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Services Guide

Selling Cisco Services Early in the Sales Process
Increasing Your Opportunities to Provide Value-Adding Solutions

This document is Cisco Confidential. For Channel Partner use only. Do not distribute.

. . . . . . . . . particularly owners and managers and your service specialist teams. . . . . . . . . learn how to accelerate their service business opportunities by selling Cisco® Services early in the sales process as part of a complete solution. For Channel Partner use only. . . . . . . . . . . . . . . . . . . . . . . . . . .Topic Snapshot This topic is for: • Business owners/managers • Sales staff Contents Executive Summary . . . . . . . . . . . All rights reserved. . . . . . . . . . . 17 About the Topic This document is designed to help all Cisco® partners. . . . . 8 Strategies for Successful Selling. . . . . . . . . . . . . . . . . This guide explores the benefits of selling Cisco Services early in the sales process. . . . . . . . . . . . . . . . . . . . . . 16 Important Links . . . . . . . . . . . . . . . < 1 > . . . . . . . . . 3 What You Can Sell . . . . . . . . . . . . . . . . . . Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . This document is Cisco Confidential. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 How to Get Started. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . and provides you with: • Sales strategies • Best practices • Links to important resources ©2012 Cisco Systems. . . . . . . . . . . . . . . . . . . 2 What You Need to Know . . 10 Further Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Do not distribute. . . . . . . . . . . .

Services have become the primary differentiator and profitability engine for Cisco partners and represent a substantial opportunity for you to grow your business. End-to-end knowledge of your customer’s network devices enables you to up-sell. ©2012 Cisco Systems. you can position yourself to compete and thrive by aligning solutions to help address your customer’s challenges and priorities throughout the network lifecycle. you can set clear budget expectations before your customer determines their spend. Cisco professional services or your own consulting services. the need for services has increased. By always positioning services for both hardware and software. Do not distribute. As part of your initial discussions. service. cross-sell. and reduce your risk in deploying and supporting new and complex technologies. Selling services can help you extend. and will help you propose coverage and technology migration solutions to your customers to make sure that they get the full value out of their technology investment. These early engagements provide the framework for exploring opportunities for initial and ongoing consulting services. the most effective approach is to promote Cisco Services and the benefit of service coverage. Using a solutions-led sales approach to uncover customer challenges and the role the network plays. All rights reserved. or explore advanced technologies and services opportunities. Exploring a customer network with a network inventory discovery as part of the consultation can open up many service opportunities. Inc. This document is Cisco Confidential. and make sure that you are in the best position to secure the sale for the complete solution: hardware. multiyear agreements. To make sure you are in the best position to gain opportunities to increase your profitability and productivity. Positioning services early in sales engagements can help your customer identify not only what technology they need to achieve their business goals. improve your customer satisfaction and loyalty. For Channel Partner use only. introduce the implementation of a network discovery. financing. software.Executive Summary Driven by market opportunities and customer requirements to improve performance in today’s business environment. providing you with the opportunity for higher gross and net margin dollars as well as predictable recurring revenue. By including services as a fundamental component of a complete solution that aligns with your customer’s business and IT needs early in the sales process. as part of a complete solution at the very beginning of a sales opportunity. and transform your business. and introducing the value of services early in the sales cycle. but also how to operationally address the adoption of that technology within their organization. By not including services at the beginning of the sales process. it might be difficult to introduce the value of service at a later point. grow. technical services. < 2 > . will help to build a case for services throughout the network lifecycle. and financing.

All rights reserved. We expect partners to generate 5-10 times the services revenue of Cisco. coupled with expanding customer requirements and increased competitive pressures to reduce costs and promote greater innovation by our customers. As a Cisco partner. As a result. In addition. Why Position Services Early in the Sales Cycle? Positioning services early in your sales engagement can help your customer identify not only what technology they need to achieve their business goals. they will not have access to the benefits of technical support services during the deployment of their equipment. services represent a significant growth opportunity. if your customers do not have protection for their network from day one. Additionally. For Channel Partner use only. and other changes. With more than 80% of Cisco’s annual product and services revenue flowing through our partners. Services can help your customers address many important technology challenges and are integral to getting the most out of their network investment. Experience shows that after the equipment is installed. you are in an excellent position to support your customers’ business issues and help solve their challenges. These transitions. Cisco Services currently participates in less than 20% of the market—creating an enormous opportunity for you. you will lose the opportunity for a recurring stream of revenue that could last five to seven years. you risk losing your customers because of lower satisfaction and loyalty. ©2012 Cisco Systems. Do not distribute.What You Need to Know Highlights • Selling services can extend the length. moves. If you do not include services as part of the original solution. of this $41B services market opportunity. It also inaccurately sets customers’ budget expectations and adds administrative and logistics overhead to your operations. additions. < 3 > . Positioning services early can help you to: • Provide value-added solutions • Strengthen your customer relationship in the role of trusted advisor • Create new revenue and profit opportunities • Increase attach rates and recurring revenue streams • Rise above the competition and differentiate • Reduce administrative and operational costs associated with selling services later Furthermore. you might lose the opportunity to stay regularly involved in your customer’s business during times of renewal. Equally as important. you lose much more than just the margin on the services. you are unlikely to get an opportunity to sell services. but also how to operationally address the adoption of that technology within their organization. video. or give in to price pressures. Attempting to sell services after taking the product order makes it difficult to introduce the value of services at a later point. Inc. breadth and depth of your customer engagement • The Cisco Lifecycle Services Approach can help you increase your sales opportunities Four major market transitions—collaboration. This document is Cisco Confidential. are requiring a new service-led approach. Introducing the value of services early also enables you to set clear budget expectations before your customers determine their spend. virtualization and cloud—are redefining the IT industry and creating significant services opportunities for Cisco partners.

Cisco has developed the Cisco Lifecycle Services Approach (Figure 1). 2009. Infonetics Research. and expand your service practice. which defines the minimum set of activities needed by technology and by network complexity to help customers successfully deploy and operate Cisco technologies and optimize their performance. The most effective approach is to promote Cisco Services and the benefit of service coverage. The Cisco Lifecycle Services approach is a beginning-to-end view of the continuum of events that take place in the network lifespan. Do not distribute. Inc. The Cisco Lifecycle Services Approach. ©2012 Cisco Systems. enhance your portfolio. For further information. and is much higher for certain applications and industries. The average cost of downtime to medium-sized firms (those with 101 to 1. that’s 1 percent of their annual revenues. 2009. and training provide you with opportunities to increase your profitability by helping you to improve your skills. The Cisco Lifecycle Services Approach Plan Prepare Plan Design Build Implement Operate Run Optimize 1 2 Dimension Data Survey. < 4 > . The Cisco Lifecycle Services Approach To meet customers’ needs and challenges.1 Equipment that has reached its technology end of life typically costs more to maintain and is more prone to downtime than newer equipment. as part of a complete solution at the very beginning of a sales opportunity.000 employees) has been estimated at $1 million annually. supporting methodologies. Figure 1. For Channel Partner use only. refer to the Accelerate Program topic: Network Lifecycle Services Approach.2 These findings underscore the importance of having full service coverage on network equipment as early as possible. It creates a framework for defining services that is independent of who performs the service activities and provides a coordinated sequence of activities in deploying and operating technologies and optimizing their performance.What You Need to Know (continued) A recent independent survey found that 43 percent of deployed network equipment at large companies has already reached technology end of life. All rights reserved. This document is Cisco Confidential.

This document is Cisco Confidential. reliable. Leveraging services to develop a consistent and recurring revenue stream also enables you to reduce your customer acquisition costs. secure communications • Implement new technologies • Keep the network operating efficiently • Resolve problems 24 hours a day. which can lead to increased customer satisfaction and loyalty. and reduce risk in deploying and supporting new and complex technologies. By including Cisco Services as part of a complete solution early in the sales process. By selling a complete solution you gain competitive advantage by enhancing your market differentiation. expand your competitive advantage through differentiation. By including services as part of a solution that aligns with your customer’s business and technology needs. plus it can help to strengthen your relationship in the role of trusted advisor. and can help make sure of continued revenue growth. Inc. strengthen relationships in your role as a trusted advisor and improve your customer satisfaction and loyalty. A typical service gross margin for a Cisco partner running a successful services business is 18 to 25 percent—an attractive alternative compared with product margins that can be as low as 1 percent. Services play an important role in mitigating risk and the associated costs. All rights reserved. not just ‘another vendor’ . Cisco’s Lifecycle Services Approach and robust portfolio of services can help your customers: • Run their business more profitably • Meet their rising customer expectations • Gain a competitive advantage • Align their IT investment to their business strategies • Support rapid business growth Services can help your customers address many important technology challenges: • Enable rapid. 7 days a week • Provide rapid access to technical expertise Differentiate your business Selling services in addition to hardware and software also helps to position you as an expert resource and business partner who understands your customers’ concerns and overall business needs. Do not distribute. you are in a better position to gain opportunities to increase your profitability and productivity. Adding services extends the length of your overall engagement and positions you for additional up-sell and/or cross-sales opportunities over the life of the engagement. strategic and innovative solutions which can position you to play a greater role in your customers’ success. selling services offers you the opportunity to earn higher margins generating a recurring revenue stream through the sale of services renewals. ©2012 Cisco Systems.What You Need to Know (continued) Customer Business Benefits Services are a vital contributor towards helping your customers address many important technology challenges and gain the most out of their network investment. For Channel Partner use only. selling services enhances your customer interaction beyond a product sales relationship by providing comprehensive. . Increase revenue and profitability In addition. you can position yourself to: • Win additional equipment and service sales • Reduce risk in deploying and supporting new and complex technologies • Enhance your customer satisfaction and loyalty • Move up the value chain with your customers < 5 > Your Business Benefits Strengthen customer relationships For you.

and run their networks as a powerful business platform. The result is increased profitability. By taking full advantage of the Cisco Lifecycle Services framework. Designed exclusively for qualified partners.What You Can Sell Highlights • Cisco offers a variety of programs that enable you to sell and deliver services • Cisco helps you build a robust services practice by adding more value-added services to your portfolio mix Cisco offers you a range of options from resale to jointly delivered collaborative services (Figure 2) that address the requirements of all phases of the network lifecycle services: • Cisco branded services are sold by partners and delivered by Cisco experts who have extensive networking. business and technology experience in large networks. resulting in comprehensive. Inc. smart service C innovation. They enable you to provide your customers with support services without having to make significant investments in developing and operating your own support infrastructures. and which allow you to operate your own support systems. For Channel Partner use only. All rights reserved. you can add more value-added services to your portfolio mix. increase technology and geographic reach Partner Value Growth ©2012 Cisco Systems. and service infrastructure with your services Cisco Branded Services • Service offerings sold through partners • R eady-for-resale offers that speed time to market. • Collaborative services are sold and delivered by partners working collaboratively with Cisco. shortened time to market and improved customer satisfaction. Our collaborative partner-led approach helps strengthen your trusted business advisor role as you enable your customers to successfully plan. smart service capabilities and global support infrastructure with your unique capabilities to develop differentiated high-value service solutions that respond to your customers’ most challenging needs. < 6 > . the terms of your contract with Cisco. Differentiation Profitability This document is Cisco Confidential. Cisco Services Options for Partners Note: The availability of Cisco Services for resale is dependent on your geographic region. Figure 2. Do not distribute. innovative bundled solutions that do not require significant investments to develop. build. these services enable you to capitalize on Cisco intellectual assets by combining Cisco’s extensive knowledge base. and whether you purchase directly from Cisco or through a Cisco Authorized Distributor. Cisco Services Collaborative Services • Service offerings sold only to partners • ombines Cisco intellectual capital.

Industry-leading support capabilities are at the core of Cisco Technical Services. The portfolio is extensive and services can be custom-tailored to meet the needs of your customers based on their specific business objectives. and support Cisco advanced technology solutions throughout the network lifecycle. By including technical services in a business practice for both software and hardware. Cisco Professional Services complement your own services practice. Cisco Remote Management Services provide comprehensive monitoring and management of the devices in a converged network-24 hours a day. promote customer loyalty.What You Can Sell (continued) Cisco Services Cisco’s flexible go-to-market strategy provides a wide variety of service capabilities: Cisco Technical Services. you have the ability to develop a consistent and recurring revenue stream that enables you to reduce your customer acquisition costs. deliver. Technical services for large enterprises as well as services for small and medium businesses. proven best practices. For Channel Partner use only. best practices. 7 days a week. For some services. increase sales. and protect the value of the services you deliver to help make sure of continued revenue growth. Cisco will work with you and your customer to determine the specific services that address their requirements. Cisco Professional Services help your customers transform their business to meet today’s demanding environment and evolve their network into an intelligent and strategic platform. Cisco offers a broad range of traditional support services and proactive technical services. you can choose to take the lead in service delivery. Cisco Professional Services offer an architectural approach. All rights reserved. Inc. and technical resources that enable you to sell. Cisco Remote Management Services are a suite of services that help accelerate the business benefits from Cisco advanced and emerging technologies. monitoring the customer network from your own network operations center and further deepening your ongoing customer relationship. ©2012 Cisco Systems. tools. and processes to grow your own capabilities and collaborate in the delivery of the services to your customer. Cisco offers Steps to Success which provides engagement and deployment methodologies. Cisco Technical Services help protect network investment and maximize availability for systems running mission-critical applications by sustaining network health and maximizing performance. and Cisco networking expertise. < 7 > . Note: Not all Cisco Services are available in all regions. Contact your local Cisco account manager or Cisco Authorized Distributor for further information. To help you develop your own services offerings. and applications across: • Cisco Digital Media Systems • Cisco Unified Communications (including Unified Contact Center) • Cisco Data Center • Cisco TelePresence® Conferencing™ • Cisco Security • Cisco Foundation Technology You have the option to resell these services or use Cisco’s expertise. This document is Cisco Confidential. Do not distribute. system devices. These services cover the out-tasked management and monitoring of network infrastructure. A range of professional services capabilities are available.

• Cisco consistently rates high in customer satisfaction. and simplify and manage their IT complexity and work load. Cisco Award Winning Services ©2012 Cisco Systems. which has been proven to lead to building trusted adviser relationships with greater profit potential and greater customer loyalty. Describe how smart services use intelligent. automated capabilities to regularly collect operational data on deployed network devices and compare it against an extensive knowledge base to provide insight into a network’s behavior and status and proactively address potential issues. This document is Cisco Confidential. proactively promote the value of Cisco Services and highlight the benefits a services contract provides compared to cost of providing network support internally or through the purchase of time and materials. resulting in long term customer relationships. • Cisco sets the gold standard for service and support. Explain to your customers that with the personalized analysis and recommendations delivered by smart services. For your customers with limited skilled in-house IT staff. point out how Cisco smart services can help improve their productivity. < 8 > . you will gain important information that will help you to build a case for services throughout the network lifecycle. From the onset. For more information. Do not distribute. Endorse the benefits of Cisco Services with smart service capabilities. or those who depend on a managed and/or cloud services partner. reduce risk.How to Get Started Highlights • Selling a services contract will be easier if your customer understands the value and benefits of service coverage • Exploring a customer network with a network inventory discovery can open up many service opportunities The most compelling moment to make a case for services is at the beginning of discussions with your customer to determine their overall needs. Cisco Services: • Cisco offers the widest range of services-supported network technologies in the industry. By exploring your customer’s challenges and the role the network plays in helping address those challenges. with numerous industry recognitions and awards in recognition of excellence in technology service and support. and Smart Services Strategy. refer to the Accelerate Program topics: The Value of Selling Cisco Technical Services. Figure 3. on which they can act directly or with guidance from Cisco or our partners. Inc. For Channel Partner use only. All rights reserved. then selling a services contract will be easier. they can improve their operational efficiency and make sure of predictable network and IT infrastructure performance. If you help your customer understand the value of Cisco Services and the benefit service coverage brings to their business.

Discussing these issues will help you discover the complete solution that will best fit your customers’ overall needs: hardware. Securing the initial consulting services engagement is crucial to achieving the greatest revenue potential and generating future revenue from sales of both product and services. and financing. Exploring your customers’ network support requirements will provide you with an opportunity to discuss your customers’ questions about cost of ownership. software. < 9 > . For Channel Partner use only. and follow-on services. ©2012 Cisco Systems. and financing. A goals-oriented discussion helps you establish yourself as a trusted advisor and pave the way for a solutionselling engagement. Cisco offers a number of network collection and inventory reporting capabilities. Inc. services. Exploring a customer network with a network inventory discovery as part of the consultation can open up many service opportunities. multiyear service agreements. the effects of unexpected downtime. As part of your initial discussions. All rights reserved. Before your customer engagement find out what is available in your region by contacting your local Cisco account manager or Cisco Authorized Distributor. This document is Cisco Confidential. or explore advanced technologies and services opportunities. and what a reliable network solution means to the long-term success of their organization. You can also use your own network collector during the process of network discovery to generate data that can be used to assess business opportunities in your customer’s network. technical services. A solution-led approach usually starts with a network discovery or assessment. their need to show a return on technology investments. cross-sell. Focus your selling activities on securing consulting engagements that will ultimately promote sales of all product. advanced technology. A network discovery is a process that involves the collection and initial validation of data about the devices running on your customer’s network and results in business intelligence that can be used as a foundation for decision making.How to Get Started (continued) Use a solutions-led sales approach to explore opportunities for initial and ongoing consulting services. Do not distribute. introduce the implementation of a network discovery. professional services. End-to-end knowledge of a customer’s network devices enables you to up-sell.

incentives and promotions Avoid Common Mistakes ❑ Define customer spend ❑ Sell complete solutions ❑ Always offer financing solutions ❑ Preempt customer objections ©2012 Cisco Systems. For Channel Partner use only. < 10 > . This document is Cisco Confidential. Do not distribute.Strategies for Successful Selling Adopt Best Practices ❑ Utilize a network discovery ❑ Lead with consulting services ❑ Promote the value of services over warranty ❑ Take advantage of programs. Inc. All rights reserved.

To find out what is available in your region. This actionable report will help you propose coverage and technology migration solutions to make sure that your customer gets the full value out of their technology investment. This business intelligence will also lay the foundation for you to propose professional services to help your customers plan. see topics covered under the Accelerate Program topic area: Know Your Customer’s Network. This document is Cisco Confidential. You can also use your own network collector during the process of network discovery to obtain the required information. Inc. All rights reserved. For more information. A network discovery gives you the ability to identify gaps between a customer’s existing infrastructure and future network requirements.Strategies for Successful Selling: Adopt Best Practices Utilize a Network Discovery In Cisco’s experience. The assessments can come in the form of reports that document the following information about equipment discovered in the network: • Hardware and software that have reached lifecycle milestones • Security advisories • Equipment not covered by a service agreement • Service contract expiration dates • Service contract data issues that might affect service delivery and customer satisfaction Implementing a network discovery provides your customer with important business intelligence needed for decision making. A discovery of a customer’s network will often show that a significant percentage of their networking equipment (possibly as much as 30 percent to 40 percent) is not covered or is only partially covered by a service contract. Cisco offers a number of network collection and inventory reporting capabilities available for mid-market to large customers. < 11 > . A network inventory discovery process allows you to thoroughly explore your customers’ networks to create an actionable inventory report. non-intrusive and do not pose any business risks. the majority of customers do not have an accurate assessment of their Cisco network devices. In addition. Reassure your customer that the network discovery process and tools are non-obtrusive. ©2012 Cisco Systems. An effective discovery process uses network collection technologies to generate data that can be used to assess business opportunities in the customer’s network. often more than one quarter of a customer’s networking equipment has reached its last date of support. design. and deploy a network architecture solution and promote the value of network-level coverage. contact your local Cisco account manager or distributor. Implementing a network inventory discovery process is a very strategic approach that involves using a collection-led process to explore customer networks to identify product migration and service opportunities. Do not distribute. upgrade coverage to address current and future network support needs. Utilizing this business intelligence allows you to present an actionable report that helps your customer build a reasonable plan for addressing critical network issues. and increase service revenue. It provides the business intelligence necessary to assess the coverage status of a customer’s network. For Channel Partner use only.

Offering consulting services early in the sales cycle helps you learn important information about your customer that informs the entire sales process and enhances your ability to generate incremental revenue from implementation services. and support solutions. you can offer Cisco Professional Services. even if your customer has a strong in-house technology staff. Regardless of size. Inform your customer that this consultative approach reduces their risk and accelerates their success by providing a solution that goes above and beyond the limited assessment of a simple sales approach. For more information see Accelerate Program topic: Selling Professional Services. By leading with a consulting services engagement early in the sales cycle. you can help your customers identify their challenges and opportunities and define their technology requirements. Do not distribute. You can also use Cisco intellectual property to build or expand upon your professional services practice. any business that is converting its technology infrastructure to a real-time high-technology platform to support its business needs is an excellent candidate for consulting services. If you do not have plans to build a professional services practice. These early engagements provide the framework for exploring opportunities for technical and professional services. This document is Cisco Confidential. ©2012 Cisco Systems. < 12 > . and financing.Strategies for Successful Selling: Adopt Best Practices (continued) Lead with Consulting Services Use a solution-led selling approach that leads with consulting services based on Cisco Professional Services or your own brand of consulting services. For Channel Partner use only. All rights reserved. enabling you to design and deliver a solutions architecture recommendation that addresses those needs. hardware and software sales. it is unlikely that they can match the expertise and support Cisco and its partners can offer. multiyear service agreements. Explain that. Inc. Cisco’s flexible go-to-market strategy enables you to offer your own brand of consulting services.

go further by also protecting against human factors. Always make sure your customer is aware that warranty is not the same as a services agreement.Strategies for Successful Selling: Adopt Best Practices (continued) Promote the Value of Services over Warranty Companies sometimes mistakenly think of warranties as a potential substitute for a service agreement. and offers a proven track record of quality customized support. and stable network within a total system solution. All rights reserved. such as configuration errors. For Channel Partner use only. For a list of current Cisco Services partner programs. < 13 > . provides access to Cisco industryleading expertise and extensive resources. Inc. Expecting a warranty to do the job of a support contract is akin to expecting the three-year drive train warranty on your car to do double duty for an auto insurance policy. protocol errors.cisco. ©2012 Cisco Systems. incentives and promotions in your region. and the introduction of Cisco Limited Lifetime Warranty (LLW) and Enhanced Limited Lifetime Warranty (E-LLW) has convinced some customers that they can rely solely on warranty rather than purchasing a service contract. The distinction is important because human errors account for up to 80 percent of all the issues that cause networks to fail or seriously falter. even when their similar features make them look alike. Warranties are limited to repair and/or replacement of the Cisco product. Warranties protect only against defects in materials and workmanship. Take Advantage of Programs. visit the Cisco Services Programs and Promotions website. highly available. and the like. In both cases. Warranties alone will not adequately protect your customer’s network investment and are no substitute for a Cisco Services contract. Support contracts however. For further information refer to Accelerate Program topic: Positioning Services over Warranty. the two differ profoundly in functional scope. By taking advantage of the partner programs. See: www. Do not distribute. Incentives and Promotions Selling services increases your margin with every service that you attach to a product sale. Warranties and support contracts are different in that they serve fundamentally different purposes. Cisco offers a variety of programs that enable you to sell and deliver services according to your preferred business model. A Cisco support services contract covers purchased equipment and licensed software. This document is Cisco Confidential. It helps make sure of a reliable.com/go/warranty. you also become eligible for more incentives and rewards.

©2012 Cisco Systems. Inc. a portfolio of services with industry-leading support. services. You should focus attention on the value of the overall solution rather than the cost of an individual service. In this way. Make sure that discussions of products. Customers have needs that Cisco solutions can address. early in the sales cycle. Sell Complete Solutions Always explore the opportunity to sell additional products and services. According to a recent survey conducted by IDC. service. You should always focus on the issues that influence the need for a range of products or services. . Get them thinking about the long-term value of multiyear contract discounts and build these into your initial proposal. strategic needs. over 77 percent of IT customers said that the availability of leasing or financing affects their choice of an equipment. This document is Cisco Confidential. For Channel Partner use only. for both hardware and software. Telebriefing Presentation. and financing. This equips your customers with what they need now. Do not distribute. attempting to sell services after taking the product order makes it difficult to introduce the value of services at a later point. All rights reserved. while helping to meet their long-term. and financing always map back to the higher level business needs that customers must address. even customers who have never financed their technology before might need to consider doing so now. Offer financing solutions. Cisco Capital® can provide flexible payment terms that match your customers’ budget cycles. Always position services. Remember. Including financing can help customers of all sizes obtain the services they need.Strategies for Successful Selling: Avoid Common Mistakes Define Customer Spend Always define customer spend to include services. software. Always Offer Financing Solutions Always introduce the benefits of financing solutions early in discussions with your customers. as well as financing. and it also inaccurately sets customers’ budget expectations. and complete financing solutions. < 14 > . 2009. Prepare your customer for the additional expense of these services so they can plan appropriately. A comprehensive. collaborative environment. This provides a strong value proposition for multiyear service agreements.3 Offering a financing solution that spreads the cost over a number of years can enable your customers to deploy the state-of-theart network solution they need to generate a more productive. This will help make sure your customer’s expectations are properly set and that you are in the best position to secure the sale for the complete solution: hardware. you will be able to help your customers see the value of a complete solution as well as the consequences of inaction. Financing can greatly improve a customer’s cash flow and expense management capabilities—it can even enable them to acquire a larger or more robust solution than they think they can afford. In these unusual times. “The Future of IT Leasing and Financing: How Capital Markets Will Continue to Shape IT Strategies” September 24. software or service supplier. Services provide valuable benefits to customers and introducing the value of services early enables you to set clear budget expectations before your customer determines their spend. strategic. and innovative Cisco solution can include best-in-class products. 1 IDC.

Cisco Capital financing solutions provide straightforward. documentation and funding turnarounds. as well as compelling facts to help you prepare for sales discussions. For Channel Partner use only. The best way to handle objections is to understand your customers’ goals and pain points so you can effectively customize your responses to accurately address your customers’ needs. and financing. In addition. while helping to make sure of a timeline for future refresh opportunities. < 15 > . flexible leasing and finance options. Do not distribute. early in the sales cycle. competitive rates and fast approval. your customer may still have concerns that you need to address given market transitions. All rights reserved. refer to the Accelerate Program topic: Objection Handling. Be aware however. financing provides you with the ability to maintain better account control and pave the way for future business. Useful strategies for countering objections include: • Always position services. This can help you build a compelling business case for your customers and help them acquire the solutions they need to be successful. see Accelerate Program topic: “Selling Cisco Capital Finance Services” and visit the Cisco Capital Partner Portal. Cisco Capital offers solutions customized to the needs of customers of all sizes and provides specialized programs for different geographic regions. that there are no standard answers. However. It can help you keep the competition out. service. and the increased pressures to reduce costs and promote greater innovation. Preempt Customer Objections By effectively promoting the value of Cisco Services and cultivating your customer’s awareness of the benefits of service coverage as part of a comprehensive solution early in your customer engagement. Inc. For the types of questions you might encounter and some insights into how to handle challenging customer objections. • Use Cisco Capital to help counter cost objections—many customers are willing to cover all products for multiyear terms because of their competitive rates. To learn more. software.Strategies for Successful Selling: Avoid Common Mistakes (continued) Introducing the benefits of financing early in your customer discussions can also help to increase the size of your deals. you can preempt many common ©2012 Cisco Systems. objections. • Be prepared to make the case for the value of services over warranty. This will help make sure your customer’s expectations are properly set and that you are in the best position to secure the sale for the complete solution: hardware. This document is Cisco Confidential. for both hardware and software.

This document is Cisco Confidential. < 16 > . ©2012 Cisco Systems. Inc. Do not distribute. For Channel Partner use only.Further Resources Invest in Additional Training to Increase Your Knowledge and Your Ability to Sell The following Accelerate Program topics help you expand on the knowledge you have gained during this learning topic: • Network Lifecycle Services Approach • The Value of Selling Cisco Technical Services • Smart Services Strategy • Selling Multiyear Cisco Service Agreements • Positioning Services over Warranty • Selling Professional Services • Selling Cisco Capital Finance Services • Objection Handling • Using Steps to Success Visit the Cisco Services Accelerate Program website to access additional training material that can enhance your knowledge related to this topic. All rights reserved.

cisco.cisco. < 17 > .cisco.com/web/partners/sell/enablement/partnerpracticebuilder/index.cisco. Do not distribute.com/go/servicedescriptions ©2012 Cisco Systems.cisco.cisco.html Partner Practice Builder www.com/web/partners/services/index.cisco.cisco.html Cisco Capital www.cisco.com/go/ciscocapital Steps to Success www.com/go/ts Cisco Advanced Services www.com/go/partnermarketing Cisco Services for Partners www. All rights reserved.html Services Programs and Promotions www. This document is Cisco Confidential.cisco.Important Links Cisco Services Accelerate Program www. Inc.html Cisco Services www.cisco.com/go/stepstosuccess E-Consulting for Partners www.com/go/services Cisco Technical Services www.html Cisco Partner Marketing Central www.cisco.com/go/accelerate Cisco Partner Central www. For Channel Partner use only.com/web/partners/services/promos/index.com/web/partners/services/enablement/econsulting/index.cisco.com/web/partners/index.html Legal Contract Service Descriptions www.com/en/US/products/svcs/ps2961/serv_category_home.

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