We’ve said it before, and we’ll say it again: data backup and disaster recovery (BDR) and business continuity is about people, not technology.

Here’s something to think about: technology conferences are for IT administrators, not end users. Your customers aren’t interested in the newest technology being displayed on a fancy showcase in front of hundreds (or maybe even thousands) of attendees. In fact, they probably don’t even care about your vendors.

As a managed services provider (MSP), you’re presenting customers with solutions, not products (even though we often use both terms interchangeably). When they have questions, they want answers from you — that is, of course, why they hired you in the first place.

It’s about selling the relationship. Customers want to invest in a relationship — and so should you. In simple terms: Products are a part of the backend, while solutions are a part of the frontend, where you’re in close quarters with customers.

Customers aren’t interested in technology aspect of it all nor do they even understand it — that’s where you come in. Pitch solutions to your customers, not technology.

Follow CJ Arlotta on Twitter @cjarlotta and Google+ for further updates on the story above.