Cisco Sales Associates Program (CSAP) Sales Training

The Cisco Sales Team Agenda Business to Business Sales Characteristics of Sales People How to conduct a sales meeting

= The Cisco Account Team Account Manager + Systems Engineer The role of Account Manager and Systems Engineer work together to make up an “Account Team”. Account Manager (AM): Establishes initial contact with customers and qualifies opportunities Carries quota and has overall responsibility for revenue generation Systems Engineer (SE): Technical resource who moves projects forward by providing technical clarity and understanding to customer Works with Cisco’s partner engineers to design networks and solutions for customers prior to the sale Both roles are “pre-sales”, meaning the account team ensures the customers make the right decisions prior to making a purchase. They do not get involved in post-sales activities such as implementation, configuration changes, support, etc. A business partnership that ensures customer success and realizes revenue for Cisco.

What is Business to Business sales? Consultative Long Term Relationship Building Problem Solving Business to Business Sales (B2B) is different than the typical sales most people think of. It is vastly different than door to door insurance sales, consumer retail sales, and consumer telemarketing. B2B sales involves long-term relationship building. It requires the sales team to comprehensively understand their customer’s business, not just current business. This includes understanding their customer’s future business, their goals, aspirations, and initiatives. The Cisco account team must be able to take their knowledge of the customer’s business, combine it with their own technical subject-matter expertise, and develop a solution for customers that adds value and enhances the customer’s business.

Characteristics of a bad sales person: Pushy Arrogant Insincere Greedy

Characteristics of a Good Salesperson: Trusted Advisor Consultant Relationship Builder A Competitor Compelling Listener A Confident Leader

How to Conduct a Basic Sales Meeting: 1. The first step in a basic sales meeting is to build rapport with your customer. You should always exude professionalism Friendly greeting, good eye contact, and engaging dialogue 2. The second step is to uncover needs. Ask open-ended questions Probe to find the needs of your customer Immerse yourself in your customers business Learn about your customer through open dialogue 3. The last step is to propose next steps and close. Examples: Present a solution, schedule a 2nd meeting, propose a demonstration, etc. Closing means gaining a commitment from your customer to move forward with the next step you proposed There are three simple steps in a successful sales call/meeting. 1. Build rapport: The first step in a basic sales meeting is to build report with your customer. You should always exude professionalism. Friendly greeting, good eye contact, and engaging dialogue. Develop a human relationship. Establish trust. Remember, people buy from people. 2. Uncover needs: Ask open-ended questions. Probe to find the needs of your customer. Immerse yourself in your customers business. Learn about your customer through open dialogue. 3. Propose next steps & Close Examples: Present a solution, schedule a 2nd meeting, propose a demonstration, etc. Closing means gaining a commitment from your customer to move forward with the next step you proposed. Be confident – not tentative.