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There are many great customer experience options available to VARs that provide value to the end user and profit to the VAR. However, no matter how great the solution might be, it is always important to remember the basics of selling and customer service. First, you must know your customer, their business and their goals. Without understanding who they are and what they want to accomplish, it is nearly impossible to sell them a product or service. A panel discussion at VARTECH 2015 addressed this topic and how it relates to selling modern customer engagement solutions. Often times, the solution may not fit into the end users goals or business practices so they fail to see the value. Click here to learn where a VAR should start when providing customer experience solutions.