Edition #31: The Lost Millions: Why Telcos Are Failing at Direct Sales

Every year, telcos leave millions in untapped revenue on the table. The reason? They’re overlooking one of their most powerful sales tools: direct sales.

While companies pour massive budgets into digital ads, e-commerce, and retail stores, they often ignore the impact of meeting customers where they are: universities, neighbourhoods with recent fibre rollouts, or retail pop-ups in high-traffic areas.

Direct selling is no longer about outdated door-to-door tactics: it’s about highly trained, mobile-enabled sales teams using technology to close deals in real time, on the spot, without friction.

Unfortunately, instead of owning the direct sales channel, many telcos simply let competitors swoop in and lock customers into long-term contracts.

If you’re not aggressively investing in direct sales, here’s the brutal truth:

• You’re losing market share to competitors who are.
• You’re making it harder for customers to buy from you.
• You’re leaving serious money on the table.

In this edition of Telco Talk, we’ll break down the biggest myths that are killing your direct sales strategy and give you a game plan to fix them.

Four Myths That Are Killing Your Direct Sales Strategy

Many telecom leaders dismiss direct sales based on misconceptions and outdated thinking. Here are the four most pervasive myths, and why they’re wrong.

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Myth #1: "Digital is the future - direct sales is outdated."

Reality Check: Customers still want face to face engagement.

👉 Yes, digital is critical - but it’s not enough. For big purchasing decisions, like fibre broadband and mobile contracts, customers want human interaction.

All high-end luxury brands invest in direct sales because they know human interactions influence buying decisions.

Winning telcos don’t just wait for customers to come to them. They put their brand in front of customers at the right moment - whether that’s a mall, a university, or their doorstep when fibre goes live.

Case Study: Sky UK – The FTTH Rollout Playbook

Sky UK dominated its broadband expansion by investing in an aggressive door-to-door fibre sales strategy.

✅ Sky sent targeted direct sales teams into highly competitive fibre rollout areas.

✅ Within days of fibre installations going live, their teams were on the ground, knocking on doors, and securing customers before their competitors could.

✅ They used tablets for real-time verification, which meant customers were signed up instantly - no paperwork, no friction.

✅ Sky secured thousands of high-value broadband customers before rivals even had a chance to market to them.

🚀 Lesson for Telcos: If you aren’t on the ground, closing customers the moment fibre goes live, your competitors will be.

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Myth #2: “Direct sales are slow and inefficient.”

Reality Check: Direct sales are only inefficient if you do it wrong.

👉 The best telcos have streamlined their direct sales teams to be instant, paperless, and highly scalable.

The Old (Failing) Way of Direct Sales:

• Sales teams rely on paper contracts that require customers to sign manually.
• Customers have to wait for manual credit checks.
• Activations happen days later, often leading to customer drop-off.

The New Way (How Smart Telcos Do It):

• Instant Transactions: Sales reps are equipped with mobile POS systems, real-time credit checks, and digital contracts so they can sign up customers on the spot.
• Paperless Process: ID scans, contract signing, and activation all happen digitally - no delays, no friction.
• Better Data Tracking: Sales performance, lead generation, and follow-ups are all logged in CRM systems, ensuring leads aren’t wasted.

🚀 Lesson for Telcos: If your direct sales strategy isn’t digital-first and mobile-powered, you’re doing it wrong.

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Myth #3: "Our stores and digital channels are enough."

Reality Check: If you wait for customers to come to you, you’ve already lost.

👉 Telcos that rely only on stores and online sign-ups are missing an enormous share of the market.

Why?

• Many customers don’t actively seek out new plans or providers. You have to meet them in high-traffic, decision-ready moments.
• Retail stores have a limited footprint. Direct sales expand your reach and target customers before competitors even get a chance.

Case Study: Rogers Canada – Converting Dorm Room Sign-Ups

Rogers dominates the student broadband market in Canada by using highly targeted direct sales campaigns during university freshers/frosh weeks.

✅ Rogers sets up sales teams directly on campus during move-in week, when students are actively looking for broadband and mobile plans.

✅ Their sales reps don’t just hand out flyers—they run real-time credit checks, activate SIMs instantly, and lock in long-term broadband contracts on the spot.

✅ By the time competitors start their marketing efforts, Rogers has already signed up thousands of students.

✅ Rogers captures a huge share of the student market before competitors even realize what’s happening.

🚀 Lesson for Telcos: If you’re waiting for customers to come to you, your competitors are already ahead.

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Myth #4: "It’s too hard to manage third-party sales teams."

Reality Check: Poorly managed sales teams hurt your brand. Well-trained teams drive revenue.

👉 Yes, third-party sales teams can be a risk if you don’t train and manage them properly. The best telcos invest heavily in training to ensure their direct sales reps represent the brand perfectly.

What happens when you don’t train them?

❌ Poor sales techniques that damage your brand.

❌ Reps who can’t answer basic customer questions.

❌ Lost sales because they fail to engage customers properly.

What happens when you DO train them?

✅ Reps engage customers confidently, handle objections, and close deals professionally.

✅ They educate customers, positioning your telco as the best choice.

✅ They protect your brand reputation instead of damaging it.

🚀 Lesson for Telcos: If your direct sales teams aren’t properly trained, they aren’t the problem - you are.

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The 3 Pillars of Direct Sales Success

We've examined the myths that are hurting your direct sales program. Now, here's how to take it to the next level.

Pillar #1: Real-Time Transactions – No Delays, No Paper

• Direct sales teams should be equipped with tablets, instant credit checks, and e-signature contracts.
• The entire process should be completed within minutes.
• If a customer has to “complete the process later,” you’ve already lost them.
  

Pillar #2: Mobile-First Execution – Sales Reps Need the Right Tools

• Sales teams should be able to activate new customers anywhere—no store visit required.
• ID scanning, address verification, and contract signing should all happen digitally, on the spot.
• No more waiting for paperwork to be processed.
  

Pillar #3: Training – Your Sales Reps Need to Be Experts

• If your sales reps don’t know your product inside-out, they can’t sell it.
• If they can’t confidently handle customer objections, they lose deals.
• If they can’t politely disrupt passersby and turn them into engaged customers, they are useless to your sales ambitions.

Wrap Up

Direct selling isn’t optional - it’s a competitive weapon.

Telcos that will win market share today are the ones who:

✅ Invest in real-time, mobile-first direct sales teams.

✅ Train their reps to be deal-closing experts.

✅ Show up where their customers are, before competitors do.

If you aren’t doing this, your competitors already are.

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