Value Selling at Cisco

Rossman, Joshua
March 2004
Marketing Management;Mar/Apr2004, Vol. 13 Issue 2, p16
This article discusses how customer message management helped sales and marketing work together for Cisco Systems Inc. Throughout the 1990s and into 2000, demand for Cisco's hardware products increased significantly. Marketing developed the concept of value selling to help show sales a simple and effective way of selling by addressing specific customer needs well before a sales call is made or marketing collateral is created. The other goal was to transform the culture of the services sales force from a mentality of renewing maintenance contracts to acting as business consultants. In other words, refocus on talking about how the network can support the customer's business objectives and how Cisco can help the customer achieve those objectives. The first step Cisco took was to examine the relationship between sales and marketing. The next step was to call in a consulting firm that specialized in developing Customer Message Management strategies that would parallel Cisco's value-selling program. One year after launching the pilot program, many senior executives on the services side have endorsed value selling as an effective sales approach that helps Cisco sell and deliver value to its customers.


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