BT’s channel partners have recorded a 59 per cent increase in business broadband connections compared to last year’s average – at the halfway stage of BT’s biggest ever business broadband sales drive.
Several partners have reported growth exceeding 100 per cent. With the widening of BT’s portfolio of broadband services to include BT Broadband LITE, the company is confident that it will meet or exceed its target of doubling connections by the end of the three-month campaign.
To support its aggressive growth targets, BT launched a comprehensive business-wide marketing programme. It is offering additional incentives to resellers that increase their connection rate during the course of the campaign.
Underlining its commitment to channel partners, the company has developed a range of new broadband marketing and sales collateral, which resellers can brand and tailor to target their own customer base.
BT is providing broadband training for the channel through a specially developed webcast, which has seen record attendance for an online learning tool.
Broadband LITE gives resellers a competitive entry-level broadband product and is ideal for targeting the small and medium enterprise (SME) market. It has achieved unprecedented results in value-added service attachment rates, with figures indicating that partners are ten times more likely to sell an additional service with this product than with previous broadband products.
The success of the campaign, and Broadband LITE in particular, which offer businesses a simple and cost-effective way to harness the benefits of broadband, coincides with new research conducted by the British Chambers of Commerce. This highlights widespread confusion amongst small businesses about purchasing technology such as broadband. A staggering 90 per cent of SMEs said that IT jargon deters them from purchasing the most up-to-date technology.
Mark Cornell, director of Partner Management at BT Business, said: “Broadband is a core focus across BT Business and we are committed to helping resellers maximise sales opportunities in this area above and beyond the targets of this three-month campaign.
“We recognise that choice is critical, and it was a priority to make Broadband LITE available to the channel to help us achieve our goals. The combination of a partner-focused proposition, effective marketing and proactive selling looks set to make this our best ever broadband performance.”