Looking for a call to action

If you cannot sell it by price, (tight margins) can you sell it by service?

Thanks for comment Pamela - They are selling the products that's not the issue it's more about squeezing more juice out of the lemon, catching a further x% that will buy if there is a bolt on benefit or a reason to comeback to the site.

How about a support page/ebook/faq. How to make the most of your new telephone system, best practices, real life examples.

Voicemail messages that work, backed up with industry related stats and data, maybe automate your secratary/receptionist with a super duper vm system.

Proven stats, "using one of our vm scripts will increase sales/customer satisfaction" Select from a range of predefined scripts, or one of our consultants can bespoke a VM for you.

Thats it, creative juices run dry...

One of the reasons stopping people from buying anything is because they're unsure they've taken all the key criteria into account. If it's a technical "thing", they often don't understand what questions to ask - or what the answers tell them. I'd guess a percentage of the buyers won't have any technical background.

Thinking along the same lines as sjr4x4, would it be helpful to create an interactive guide for non-techies to deciding which office phone system was right for you (eg tick each that applies to you - my office phone system has to switch calls between X landline / mobile nos, has to come with an assured maintenance system with an engineer available at an hour's notice, 8 hours notice, etc)?

Following the pattern of ticks and no-ticks (and with the option of human input if the customer got stuck), the site might generate a "You want the bobby dazzler version, sign here to get it" form. Depending on the answers, your client might want to team up with other service providers to produce a joint offering.

It's not a call to action ( click here, purchase now, buy today, call this number etc etc) you are wanting, it's an incentive! And incentives work better with an urgency attached.

So what about
Receive 2 extra voice mail messages if you order before xxxx
Get an extra hold music change if you purchase before xxxxx
Purchase by xxxx and get free telephone hygiene wipes
Until xxxx Get 2 extra voice mail messages if you order is above

I can only repeat thus support what MagnifyB says.

Properbly buy

Further random thoughts - either customer evaluations of new products, on one of the main menus (encouraging site visits to see what else is new and what others thought of the products); or customer evaluations of product sitting next to the "end of the quiz" "buy here" form (because there's comfort in going along with the crowd's decsions)?????

I've recently been trying to find a good kennels for my dog, just in case I need to find her a holiday home. I'd have read [product] reviews by other dog owners with a great deal of interest. I'm also trying for expert input (her vet's assessment of the good and the bad kennels locally). I suppose the equivalent for your client would be uploading telecommunications mag articles about the products and the excellence of your client's prices / service standards, the stats suggested earlier, etc??

Thanks all for you input food for thought and will be trying a few of your suggestions.