I may date myself by revealing this, but I’ve been in business long enough to have witnessed a handful of monumental shifts in information technology.

Years ago, it was all about mainframes. Then it was UNIX/Linux. And then PC servers. The same could be said, of course, about how IT has been distributed and sold. It used to be, for instance, that VARs relied on computer retail. Then it was break-fix and training. And then managed services.

Today, it’s all about the cloud.

By now, most VARs have adopted cloud offerings as part of their services portfolio, and those cloud opportunities have quickly become a significant value proposition to their customers. And that’s great. After all, for VARs to be successful, they need to be malleable—adjusting with the times and staying ahead of the curve to make sure they aren’t left in their competitors’ rearview mirrors.

That being said, there’s an important question that VARs should be asking themselves right now: What’s next?

Hosted cloud services won’t go away anytime soon, but, as history has shown, there will be another evolution in IT. And if you want to stay ahead of the curve (and your competition), you’d better start thinking about what that evolution might be.

Where will you take your business to make sure it remains a front-runner? Will you become a virtual CIO or technology consultant, or will you be something different altogether? How will you train your sales and technical staff to articulate that evolution and make it compelling to your customers? Regardless of the new path you choose, your ability to look into the proverbial crystal ball, see the future, and carve the path toward that vision will be what separates you from everyone else.

The bottom line is that the VAR world has caught up with managed services and the cloud. Those offerings are no longer business differentiators. In fact, they’re quickly becoming status quo offerings that your customers expect you to be able to deliver.

So, which new shift in IT can you initiate or adopt? What will you embrace to strengthen your reputation and distinguish your company as an industry leader?

Now is the time to start thinking about your direction and training your sales team to communicate the benefits before cloud becomes a commodity, and you’re just another comparison quote.

Kendra Lee is a top IT Seller, Prospect Attraction Expert, author of the newly released book, “The Sales Magnet,” and the award winning book, “Selling Against the Goal,” and president of KLA Group. Specializing in the IT industry, KLA Group works with companies to break in and exceed revenue objectives in the Small and Midmarket Business (SMB) segment.