Bracknell, UK – 7 July 2015 – Avnet Technology Solutions, the global IT solutions distribution leader and an operating group of Avnet, Inc. (NYSE: AVT), has announced that Avnet Technology Solutions, UK is working exclusively with Hitachi Data Systems to offer TrueNorth™ Consultative Selling training to increase the quality and value of solutions delivered through business partners.

As sole distribution partner for Hitachi Data Systems in the UK, Avnet has worked with the Hitachi Data Systems Academy in the U.S. to create a new half-day interactive workshop designed to help sales people understand how customer business initiatives and desired business outcomes—particularly around converged, cloud, big data and analytics, IT economics, data management and data mobility—drive IT requirements. Led by Avnet subject matter experts, the course is designed to guide partner sales teams through the development of solution-led opportunities based on business and operational value rather than product-led sales.

Christian Curtis, sales director, Avnet Technology Solutions, UK, explained, “The significance of this new approach to training is that delegates are encouraged to start conversations by understanding their customer’s business drivers and initiatives. These are linked to IT goals and challenges and only then are potential solutions recommended to help achieve each customer’s objectives. Practical exercises and case studies are included so that by the end of the four-hour course, delegates can identify opportunities and articulate the value proposition of the relevant Hitachi Data Systems solutions. Product training is dealt with during a separate Datacentre Sales Foundation course, also designed and delivered by Avnet.”

Cris Duddridge, vice president, EMEA partners and strategic alliances at Hitachi Data Systems said, “In this fast-moving industry, customers are looking to align their business objectives and desired business outcomes with emerging trends and technologies. Increasingly, it is critical, therefore, that our sales teams, including those within partner organisations, are able to have a conversation driven by the customer journey, rather than point products. We think this new half-day course from Avnet can help grow business and increase partner wallet share.”

The first business partner to take advantage of the new training course was XMA. John Johnson, commercial director at XMA said, “The new TrueNorth™ Consultative Selling training delivered by Avnet was first-class, informative, clear and concise. It served as a perfect reminder of how to work with customers to open up opportunities by asking the right questions and provided a good understanding of where to position Hitachi Data Systems. We are now busy tracking the outcome of the training and expect to deliver demonstrable results over the coming months.”

For further information visit:
About Avnet Technology Solutions
As a global IT solutions distributor, Avnet Technology Solutions transforms technology into business solutions for customers around the world. It collaborates with customers and suppliers to create and deliver services, software and hardware solutions that address the changing needs of end-user customers. The group serves customers and suppliers in North America, Latin America and Caribbean, Asia Pacific, and Europe, Middle East and Africa. It generated US $11.0 billion in annual revenue for fiscal year 2014. Avnet Technology Solutions is an operating group of Avnet, Inc. For more information, visit

About Avnet, Inc.
Avnet, Inc. (NYSE: AVT), a Fortune 500 company, is one of the largest distributors of electronic components, computer products and embedded technology serving customers globally. Avnet accelerates its partners’ success by connecting the world’s leading technology suppliers with a broad base of customers by providing cost-effective, value-added services and solutions. For the fiscal year ended June 28, 2014, Avnet generated revenue of $27.5 billion. For more information, visit

Follow Avnet on Twitter [@Avnet_TS_UK]
Connect with Avnet on Facebook []
Join Avnet’s LinkedIn community []
Read more about Avnet on our blog []