8 Best Practices: How AVI-SPL Went From AV Integrator To Services Leader


3. Selling Solutions, Not Technology

Brandofino said another big differentiator between AVI-SPL and its competition is how it talks, and sells, to customers.  To be successful, he said, solution providers can't sell customers on technology, they need to sell them on business outcomes, or "solutions."

"To be relevant in the space today, you can't just be talking about bits and bytes and bandwidth," Brandofino said. "You need to be talking about how they affect businesses."

Brandofino said AVI-SPL, per customer feedback, has started to proactively approach customers with ideas -- again, not products -- for how they can be more efficient.