Sales Training That Sticks for Technology Resellers

By Jessica Davis  |  Posted 2009-04-06 Print this article Print

Selling technology isn't about the technology; it's about the business. Success is increasingly dependent upon 'consultative selling,' or engaging executives about their business models and objectives, and how technology can best be applied.

How do you sell when your clients are cutting their budgets? How do you build the kinds of relationships that make clients loyal?

Larry Hedlin, vice president of sales and marketing at Heartland Technology Solutions, believes he knows the answer. He wanted his team to move toward a more "consultative" approach towards selling-establishing relationships with executive management at customer companies.

That's the approach that so many sales experts recommend taking to succeed during the current recession. Account executives must get meetings with the most senior management. They must truly own the trusted adviser role.

Jessica Davis covers the channel for eWeek and Channel Insider. Her technology journalism career began well before anyone heard of the World Wide Web and has included stints at Infoworld, Electronic News/EDN, and the Philadelphia Business Journal. Her work has also appeared on CNN and She has covered hardware, software and networking, as well as the business side of technology. She has won several journalism awards, including a national ASBPE award for best staff-written column, and was named Marketing Computers hardest working tech journalist on their inaugural list of top tech journalists. Jessica can be reached at

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