Red Hat solution architects are among the most technical in the industry. Their expertise in their technical area of specialty can lead them to talk most about what they're most comfortable with, which can let them miss larger opportunities. In this session, Thomas Cameron will discuss how to study your customer, to learn about what forces are affecting them from market, competitive, economic, and technical perspectives so that you can craft a solution-based sale instead of a technology-based sale. He'll discuss how to spread your influence in your customer's organization, how to draw in stakeholders, how to probe for business technical needs beyond the initial discussion, and how to make your customer a hero while growing the sale.