With the increasing cleverness of cyber attackers, Cyber security is becoming more important than ever before. Every day individuals and businesses are in danger of being attacked and being subjected to financial and reputational damage if they do not put suitable security actions in place.
Interestingly there are still a lot of people who don’t see the need for cyber security. These people believe that they could never be a target or that they have enough measures already in place to protect themselves. This is then exactly where you as a cyber security salesman can play a pivotal role.
In this article, let us show you how to sell cyber security services to individuals and companies who don’t see a need for cyber security. Below are the necessary steps you can take to make your services known and be sure to smile to the bank in the end.
Steps to Sell Cyber Security Services to Those Who Don’t See the Need for It
Determine Who Your Audience Is and Where to Find Them
One thing you need to understand in successfully marketing a cybersecurity product is who needs it. Learn what their concerns are, what their pain points are, what they value, and where they can be found. Getting a grasp of these will help you know how to tailor your sales pitch.
For instance, if you are looking to target a small business owner, you might want to consider pitching on the financial risks of a cyber-attack. And if you are targeting individuals, you might focus on the personal impact of a data breach.
Teach Your Prospects
The next thing for you to do after you have determined who your audience is is to educate them about the various dangers they stand to encounter without cyber security.
Be sure to also make the benefits known. You can do this by organizing free masterclasses, webinars, blog posts, case studies, and white papers. You may also consider using your sales pitch to educate your prospects.
This would mean you taking time to carefully explain the different types of cyber threats they are at risk of and how your services can help them to protect themselves.
Make The Benefits Known
Next up, you would need to hammer on the benefits of cyber security. It is very needful for you to lay emphasis on the benefits your services can provide to your customers.
Don’t just get carried away talking only about the features of your products or services; talk about how the structures in the cyber security system can help your customers achieve their goals and avoid problems.
For illustration, instead of talking about the technical specifications of your firewall, focus on how it can be used by your customers to protect their data from hackers.
Talk About the Human Impact of Cyber Attacks
Prospects are more likely to be converted to paying customers and motivated to buy if they comprehend the human impact of cyber-attacks.
For example, you could let them understand how a data breach could lead to identity theft, financial loss, and damage to a person’s reputation.
Use Real-world Examples They Can Understand
Real-world examples persuade people more than statistics and figures. When talking to your prospects, focus on telling stories about cyber-attacks that have occurred to other businesses and individuals. Let it be made known that people have gotten results by putting the right cybersecurity measures in place
Make the Buying Process Seamless
It is necessary to make it easy for your prospects to purchase a product from you. This means that you have to remove any resistance from the buying process.
You may also consider proposing a variety of payment options that make it easy for your prospects to get started with your services.
Consider Partnerships with other Businesses
In trying to make people who ordinarily may not be convinced to buy your services or products, you can tinker with partnering with other businesses that offer complementary services, such as IT consulting or managed security services. This brilliant idea allows you to suggest a more comprehensive result and ramp up your chances of closing a sale.
Make Case Studies and Testimonials Known
Nothing beats using testimonials to convert paying customers. This is why one of the best ways to convince people of the value of your cybersecurity services is to focus more on case studies and testimonials from satisfied customers.
While trying to showcase your case studies and testimonials, consider selecting the ones that are relevant to your target audience.
A case in point would be if you are targeting small businesses, you might choose case studies from other small businesses that have used your services to protect themselves from cyber-attacks.
Propose a Free Trial or Consultation
To overcome objections that may readily come from clients who don’t want a cyber security service you should consider offering them a free trial or consultation.
This permits them to try your services without any danger and see at close range how they can benefit them. As soon as this offer is on be sure to make it seamless for your prospects to latch onto it. You should also make sure that your free trial or consultation is valuable and informative.
Use Simple Language
The fastest way to lose your prospect when trying to make them see a need for your product is by speaking in terms they don’t understand.
This therefore requires that you avoid using technical jargon that your prospects may not understand. Be sure to come to their level and speak in a term they understand.
Give Room to Answer Questions
Your prospects may have questions about cyber security- especially if they had to intention to make a purchase. They may have questions bordering on your services, and your pricing. Be prepared to answer these questions in a clear and concise way that keeps them convinced to make a purchase from you.
Follow Up After a First Meeting with a Prospect
One of the things that may likely cause a person who didn’t have an interest to pick an interest in your product is the way you follow them up after an encounter.
So, it is needful for you to send your prospects a thank-you note for granting you an audience to market to them, as well as continue to provide them with valuable information about cyber security
Be Patient and Persistent
You are going to need to be a lot more patient to sell your services to a person who doesn’t see a need for your services. This is why persistence and consistency are a must-have skill.
It may take time to educate them about the risks they face and the benefits of your services, so be ready not to be discouraged if you don’t close a sale right away.
Keep in touch with your potential clients and continue to deliver them with free valuable information. Eventually, they may come to the realization that they need your services.
Use Only Honest Marketing Strategy
Some people use fear-based marketing to market their cybersecurity products and services. This can make your prospects avoid you and make them less likely to buy from you.
Make sure that you are transparent and honest. Also, keep your promises and be sure not to over-promise and under-deliver, rather consider promising and over-delivering.
Use Analogies and Metaphors
Adopting the analogy and metaphor mode of marketing can also help people to comprehend a multipart concept like cyber security in a simpler way.
For example, you may consider likening a firewall to a security guard at a door, or you could liken antivirus software to a doctor who averts ailments.
Use Humor To Market Your Cyber Security Services
This is a super way to get your prospects to participate and make them more open to your message. However, it is important for you to be careful not to overdo it. Create a relatable joke that can help to brighten the mood and make your sales pitch more memorable.
Visuals can be a simple and seamless way to communicate complex information in a modest and real way. Use infographics, charts, and graphs to illustrate the risks of cyber-attacks and the benefits of your services.
Use a Money-Back Guarantee
As you look to find if clients who don’t need your services can buy from you, one trick to use to pull them into the sales net is the money-back guarantee strategy.
To a very large extent, this can make them consider your cyber security package since they have a likelihood to claim back their money if they don’t like the services. This also reduces the risk for your prospects and makes them more likely to buy from you.
In all, selling cyber security services to people who don’t see the need for them can be challenging, but it is possible. By following closely all the steps that have been outlined and explained in this article you can increase your chances of success by a hundred percent.