Ask Better, Buy Better: Five Telecoms Questions That Cut Through the Sales Pitch

Business telecoms salespeople are not villains. They have targets, scripts and a product list that rewards confident answers. But the person buying for a UK SME has a different job: to find out what is actually being sold. The fastest way to do that is to ask questions that make vague claims uncomfortable. Here are five I would put on the table before signing anything.

Question 1: Is this real fibre, or just fibre-ish?

Ask: Is the connection full fibre to the premises, a leased line, or a part-fibre service that still uses copper for the last stretch? Which product name will appear on the order?

Why it matters: Fibre broadband is a broad label. A full-fibre connection can deliver faster upload and more stable performance. A part-fibre service may be fine for a small office, but it is not the same thing. If your team depends on cloud calls, large uploads or video, the difference shows up at the worst possible time.

What a good answer sounds like: The salesperson names the access technology, the expected download and upload ranges, and the installation route. They do not hide behind the word fibre.

Red flag: We use the fibre network, so it is fibre. That tells you almost nothing. Ask for the product in writing.

Question 2: What upload speed is guaranteed, not just advertised?

Ask: What is the minimum guaranteed upload speed at busy times, and what remedy do I get if you miss it?

Why it matters: Most ads shout about download speed because it is a big number. A small business uploading quotes, backups, CCTV footage or video calls needs upload headroom. A connection that looks fast on a speed test at 7am can feel sluggish when the whole team logs on.

What a good answer sounds like: A clear number for upload, a clear number for download, and an explanation of how busy-hour performance is measured.

Red flag: Up to and typical, with no minimum. That is not a promise. It is a hope.

Question 3: Who owns the router, and what happens when we leave?

Ask: Is the router rented, leased or sold? What does it cost to return? Can we keep using it with another provider? Do we get the admin password?

Why it matters: Free kit is rarely free. A router may be bundled into the monthly price, rented for the term, or locked to the provider. If you leave, you might face return fees, missing-item charges or a device that will not work elsewhere. You also want control of your own network settings.

What a good answer sounds like: A plain statement of ownership, return costs and whether the device is locked. If it is rented, the cost should be visible.

Red flag: It is free, don't worry about it. Ask for the return policy in writing. Then ask why a free router needs a three-year contract.

Question 4: Is the price fixed, or CPI-linked?

Ask: What will we pay in month 25? Is that fixed, capped, or linked to an inflation index plus a percentage?

Why it matters: A monthly price is only useful if you know how it changes. CPI-plus clauses can turn a comfortable deal into a budget problem. Regulators have been paying closer attention to inflation-linked price rises, but the small print still matters. Ask for the annual price in pounds and pence.

What a good answer sounds like: A fixed price for the term, or a capped increase with a clear formula.

Red flag: A small annual increase, without numbers. Small compared with what? Ask for the clause and calculate it yourself.

Question 5: What does the SLA actually pay out?

Ask: What triggers a credit, how much is it, and do I have to claim it? What is excluded?

Why it matters: An SLA is not a guarantee that nothing will go wrong. It is a promise about response and remedy. A 99.9 per cent availability target sounds strong until you see that the credit is a few pounds and the exclusions cover the most common faults. For voice services, ask about call quality, number porting and voicemail.

What a good answer sounds like: A simple credit formula, automatic payment, and a clear list of exclusions. The salesperson should be able to explain it without reading from a brochure.

Red flag: Best efforts or we will look into it. That is not a service level. It is a mood.

Bonus question: Can I have that in writing?

This is the question that turns a friendly chat into a buying decision. Ask for the answers in the order summary or contract. If the salesperson cannot put a promise in writing, assume it is not part of the deal. That is not cynicism; it is how you protect a small business from a large contract.

How to use the answers

You do not need to interrogate anyone. Ask the five questions, write down the answers, and compare them with a second quote. The best deal is not always the cheapest monthly price. It is the one where you understand the speed, the price path, the kit and the exit. That is consumer-style scepticism applied to business telecoms, and it is long overdue.