Welcome to the latest edition in our series of profiles, shining the spotlight on AireSpring’s amazing partners. This month, we’re speaking with Paul Bedigian, president of Green Razor Communications.
Paul, please tell us a bit about your background and the history of Green Razor.

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When people ask why I started my own business, I like to go back to my roots for inspiration. My parents were entrepreneurs who owned an office supply store, and I went to work for them. This was before the days of the big box conglomerates. Then, when the Office Depots and Staples came in, about 90% of independent stores went out of business. Those that survived had to change their business model in order to do so.
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What made us successful in this environment was focusing on service and support, not just trying to compete on price. Besides that, we were the guys who were always there when a business needed supplies immediately, say for an unscheduled meeting. We could instantly reroute our driver to deliver, and be sure that we had the right inventory on the truck, rather than wait for a cumbersome system to check. That hyperfocus on service was the genesis of my whole career.
Eventually, my parents sold the business, and I got into the technology field, just as the dot-com bust hit. I was working for a telecom equipment manufacturer, Accelerated Networks, Inc. Our main competitors were ADTRAN and Cisco. We made the boxes that went into the central office, enabling the CLEC to provide an end-to-end voice and data solution to their clients. After the bust, the CLECs had no money to spend on building their networks and our source of customers was shut off.
My next move was to go to work for MPower (later acquired by TelePacific, which is now TPX). I did very well in sales there, winning awards and qualifying for the President's Club. After a couple of years, I realized that the channel business idea was something I could get into, instead of working for the carrier. That rang a bell with my entrepreneurial roots, and I knew it was what I wanted to do--to go out and start my own company. It felt like a natural next move.
As a result, in 2006 I left MPower and started Green Razor.
How do you differentiate yourselves in the industry?
The first step in differentiating the company was our name. I wanted a real name, not just an acronym without meaning. I thought about what we were trying to do, which was to help people cut costs and save money. The color of money is green, of course, and the razor is a reference to cutting costs, as well as cutting edge solutions. That's the story behind the name, Green Razor.
We also differentiate ourselves on service. Our fit in the marketplace and our focus has always been the area I know best, working with vendors that need a partner to take care of provisioning and support, so they can focus on their own core competencies. As a rep, I always loved sitting with clients and discussing applications and solutions, so I drew on that experience, thinking of my days of focusing on customer service and support. I never just sold products and then moved on. I also managed the installation and made sure it all went smoothly. Over time, I started to network with customers' vendors, working with them and getting the best support for our customers, who noticed that it was not the usual telecom treatment for them. Customers are happy to be able to deal with us for everything instead of having to go to a lot of different vendors.
We have about 80 agents, the majority of whom are referral agents. They range from those who just want to refer clients, to those who just need escalation support and training for new products, to those who want full white glove service, with tiers in between.
Everyone in the industry is recognizing that IT consultants are the key trusted advisors for the customer. Now that the worlds of IT and phone have converged, everything goes through that IT person. Master agents are recognizing that these are the guys with influence to help drive business. Fortunately, this dynamic is the core DNA of Green Razor. I know how the IT people like to work and how they want to be supported.
What do you like about working with AireSpring?
We know a lot of the key people at AireSpring. When I'm asked why I do business with AireSpring, I say because you guys are so easy to work with. I know the people, they are a family business, not a micro-business. If something happens, you don't get siloed off into a different department, or forced to deal with an automated system. You don't have to talk to a call center in an unknown out-of-state location. We have a relationship with your people and they trust us, as well.
I tell customers that we've successfully done tremendous numbers of orders with AireSpring. I've been working with Mike Nesci [Senior National Channel Manager] since 2006. This is a guy who wants to help you and wants your business. He wants to win, which is a good thing. I am very loyal to him and we think he does a great job. If there is a problem, I call Mike and ask him to help. I've also had a chance to connect with the owners, Avi and Daniel Lonstein [AireSpring CEO and COO], at the AireSpring Channel Partners luncheon. I know Ron McNab well [AireSpring Senior Vice President, Channel Sales]. I tell customers about the AireSpring Escalation List, with access all the way up to the CEO--I just show it to them, and explain that I have never had to use it, because the company is so responsive.
Also, AireSpring does not have a direct sales team, you are not going to compete with me, unlike a lot of other carriers. Another advantage is for internet circuits, for example with AT&T, you get the AT&T network circuitry, but instead of relying on their support and provisioning, you can work through AireSpring where you're managed by a carrier that is easier to deal with.
What would you say is the secret to being a successful agent?
I realized early in my career that there is no secret sauce. If you work hard, learn the product and are disciplined about getting new business and taking care of your customers, you'll be successful. Here's an example: I was out cold calling one day and in one call, sold a deal that was half my monthly quota--a big deal. Instead of calling it a day, I finished that building, sold two more and made my full month's quota by staying there and working. It's not about luck, the more effort you put in, the more you get in numbers. It's always a numbers game.
Another insight happened when I was at Accelerated Networks, the telecom equipment manufacturer. I had earned the Cisco Certified Network Associate (CCNA) certification to get the technical background that I felt was needed, yet I couldn't sell anything in my first two months. I thought knowing more than anyone else would be the secret, but then I spoke with a very likeable, funny agent in the office. I asked him how he was selling so many T1 circuits, and he answered that he had no idea what a T1 was, but it was obvious that he knew how to talk to people and gain their trust. I realized that I was over-explaining everything and killing my chances by talking above the heads of my prospects.
What is the “next big thing” you think agents should be aware of in 2018?
Our focus in 2018 will be SD-WAN. It is definitely important, and it's a great product for multi-site locations or for people running VoIP. We've sold a lot of it. We also think it works well for small businesses to enable their VoIP solutions, with much better performance than they've had in the past. It gives them the ability to have better managed internet connectivity. We highly recommend it for all our cloud-hosted clients. Probably two-thirds to three-quarters of our clients are using SD-WAN. It really works for anyone who wants better voice quality over the public internet, or if they want an active-active disaster recovery solution. Rather than buying it and just having it sit there until it is needed, you can plug it in and have it fully functional with different applications.
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SD-WAN is not just for large multi-location users, and it is not just an MPLS replacement. AireSpring has killed it on inbound/outbound service, showing how traffic does not all have to go through the big VeloCloud box, which gets very expensive.
What are some of your hobbies and interests outside of telecom?
I have a wonderful wife of 20 years, Lisa, and two boys. Matthew is 16 and Jake is 12. I played high school basketball and baseball, as well as college baseball, so when I had two boys, I was super excited. It turns out that one is the athlete and one is the intellectual. Matthew, the athlete, excels in baseball and basketball. He's a sophomore at Westlake High School and plays on his JV basketball team this year. We're hoping he'll make varsity baseball. Jake is not as sports-minded, but we encourage him to get out and be active. He runs track and has taken karate since age 8. He'll be testing for black belt in a few months. My favorite team is the Michigan Wolverines, which you would know if you saw my office. Saturdays are all about Michigan football.
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We're involved as a family in the Boys Team Charity. The organization helps a lot of different groups, one of my favorites is Casa Pacifica in Camarillo. They help kids and families deal with difficult circumstances, including overcoming abuse and neglect, behavioral issues and family crises. We've helped out with coaching sports there and for the YMCA. We recently helped remove non-native species crawdads from the streams in nearby Malibu. They also bring in speakers for the kids, to talk about important life lessons. I think kids need to learn that you have to put in time and energy in order to win in life.
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