I know this sounds like a very strange headline, but those who know me know that I have a passion for offshore fishing. Getting out early when the sun is just coming up over the horizon, I see an ocean of opportunity.

In theory, I could run around the ocean all day doing what we call blind trolling, just pulling baits behind the boat hoping that a fish takes one of them. Obviously, this is a very inefficient use of time, gas, and well, it’s just plain boring.

Instead, my first job is to fish for birds. Let me explain. With migratory fish, such as Mahi Mahi and Kingfish, a large school will feed on baitfish clustered up where shallow water over the reefs meet the deep sea. When they do this, birds will circle overhead and dive down to grab the leftovers floating on the surface. When you find the birds, you find the fish.

I view the desktop virtualization marketplace as being like the ocean. There are billions of dollars worth of opportunity in the next few years, but let’s face it, no one is going to cast a wide enough net to grab all of the opportunity so we have to look for the birds, in this case specific desktop virtualization methodologies, features and benefits that hold the greatest value for customers.

Virtualization is becoming a widespread buzzword for specific computing models. As Solution Advisors, your job is to break the desktop market opportunity down into consumable parts. When your customers talk about desktop virtualization, are they talking about reducing complexity, providing better support, or making sure their desktops are secure? Stopping the discussion when your customer says they have a desktop virtualization strategy may be similar to running right over the fish.

I’ve had many times all the conditions are right; the fish are there, our bait is good, but they just won’t bite. Rather than write the whole trip off, sometimes adapting our approach makes all the difference. There have been times when kingfish that wouldn’t touch a ballyhoo, go crazy for a pilchard.

And so it is with selling in the virtualization space. Are you planning your fishing trip this way? Are you willing to adapt or look for new opportunities in the same fishing area? Just as with fishing, patience and persistence pay, but we have to be flexible to change. Remember to look for the birds. They should be flying just over the desktop.

Good luck and good fishing!

Citrix provides a wealth of materials to help you market and sell desktop virtualization . For access to them, go to http://successkits.citrix.com and sign in with your My Citrix credentials.