An adage in business is that “nothing happens until you sell something.” Nothing to install, nothing to service, nothing to renew. Great hardware and equipment manufacturers have been built on great engineers creating great products for great salespeople to sell, and the best of the best repeated this cycle as often as they could. Discussions between customer and supplier revolved around the initial sale, and “services” were comprised of customization and installation and/or support and maintenance contracts. Then, the engineers developed a product refresh and the cycle started all over again. However, as we’ve previously discussed in B4B, the conversations are changing.