Sales Training That Sticks for Technology Resellers

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.