This fear factor used to be more effective, but it’s quickly losing traction. Frequent and widely publicized web breaches seem to have made businesses less inclined to fear negative consequences at the hands of malicious online actors, but this doesn’t mean the need for security has waned.
David Mason, SiteLock‘s inside channel development manager, spoke with us about how MSPs can cut through the noise by explaining the value of website security services without relying on fear as a lone sales tactic. SiteLock provides business website security and protects more than 12 million websites globally.
In terms of using fear as a sales tactic, “if you look across the MSP space and across larger sales organizations, you do see some quick wins with that, but short-term wins in that you’re not really building any rapport or client value,” Mason said.
Switching sales tactics from fear to value isn’t a difficult transition, he said. In fact, selling security based on something other than fear likely is something they’re already doing in other parts of their business, he said.
“When you think of the MSP space overall, a lot of it is a very consultative and solution-based sales … educating their partners on what’s important and what the value is of what they’re doing,” Mason said. “And they’re already selling a lot of back-end security right now, endpoint security, server-level security, and looking at the website is just that next logical step to offering that holistic security approach and doing that full-service, end-to-end type of security solution.”
When you take more of that holistic and solution-based approach, you’re building confidence with that customer, he said. You’re not looking at a short-term, one-time win, but long-term, lifetime value, he said.
“That’s going to be far more lucrative when you look at year two or year three, at the education you gave that client, really establishing yourself as that trusted adviser to your customer, not someone who’s going to come in there and scare-tactic them into buying something from you,” Mason said. “It’s really taking the time to say, ‘Hey, here’s what your needs are and here’s what we have that mirror that, and here [are] even a few areas that you’re not thinking about now, but because we’re so educated in the field and we really understand our customers, we’re presenting to you to further protect you.'”
Turning away from fear-based sales is a growing trend with partners looking at more of a “consultative and solution-selling approach, and they have to at this point” as customers don’t want to “have to shop around for everything they need,” he said.
“One of the keys is making solutions that logically make sense for your customers,” Mason said. “Don’t just throw various products together and call it a package, and expect that it’s going to make sense to them. Put some actual thought behind, ‘This is our security solution, this is why it’s in place and this is what it does for you.’ Have a good, thought-out plan for what you’re doing and make sure you’re really hitting those key points of your customer’s needs within that package and then do that consultative approach that MSPs already do so well and offer that value that clients are looking for.”
Mason said he’s had conversations with various partners looking to get away from …