Brooks in particular encouraged VARs and MSPs looking for new customers to observe client worksites and identify technologies or processes that can streamline workflow.

To wit, the most persuasive pitch for solution providers cold calling potential customers is to ask for a few of their toughest IT challenges and pledge to come up with ways to address those, according to Joplin.

"They're invited to the dance because they've done something for me already," he said.  

Conversely, Brooks and Chris Primeau, an IT manager at oil service equipment provider FMC Technologies Completion Services, said they've both fired solution providers for failing to know the industry and understand the technology needs of their particular business.

"I don't understand your language," said Brooks,  who went through three IT companies in three years before deciding to use her channel partner for copying to fulfill all of ENT's IT needs. "Follow me around and see what I need." 

Primeau said he looks for VARs with a sufficient understanding of the oil and gas industry to intuitively know which solutions will fulfill FMC's needs. Pushiness can also rub clients the wrong way, Primeau said, particularly when solution providers are looking to get an order placed before the end of the month or quarter to help with meeting internal quotas.

"Don't push that order through on a Friday when my need might not happen until a week or two from then," Primeau said.