How to Capitalize on the Evolution of the Data Center

Data Center Woman

… demand for data center deployments at the edge where the enterprise clients and subscribers are using their web services. This is already being used by several major banks as part of their KYC (Know Your Customer) compliance initiatives and in various other industries such as agriculture. The point is, we got creative.

Much like the rise of the auto industry, it was not only companies that produced and sold cars that reaped the most benefits. Those companies that enabled the historic growth of that industry, such as the ones that produced and sold parts, provided services, built infrastructure (roads, highways, etc.) experienced unprecedented success as well.

New Selling Techniques

In other words, to succeed in the channel and take advantage of these next-gen trends that are impacting the way businesses operate today and tomorrow, it might require some creative selling techniques. It’s not always as simple as walking into a client’s location and pitching data center, cloud or connectivity services.

Here’s what I suggest you can start doing today:

  • Get Creative — It’s not always about asking them if they need any of the products and services that you can offer. Dig deeper; ask probing, open-ended questions; take a true consultative selling approach to your clients. Don’t dare lead with selling your entire product catalog.
  • Advise them on their actual pain points — As their channel partner, you need to earn their trust and advise them on their real pain points, the things that keep them up at night.
  • Solve a real problem they’re having — Whether that be addressing their cybersecurity concerns or helping them optimize their IT infrastructure through a blockchain design or helping the client transform their supply chain through IoT, you need to solve a real problem in their business before you even think of selling a typical commissionable product or service.
  • Bring in strategic partners if necessary — You don’t need to become a subject matter expert for all things your client needs, but you should know which strategic partners to bring in to help your client. Build that trusted relationship so that you are the first person they call when they have a technology infrastructure problem and the rest will fall into place.

Dany Bouchedid, president and CEO of Aluf Holdings and founder and CEO of Colotraq, has a track record of success in building, growing and managing multimillion-dollar enterprises. In 1999, he founded Colotraq, a consulting firm that helps companies and institutions source data center colocation, managed hosting, cloud computing, network infrastructure and other related telecom services in 140 countries. Follow him @DanyBouchedid on Twitter or on LinkedIn.

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