Gregory and I discuss the critical topic “selling value vs. tech support”. In today's competitive landscape, IT firms must pivot their approach from merely selling tech support to emphasizing value propositions. Rather than focusing solely on technical features, they should highlight how their solutions address clients' pain points, improve efficiency, and drive innovation. This shift requires IT firms to deeply understand the prospects business and tailor solutions to meet specific needs. By demonstrating tangible value, IT firms can forge stronger relationships, differentiate themselves in the market, and achieve sustainable growth.