How To Sell Cyber Security Services

Posted on May 9, 2022

Cybersecurity. Just the mention of information technology can cause either panic or fatigue. As a data- and net-dependent society, few individuals – and even fewer businesses – can part without it. Many customers don't sympathize the nuances of cybersecurity. It used to hateful setting up a firewall and calling it a solar day—a level of protection easily understood by many customers, especially SMBs – just the days of simple defenses accept passed. Today's cyberthreats are complex and overwhelming to many business owners and managers.

Managed cybersecurity services offer a timely and highly valuable solution that MSPs can use to aid their business customers attain security and resilience in today's landscape. End-to-end security solutions MSPs tin can package for their customers include:

SaaS Application Admission Control
Open Extended Detection and Response (Open XDR)
Endpoint Detection and Response
Managed Firewalls
Ransomware Kill Switch
Network Detection and Response
Patch Management
Security Awareness Preparation
Nothing-trust Security
Vulnerability Management

All in, MSPs can deliver cutting-edge, turnkey security services that meet the needs of businesses of all sizes—from SMBs to enterprise customers.

MSP Considerations for Selling Cybersecurity

Your prospects need to protect their business, their employees and their customers. That's a given. But ofttimes, the solutions seem more overwhelming than the actual threats. For this reason, some MSPs are hesitant to roll out cybersecurity solutions. That'southward a fault. Here are iv reasons why:

Cyberthreats are a height business organisation amongst your customers. Helping your customers protect themselves from cyber threats builds trust and loyalty.
Cybersecurity services add lucrative recurring revenues to your portfolio. Selling security services is excellent for both improver revenues across your client base of operations and opening doors to new clients.
Calculation cybersecurity services protects your client base from competitors. And it helps to protect your MSP customer base from poachers that offer security solutions in their production portfolios.

The right supplier partner, designed to serve MSPs and their customers, makes it easy to offer security solutions. You can easily evangelize cutting-edge managed cybersecurity services to your clients in the right cybersecurity partnership.

Why Cybersecurity is so Important to Your Customers

At this point, about business concern owners and managers know that cyberattacks are a matter of "when" and not "if" they occur. The costs of reanimation and reputation due to an attack or a breach are considerable. And they genuinely fear ransomware.

Information technology's also important to realize that SMBs are now primary targets for hackers. That'due south considering even though they're small, they accept:

Sensitive information, including medical records, credit card and bank account data and personally identifying information.
Cash that can exist stolen directly or targeted through ransomware attacks. These days it's ransomware that keeps your customers awake at night.
Connections to larger companies. Supply chain, data-sharing and transaction-processing relationships offering attack vectors into larger organizations.

Common MSP Objections to Selling Cybersecurity

The primary reason some MSPs are hesitant to sell cybersecurity services is perceived complexity— particularly with unbundled solutions. They worry that:

Learning nigh cybersecurity solutions and keeping electric current on them is too large and time-consuming for their MSP to accept on.
Educating clients almost cybersecurity solutions will exist challenging.
The responsibility of deploying and maintaining solutions will overwhelm their organizations.

The key to all of these potential challenges is to partner with a managed security solutions provider that serves MSPs and their customers. The right partner can provide:

A full suite of managed security solutions that simplify sales and back up processes.
Sales and technical training to assistance your team come up up to speed on all things security.
Sales and marketing materials to help you generate leads and shut business, including white-characterization or co-branded flyers collateral, videos, datasheets, battle cards, turnkey campaigns, etc.
Sales applied science and closing support when y'all need it.
A Security Operations Center (SOC), staffed with security professionals to provide round-the-clock monitoring and response services to your clients.

How to market cybersecurity

How to Market and Sell Cybersecurity Services

There is nothing more than important than a first impression. In business, your kickoff impression is commonly made through marketing, long before you and a potential customer ever meet face up to face up. We've put together this guide to aid you think through the ins and outs of both marketing your cybersecurity services and making the sale one time yous've made contact with a potential customer.

Understand your client
Discover your niche
Build trust
Emphasize integration
Educate potential customers
Focus on outcomes

Understand your customer

Ane of the most important steps in marketing security services is knowing your customer. Who are you selling to? At that place are two ways of looking at potential customers: industry and size. If you are marketing to multiple industries, you need to sympathize what sets these businesses apart from one another. For example, healthcare and fiscal industries have many more than regulations than a visitor that deals in consumer appurtenances. And then, you must consider a company'south size.

You should empathize these differences and how they impact potential customer needs.

Discover your niche

Some businesses try to be all things to all customers, but that as well makes it hard to stand out. To accept your business to the next level, consider honing your strengths and concentrating on a niche that makes you lot unique in the market. Examine the commonalities amid your electric current clients, their industries, and their needs. Of your electric current security services, where do y'all notice that you really shine? Are you passionate well-nigh endpoint security solutions and Information technology security? Perchance yous are helping a lot of your existing clients with phone security. Discovering your niche allows you lot to better empathize your client'due south needs and to provide the specialized back up that will brand y'all stand out.

Related reading: Why is healthcare security important for the healthcare sector?
Cybersecurity is not an option: V industries most vulnerable to attacks online

Build trust

Security can exist a sensitive subject, especially if a business organisation is coming to you fresh from a data breach or other cybersecurity challenge. Accept fourth dimension to understand their needs. What drives their concern? What has brought them to the point of seeking outside security services? Listening is key. When you are able to residual your industry knowledge with an understanding of the customer's concerns, you can constitute a trusting human relationship.

Additionally, customers volition exist more trusting of someone with experience and professionalism. As you lot develop your business, take the fourth dimension to build a relationship with each customer. The more than trusting customers you have, the more than likely that new customers volition see y'all as worth trusting, also.

Related: Acme 5 cybersecurity marketing challenges and how to overcome them

Emphasize integration

Many potential customers are intimidated by the thought of implementing new security solutions. They fright that the procedure volition be intrusive, expensive, and complicated to learn. The very thought of implementation disrupting their workflow for weeks on finish is enough to put off many prospective clients. (Continuum shares How to overcome objections when selling managed services.) By highlighting the simple ways that security solutions can be integrated into existing infrastructures and processes, you tin can help to shift the focus from challenges to possibilities. Past emphasizing the process, you tin assistance customers sympathize how their business volition adapt to a new security paradigm.

Keep in mind that all clients are different. While some clients are satisfied with the programme you lay out, others will continually seek more than information and planning before they feel confident to commit (Check out these 5 secrets to managed security services selling success). Some customers will want to develop a threat model and crave forecasting and surveillance of the market for other breaches. Understanding what each client needs and what yous are willing to offer volition help ensure that the relationship is successful.

Related reading: Solution Spotlight: Mastering the art of selling managed security services every bit an MSP

Brainwash potential (and existing) customers

Yet, cybersecurity threats are ever-nowadays and changing all the fourth dimension. As a result, potential and existing customers need to exist educated nigh what threats they face and what solutions you offering. Existing customers need to understand new and evolving risks and how your security services and solutions will suit to meet them. Take the opportunity to inform and brainwash how to spot mutual threats, and empower your clients to take the next footstep to protect their business against potential future threats.

Focus on outcomes

Security is non a checkbox and it is not just almost big events. Security services are about keeping businesses focused on what they care about: their business organization and offloading the security operations to your practiced easily. This is your opportunity to share your value proffer. Security service is about business efficiency just every bit much as information technology is about risks. The issue of a security agreement is noesis, preparation, and readiness. Potential deliverables for a business will be a disaster recovery program, a grooming program and upgrade system. Further, every bit a office of this training, clients volition gain new insights into their business by evaluating their weak points, the priorities of each of their systems and what their assets are so that they tin develop a thorough and rigorous plan with their security partner. It is also worth because the monetary outcomes for these businesses. For many businesses, there is a definite return on investment by adding outsourced services like SaaS-based security, cybersecurity, SOCaaS, and cloud monitoring. These plans and rubrics and programs are all concrete outcomes of a security human relationship, but there is something more: peace of listen.

Related reading: How SOCaaS improves your margins
6 things to look for in a SOCaaS partner

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