Cynthia Lair

Inquirer
DISC Type : cd

Sr Director - Account Management - Renewal Sales at Diebold Nixdorf

Massillon, Ohio, United States

Overview

Cynthia Lair is a Senior Director at Diebold Nixdorf, leading renewal sales and account management. She specializes in driving revenue growth by optimizing customer retention and expanding contracts. With a background from Malone University, she has a proven track record of leading process improvements for a $230M service contract base and cultivating high-performing teams.

Based on her public activity, Cynthia appears to be a passionate advocate for her companys community and culture. She actively celebrates team successes, expresses gratitude for colleagues, and shares heartfelt support for community initiatives, such as honoring military veterans within her organization.

Interestingly, a colleague noted that Cynthia began her career in finance before transitioning into sales leadership, highlighting her deep and varied understanding of the business.

Personality Overview

Demanding

Hard To Convince

Upfront

They focus on objectivity in a pitch and pay little attention to bells and whistles.  They don’t always try to control the conversation but neither do they like yielding it fully. They care equally about the product and its potential impact.

Topics They Care About

Customer Retention
Her role and headline emphasize a focus on optimizing customer retention, reducing churn, and expanding revenue within the existing customer base.
Sales Process Improvement
A consistent responsibility across her various director-level roles has been to establish, refine, and operationalize sales processes and support teams.
Supporting Veterans
She shared a heartfelt post about a company event celebrating veterans, indicating a personal value for their service and sacrifice.

Media Appearances

Cynthia has no verified media appearances

Work History

12-2024
Sr Director - Account Management - Renewal Sales at Diebold Nixdorf
8-2018 - 12-2024
Director, Sales - Service Accounts at Diebold Nixdorf
8-2017 - 8-2018
Director, Sales Operations - Program Development & Enablement at Diebold Nixdorf
1-2012 - 8-2017
Director, Sales Operations - Contract Management & Sales Support at Diebold Nixdorf
8-2007 - 1-2012
Manager, Sales Operations - Integrated Services at Diebold Nixdorf

Education

Business Management from Malone University
Associate of Science - AS from Stark State College

More Information

Social Presence :

Prographics :

Exp : 27 Location : Massillon, Ohio, United States Job Level : Senior Designation : Sr Director - Account Management - Renewal Sales at Diebold Nixdorf
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Insights For Selling To Cynthia

During A Call Or A Meeting

DO's

  • Ask them questions confidently while doing discovery, don’t be apologetic
  • Highlight the competitive differentiation of your product
  • Be crisp while making the pitch

DONT's

  • Don’t try to be an alpha salesperson, give them equal space
  • Don't try too hard to get friendly, let it happen with time
  • Refrain from asking too many questions

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Cynthia is

  • Conviction in the product matters to them, followed by proof points and strong testimonials.
  • Will you ever get a clear answer from Cynthia

  • They may not be very forthcoming, but they will say no if needed.

Insights For Deal Planning

    How fast (or slow) will Cynthia move?

  • They are neither the fastest decision makers nor the slowest.
  • Can Cynthia take some risk or not?

  • They can take risks but after weighing up the pros and cons.

You And Cynthia

Personality Compatibility


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