Cybersecurity Sales: Starting Conversations With the Right Companies

Security leaders hear from vendors constantly. Many of those messages lean on alarming headlines and vague threats. That approach has worn thin. To stand out, you need better targeting and a more helpful tone.

01Target by situation

Industry and company size matter, but timing matters more. Companies facing a new compliance requirement, preparing for an audit, adding remote staff, going through an acquisition or hiring their first security role all have a reason to talk now.

02Understand who owns security

In larger organizations, a CISO or security director usually owns the decision. In mid-sized companies, it may sit with the IT director or even the CFO. In small businesses, the owner often makes the call, sometimes with help from an outside IT provider. Your message should match who you’re talking to.

03Skip the scare tactics

Security buyers know the risks. Opening with frightening statistics rarely helps and can make you sound like every other vendor. Instead, show that you understand their specific situation and ask a thoughtful question about how they’re handling it.

04Be careful with claims

Security is a trust business. Avoid promises you can’t back up, like guaranteeing a company won’t be breached. Be precise about what you do and what you don’t. Prospects remember vendors who were honest with them.

05Offer something useful

A short checklist, a summary of a new requirement in their industry or a brief review of one area of their setup can open the door. Make sure anything you offer is genuinely helpful and not just a disguised sales pitch.

06Expect longer cycles

Security purchases often involve several stakeholders and careful review. Keep following up with new information, stay organized and be patient. The conversations you start this quarter may close next year.

Written by Scott Henkin, Founder of Tek & Tel

Scott brings more than 20 years of sales experience to helping businesses build stronger pipelines through appointment setting, sales development, LinkedIn outreach, cold email and lead generation.