Driving commercial success in Cloud Computing, Infrastructure & Data Centres

Cloud providers are caught in a vicious pricing war where the big players can undercut everyone else thanks to massive scale. It can be expensive to win new customers, but keeping them is harder than ever since moving between providers has gotten easier.

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What’s not working for commercial teams in the Cloud Computing, Infrastructure & Data Centres sector?

Building out data centres requires spending millions upfront and sometimes it's years before you see any return. Customers are increasingly splitting their workloads across multiple clouds, which kills any leverage providers once had on pricing. Basic computing and storage have essentially become commodities – it's nearly impossible to charge premium rates. Sky-high energy bills and growing pressure to go green add even more headaches. Smaller cloud companies find themselves burning through cash trying to innovate and compete.

Complex pricing models

Complex pricing models

Usage-based pricing, reserved instances, and scaling options confuse buyers.

Migration anxiety

Migration anxiety

Organisations fear downtime, data loss, and disruption during cloud migration.

Security and compliance

Security and compliance

Buyers need assurance about data sovereignty, compliance, and security controls.

Vendor lock-in fears

Vendor lock-in fears

Prospects worry about being trapped with one provider.

TCO justification

TCO justification

Demonstrating total cost of ownership advantages over on-premises infrastructure.

These challenges not only weaken your competitive advantage but also make it harder to build long-term customer relationships.

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The telecommunications tech trap

Learn how to prevent customer enthusiasm from evaporating and why the right marketing content is crucial to support successful sales

How Huthwaite solutions address these challenges

SPIN Selling enables cloud sales professionals to uncover the hidden costs and risks of current infrastructure. This approach helps prospects calculate the true cost of downtime, security vulnerabilities, and operational inefficiencies.

Expose hidden costs

Surface hidden infrastructure costs and risks that justify migration.

Expose hidden costs

Address migration concerns

Address migration concerns proactively by exploring implications of not modernising.

Address migration concerns

Build compelling business cases

Build compelling business cases that resonate with CFOs and technical leaders.

Build compelling business cases

Handle pricing objections

Handle pricing objections by focusing on value creation rather than cost comparison.

Handle pricing objections

Position your solutions

Position cloud solutions as strategic enablers rather than commodity infrastructure.

Position your solutions

Solutions for the Cloud Computing, Infrastructure & Data Centre industry

With 50 years' research guiding our understanding of consumer behaviour, our Academy has evolved beyond traditional sales. Discover our comprehensive range of courses below.

SPIN Selling

SPIN Selling

Generate more sales and reach higher levels of customer satisfaction

Complex Negotiation

Complex Negotiation

Learn proven techniques that deliver measurable results in real-world complex scenarios

Sales Opportunity Management

Opportunity Management

Unlock the psychology behind successful decision making and manage complex sales

Why choose Huthwaite?

Fifty years of research

Research-proven behavioural science for real world sales, negotiation and communication results

Fifty years of research

Global reach

Trusted by businesses in over 100 countries

Global reach

Behaviour change that lasts

We don’t just train skills – we help you embed them for sustainable success

Behavioural change that lasts

Ready to improve your commercial skills?

Complete the form below to find out how we can help your business reach its commercial potential.