How to talk to your customers about unified communications

Unified Communications (UC) is the future for businesses large and small. Whether it’s email, SMS, instant messaging, social networks, video conferencing, or real-time collaboration tools, most organisations have numerous platforms, devices and apps that employees must juggle every day just to get their jobs done.

It’s little wonder the global UC market is set to explode over the next few years, growing to more than $167 billion by 2025. There’s clearly a huge opportunity for the channel within this – but how can you talk to your customers about UC in a way that will make them sit up and pay attention?

Chances are, they’re already bombarded with messaging about tools they should be investing in. And, since UC is one of the hot topics of the day, they might see it as just another buzzword, without stopping to think about the benefits.

But the reality couldn’t be further from the truth. UC isn’t a ‘nice to have’: it’ll soon become vital, if your customers are going to remain competitive. So how can you talk about it in a compelling way? The trick is to lead with benefits first and foremost, showing clearly how UC can solve major business pain points. Then, be prepared to get technical, positioning your company as an expert in the field.

Learn more about how you can provide a complete Unified Communications experience for your customers and check out Horizon Collaborate.

Find Out More

Learn more about how you can provide a complete Unified Communications experience for your customers and check out Horizon Collaborate

Find Out More

Business benefits, customer pain points

An understanding of the benefits UC offers – and the pain points it can solve – is crucial. If your customers are struggling and not satisfied with their current communications set-up, you can be the hero who solves their issues. Or, if they’re fairly happy with their existing deal, the benefits might motivate them to act.

Some of the most popular UC talking points include:

  • Pain point: Struggling to keep up with shifting work cultures, such as growing numbers of staff working from home
  • Benefit: UC can help any business to achieve seamless mobility, supporting flexible working by empowering remote workers with easy access to people and data


  • Paint point: Concerned about keeping up with growing pressures on communications infrastructure – but worried about investing in new capacity unnecessarily
  • Benefit: The right UC package offers effortless scalability, meaning your customers can easily ramp communications capabilities up (or down) to meet new business demands


  • Paint point: Existing communications infrastructure – perhaps a combination of old fashioned tools – isn’t meeting the needs of the business
  • Benefit: UC can introduce new communications methods, like virtual meeting spaces, to ensure work happens smoothly and productivity flourishes

Demystifying UC terminology

A UC system brings together many communication technologies, some of which will be very familiar to your customers, some not so familiar. Being able to speak clearly about all aspects of UC will build trust.

Many resellers forget this, accidentally intimidating potential customers in the process – so there’s a clear opportunity for you to set yourself apart here. And again, you should always be able to link terminology to the benefits it offers. Here’s how you can talk about some of these key terms clearly:

‘Presence gives everyone in the business a way to let colleagues know—in real time—the best channel to contact them on, or to put up a Do Not Disturb sign. It’s another way to make the working day more efficient and productive, in the office or on the move.’

IP PBX – an Internet Protocol Private Branch Exchange – sits in the engine room of UC, allowing multiple communication types to pass through a single connection, including internet access, fixed and mobile telephony, and VoIP calls. This can serve as a ‘platform’ to support other voice applications, such as an audio conferencing ‘platform’, which in turn can support a web conferencing ‘platform’.’

‘These instant conferencing technologies don’t just make it easier to collaborate, they make it cheaper too. When audio and web conferencing systems work effectively, travel costs go down while productivity goes up—that’s a win-win for your bottom line.’

There are some variations on the UC theme that your customers may ask you about. For the ultimate in mobility, flexibility and cost-efficiency, UCaaS (Unified Communications as a Service) delivers all the features and benefits of UC as a hosted service. And UC&C (Unified Communications and Collaboration) offers another approach to UC that integrates other collaboration tools, like file sharing and storage services, with communication systems.

Help your customers start their UC journey

It’s no surprise that businesses’ appetite for UC is on the rise. Unifying diverse communication tools (whether they’re text, voice or video-based within a single UC system like Horizon Collaborate) will likely make perfect sense for many of your customers. Accordingly, it’s little wonder standing out as a UC provider is becoming ever-more challenging. But with the right approach, it can be achieved – and Gamma will be here to support you at every step of the way.

Learn more about how you can provide a complete Unified Communications experience for your customers and check out Horizon Collaborate


13 December 2019 | Justin Coombes

The views in this article are the personal views of the author and are not necessarily endorsed by Gamma.