Tell a prospect that he needs virtualization, and he’ll ask why. Ask him how he plans to cut costs and increase IT operational efficiency, however, and he’ll invite your ideas. IT manufacturers and resellers spend far too much time pitching systems, and not nearly enough time understanding their clients’ businesses. The latter is what leads to near-term sales and long-term relationships … not to mention referenceable projects and referrals.

Don’t think about selling technology – that’s what your competitors do. Instead, become a true “solution provider.” Take a consultative approach through the sales process. Work with your clients to understand the business problems they face, and you’ll have the opportunity to develop and implement technology solutions that solve problems inside and outside the datacenter. The key is to get as specific as possible and show how the pain can be alleviated in a manner that improves the business operation while reducing costs or increasing revenue.

Technology should be the last thing you discuss with clients and prospects – never the first. IT buyers are well aware of the business problems they are expected to address – from operational improvement to regulatory compliance and beyond. Learn about their businesses, and use this to delve into the details. Is a healthcare client struggling with HIPAA compliance? Is a call center trying to accelerate response times while hampered by slow responses from a CRM system? These are business problems that technology can resolve – they are not technology problems.

Selling technology involves a longer sales cycle and is more challenging than selling answers to problems. After all, you’re asking your client or prospect to do most of the selling for you. Zero in on the business issues that matter most, and you’ll prove that you’re the best partner now and for the long run.