Module 2: The Importance of Service

Why Sell Service?

In many situations, customers are looking to buy more than individual products – they are looking to buy comprehensive solutions. While some customers may have the in-house expertise they need to install their equipment and maintain it over time, many customers will not have this expertise – and they will look to both you and Cisco to provide it.

As you work with your customers, your interaction should not just stop with the sale of the equipment. Your goal should be to develop a relationship with them that:

		Provides them with a support plan to ensure their success.
		Supplies them with experts to address any issues and maintenance needs that arise over the course of time.
		Helps them to maximize their investment by keeping their networks up-to-date with the latest technologies.
		Demonstrates that your goal is to build a long term partnership with them that ensures their success.

The following example involving IP Telephony helps to reiterate these points. Many customers who purchase IP Telephony solutions will not be as familiar with this new technology as you are – and they will need help getting set up. The sale in this case does not just end with your customer buying a Media Convergence Server (MCS), CallManager software, and 30 IP phones.

When the equipment arrives, your customers will appreciate it if you have provided them with a support solution that helps them:

		Install their equipment.
		Configure and set-up their CallManager software.
		Set-up and connect phone lines.
		Train new users on how to use the equipment.
		Maintain their IP system over time, and address any issues that arise.

In scenarios like this, you can earn your customers’ trust and continued business by working together with them to develop a long term solution that provides them with after-sale service and support.

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