Pitching and Trespassing

During a coaching session with a new-to-market rep yesterday, I shared the story of one of my all-time favorite clients and our journey together. Early in my career at Cisco, as I was building out my business, I walked—unannounced—into an office, past an empty reception desk, and straight into the CEO's office to ask what their company did. After he recovered from the surprise of a brazen young woman just showing up, he took the time to share his startup story, its origins, and future goals. I gave my pitch on Cisco and why we could be a strong solution for his growing organization.

This CEO later introduced me to his CFO (a fellow Butler alum—Go Dawgs!) and CTO. At the time, Cisco was known as a high-end hardware provider, and this customer was not sure we would be a fit; their network was built on InterTel voice, Dell servers, HP wireless, and WatchGuard firewalls. But I was not discouraged. I kept learning about their business and building a relationship with them. Over time, by demonstrating value and developing tailored solutions, they went from zero Cisco products to having a 95% Cisco footprint, including being early adopters of UCS and storage. Years later, I still connect with these leaders, considering the original CEO a mentor who helped shape my approach.

The lesson here isn't to encourage anyone to skip the gatekeeper but to illustrate the importance of drive, asking for business, and viewing every 'no' as a chance to keep pushing forward.

So, what are the takeaways?

1. Relationships matter. Product issues will arise, but handling challenges with integrity strengthens the trust you've built.

2. Drive is essential. You cannot teach it. You need the grit to persevere in sales, even when it’s hard.

3. No isn’t always no. Often, it just means “not right now.” Listen carefully, understand business needs, and recognize that your solution might only be one piece of their puzzle.

4. Sales is a team sport. I relied on talented specialists, CSMs, and engineers throughout my career. Everyone has a role, and success often requires the entire team.

5. Be willing to take risks. That first step into the CEO's office started a journey that shaped me, giving me a story that’s influenced how I lead and coach reps today.

At Vetta, we provide sales coaching and training to help you reach your peak. Let's summit to success together!