With cyberattacks skyrocketing since the COVID-19 pandemic, there is currently no hotter buzzword in the MSP landscape than “security.” But even though companies understand they should be spending a considerable amount of time and money upgrading their cybersecurity profile, many are still hesitant to fully commit when it comes time to open up their wallets. If you’re finding your sales team can’t convince customers to pony up when it comes to protection, here are a few ways to help them connect.
INCREASE THEIR KNOWLEDGE
One of the main reasons salespeople have trouble persuading customers to upgrade their security measures is because they don’t know what they’re talking about. Generally speaking, a severe lack of cybersecurity knowledge plagues MSP sales teams and, in turn, causes them to shy away from discussing the subject in detail. Without this understanding, they are left unable to overcome objections and explain why the upgrades and features they are pitching are important when customers push back. If your company invests in the latest cybersecurity bells and whistles but has salespeople that can’t discuss these technologies in detail with your prospects, what good are they in the end? This is why technical training is a crucial piece of the puzzle in getting your clients to buy in to raising their cybersecurity profile. Because even if you have access to the best possible tools, you must be able to explain them in layman’s terms, or they will be rendered useless.
GET THEM TALKING IN TERMS OF RISK TOLERANCE
Aside from cybersecurity knowledge, the other prominent challenge salespeople face is that prospects tend to be driven by incident response rather than proactive solutions. This is because many companies read about high-profile hacks and believe they are small enough to fly under the radar. They talk a big game about being security-focused, but when push comes to shove, they defer to crossing their fingers and thinking, “it won’t happen to me.” However, if salespeople’s only response is to constantly warn about potential disaster scenarios, they may come across as fear mongers who are just chasing a buck. What salespeople need then is to frame the conversation surrounding security in a sober and realistic fashion without sounding alarmist. The best way to do so is to open up a discussion about risk tolerance. For example, a salesperson can simply ask prospects the question, “On a scale of 1-5, what is your tolerance for risk?” and now have a reference point for future conversations about security. Since we all use the risk vs. reward framework in our daily lives to assist us in making tough decisions, this way of discussing cybersecurity provides an easy way to engage in challenging conversations about the gambles companies are willing to take without leaning on paranoia.
AVOID SELLING FEAR, UNCERTAINTY, AND DOUBT
When selling security, the goal for your sales team should be to get the customer to understand that proactive security features aren’t an upsell. Everyone benefits when a company buys the smoke alarm instead of waiting to call the fire department. By setting a clear risk vs. reward assessment framework for future conversations with a risk tolerance assessment, salespeople can now avoid the potential pitfall of selling through negativity. Utilizing this discussion point, they can constantly update their customers about the level of risk they are taking on by declining new security features or upgrades without sounding pushy. And if customers want to decline the latest security upgrades due to skepticism or budget concerns, your salespeople don’t have to scare them into continuing the conversation. Instead, they can spin the discussion positively, offering to navigate prospects towards a healthier risk tolerance rating down the line.
When selling security, the name of the game is building a knowledgeable sales team that can pitch prospects on proactive measures without bringing negativity and fear into the equation. To provide your team with the highest quality training and support when it comes to security, consider working with OSR – contact us today.