Hello Partners,

It feels good to be back in this space. Over the past months, we’ve been busy in the trenches alongside you – driving growth, building opportunities, and delivering success. In the middle of this hustle, one thing we realized we missed was having a regular way to share what we’ve been learning from the field. A lot of you have reached out to me on this checking on the missed blogs.

That’s why I’m restarting this blog series. Think of it as a place where we can exchange ideas and capture insights—lessons from our own journey at Technobind and from conversations with some of the most effective sales teams among you partners that we’ve worked with.

What We’ve Learnt: Mindshare Before Market Share

If there’s one pattern that stands out in every successful sales motion we’ve seen, it’s this: those who build mindshare with their customers end up winning market share in their IT spend.

We’ve all seen it happen. A customer, when faced with a budget allocation decision, is far more likely to invest through a sales rep who has been consistently visible, relevant, and easy to recall. It’s not always about the deepest discount or the flashiest product – often, it’s about who stayed present in the customer’s mind.

How Great Sales Teams Do It

From our conversations with some of the best-performing reps in the field, here’s what consistently works:

• 1. They lead with insight, not just a product pitch – one relevant stat or a business outcome example often sparks a deeper conversation.
• 2. They focus on staying present – not only when renewal or deal cycles are due, but through small, consistent touches that add value.
• 3. They solve for outcomes – mapping technology to compliance, security, or efficiency challenges customers are grappling with.
• 4. This is what builds credibility, and credibility turns into preference when budgets are being allocated.

When Mindshare Turns into Market Share

One of the clearest patterns we’ve seen in the field is how consistent engagement pays off.

An anecdote that stands out was this partner’s sales rep who had been meeting the CIO of a large retail chain for over a year. Many of those conversations didn’t result in immediate opportunities – sometimes they were just short catch-ups, sharing market updates or highlighting insights around rising ransomware recovery costs.

For months, the CIO didn’t act. But when the company faced a sudden compliance audit, the first call the CIO made was to that rep. Not because the rep had pitched the cheapest solution or the flashiest new product, but because over time, that rep had steadily built mindshare.

The CIO remembered the guy who had consistently brought them relevant, business-aligned insights – who had spoken about risk in financial terms, compliance in operational terms, and security in customer-trust terms. In short, the rep had shown up even when there was no deal on the table and made every interaction meaningful.

The lesson is simple: mindshare is not built in one meeting – it’s built over time. But it’s not just about showing up regularly; it’s about making every interaction count. When a sales rep consistently shares insights that connect to the customer’s business priorities – be it compliance, risk, or efficiency – he keeps creating himself a space in the mind-map of the customer. And when the moment of budget decision finally arrives, the rep who has earned that mindshare is the one who wins the market share.

Our Role at Technobind

At Technobind, our focus has always been to help you, and your teams build this kind of recall with your customers:

• 1. By simplifying market insights into usable talking points.
• 2. By sharing use cases and stories that are easy to repeat in a customer meeting.
• 3. By keeping you trained and ready so you can walk in with confidence.
• 4. And by ensuring the portfolio you represent isn’t just another commodity, but a differentiated set of solutions.

Looking Ahead

Through this blog, I want to keep bringing you these insights – things that have worked, things we’ve learnt, and ideas that you and your teams can put into practice immediately.

Because if there’s one truth that has held steady across every customer engagement we’ve seen, it’s this: own the mindshare, and you will win the market share.

Let’s keep learning together, let’s stay visible to our customers, and let’s keep winning.

Prashanth GJ