Posts Tagged ‘Growth’

Adding Revenue without Adding Costs (The Value of Past & Current Customers)

12-18 Value of Current Customers smallChances are, your company spends a significant amount of money to acquire new customers. The significant costs associated with acquiring new customers are a necessity because the revenue generated by these new customers allow your company to grow and succeed in today’s competitive marketplace.

The good news is, there is a way to increase your revenue that is less expensive than new-customer acquisition. The answer is actually quite simple. As long as you are improving and adding to your product line, your company should be selling to both current and past customers.

Compared to acquiring a new customer, marketing to current customers is up to 10 times less expensive. The reason for the significant drop in marketing and selling costs is that you eliminate the capital spent on lead generation. You are selling to a customer who is already interested in your product line. You have an established relationship with past and current customers and, by leveraging your history, you can grow your revenue stream without investing a large amount of money.

Let’s explore three practices that will reignite sales from past customers and maximize your profitability:

Maintain a Communication Avenue

Maintaining communication with your customers is essential to building a strong relationship and will help you gauge interest of additional product offerings. The more you can communicate with your customers (e.g., via phone and email), the better your relationship will be. Customer relationship management (CRM) software, such as Salesforce, store customer’s information for later use, so you can identify upselling opportunities.

CRM software can also provide reminders to contact current customers once they reach certain milestones such as completing the onboarding process, using your service for a year, etc.  In some cases, while not as personable, you can automate the process with emails requesting feedback, sharing news of a new product, or thanking them for their continued support of your business. Also, it is important to check in with your customers to measure product satisfaction. Your customers are your best source of feedback for product and service improvement. The feedback will you help acquire more customers in the future. You can also use the feedback to see if there is interest in additional products/services from your company.

Sell Additional Value

Selling, without providing additional value, can have the opposite effect of what you wanted. Asking your customers to spend money on products that do not benefit them can leave a bad taste in their mouth and can cause you to lose that customer’s business forever.

Instead, you should sell products that will benefit your user. Whether its an additional product, a service that can work in conjunction with your current offering, or a new feature of your current offering, you need to demonstrate the value of your product and show how it will benefit the customer.

Leveraging your past relationship with a customer will grant you access to key decision makers who have the ability to purchase your product. If your customer is satisfied with your past products/services, they will be more inclined to listen to how your product can save them time, make them more money, or make them more competitive in the marketplace.

Referrals = Less Expensive Lead Generation

Word of mouth is the best form of marketing your company has; it is an extremely cost effective way to generate new sales. Compared to advertisements, consumers are more likely to consider purchasing products and services that their friends and colleagues recommend. Focusing on creating a superior customer experience builds trust with your customers. In return, they will be much more likely to recommend your product or service to their network. Offering some form of incentive for referrals, such as a discount on their next purchase, will further the effectiveness of this strategy.

While acquiring new customers is exhilirating, don't forget about those that are already loyal to you. They're your best (and cheapest) way to increase your revenue stream. 

Creating a Responsive Business Model to Combat Demand Fluctuation

12-4 Fluctuating Demand smallImagine this scenario: Your product or service is in high demand. Business is booming and profits are through the roof. Then, after a few months go by, demand for your product/service has started to either decrease or tapper off. Has this happened to you? Demand fluctuation is common and can strain a company’s resources. The good news is you can create a responsive business model to combat demand change.

Now you may be thinking, “But it’s expensive to change right?” Wrong. This is a common misconception that holds many companies back from experiencing their full growth potential. In fact, many of the following suggestions will simultaneously increase your company’s responsiveness for the future, and save you money in the present—a win-win for your business.

Here are four ways to become more responsive to demand fluctuation and gain a competitive advantage:

1) Invest in Scalable/Responsive Technology  

We’ll use a cloud phone system in this example; but keep in mind, there are a variety of scalable technologies that increase responsiveness. Let’s say that your company is experiencing a spike in demand, and in-bound calls are through the roof. With an old-school analog phone system, you would need a technician to come install new phone lines along with having to train more employees to handle the increased call volume. This takes a large amount of time and can be very expensive.

On the other hand, a cloud communications system would be much more efficient in handling fluctuating demand. Adding additional lines to handle in-bound calls can be done in minutes. Also, setup is done virtually meaning there is no need to wait for a technician to come on-site for the installation.  

Additionally, cloud phone systems provide a variety of features that allow businesses to handle fluctuating call volume. These features are configured from a simple, but powerful, web-based client. Features such as call queuing put calls into a queue until an available agent can answer them. Think of this as an advanced version of call waiting where one person, with one phone, has the capability to manage call flow. Since call flow fluctuates, by having the customer briefly wait for service, a company does not risk over investing in hiring additional in-bound sales employees.

2) Use a Lean Business Model (Service Industries Included)

Businesses are putting greater emphasis on becoming lean. For example, just in time manufacturing means that there is less inventory on hand, so your company does not incur high inventory costs. A responsive, lean business must work with their supply chain. Companies should work with their suppliers to have demand fluctuation contingencies. This includes working with your supply chain to standardize as much as possible to increase the speed of a product going from manufacturing to the market.

Service organizations can also adopt a responsive, lean business model. Making your practices more standardized (e.g., integrating systems so they communicate with one another and laying out process maps), prevents mistakes and makes your team more responsive. The more standardized the work, the more your team can accomplish while also reducing the frequency of errors.

3) Understand the Importance of Trend Analysis

Many businesses stress the importance of collecting data, but few actually use it. Analyzing data and forecasting demand can be time-consuming and overwhelming, but it is extremely important if you want to increase the efficiency and productivity of your business. By successfully forecasting demand, you can adjust your product flow and change the size of your team to meet your future needs.

There are many different forecasting methods you can use to help predict demand. For demand that is not affected by seasons, you should use a simple moving average trend analysis. This method will find trends using past time periods.

For demand that is affected by seasonal change (e.g., holiday products), a company can use a weighted moving average to predict demand. This method puts weights on different time periods for a more accurate demand forecast.

4) Invest in Your Team

Lastly, you should invest in employees who thrive on change and are willing to handle a fluctuating workload. Let them know that demand can change at any time, and everyone will need to work together, and a bit more, during these growth stages. If you’re asking your team to work more, it is important to show your appreciation and reward them for their efforts. If demand continues to increase and shows no signs of slowing down (a “problem” every business owner wants), it may be time to grow your team so your business can handle future growth. 

How to Develop a Sales Process For Your Small Business

12-16 sales process smallHaving an organized sales process is key to building a sustainable small business. A sales process is an organized system to create an offer that persuades others to pay you in exchange for your product or service. In order to meet your monthly sales goals It’s best to develop an integrated sales process. That is a system that brings in sales based on repeatable actions that predicts conversions for each step in the process. It’s measurable and predictable.

Here is how to develop an integrated sales process:

Develop a Sales Strategy: A sales strategy is best laid out in a sales plan. It is your roadmap for generating leads and closing sales. It should include revenue goals such as how much money you plan to generate on an annual, quarterly, and monthly basis. It should explain exactly where your leads are going to come from. It also defines the sale messages you will share with target customers. Don’t struggle to build the plan include team members, especially your salespeople.

Build the Pipeline: You must always be working on generating leads, and sometimes those leads are existing customers. You need to have a process for building a sales pipeline and tracking customer contacts. Set sales goals for a given week, month, or quarter. As you understand your sales cycle, you may need to nurture a relationship six to 12 months until a new budget cycle creates an opportunity or an existing vendor makes a mistake. We call these trigger events.

Track Your Sales Leads: Your sales plan can be tracked in a spreadsheet or CRM system, such as Insightly. The key is to monitor your lead conversion ratios against your revenue goals. If you create a data-driven sales culture, you will be able to add additional salespeople with ease. It’s important to understand how many leads must you generate to meet your monthly sales goals.

Automate the Sales Process: There are several software tools, such as, Salesforce, HubSpot, and Infusionsoft that make automating the sales process easy. Track ongoing sales activities and lead traffic channels–referrals, networking, upselling, cross-selling, direct mail, paid search, organic search, social media, exhibitions, PR, and response to website promotions. You should track open rates, and test sales messages with your target customers. If you use automation to create a predictable sales process, you can guarantee sales will grow.

Sell, Sell, Sell: In order to make a sale, you must ask for the business. You must make an offer to a customer willing to buy to make a sale. You must build offers into your sales process. Cross-selling is the art of getting existing customers to spend a little more money with you. Amazon is one the best I’ve seen at this. They always let you know what customers like you also purchased. And it doesn’t take a whole lot to upsell. It could be something as simple as a “Buy one, get a second item half-off” deal.

Thank Customers: No one owes you business. Be sure to thank your customers for their business. Showing gratitude with a personal call or note of thanks can go a log way. Over deliver if you can. Surprise a customer with an early delivery of their products. If you build a relationship and constantly add value to the relationship you will have customer for life.

Building an integrated sales process is the best thing you can do to generate and watch your revenue grow.

How to Leverage Facebook Ads to Grow Your Small Business

12-9 Facebook Ads smallFacebook has grown from a purely social networking site to a marketing machine. Fortune 500 corporations and small businesses alike have realized the potential of the website’s reach. The social networking site boasts an astonishing 1.44 billion users of which 65 percent are daily. If you previously ruled out Facebook’s marketing tools, it’s time you took another look and research what it can do for your small business. With a budget as low as 5 dollars, small business owners can launch a Facebook Ads campaign.

1. Targeted Ads

Mari Smith, “Queen of Facebook,” said set aside a practical budget for a Facebook Ads campaign, calling it “the most targeted traffic your money can buy.” Facebook Ads enables you to target your marketing down to the slightest, most precise details. You can target your ads to other Facebook users by their precise location, basic demographics and even based on what type of device they are accessing Facebook on. The feature’s “advanced targeting” techniques also allow you to remarket to people who previously visited your website and can generate “lookalike audiences” of Facebook users who exhibit similar behavior and interests as those who “like” your Fan Page or visit your website.

2. Drive Traffic

Facebook ads “hide” cleverly in plain sight in a user’s newsfeed. While company ads were once completely located down the easily avoidable and camouflaged sidebar, the ads now appear directly in front of them as they are scrolling through their news. The ads appear to be shared by another user as original content and by clicking on them, the user is taken directly to the advertiser’s website which is quite often a page where the item is purchased.

3. Reporting Tools

Facebook Ads makes it incredibly easy for you to tweak your campaign to reach optimal results. Once you move forward with a Facebook Ad campaign, Facebook keeps you updated with how well (or how poorly) the ad is performing. The customary reports are so detailed and thorough you will easily be able to find out how the reach and engagement of your campaign did. The reports give you insight into what is, and is not, working in your current campaign. You can then go in and make changes to your current marketing efforts in order to yield better results from Facebook Ads.

4. Boost a post

Marketing strategies aren’t always catered around raising interest in a product or brand with an ad. Depending on the type of content you produce you might want to utilize the boost a post feature. With boosts, you can increase content views by increasing where on Facebook the ad is featured. Your budget is the only thing that will affect the potential reach of your ads. You can use this to promote your page overall, increase conversions on your website and even increase the engagement

The ads are more than just practical – they’re effective and budget-friendly. If you have a good idea of who your target audience is, Facebook Ads can get you to them. 

Can Your Business Benefit from its Own Apps?

From crushing candy to streaming video, anyone who has a smart phone probably has a sizeable collection of entertaining apps. But many apps add convenience to daily lives. People can pre-order restaurant meals, compare prices on the fly, or check in at the airport.

The real question is whether or not it is time for your small business to consider adding its own custom app to your customers' phones. Technology can certainly help your business keep up with the competition. But, considering that even a small app can be more costly than expected and require more attention than you anticipate, you need to ask some important questions — and make sure that you like the answers — before you move forward.

Is the App a Win-Win for You and Your Customers?

If you have an app idea that your customers will use on a daily basis, you probably have a win-win for your customers and your business. It's all about solving common problems. So, a customer who has a few extra minutes available for a haircut or even a medical visit might welcome the ability to grab a quick appointment from your online appointment app. Similarly, clients who can monitor the progress of custom projects gain better control over their own plans.

Of course, the customer's perspective is only half of the picture. For a company like Uber, the app is a major part of the business, so continuous tweaks and expansions are clearly justified. Unless your business is app-based like Uber, however, you have to decide if an app would sufficiently increase your customer base, encourage existing customer loyalty and promote recognition of your brand. Some service businesses may decide that an app that puts them right in their customers' pockets 24/7 justifies the expense and techy details.

Do the Benefits Justify the Costs?

You might spend big bucks by hiring your own programmer to design and develop a custom app. On the other hand, there are many app development services available with flexible pricing arrangements that make them affordable to many small businesses.

Still, determining affordability can be highly subjective. Even if you decide that an app will pay itself back within a year (a common benchmark for measuring app effectiveness), what does that really mean? Let's assume that most businesses would decide to take the risk if they know that an app will increase their customer base. An app that provides enough direct benefits to the customer, perhaps by making it more convenient to choose your business over your competitors, can provide obvious payback through increased sales.

You need to look at the full range of costs and benefits. If the ultimate benefits justify the costs of developing and maintaining the app, then go for it.

Does App Development Require Technical Knowledge?

Technical knowledge never hurts, of course, but all you really need is imagination and vision. There are many app-creation services that provide amazing services that turn your idea into an app , help you get it into app stores and promote it — at reasonable rates. You can certainly hire a programmer, but a number of services let you create your own app by entering specs into a basic template and testing it online. You pay for human assistance only when you need it.

What Can Go Wrong?

Regardless of the significant potential benefits, developing an app involves any number of issues. You need to expect — and plan for — many concerns before you decide to take the leap.

First, expect that the time from original concept to implementation is likely to take longer than anticipated. Even after you have a test version ready for testing, it may not look anything like the app you pictured. In a perfect world, it will be better than you ever imagined, but it's probably just as likely that even you won't be able to use it easily enough to pass it on to your customers.

Assuming that it passes the usability test, can you guarantee its accuracy? Even skilled testing experts cannot predict every conceivable error that can happen, not to mention glitches that cause the app (or even the entire server) to crash. Without adequate testing, you could end up under-charging for your products due to pricing errors or frustrating the customers who are looking for convenience.

Getting a great-working app on the market takes money, time and effort. Think long and hard before introducing an app that can easily draw your attention away from your core business. No app is worth it if it forces you to ignore your daily bread and butter. If you believe customers will clamor for an app that resolves common complaints or adds value to their relationship with your company, however, it might be time to take the technology leap.

Mondays with Mike: 5 Steps to Winning Back a Client

12-7 winning back a client smallNo matter how good you are at what you do, it’s going to happen.  You’re going to lose a big client.  It might not even be your fault; clients are seduced by promises of lower cost, better quality, or faster turnaround.  Whatever the client’s reason for leaving, don’t despair.  You may still have a chance to win that business back.  Want to learn how?

  1. Be gracious and grateful.  When clients tell me they’re moving on, I always take the time to offer a sincere thank you for the business they’ve given me.  My goal is to be the most composed, gracious, classy guy they’ve ever fired, and I do that for a couple of reasons.  First, your client has probably agonized over the decision, and there’s no sense in adding more guilt to the mix.  Second, it’s just the right thing to do (and sometimes, doing the right thing pays dividends.)  Here’s the key part of this step, though:  after you say thank you, ask if you can keep in touch.  It may feel strange the first time you ask a client who’s just fired you, but trust me.  I’ve never been turned down.
  2. Maintain the relationship.  Once your client has moved on, it’s critical that you keep communication lines open, because you never know what the future holds.  I typically check in once each quarter just to say hello and ask how business is going.  If I see their business mentioned, I may send them a Tweet, or even cut a print article out of the paper and send them a copy – a particularly memorable tactic since few people use snail mail anymore.  Your goal here is simply to stay in touch.
  3. Make the transition easy.  I learned this lesson by example, both good and bad.  The first time I moved my accounting business from one CPA to another, it was a nightmare.  I guess the accountant wasn’t happy about my departure, and he made the transition just awful, hanging on to documents and making everything harder than it needed to be.  When I moved on from my second accountant to a third, the transition couldn’t have been smoother.  My second accountant was a class act, and when I needed to move on a third time, who do you think I chose?  It sure wasn’t the first guy, the one who’d thrown up roadblocks.  I went back to my second accountant – the one I’m with to this day.
  4. Conduct an exit interview.  Now, depending on how closely you have worked with your departing client, you may want to designate another staff member for this task, since you want your client to be honest.  The goal here is to find out why your client is leaving and what you can do to improve your service.  Take the criticism from your client, and make your company better, both for your existing customers and for ones you land in the future.
  5. Never say “I told you so.”  When a client returns to you, don’t ever make them feel guilty for having left, and don’t ever act smug.  Simply be grateful for the chance to offer your services again, and move on.  We all want to feel good about our decisions, and rubbing clients’ return in their faces isn’t smart.

In the big picture, the key to winning and keeping clients is to constantly keep improving on the service you provide.  With all the price shoppers around, customer loyalty is at an all time low, and the only companies who get that loyalty are the ones who earn it.

How to Develop an Internship Program

12-2 internship programYou know that internships can be extremely valuable to student-learners, but what you may not realize is that internship programs can be valuable to you as a small business owner. Think of internships as long auditions for future full-time employees. While you may not reap immediate benefits from your student interns, you could find candidates with great potential and who are perfect for your company before they even hit the job market, giving you “first dibs” on top talent. The world of internships can be tricky to navigate with Department of Labor standards. Don’t cut any corners. Follow these steps to develop an internship program and set up the means to benefit your small business.

1. Identify Your Needs

Your very first step in developing an internship program will be to figure out exactly what your intern will be doing in your business. Keep in mind that while your interns will be looking to impress you, the primary focus will be on garnering experience significant to his or her field of study. Your needs will also help you discern whether or not you will have a paid or unpaid intern. For example, unpaid interns may not perform duties that directly contribute to your business’s operations (i.e. taking inventory, sending emails).

2. Paid or Unpaid

This is a decision you will also need to make early on. Paid and unpaid interns will have different roles in your company. Once you’ve decided which internship program is best for your company, be sure you understand all your state’s legislation regarding internships, minimum wage and labor laws. Depending on skill level, you should be prepared to pay $10-$30 per hour for paid interns.

3. Set a Plan

Before an intern walks in your door, you will need to figure out everything they will need in order to do their job. This will include a workspace and dedicated person or team to oversee the intern(s). You will also need to draft a clearly defined job description and a daily task list that will give the intern a good idea of what his or her goals and objectives will be, and what the student will learn. You should also indicate the hours and pay. Typically interns will do 10-20 hours a week, unless you have a co-op student who can work full-time hours for three to six months.

4. Begin Recruiting

There are online resources to seek out interns including, LinkedIn and The best way to do this, however, would be to get your internship program registered with a school or college and then go through its Career Services office. Depending on what you offer, the first place serious students will look for valuable internships is through their own university.

5. Interview Candidates

Students can be difficult to interview because they are often professionally “wet behind the ears.” With little interviewing experience (let alone job experience), it can be hard to separate the timid from the inexperienced. Be sure to get references from any previous jobs held; professors and teachers can also prove to be great references as people who have witnessed the student’s work ethic, smarts and ambition. Don’t forget to include the intern’s supervisors in interviews. Chances are that you will not personally spend much one-on-one time with the intern. The person overseeing him or her needs to be involved in the decision making also.

The requirements for an internship program can seem overwhelming, but don’t let it deter you from this amazing opportunity to help a flourishing mind. The Small Business Association and Department of Labor are also great resources in helping you set up an internship program. Do your research and follow these steps. You’ll be mentoring, advising and molding an intern in no time.

Websites to Find New Employees for Your Small Business

11-25 Hiring Employees smallOnce you have determined that it will be beneficial to your business to begin hiring employees, where do you to start?  While its great to start delegating responsibility to other people, your next challenge is to find them. The days of putting classifieds in a newspaper are gone and word-of-mouth recommendations can only get you so far. Here are some of the web’s best resources to find new employees.


StartUpHire is a website dedicated to finding career professionals, and employee candidates. Many professionals aren’t familiar with the challenges that new small businesses face which can lead to conflicts early into their employment with you. One of StartUpHire’s standout features is the option for employees to search for employment based on a company’s stage of development (ie. seed, development, profitable) and funding. This does away with any misconceptions regarding a job description or the salary and benefit expectations. StartUpHire does charge a fee for its service. The most basic package is $79.


Think of Indeed as Google for jobs; it enables users to search for and view jobs from all over the Internet. Indeed is a highly visited site for jobseekers. Business owners can search for qualified candidates as many of Indeed’s users keep their resumes live on the site to be found by potential employers. Besides giving your available position loads of exposure, the price is right. Indeed’s pricing is based on pay-per-click, meaning you only pay when a candidate takes a look at your job description. Much like other pay-per-click websites, you set your own budget for how many clicks you can afford and watch the resumes roll in. If your company isn't in the position to pay to post a job, Indeed also offers the ability to piblish job postings for free. 


You might think of Craigslist as a place sell your old couch or buy a new car, but today the website is being used for so much more. Craigslist is as close to a newspaper classified as you can get in our digital age and, with ads that are as simple and straight forward, it can be a valuable place to find new talent. Job descriptions don’t require an application and all information you provide to jobseekers is voluntary (including location, hours required and salary/benefits). Using Craigslist also guarantees that you will hit candidates within your immediate area as the site operates as separate job boards based on major city or geographical location. It costs $35 for one job posting on Craigslist that remains active for 30 days regardless of how many responses the ad receives.

Monster is the grandfather of job posting websites. Monster is free for jobseekers to use and puts its primary focus on the candidate. Monster offers resources such as industry insights like average salaries and job growth trends. Of all these websites, Monster is the most expensive but also has the biggest reach. With Monster’s job posting packages, your job offerings are targeted and seen across newspaper sites, mobile apps and any other sites linked to the Monster network. It also offers “Power Resume Search,” which allows you to find the best qualified candidates in the shortest amount of time.

Internet job sites are huge assets to small business owners with limited resources to conduct a job search. If you’re ready to bring fresh faces with immense talent into your business, you have to look for them where they’ll be looking for you: online.

Five “New Normals” That Your Customer Experience Needs To Keep Up With

A neon sign with the words "Open 24 Hours" against a brick wall. 3D render with HDRI lighting and raytraced textures.Here are five places where your customer experience may have fallen out of sync with what today's customers are looking for. Check the list and see where you stand.  It can make a real bottom-line difference today, and a sustainability difference over at least the next several years.

1. Good self-service options are a must: No matter how good your human-delivered customer service, customers expect self-service options as well. Self-service includes everything from web-based e-commerce to IVR (interactive voice response telephone systems) to concierge-like self-help touch-screen menus in public spaces to passengers printing their own boarding passes at home before traveling. This is a powerful trend in customer service, and companies that ignore it, pursue it reluctantly, or violate the basic laws of its implementation will be left in the dust.

There are various factors driving the self-service trend: customers' round-the-clock lifestyle, a buying populace that is increasingly tech savvy, and even in some cases the higher comfort level of socially anxious customers when doing business with machines rather than face to face or even on the phone.

2. Extended hours are the new 9-5 Customers expect extended hours: hours that you’re open, hours that you provide support.  This may mean 24/7 or as close as you can get. For example: For its advertising clients, Google now not only offers support in 42 languages, it does so nearly around the clock, and offers English language support 24/5. That’s pretty good, considering we’re talking about B2B, non mission-critical support.

Customers also expect more flexibility and options during traditionally “off” hours. For example, if you’re in foodservice, consider letting customers order from either the dinner or lunch menu in the mid-afternoon, and consider offering a cold sandwich menu available late in the evening after the kitchen has closed but your bar is still open.

3. Faster, faster, faster Do you still have internal company documents with obsolete standards like “We strive to respond to Internet inquiries within 48 hours”?  Maybe such a time frame made sense a few years ago (I actually doubt it, but maybe), but today, such a response time is he equivalent of 36 years in Internet time.  Your customer support standard needs to be response within just a few hours; after that, your customer is going to assume that you’re never going to get back to them. An intensified expectation of timeliness also applies to product and services delivery, an area where is obviously one of the leaders. Amazon’s example, and the twitchiness that apps and the Internet itself invoke, means that your company’s traditional definition of “fast enough” probably isn’t, anymore.

4. Customers are looking for fun even in what used to be dull: On the one hand, there's a new expectation that fun, adventure, even ‘danger’ can be incorporated in potentially mundane interactions. Business travel is a great example of this: More and more travelers try to integrate some adventure and some local exploration into what are ostensibly business trips. Conversely, airlines whose long-haul flights offer a “quick dine” option so the tray isn’t in the way when passengers are trying to work have their heads screwed on right.

5. "If I don't have a picture of it on my phone, it didn't happen": Social consumption is now the norm. Lisa Holladay, branding and marketing guru at The Ritz-Carlton Hotel Company, tells me she's heard this sentiment lately from young customers.  This means that if business isn't building opportunities for social sharing into the customer experience, you're missing out on a chance to delight–rather than drive away–your customers. 

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