenCoitus
      Thanks for the suggestion, you're absolutely spot on about targeting dissatisfied customers. That was the very reason why I switched over to a smaller ISP after being lied to by a Rogers sales rep and their unwillingness to make it right.
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  • Profile picture of the author Ron Lafuddy
    What about for businesses?

    You may have a chance for multiple sales there, especially if they have people working out of the house.

    Ron
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    • Profile picture of the author KaizenCoitus
      I find that businesses are very reluctant to go with a smaller ISP due to reliability concerns. As for the idea of canvassing business' employees, I'm not very comfortable with the idea of door to door sales as of yet.
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      • Profile picture of the author Ron Lafuddy
        Originally Posted by KaizenCoitus View Post

        I find that businesses are very reluctant to go with a smaller ISP due to reliability concerns. As for the idea of canvassing business' employees, I'm not very comfortable with the idea of door to door sales as of yet.
        Are you assuming this to be true without actually talking to business owners to verify for yourself that it is?

        I can tell you from my own experience selling internet and network services to small businesses, it's not.

        Ron
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        • Profile picture of the author KaizenCoitus
          It's from experience, although a very small sample size. Our internet infrastructure is owned and operated by a handful of ISPs, instead of competing with each other, the opposite is happening, if one company raises the price, the others follow suits.

          Our telecommunication governing body is the CRTC. Their solution to promoting competition is by forcing the major ISPs to wholesale their line to smaller independent ISPs. The only catch is that, they have to use technicians provided by the majors ISPs. Even though their customers aren't suppose to have service priority, it certainly doesn't feel that way. As a result small business owners are very hesitant to go with smaller ISPs as any physical problem that requires a visit from a technician could mean waiting a week or more.

          I just think focusing on residential users has a higher chance of success, as they're more forgiving to the wait time in exchange for the savings.
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  • Profile picture of the author savidge4
    Originally Posted by KaizenCoitus View Post

    Any other suggestions on how to target people who are planning to or are in the process of relocating residence?
    A decent target, but not the one I would choose... Bandwidth in the States is where its at. Smoother ( uninterrupted ) Streaming faster connection for game play and UNLIMITED bandwidth.

    I would go right after Millenials ( Social Media ) and I would speak their language. ( a great example of this: https://audioboom.com/posts/5551957-motel-6-millennials )

    So your ad may read something like this... Your Internet Service, the struggle is real. About to dipset? sorry not sorry? Mi boy has ( insert service name ) Its on fleek. hundo P better than ( insert both main carrier names ). Fast AF, Unlimited bandwidth.. its Lit. #blessed. Call ( insert number ) and get scheduled today.

    *** Added ***

    So you and I sell pretty much the same thing, sort of. I sell satellite TV and internet services. One of the common elements in what I do and what you do is geography. For myself there are areas that lack things like cable, and any type of internet service. for you... Geography is the area in which the service you want to sell is provided.

    The first thing you need to do is get a hold of a pretty detailed Service area map, and if possible ( if there is one ) a map of the projected growth areas. In terms of offline advertising.. you now have a "map" to better guide your efforts. no sense selling in an area that cant get your service.

    I would try newspaper ads.. servicing ( insert community names ) again play up the bandwidth and the speed. For me.. yard signs ( corflute signs ) work REALLY well. Keep the signage simple "Want more gaming speed?" or "Tired of video lag?" I use "Got internet? - High Speed internet available here"

    I am sure you know.. Canada what many consider a first world country actually lacks in its overall internet structure.. and you flat out pay for poor quality. Yes there are smaller ISP's that provide better overall service. smaller LOCAL ISP's. THIS should be something you work into the mix - the local factor.

    The other things I personally do.. well placed bill boards. I do TV ads, EDDM ( direct mailings ) I have signage on my trucks. I advertise in small community newsletters and papers. I advertise in CO-OP newsletters ( electricity and water ) I have been known to "tape" business cards onto new computer boxes at Walmart etc. I post flyers at any retail or service outlet that has a bulletin board. I leave tent style business cards at gas station pumps. I go door to door with door hangers. once you understand geographically where you are dealing, you can get phone listings for those areas and cold call.

    The one thing you must remember, you need to stay consistent, and you need to hit 2 or 3 or more options well vs 1 great.

    Best of luck!
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    • Profile picture of the author KaizenCoitus
      This is gold Jerry, gold! Thanks for the detailed explanation and helpful tips. The examples you've provided really helped turned my generic flyer into a target driven one. Thanks!
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