"In reality, we were so focused on getting the technology right, that we never took the time to learn if it was the right solution for them. In short, we were asking technical questions, when we should have been asking business questions. The company that did win the deal (for almost double our rate) was able to offer a “solution” to the company’s problems in way that made the prospect more comfortable with the risk they were taking. They exposed us for what we were at the time; a group of “IT people” just trying to sell IT."
Kevin Clune and George Bardissi get into the realities MSP's face in solving problems rather than selling solutions.