A complicated business, this cloud thing, if you want it to be… of course you don't want it to be, nor do your customers, but it isn't "simple" any more than IT is simple: it is made to look that way, though, by people who know what they're doing.
The cloud message I hear most comes across as a variation of the POOF methodology: "quick, easy, click here, pay there, flick the switch and POOF! You're in the cloud!" This does set an expectation that things are (and will continue to be) simple, quick, and easy (oh, and don't forget, cheap: chances are that somewhere along the way that things like "low entry costs," "cost-effective," and "no CapEx," were translated to "cheap," "cheap," and "cheap.")
Seth Godin says that "You can't sell complicated to someone who came to you to buy simple" to which I add a corollary that "you can't sell expensive to someone who came to you to buy cheap!" However you look at it, while things are (or can be) simpler and more cost-effective than they ever have been, simple to understand does not always equate to not complicated and cost-effective does not in any sense of the word guarantee inexpensive (and it is all relative: specifically to each specific set of customer requirements to which you are delivering).
In reality, you actually can do both, but you better do it well if you want it to stick (and remember, the easy-to-sign customer may end up being the one you wished you hadn't closed).
Broadly considering, no Cloud Provider, large or small, truly understand what the entire market wants or for that matter what an entire segment of customers want: part of what we are offering with today's computing and communications capability is the chance to do new things or old things better, stronger faster and cheaper. You are meant to work with them to exploit the cloud to do whatever it is they want to do, which of course starts with listening to what they want and then applying your knowledge, expertise and experience to work with them to translate those wants into needs… and how to deliver them.
I have a favourite trick in getting this process rolling at the start of a new hunt looking to start the build process of a strong, long-term relationship – you know, that space and time when you aren't yet certain of the drivers of those sitting across the table or the focus and appoach that they or their organisation takes to IT in the business, let alone their agendas!
Remember those coloured, layered plastic pages of the human body in the Encyclopedias of our youth? The first picture was of a person (which we'll liken to your cloud business answer for your customer's business problem); turn the top page to reveal first muscles below the skin, next the blood system, then the organs and finally the skeleton (which equates to what, who and how you deliver that business answer). Everything in between is, well, everything in between – but this allows you to start with the big picture if that turns out to be the right starting point – or the bones if that is what your audience needs on the day… while preparing you well for anything in-between.
Don't sell complicated as simple, because it isn't… and what you are about to do with your customers is game-changing, one way or the other and that seldom is simple.