Selling VideoPitch Like a PSS

US Commercial
Mark Niemiec, East Select Regional Manager

Selling Video Checklist

Partners

Tools

Focus Areas

Training

1. Prepare the Message and Come with

Ideas
2. Think Outside of the Flat Screen
3. Challenge Convention
4. Share Stories
5. Deliver
the
Experience
Drive
Architectural
Focus
Drive
Architectural
Focus and
and Approach
Approach
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I-phone, I-pad, and VDI

2 out of 3 say an office is

unnecessary for being
productive

Connect anywhere, be productive

everywhere
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Need a Holistic, Architectural Approach

Delivering a wide variety of Collaboration technologies.

INTEGRATED COLLABORATION EXPERIENCE
Anywhere

Best experience
in any location

Any Device

Any Content

Secure
INTEGRATED COLLABORATION ARCHITECTURE
mobility
Video handled as
Flexible access
BUILT
ON
AN
INTELLIGENT
NETWORK
easily as voice and data from all clients

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Business Use Case

Questions to Ask Horizontal

Competition
Flexible Mobile
Social

Growth
Expert
Engagement

Development
Group
Collaboration

People
Business
Transformation

TelePresence Extensions
get the Network Effect

Voice becomes Video,

Interactions become
Opportunities

Turn groups into high

performing teams

Business Transformation,
take your business to the
next level

Video Enabled Voice

Personal

Multipurpose

Immersive

Immersion
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Different use cases require different layouts

We use the term layouts to describe the various ways a video conversation appear
on screen. Different types of meetings would require different layouts.

Distance education

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Typical meeting room situation

Tele-Stroke Service
Saving lives
Visual exam
Using resources effectively
Creating a life saving service

in an economical way

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Cisco TelePresence in Private Equity

General Atlantic

Scaling Across the Globe

US based Private Equity firm.
Already using video, needed
to take Visual Collaboration to
the next level and make it
pervasive. Video is now
baked in to most meetings.

Benefits

Increase productivity through reducing

travel
Scale SMEs globally

2010 Cisco and/or its affiliates. All rights reserved.

Result

Faster decision-making; reduced project

timelines
Better decision making and engagement
of experts
Cisco Confidential

What We Heard from Customers

Users need:
Consistent experience and choice of devices
Better options for transparent mobility
Simplicity

IT need:
Easier interoperability options
Align capabilities with user requirements
Efficient and simplified management and deployment tools

CxO need:
Reduced cost of ownership (acquisition and operation)
Drive better collaboration experiences in house and out
Protect and leverage current investments

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Cisco Collaboration
Comprehensive Portfolio of Applications, Solutions, and Services
Unified
Communications

Collaboration
Applications

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Customer
Collaboration

CLOUD
ON PREMISE

TelePresence

Cisco Unified Communications

The Heart of Cisco Collaboration

Endpoints

Applications

On Premises

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Cisco Unified
Communications
Manager
Hybrid

Cloud

Know your buyer

M&A, People, Culture, Top
Line Revenue, Margin,
Reduce Risk
Reduce Cost, #
Platforms, Staff,
Fight for
Budget/Relevancy,
Ensure Service
Delivery

CX
O

Grow Sales, Reduce

CoGs/CoS, New
Markets, Tighter
Customer/Supplier

VP
IT and Operations

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Meeting preparation example

Simply Google

Have they recently bought

another company?
Have they announced a new
product or partnership?
have they won any big contacts
or accounts lately?

Websites to review:

www.wikipedia.com
Their twitter feed
Their company site
www.news.google.com
www.hoovers.com
www.cnnmoney.com
www.businessweek.com
Industry relevant sites

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Look at Public Filings:

Section 7 Management Discussion will tell you how

mgmts paid and their goals
Review their revenue and margin trends on their
balance sheet
Read the introduction to find out how the filing year went
for them did they meet their goals?

Outcome and Objectives:

What is the objective of the meeting?

What is the outcome you want to drive?
Have you created an agenda to keep the meeting on
track
Is your presentation customized to their industry and
business?
Have you come up with examples and vignettes they
can relate to about visual collab?

5
5

Develop questions and vignettes

Create Questions about

your Customers:
Competition

Horizontal
Questions
2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Plans for Growth &

Profitability
Strategies for Talent
Acquisition & Retention
Goals for Training and
Development

Your Customers Competition

Who are your biggest competitors?
Are they the same competitors you had 3-5 years ago? Are the same ones you expect

to have in the next 3-5 years?

Where are your competitors coming from? Other industries, adjacent ones, other

markets within the theater, or other global regions?

How do you plan to win in the market-place? Product differentiation? Market coverage?

Channel dominance? Quicker time to market? More complete solution? Cross-sell other
integrated products/services?
How do you compete for talent acquisition & retention? What are the challenges with

turnover? With training and continuing education? Where does your talent come from?
What are the expectations and needs of the newer generation of employees? Needs and expectations

of their customers? What are competitors doing around customer service?

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Growth
What is your growth strategy? How do you deal with acquisitions? What about new market

expansionglobal/lateral or from new offerings?

How is globalization impacting growth and margins? What opportunities and threats are

you facing ?
How is the company addressing brand in these markets?
Where do Channels & Alliances fit into this picture? Vendors?
How is business growth measured at your company, revenue, new customers, viewership,

assets under management, ROI/ROA, EPS?

What are the growth targets? How do they compare to previous years? Quarters? The

competition? Can you share the targets for this and next year (public companies will put this
in their filings, private ones may share it)
What kinds of pressure is the business seeing on margin and profitability? How are you

dealing with margin pressures?

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Talent Acquisition & Retention

What kinds of roles is your organization looking to fill? Are the same kinds of roles you had in

your organization 3-5 years ago?

How do you see the need for new and different types of workers changing over the next 3-5

years? How do you envision the structure of your organization changing?

Where are you finding these people? What are the difficulties you experience in finding and

retaining talent?
What kinds of tools, techniques or support are you using to find talent?
Some of our customers are finding the need to stitch together global teams in a virtual office

environment an environment where teams separated by distance are made to feel as though
they work in the same physical office are you seeing a similar trend?
What are your newer generation of workers looking for in terms of productivity capabilities? For

instance we see a lot of our millennial workers asking for more visual collaboration
capabilities. Are you seeing a similar trend?
2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Training and Development

How are you managing training all of these new workers?
Is there a formal training department, or is it up to each department?
If its formal, do you have a LMS (learning management system)?
How are you capturing field level learning and scaling that through your organization?

What is your knowledge management strategy?

We are seeing an increase in the use of social media tools to support learning.. Are

you hearing of similar trends, or requests from executives, employees or customers?

How are you engaging your customers on training? We are also starting to see

customers train their customers and partners so teams can better work together are
you seeing the same? If not, is there someone in your organization responsible for
managing partners and customers?
2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

The Challenger Sale:

Guide to Selling by Teaching:

Every interaction is a chance to develop insights

Prepare Your Perspective
Apply your knowledge
Look for the customer to say:

Interesting perspective, we hadn't considered

that, but I see how you can help

Wow, thats a fresh look at a problem we hadn't

thought of

Yeah, you know I didnt think of that before but

yes I think this idea is worth exploring further

Define concrete next steps

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Demo the solution

Meet with LOB Leaders

Bring the customer in for TCEC

3
3

Craft a message

Your Customer
What are the business

imperatives:

Your Customer
Activity

1)
2)
3)
Who are the key stakeholders?
How do they collaborate today?
What are their competitive

pressures?
What can we teach them about

visual collaboration?
2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Forever Collectables: manufacturer of sports

themed collectables/memorabilia
Business Imperatives:

Time to Market
Global Collaboration
Customer Intimacy
Getting face-to-face with sales staff
Post merger integration
Video for everyone through Jabber
Higher quality interactions between parent and

acquired through HD endpoints

Faster time to market through HD video

between designers and MFR facility

Everyone on the same page through MSE 8000
2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Cisco TelePresence in Manufacturing

Use Case Overview
Speed product development and time to market
through streamlined face-to-face communication
Optimize collaboration by instantly bringing key
staff, partners and suppliers around the world
together in-person more often
Maximize expertise while saving time and money
Host virtual focus groups for feedback from
customers and partners earlier in the product
development cycle
2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Manufacturing
Processes

What initiatives or methodologies are in use today? (LEAN, 6 Sigma) How do you plan
to remove process latency? Errors? What is your error training program?

Supply Chain How are you working with supply chain partners transactional, collaborative, partners in
product development? What are the plans for increasing efficiency in the supply chain?
What cost control initiatives are underway?
COGS

What are current COGs? How does this compare to competitors? Is overtime an issue?
Is outsourcing under consideration? Contract manufacturing? (3 rd party) How does the
business measure quality control? What improvement opportunities exist? How do QA
standards differ between suppliers and in-house? Where does quality control occur?

Time to
Market

How long does it take to develop a new product? How long until that offering is
profitable? What is the value of reducing this cycle by 10%? 5%? Are suppliers part of
the R&D cycle to ensure quality, lowest cost and fastest time to fulfill?

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Cisco TelePresence in Retail

Use Case Overview
Create a competitive advantage access to remove
subject matter experts in retail locations will drive sales
Offer better customer service enable consumers to
talk to customer service teams face-to-face
Improve collaboration across remote teams and
dispersed locations
Training and education deliver consistent and InPerson training to remote staff / locations

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Retail
Buyers

How often do you cycle products? How do buyers spot trends? What is failure rate of
certain products? How do you train staff on the offerings? How do they engage
customers and focus groups?

Product
Placement

How are you working with manufacturers /suppliers?

Is there a virtual store environment?

Quality &
Product
Assess

How do you test products today? (see color, stitching, patterns, etc)
How do you impact quality control today? Where? Who are key suppliers?

Reaching
Customers

What is the store experience? On-line experience?

How do you keep customers in your store? Loyalty programs? Stickiness?
How are you using customer preference information to inform your buying decisions?
Are you effectively cross selling at the store level?
How are you maximizing each customer visit?
How could digital signage and media transform the customer buying experience?

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Cisco TelePresence in the Finance Industry

Use Case Overview
New Financial Services provide a
new level of customer intimacy for VIP
customers by providing easy access to
remote experts / advisors
Accelerated decision making across
the organization gives a competitive
advantage
Travel reduction cost savings and
good for the environment

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Finance
Customers

What are your challenges in capturing more customer wallet share?

How do you differentiate service for whale customers?
How are you cross-selling your portfolio of services?
How do you close the deal at point of entry (into retail bank, investment
service, or contact center)?
How do you engage with partners/franchisees (insurance, brokerage)? Ensure
they lead with your products/services?

Training

How effective is your current training environment? What is turn-over rate? What
certifications and continuing education are required?

Collaboration

How are you enabling field level sales people to share their experiences with peers
in other locations?

Risk

What is average sale? How many transactions are needed to achieve growth?
What is M&A position? Risk of current ventures?

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Healthcare
Caregiver
resourcing

How do doctors and other caregivers interact with patients at remote sites? What
challenges are you experiencing meeting the medical needs of patients/members with
existing staff? How are you dealing with healthcare worker shortages? How do you
provide translation services?

Diagnostic
Services

How are you supporting remote diagnostics? How many satellite clinics are health
professions able to staff now? How are changes in COB regulations challenging the
ability to provide services? What is the cost for missed appointments?

Managed
Care and
Reform

What are your plans for dealing with patient-centric legislation? How are you planning to
keep costs down in case management and continue or increase patient services? Are
you expanding your network/membership? Does Medicare a large part of your patient
population?

Training and
Support

How are you maximizing the time and expertise of your medical experts? What
challenges are you experiencing with transfer of knowledge among staff members?
How are you managing JIT training and access to experts on rounds, in clinics and in
the field?

Research

What are your plans for contributing to the field of knowledge? What projects are
currently underway that could benefit from remote collaboration?

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Pharmaceutical
Supply Chain

How are you working with supply chain partners, e.g., is the relationship
transactional, collaborative, a partnership in product development?
Is the business looking for ways to more efficiently engage supply chain partners?

R&D

How long does it take to develop a new drug?

How long until that offering is profitable?

Q&A

How does the business measure quality control? What are the opportunities
available to improve that metric?

Compliance

What challenges do you face meeting regulatory bodies requirements?

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.

Services/Consulting
Resource
Management

How are you scaling resources within your customer environments?

Have you started to look at centralizing human capital experts from certain
disciplines like audit and process management?

Project
Management

How does travel impact your employee and customer relationships?

How are you managing the boundaries of time and location when engaging global
customers?

Relationship
Management

How are you continuing the customer engagement after each project ends? Or do
you build each deal/project from the ground up?

2012 Cisco and/or its affiliates. All rights reserved Cisco Confidential.