At the 2025 Sandler Partners National Summit, Andrew Rustad, Director of Sales Engineering – East, moderated “Driving Business Value Through Customer-Centered Solutioning,” with Sandler Partners Channel Directors Ben Magday (Mid-Atlantic), Justin Noller (Northeast), and Michael Clayton (Georgia & The Carolinas). Together, they explored how Partners can move beyond transactional sales and deliver lasting impact by aligning technology with each customer’s unique business goals.
The panel emphasized that in today’s environment, customers aren’t just buying technology — they’re buying outcomes. By leading with discovery, collaboration, and measurable value, Partners can deepen relationships, expand opportunities, and drive long-term growth.
Highlights from the Discussion:
- Shift from Products to Outcomes: Justin Noller noted that Partners must move beyond price and features to focus on customer goals. Discovery should uncover why a solution matters, not just what it does.
- Prepare, Discover, and Align: Michael Clayton emphasized that preparation drives success. Researching clients and using tools like the Portal and Solutions Finder help Partners uncover needs and add value.
- Leverage Data and Human Insight: Ben Magday shared that AI and cloud tools enhance outcomes, but human strategy and empathy remain key. Blending both creates stronger solutions.
- Define and Measure ROI: The panel urged Partners to set measurable outcomes early. Aligning solutions with KPIs moves the focus from cost to long-term value.
- Evolve Toward Predictive Partnership: Customer-centered selling is becoming proactive—using data, analytics, and collaboration to anticipate needs and strengthen relationships.
As Rustad summarized, success in solutioning comes down to curiosity, preparation, and partnership. “Stop asking what technology your customer needs,” he said. “Start asking what business problem we’re solving.”
The Sandler Partners National Summit
The annual Sandler Partners National Summit is the largest independent technology community channel event held each year. It brings together Partners from across the US and Canada – influential leaders, and Providers – sharing information on solutions, selling approaches, and personal development. The atmosphere is always energetic, reinforcing the family “safe home” reputation Sandler Partners has developed over two decades. While other TSDs may focus on private equity plays, Sandler Partners continues to help solve problems that encourage trust, deeper long-term customer relationships, and ultimately success.