Pitching cyber security to large enterprises
Over the last several years, I have had very interesting experience of being a target of new born security niche vendors, sales and evangelists reaching out via different communication channels as they train their sales (and my listening) skills, trying to be convincing in propositions.
Although some of these talks were indeed interesting and valuable for both sides, majority of tech companies still lack knowledge on sales pitching and approaching potential customer unprepared, making communication confusing.
So, I decided to drop here couple of hints on the topic of security sales which might be helpful for new security market players. Treat it as a feedback from the victim of poor pitching who wants to save time and reduce pain from common sales mistakes.
Define right market niche
Differentiate small and large businesses as a niche for your services. Large ones are not looking for small consultancies and man-in-the-middle service providers, they have enough budget to hire teams internally and work with product vendors directly. If not, they outsource but only to well-known providers with size and reputation enough to deliver all-in-one service packages and cover risks during contract maintenance or non-delivery of SLA terms.
Know your target
Get some information about the company contact before calling him. Proposing consultancy or security assessments to internal consultant or risk manager is like asking to replace him - it's just a wrong target. If you can do their job better, look for opportunities to target management level.
On the other hand, if you are selling your own developed products, decision influencers might be the right group for you, rather then decision makers as they have a secret knowledge of technical gaps and could help you further to sell internally.
Make pitch short
Talking to IT or security representatives, forget your introduction mantra about importance of security - ridiculous to hear it nowadays. Go straight for what makes your services or products standout and why we should choose you over competitors. If your company provides variety of services focus on one feature-killer and tell your best about it.
Be kind and open to persons you are speaking to, treating him as a friend. You would never talk to friend of yours the same robotic way, would you?
Impressive catch-ups
If you are doing something valuable and are able to explain it smoothly, someone would agree to meet with you at least out of curiosity. Especially if your profile or scope of operation suits their current needs. Create the excitement about what you are doing. Bring the demo to show real time attacks and the way your product can defend against them, share stories of achievements on the best project(s) and the experience you had.
The most impressive meetings I have had were with tech guys who are full of passion and believe in their product or idea, you can easily feel it.
Do not forget we are all on one side, doing our best to protect businesses and get well paid for it.
Good luck with fishing!
