Selling IT Services to the US Market: Insights From Horion Digital CSO Giedrius Sulskis
From digital art to Chief Sales Officer: an unexpected career path
Many sales careers begin by accident, and Giedrius is no exception. His story started in sixth grade handball practice where he met the friend who would later pull him into the world of web design.
What began as designing websites quickly turned into selling them. By the time university ended, the business had evolved into building web apps and eventually large scale data and cloud systems for global clients.
That early shift from creative to sales taught him two important things
- the skill of forming new connections
- the importance of understanding how businesses actually operate
These foundations shaped his rise into the role of Chief Sales Officer.
Horion Digital today: cloud platforms and AI solutions
Horion Digital has evolved far beyond websites. In recent years, the company has shifted heavily into cloud data platforms and applied AI.
Their core focus areas are
- cloud platforms that unify enterprise data
- AI and machine learning solutions integrated into business workflows
- data engineering and data science projects
Global enterprises now approach them to build systems that consolidate data across regions, automate processes, and prepare their companies for AI driven operations.
But complex solutions bring complex sales challenges, especially when selling in the US.
Selling enterprise solutions in the US: the challenges behind the scenes
Giedrius highlights a universal truth. Enterprises might look different on paper, but people buy from people. His approach focuses heavily on relationship building through
- conferences
- live events
- personal introductions
- partners who already live in the target market
The real challenge appears when pitching technical solutions. Many enterprise buyers do not understand data engineering, cloud architecture, or AI models. They only care about outcomes.
So the pitch has to be reframed
- start with the business problem
- explain the future state
- keep everything in one clear page
- introduce the technical explanation only after the vision lands
Success requires guiding non technical leaders through a journey they can understand, not overwhelming them with tech.
The hardest part of enterprise selling: getting to the real decision maker
Breaking into a ten thousand employee organization is never straightforward. Horion Digital solves this by combining two approaches
- leveraging long term partners in the US who already have relationships
- using events and conferences for warm introductions
Cold channels alone are rarely enough. Giedrius recommends a mixture
- conferences
- calls
- personal referrals
According to him, no single channel wins alone. It is always the combination of moves that opens enterprise doors.
Pitching complex technical solutions to non technical leaders
One of the biggest shifts in Giedrius’s sales career was learning to simplify. Early on, he believed the pitch needed to show the entire technical architecture. But he quickly learned that leaders only care about three questions
- what problem are we solving
- how will this improve business performance
- how will your team help us adopt the solution
Only after these points are clear should the technical details enter the conversation.
Great pitches sell clarity, not complexity.
US versus Europe: 2 different buying cultures
Giedrius draws a clear distinction between the two markets.
The US market
- moves faster
- believes more in vision and competitive advantage
- is comfortable investing in custom solutions
- ewards bold, ambitious proposals
Europe and Scandinavia
- prefer proven and stable products
- focus heavily on process and technical details
- move slower and take fewer risk
- rely more on trust and credibility built over time
Both markets value relationships, but they buy for different reasons and at different speeds.
Hiring the right salespeople: three qualities that matter
When building his sales team, Giedrius looks for qualities that cannot be taught
- a natural ability to connect with people
- personal responsibility and trustworthiness
- a positive mindset during difficult periods
Technical knowledge can always be learned. These traits cannot.
His hiring philosophy is simple. Talk openly, give people a chance, and observe how they operate during the incubation period. Real performance only shows inside real work.
Overcoming sales slumps: staying consistent through change
Every salesperson hits periods where nothing clicks. Giedrius’s advice
- speak openly with your manager
- ask for honest feedback
- read industry content
- listen to podcasts
- try new approaches
- change your environment
- keep pushing forward
Burnout happens when work is the only thing in your life. Hobbies, sports, and personal routines matter just as much as pipeline.
Entering the tech industry: the best path for newcomers
For newcomers or salespeople switching industries, Giedrius recommends focusing on one industry at a time. Learn
- how it operates
- where the pain points are
- what forces shape it
- what financial or operational challenges exist
Only then should you map the technology to the problems. Industry comes first. Tech comes second.
This approach builds credibility quickly because clients feel understood — not sold to.
AI in sales: the tools that actually matter
AI is transforming sales, but not in the way most people expect. According to Giedrius
- AI speeds up preparation
- AI improves presentation quality
- AI helps generate proposals
- AI helps validate research
But it cannot replace human conversations.
Horion Digital already uses
- ChatGPT for writing and structur
- private GPTs for internal knowledge
- perplexity for research
- upcoming call summarization tools
The value of AI is speed and clarity. The selling still depends on people.
Future plans: expanding into Scandinavia
Looking ahead, Horion Digital is focusing heavily on Scandinavia. The region matches the company’s strengths
- strong enterprise culture
- mature IT systems
- trust driven collaboration
- long term relationships
- solid budgets for data platforms
Their goal for the upcoming year is to build deeper partnerships, improve visibility, and expand their footprint in Denmark and Norway.
How to enter a new market: practical steps
Entering a new market requires a mix of research, networking, and local guidance. Giedrius recommends
- working with Lithuanian attachés for insights
- connecting with Lithuanians working inside target companies
- attending key local events
- leveraging your own network to find shortcuts
In global sales, the right warm introduction can save six months of effort.
Closing thoughts
Giedrius Sulskis brings clarity to one of the toughest parts of B2B selling: explaining technical solutions in a way that drives action. His journey shows that enterprise sales is not about technology. It is about trust, vision, and consistent action.
Whether you are entering the US market, selling AI solutions, or building a global sales function, his lessons are universal
- simplify the pitch
- understand the industry deeply
- build relationships early
- stay consistent during slow periods
- use AI as an accelerator, not a replacement
- surround yourself with people who trust you
