The Adviser is In

Last week, we hosted the third webinar in our bimonthly series focused on technology convergence and what it means to the channel community (watch the recorded webinar here).

In, “How to Sell Cloud as a Business Technology Adviser: Part 1”, TBI Director of Sales Adam Knudsen and Sales Trainer Dave Landsberger discussed how partners can serve their customers as a technology navigator, guiding them through the cloud landscape.

With cloud in particular, according to Knudsen and Landsberger, there are three things channel professionals must understand about their customers that will enable them to offer the strategic and consultative technology solutions that will set them apart from their competition:

  1. Size of the prospective customer's business
  2. The prospect’s role: Are you speaking with the director of IT or the CEO?
  3. Industry the prospect is in

Light BulbSo how does understanding who your prospect is allow you to provide the right solutions for this potential customer?

For starters, let’s take a look at company size. Often times, when you’re proposing cloud solutions, managed applications will work best for smaller companies or those with less than 100 employees. These include applications like Microsoft Office 365, Microsoft Lync and SharePoint, and hosted exchange and webmail.

If the customer is larger than 100 employees though, you will likely be expanding into more customized solutions which will depend on further conversations you have with the company’s IT director. Our recommendation in speaking with the director of IT is to drive down to this single question: What does success mean to you?

Again, the most important thing is to know your customer. Hear what he has to say. Understand his definition of success because only then can you provide him with the products and services to achieve that success. Remember, this customer’s concerns are unique to his business, his company size, his industry, and his particular role. He doesn’t want a one-size fits all solution; he wants a solution that speaks directly to his pain-points.

When you focus on your customer as an individual you are showing yourself to be more than a salesperson; you are proving yourself to be a technology adviser. And that is exactly what your customer is looking for. As always, TBI is here to help you become that adviser; to become well versed in the technology solutions your customers need and in some cases, the solutions they don’t even know they need.

To watch the recorded webinar in its entirety, click here.

How to Sell Cloud as a Business Technology Adviser: Part 1 Thumbnail

In the next webinar "How to Sell Cloud as a Business Technology Adviser: Part 2", we focus on how to pitch cloud to the C-suite.


About TBI
TBI is one of the nation’s leading third-party technology distributors. For more than 25 years TBI has been assisting IT consultants, VARs, MSPs, and more than 2,500 other industry professionals to source, advise and quote the right customer solutions.

TBI serves as our partners' advocate, ensuring the most competitive prices and trouble-free provisioning of cloud, internet, data, mobility, voice and managed services from over 70 service providers. Through a variety of training programs, marketing support, and back-office tools, TBI empowers our partners to be the foremost authority and single source provider for all of their customers' technology needs. For more information, visit