Welcome to the latest edition in our series of profiles, shining the spotlight on AireSpring’s amazing partners. This month, we’re speaking with Tony Cheng, President and CEO, Netstar, Inc.
Hello Tony, thank you for agreeing to speak with us today. To begin, please tell us a little about yourself and your professional background, and your firm, Netstar.
I started in the telecom industry in 1992, working for Northwest Telco when it was just selling long distance. NW Telco was an alternative LD carrier at that time, competing with AT&T, MCI and Sprint. After NW Telco, I spent three years as a senior account rep with USLD, who was bought by LCI. Six months later, LCI was bought by Qwest, in 1998. When you roll up a bunch of companies in such a short time, mayhem is bound to happen. Customers were calling me to help them find the right options. Coupled with these requests and the deregulation spawning new carriers and offerings I saw the opportunity to be an agent/consultant and started Netstar in 1998.
This month we are celebrating our 20th anniversary. It is quite an accomplishment and we are still as excited about this business as we were when we started. The opportunities today are definitely bigger and better than when I started in the business.
Providing a total solution to customers is more important than ever. When you're not a
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broker of all the various services, you can't be a true consultant because you are restricted to only selling a particular product line to the customer, and it might not be the solution they need. I’ve always felt that if we are able to take care of a customer well, we can keep them forever. We have customers who have stayed with us for 20 years. Netstar has been blessed with a great team of people that excel in taking care of our customers and are consummate advocates for them.
Our key differentiators are all related to providing good customer service. The primary differentiator is our speed to resolution on service issues, which requires knowing the right people at the supplier who can resolve the issues. The secondary one is providing unbiased product expertise. We need to know the best supplier to deliver on what the customer needs.
What do you like about working with AireSpring?
Chris Abbott [AireSpring National Channel Manager] is our AireSpring sensei. He is very responsive and knows the AireSpring product line, as well as the limitations of any technology as far as what can and can’t be done. I would say he is authoritative, and it is so important to work with someone who has that degree of confidence. It allows us to make decisions very quickly, and we never have to guess or distrust the information he gives us. He is a phenomenal partner advocate, as well as an advocate for the customer. We have never heard him use a phrase like "it is beyond my pay grade." I hear that all the time and it should never be used in business. It means someone is deflecting their responsibility. It’s like saying if you bring me revenue, I’ll never give you an excuse but if you bring me something that I’m not interested in or I'm unsure about, I’ll say it’s beyond my pay grade instead of making an effort to get you the data you need.
So, Chris is great and we know that AireSpring also has great project managers on top of coordinating the install. I’ve been on the onboarding calls with Jessica [Jessica Martino, AireSpring Senior Project Coordinator]. She has a nice personality, and I know that she will work with a customer who’s been in the business 40 years and be able to admit that even though she has a lot
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of experience, she can learn from them too and show them that respect. That’s what I call being a wonderful diplomat, she made him feel really good and she is humble enough to say "I can learn."
I appreciate those kind of personalities at AireSpring. They come from people with a growth mindset, not a fixed mindset, and I know that comes from the top. Compared with other suppliers, AireSpring’s culture, as developed by the Lonstein brothers [Avi Lonstein, CEO; Daniel Lonstein, President & CRO; David Lonstein, Executive VP Product Management], focuses on providing an excellent customer experience. Some companies talk about it, but their installs are horrible and they can’t get any response from downline carriers. They don’t communicate with us at all, and we have to constantly chase them. So after a mediocre experience with two accounts at one supplier, we’re not going to do anything more with them.
The AireSpring experience starts with the channel manager, moves to the project manager and then with the backing of the owners and this culture of customer service, it all comes together well. Similarly, I tell my people that our mantra is the pursuit of the best customer experience, the pursuit of excellence.
What would you say is the secret to being a successful agent?
You have to be a consummate concierge. When you’re in a fine hotel, a great concierge knows where the best seafood is, or where the hot air balloon ride is. As a concierge, you’re not the expert cooking the food or flying the hot air balloon, you become the clearinghouse for the best
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products, entertainment and services to your client. The agent is like the concierge who becomes the expert as to which supplier provides the best service in a particular vertical, whether it’s cloud, hosted voice or SD-WAN. You shouldn’t pretend to be the expert, customers will see through that right away. Instead, you should offer to bring in the partners that are experts in this area on a call. That is the process that creates success, because it fosters trust. The customer knows they can come to you as a resource, whether you know the answer or you track down the right answer, you'll provide them reliable information.
Lastly, you need a desire to make money to achieve your goals! It takes time to build a book of business and to be successful. You also need an independent attitude and good timing as to when you enter the business. Once you are ready and you put in the work, gathering customers is rather simple. It just takes time and conversations. You can’t force the customer's decisions, so you do the work and be ready when they are.
What is the "next big thing" you think agents should be aware of as we prepare for 2019?
I think the mergers and acquisitions in the industry are a big factor, for better and for worse that will continue to affect the industry in 2019. The good part is the mayhem they create, so customers depend on us more, and we are more valuable to the customer. The bad thing is that the mayhem leaves suppliers so disoriented that they lose sight of providing good customer service.
The other thing is I think the traditional agents in 2019 need to really get themselves inserted into opportunities or ask questions of customers about their cloud strategy, and this will circle around security services, disaster recovery or continuity, cloud services like AWS® Cloud Services, Microsoft® Azure, even Office 365 and other offerings. Customers are all looking for these things, so you should make it easier to have that conversation with them by getting paired up with an expert in advance. The great thing is that the revenue can be big in these areas. Another advantage is that once cloud services are up and working, the agent doesn’t have to remain involved to manage the technical issues. Things don't break all the time like they do in telecom, so you won't have customers calling you at all hours of the day and night. The cloud vendor can pretty much manage anything that comes up going forward. Customers now know when anything is not going well, they will be talking to the supplier, who will fix it, not to the agent. You can focus on adding more services and revenue, and you don’t have to spend time opening trouble tickets for customers. You have to take steps to ask the questions about cloud strategy and security strategy, and let them know you can be their concierge. If you aren’t talking to customers about this technology, someone else is going to and you will have missed an opportunity.
What are some of your hobbies and interests outside of telecom?
I have been married to my wife Mary Pat for 34 years. We have two wonderful grandchildren, a four-year-old and a two-year-old, both born on the same day two years apart. We love to spend time with them. They love going to the park. I am also an addicted golfer. During the summer, I think, eat and breathe golf. Shane [Shane Speakman, AireSpring Senior VP of Channel Strategy] is up here almost every summer, so I get to play some golf with him. I haven’t played with Ron [Ron McNab, AireSpring Senior VP of Channel Sales] yet, but hope to do that on the next Las Vegas trip. In winter I play pool or billiards in a league, and I do yoga to keep my body limber for my golf season. Everything leads to golf!
Tony, thank you for taking time to talk with us today.
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