For many Partners, new opportunities aren’t always about finding new logos—they’re about deepening existing relationships. In “Strengthen Customer Relationships Through Strategic Cross-Selling,” Andrew Rustad and David Povlick were joined by Michael Stai (AT&T), Kent Caldwell (Sinch), Jason Wernick (S-NET Communications), and Don Eaton (Ultatel) to explore how Partners can uncover new revenue by layering solutions across their customer base and expanding conversations beyond a single product or service.
Highlights from the Session:
- Start with Your Existing Customers: The easiest opportunities often come from your own client base. Mapping technologies within existing accounts helps uncover complementary solutions and expand recurring revenue.
- Broaden the Conversation: Strategic cross-selling means moving beyond transactional sales to business-driven discussions. By understanding pain points and business goals, Partners can recommend the right mix of technologies—from connectivity and Cybersecurity to AI and collaboration.
- Add Value with Integrated Solutions: Bundled offerings that combine multiple technologies—such as connectivity, wireless, and Cybersecurity—can drive reliability, retention, and long-term stickiness.
- Use Emerging Technologies to Differentiate: Modern communication platforms that unify messaging, voice, and email enable businesses to enhance engagement, improve efficiency, and open new doors across industries.
- Prioritize Service and Support: High-touch, customized deployments that blend UCaaS, CCaaS, and AI-driven tools help Partners modernize communication while maintaining strong customer experiences.
The session reinforced that the strongest partnerships are built on trust, insight, and adaptability. By listening closely and aligning solutions to evolving business needs, Partners can transform every customer relationship into a long-term growth opportunity.
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.