How the channel has evolved for the better 

In Keith’s opinion, the channel has and continues to evolve. In the past, he believes there were a lot of people in the channel who were more focused on driving revenue. Sometimes that meant selling products that they didn’t necessarily believe in or they weren’t a great fit for the client.  

However, as the channel has become more popular and competitive in the technology world, it has evolved into something more. Clients are more discerning about the advisors they work with, and advisors are increasingly turning their attention toward relationship-building and value-driven decisions. 

Now, the channel has sophisticated sales organizations that truly understand the technology they’re recommending. They’re experts at evaluating what clients need and can implement solutions that drive value for the client long-term.  

This is something that Keith and Chris take very seriously. If you can build a genuine rapport with clients, you can build trust, credibility, and a stronger working relationship.  

Why technology consultants should think beyond the transaction 

Giving tailored advice to clients is an obvious win for them and their businesses. But what about sales advisors? In our conversation, it became clear that providing the better service that Keith and Chris champion is a win-win for advisors as well as their clients. 

By building credibility and trust, the relationship between advisor and client can become more than a single, fleeting transaction. It can become part of a long-term working relationship where everyone benefits.  

This helps sales organizations retain great clients, which can go a long way in protecting the bottom line, and also helps to build a great reputation in the channel as an organization that clients want to work with. 

For more insights into the culture that Chris and Keith have built at Cloud Communications Group and their advice for others, check out the full episode today.