Episode 35

Smart IT Workspace Construct: Market: Improving the Buyer-Seller Experience

Published on: 17th June, 2025

In this episode of The Smart IT Podcast, I welcomed Paula Rosecky and Katherine R. Dollar to the show to chat about the complexities of the buyer-seller relationship in the technology marketplace.

This is another in a series for the "Smart IT Workspace Construct: Market" for improving the Buyer-Seller Experience.

We explored the importance of understanding buyer needs, the role of storytelling in sales, and how to stand out in a competitive market. As IT leaders are under immense pressure to find, evaluate, procure, and implement new technology for their organizations, it has never been more important to optimize the buying process.

The discussion emphasized the need for empathy, education, and collaboration from sellers to create a successful sales experience for buyers.

One of the key takeaways was the importance of seeing the sales process through the eyes of the buyer. Sales professionals must build authentic relationships, understand client pain points, and ask the right questions to uncover deeper needs. By developing emotional intelligence and engaging in meaningful conversations, sellers can position themselves as trusted advisors rather than transactional vendors.

The conversation also highlighted the power of storytelling in sales. Narratives help humanize complex solutions and make them more relatable to buyers. Coupled with education, on both sides of the relationship, this approach helps clarify the value proposition and supports better decision-making. Transparency in pricing and value communication is also essential for building trust and credibility in a competitive market.

Ultimately, sales today is not just about selling products or services, it's about fostering trust, empathy, and collaboration to meet real needs and create lasting value.

Link to this episode: https://youtu.be/THkErqddimc


#smartIT #sales #buyer-seller #market #valueproposition #storytelling #customerjourney #salesprocess


Production: Brilliant Beam Media, Syya Yasotornrat


Show Notes

- Paula on LinkedIn: https://www.linkedin.com/in/paula-rosecky/

- Katherine on LinkedIn: https://www.linkedin.com/in/katherinedollar/

- Link to this episode: Link to this episode: https://youtu.be/THkErqddimc

- The Smart IT Podcast YouTube Channel: https://www.youtube.com/@thesmartitpodcast

- Captivate Website for all episodes: https://the-smart-it-podcast.captivate.fm/


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About the Podcast

The Smart IT Podcast
Where IT explores what's next...
The Smart IT Podcast, where IT professionals can assemble and hear from each other, industry leaders, thought leaders, and those in adjacent fields to collaborate and learn from each other and explore what’s next for IT.

The Smart IT Podcast explores what’s next for IT as it continues to find ways to get the important things done for our organizations.
Preparing for the next decade, we need to think differently about how we approach our work to continue to thrive into the future.

Smart IT is an approach, conceptual framework, and development model to getting the important things done by transforming the way traditional IT thinks, works, and leads. It supports the disruption of the status quo, simplifies the complex, reduces uncertainty, and improves risk mitigation.

There has never been more pressure to deliver for our organizations; but I know IT is up to the challenge.

That will require IT to lead by working smarter. Let’s do it together.

About your host

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William Reed

I am an advisor of technology for business use, have seen the possibilities, the challenges, the constraints, and the risks. I have seen firsthand the technical debt, silos, broken communication, despair of IT, and business frustrations. And, I have seen the possibilities, the hopes, and the opportunities while working in the trenches of IT.

As someone that has analyzed, designed, built, and supported technology infrastructure for many businesses over the years, and followed the technology trends and cyber threats, I see the opportunities for our organizations and for the professionals of IT as a fulfilling and thriving career.

I believe we have been blessed with great opportunities to continue to improve ourselves and organizations. If it’s possible, there is no reason enterprise IT cannot reach new heights and help our businesses thrive in age of disruption, complexity, and risk.

I have a passion is bringing a fresh perspective to the challenges in front of IT and help inspire a team to tackle and win. And to help individuals and organizations make better decisions to improve outcomes and experiences.

I advise on matters of technology use for organizational benefits. He has over 20 years’ experience in the Information Technology field. He has worked for multiple technology value added resellers, representing the major vendors and technologies in the industry. He has consulted across the major industries, including banking, health care, retail, oil & gas, education, government, finance, and legal.