It’s tempting to simply slap your company logo on templated pitch decks and hit the phones. But, we all know how this ends—the one-size-fits-all playbook is dated and ultimately ineffective. And besides, upgrading isn’t the same as selling to a prospect!

Clients expect their MSP's protection. In addition, the client's general perception of cyber security is influenced by their MSP. In this blog post, I'll offer some key tips on how to guide your clients to purchase more cyber security services, including understanding their personal views on security, how to perceive that they may be interested, and some simple email templates to arrange an upgrade meeting. 

1. Anticipate Clients’ Perspectives to Enforce Your Words

Cyber security statistics have their place in sales presentations, but let’s remember that our clients are people, and we make emotional decisions that often aren’t driven by logic alone.  

Emotions are an intangible that are especially relevant here because cyber security isn’t a technology we can see; it doesn’t fit in our pockets or on a screen.

We’re selling peace of mind, and unless we anticipate our clients’ beliefs on their own safety, we may be setting ourselves up for a miserable upgrade discussion.

For example, if we know the client’s business is in a slump, they’ll be more stressed about cutting costs than network invasions. To convince them, we’ll need to be short and focused on ROI of security.

Does the client enjoy skydiving, or another extreme sport where an inch or a second off means death? If “yes,” this client may be hard to convince, but we can try by speaking their language.

For instance, we could say, “skydiving exists because people trust parachutes. We wouldn’t dare jump if we didn’t believe in the reliability of parachutes. Adding cyber security isn’t a luxury; it’s ensuring the parachute for your company works.”

This may seem like a no-brainer, but take some time to prepare for each individual client. Always imagine their mindset so that your talking points can resonate.


2. Track Clients’ Buying Signals

The best part about selling cyber security is that everyone is essentially marketing it. It’s on the radio, YouTube, the evening news—it even comes up on shows like Netflix's Black Mirror.

However, in order to leverage the free advertising, we need mechanisms to track when clients are panicking.

How do we do this? It starts with creating cyber security website pages, blogs and other helpful content.

The low-hanging fruit would be to track email opens and clicks that are upgrade-related.

For example, start by announcing your new cyber security service offering via a news article, then email it to clients as an announcement and then track which clients open and click to read.

Their clicks don’t necessarily mean they want to buy anything, but it’s a start for preparing your clients and for gauging their interest. Simple low-cost email software, like Mailchimp or Constant Contact, can show you which client has opened zero times or five.

If you blog regularly, a better system for tracking buying signals would be a CRM platform like HubSpot. Beyond email tracking, it enables client tracking, and more specifically, which content on your site they’re looking at.

Thus, you could set up a notification after a client views your pricing page at least X number of times.

Clients who are educating themselves are the ones you should start with.


3. Arrange and Upgrade the Meeting

Once you've identified those customers that are most likely to upgrade, then you must reach out to them and arrange the upgrade meeting. Here are some templates you can use to arrange that meeting:

Good News and Bad News

[Client Name],

I have some bad news, followed by plenty of good news.  

Your network isn’t as secure anymore. Hackers are getting more advanced and so the barriers in place aren’t sufficient.

The good news is that we’ve partnered with a cyber security vendor who’s proven they’re capable of dealing with worst case scenarios. They anticipate hackers’ moves, have tools to prevent intrusions and a whole department of professionals on call for us.

Do you have time on Wednesday at 10am or 1pm to discuss?


We Learned from Industry Experts and Peers 

[Client Name],

I recently attended a conference about cyber security in Boston. Thousands of cyber specialists and MSPs like us spent days discussing the latest threats and the evolution of protection technology. 

Our major takeaway was simple: cyber protection should include more layers than what we have for you at the moment. We’ve taken steps to add appropriate protection layers and we’re ready to show them to you.

Do you have time on Wednesday at 10am or 1pm to discuss?


Don't Let the Fox Guard the Hen House

[Client Name],

Our focus has always been to keep your business running smoothly, and while this has included things like firewalls and anti-virus, unfortunately, hackers are finding workarounds and we can’t just hope for the best any longer. 

So we’ve brought in cyber security experts to show us how to close these security gaps.

Do you have time on Wednesday to discuss?

These cyber security sales tactics will help you effectively engage with, nurture and, before you know it, upsell clients—whom will continue to turn to you as their trusted IT security provider for as long as you offer them the protection they expect.

Looking for more help with upgrades?

My agency helps MSPs build uncopyable brands. To me, branding isn't a fancy word for marketing, it's how people feel about your company as a whole; it's the sum of their marketing, sales and services experiences. Therefore, I believe that marketing alone won't achieve profitable growth nowadays, only branding can accomplish this. If you agree, then don't hesitate to reach out to me.

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