There’s no denying the need for advanced cyber security services in today’s IT landscape—but that doesn’t mean your security solution will sell itself. Without the right sales pitch, it may be difficult to convince prospects (or existing customers) that it’s time to invest in IT security.
In this post, we’ll explore how to enhance your cyber security sales pitch to drive better outcomes, and we’ll also give away tricks of the trade if you’re looking to enter our MSP Shark Tank contest at Navigate 2018 to win $15k!
1. Be Realistic
When pitching to your prospects and clients, you can’t promise that they will be 100 percent secure. Managed security is not that kind of sell.
Instead, aim to educate rather than hard sell them. Use relevant statistics to give them an understanding of the current landscape and where they may fall. Put into perspective where their security strategy stands in comparison to similar businesses. When selling cyber security, it can be tempting to lay on the fear, uncertainty, and doubt (FUD), but if you aim to be more realistic with clients and prospects, they won’t view your pitch as a mere scare tactic.
MSP Shark Tank Tip
When pitching your business plan in the MSP Shark Tank, it’s important to think about partner positioning because one of the criteria our sharks will judge against is projected customer response.
2. Get Creative
To effectively differentiation yourself from the competition, you need to get creative and stand out from the other MSPs who are also pitching their security solutions. It’s not as simple as shouting it louder than the next guy.
Instead, a consultative approach may yield better results than the heavy, FUD-centric sales pitch. Every SMB client has heard similar versions of the same security pitch: “you’re now a target and at greater risk, you need IT security now!” But, if you were to approach this SMB and say, “based on our conversations, I know that email phishing is a big problem for your business. This issue stems from the fact that your employees don’t know how to spot a phishing attempt. If I could provide you with better security awareness training, on top of tighter email filtering, we’ll be able to better secure your employees and your business.”
Ideally, you want to position yourself as a specialist, educate your customers, and impart useful and actionable information when selling. Always make sure everything you propose relates closely to issues you’ve discovered with your customer’s environment and their pain points.
A targeted, consultative strategy gives you the best chance to stand out from the security noise and get your voice heard.
MSP Shark Tank Tip
Don’t stop the creativity at the pitch level—get creative with your entire security go-to-market strategy! Judges will be looking for originality and presentation quality, and essentially, how well your plan stands out from the crowd. The more creative and unique your presentation, the better.
3. Use Examples
By the very nature of cyber security, pulling together a case study may be challenging. Those who were affected by a security breach typically don’t want to advertise the fact. However, nothing sells better than social proof.
Showing how you helped another business address the same issues as a prospect is facing—even if it’s just telling the story and not mentioning their name—is invaluable. To get this testimonial from a customer, though, consider making it part of the early negotiations. Even consider giving some form of discount in exchange for your customer agreeing to construct a case study with you. Using a real-life example, and how your solution helped mitigate the issue, could put into perspective your reliability as a security provider—and it could be the difference between closing the sale and not.
How to Enter the MSP Shark Tank
Four MSPs will be given five minutes to pitch to our sharks on their go-to-market plan for their new managed security offering. The sharks will select one winner to receive $15,000 in co-marketing funds from Continuum to promote their managed security services offering.
Could it be you? To enter the contest, you must:
- Be a registrant of Navigate 2018. If you have yet to register, you can do so here.
- Create a presentation for a proposed business plan to market and sell Continuum cyber security services to business owners. Your business plan must include (i) a detailed budget; (ii) messaging or a tagline; (iii) lead generation ideas and activities; (iv) marketing resources that have been created in connection with the proposed business plan; (v) a sales process; (vi) a description of why the business plan will beat the competition; and (vii) anticipated goals and success metrics for the proposed business plan.
- Upload your business plan presentation to our MSP Shark Tank Contest Page.
Not sure where to start with your pitch? Download our customizable deck below:
By Lily Teplow
By Brian Downey
By Dave LeClair