The Truth About Technology Advisors: Are They Really Helping?

I’ll never forget the pie chart the Master Agency projected onto the screen—a breakdown of the solutions Technology Advisors sell.

It showed 14% sold was cloud, managed services, cybersecurity, and other advanced solutions.

The other 86%? Circuits.

Here’s the reality: selling an internet circuit doesn’t require deep expertise. It often comes down to one factor—price.

The process is straightforward. Make 1,000 calls, find 3 companies looking for circuits, engage 3–5 providers, and you’re almost guaranteed to win the deal by offering the lowest price. After all, most partners that advisors use are just reselling the same carriers like AT&T, Verizon, Lumen, or Windstream. It’s easy.

The “other stuff” they sell? It often happens by chance—because they sold a circuit first, and the customer mentioned needing something else. Many of these reps have no real understanding of which solution provider is truly best for your business.

A fact is that may Technology Advisors pick solution partners based solely on who has the most lucrative SPIFF.  A SPIFF is money up-front that a Technology Advisor receives from the solution partner, in addition to ongoing commissions.  I have heard the frustration in solution partners’ voices when they explain how the first words out of some Technology Advisors’ mouths is “What is your SPIFF?”.  Total greed-driven malpractice that shows no concern for the customer.

And don’t get me started on matrices. Every provider has one, making it easy for advisors to collate them and present it as “research.” Just remember this: a checked box says “yes, we do,” not “yes, we do and how well we execute.” There are a lot of “shades of capability”.

That’s why I urge you to qualify Technology Advisors carefully.

• Start by asking which provider they recommend and why.

• Listen to the qualifying questions they ask before they answer—that will reveal a lot about their knowledge and interest in helping you choose the right solution.

• Dig deeper. Question their reasoning. A generic or vague response is a major red flag about their expertise and the value they bring to you.

When it comes to selecting the right solutions for your business, don’t settle for someone who’s just selling circuits. Seek out advisors who understand your needs and can genuinely guide you to the best outcomes.