Welcome to the latest edition in our series of profiles, shining the spotlight on AireSpring’s amazing partners. This month, we’re speaking with Troy Coleman, Cloud Aggregation Specialist at CDW.
Troy, please tell us a bit about your background, CDW, and how long you've been in the industry.
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I started off in construction sales right out of college but soon noticed that a lot of my friends from college had taken jobs in the telecom industry. It was clear to me that I was missing out on the opportunities there, and I decided to make the leap into telecom, starting in direct sales with TW Telecom (now Level 3).
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After several years I began to see how customers were placing more value in their partner relationships, and I made the move into the channel side of the business, becoming a channel manager for the mid-Atlantic region.
Through my channel manager connections, a great opportunity came up to join a very powerful team at CDW, becoming an agent and representing the entire industry. In my mind it was a chance to work at a new level, offering not just one carrier, but rather the right carrier. I’ve been at CDW for four years now.
CDW is a very large company with expertise in selling a range of hardware and software and we have different groups handling various technology solution categories. I work on the Aggregation, Infrastructure and Managed Services team. We’re focused exclusively on telecommunications, colocations and cloud communications services. We work with customers as agents inside CDW, selling for those different categories. There are about 50 of us on this team doing what I do and covering the whole country. As you can imagine, with that many teammates discussing similar capabilities with our customers, we have built up a great store of intellectual property and experience. We share that experience among our team members, which provides our customers a lot of value.
CDW is committed to recognizing changing trends in the marketplace and continuing to evolve. We have offered telecom, cloud and colocation practices for about 17 years. Starting off as a pure telecom agent, we’ve evolved with the industry to become a true one-stop shop. A big CDW differentiator has been creating practices such as the aggregation, infrastructure and managed services practice, the area I’m involved in. This is one way to stay relevant to our customers. All these factors have made us a stable company, helping us retain quality coworkers and remain attractive to customers. We can provide integrated circuits, plus customers can come to CDW to buy all their routers and switches for both domestic and global networks. They can then work with our team on deploying that network, so we’re a communications advisor and we can consolidate different providers for them. We have unique capabilities to go beyond telecom, offering everything from security to data centers and more. Our customer base is highly varied, with over 250,000 customers in different vertical industries.
What do you like about working with AireSpring?
I’m a big fan of Jon Massad [AireSpring Channel Manager]. I’ve been working with him at AireSpring since I started at CDW. During that time, we’ve worked on a lot of project requests and spent a lot of time developing and winning most of them. My experience working with Jon as a partner has always been great. The more you engage in projects together, the more you cooperate and discuss, the more you’ll win.
It’s equally important that life after the contract sale is great. Customers have nothing but good things to say about AireSpring’s support as a whole. CDW has over 80 providers in our portfolio. AireSpring is not a mega-carrier, so as a result, there’s a lot of opportunity for the customer experience to be personalized and your company does an outstanding job. Your portfolio blend is great and your nimbleness is outstanding. I see it whenever I’m interacting with your team as an agent, whether it’s pre-sale or post-sale, we can always get somebody on the phone. That alone is a big differentiator. Some big carriers out there are very process-driven and cannot provide the same customer attention. AireSpring’s unique access to all the carriers means you can aggregate and custom design a network to use certain carriers in certain markets, and deliver one solution to the customer—that’s very attractive.
Jon Massad has a saying that has stuck with me, one that I associate with AireSpring. He says, “Your customers are gold—every customer is gold to me and to AireSpring.” I promise, you don’t hear that from other carriers. Every AireSpring customer is treated the same way, like gold, which is very reassuring to hear as an agent. From a marketing standpoint, I know you are a channel-only organization. You do not have a direct sales force that could potentially compete with CDW and that’s important. The reality is, if CDW and I are doing our job with the customers, they’re going to work with us as opposed to the other vendors. That’s more important to me.
What would you say is the secret to being a successful agent or VAR?
Number one is standing behind what you sell or recommend to customers, because as we all know, earning the trust of a customer is one of the hardest things to do. That’s why, given that CDW represents 80-plus carriers, we’re very serious about knowing which ones do what things well, recommending them to customers and making sure they’re going to be the best fit for that customer’s needs. Again, that’s why I’m a big fan of AireSpring.
When talking to customers, look further than just the sale. Try to understand what their business or technical drivers are, and what they want to get out of a future network. Go that extra mile and do more than price out a side-by-side comparison. We’re not helping the customer by competing only on price or just selling them the same thing but with a different brand. Telecom is evolving, as you know.
What is the “next big thing” you think agents should be aware of in 2018?
There are a few key things. Obviously, Software-Defined Wide Area Networking, or SD-WAN, is and will continue to grow. Research has revealed that as many as 70% of companies will be considering SD-WAN functionality when looking at route/switch purchases in 2018. It’s really important that agents become well-versed in that space, align themselves with that story and have the ability to deliver. I know AireSpring has a few different flavors of SD-WAN that you bring to the table, which is attractive to an agent. Those are two key things for a telecom agent. The next biggest thing is Unified Communications as a Service (UCaaS). Cloud UC is very relevant. Then, the Internet of Things (IoT) and all the devices that are going to connect to the internet, are becoming more and more important. I think the list of IoT devices will be growing exponentially.
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Managed services has the potential to join that top list. Any task that customers are faced with but don’t have the resources for, they will be looking to offload that work to trusted partners. More and more customers are considering outsourcing managed services across different technology categories.
What are some of your hobbies and interests outside of telecom?
My wife, Heather and I have two children, a three-year old boy Ryder, and a six-year old girl, Aubrey. We live in Virginia, where I enjoy staying active, especially running and working out. I did a lot of wrestling through high school, and am still a big fan. I don’t follow any particular college team but I do record the four-day ESPN broadcast of the annual collegiate finals tournament. Currently, I coach my daughter's soccer team. I hope to get my son into wrestling but we’ll wait until he’s around five years old. If he takes to it I definitely will coach! I'm not a big TV guy besides sports. As my wife will tell you, I can’t sit still that long. |
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Troy, thank you for speaking with us and sharing your insights.
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