How Business Impact Drives Cyber Sales

July 25, 2023

Podcast featuring Jennifer Bleam

When it comes to selling a product or service, understanding the emotional impact on customers is crucial. Often, we focus on presenting features alone, but that’s just the tip of the iceberg. Let’s explore the concept of business impact and how leveraging emotions can be the key to successful cyber sales.

The Power Of Implication

Every sales pitch revolves around one central idea: the implication. Regardless of what you’re selling, it’s essential to emphasize the consequences of inaction. For example, selling fitness memberships goes beyond promoting physical health. It’s about highlighting the future where individuals who neglect their fitness may face challenges like obesity, muscle loss, and an inability to enjoy activities with their loved ones.

If you’d like to listen to the podcast or watch to the full interview, click here.

Going Deeper: From Features To Benefits

To truly engage customers, we must transition from selling features of cybersecurity to highlighting benefits. Take the realm of cybersecurity as an example. Rather than bombarding clients with technical jargon like MFA (Multi-Factor Authentication), EDR (Endpoint Detection and Response), or ML (Machine Learning) - it’s crucial to convey how your solution reduces the risk of a disaster (and especially reduces the risk of the impact of that disaster).

The Importance Of Business Implications

To drive the message home, it’s important to outline the business implications or impacts of inadequate cybersecurity. For example, ask yourself: What happens if a business doesn’t have EDR? A possible ransomware attack. And what are the consequences of a ransomware attack? Inability to access data, pay their team, submit proposals, possible loss of intellectual property, etc. Intuitively, WE know the impact of a ransomware attack; so we know how valuable (and mandatory) EDR is. But your clients and prospects do not make the connections so easily. You must spell it out to them.

Connecting Emotionally With Clients

The key to successful sales lies in connecting with clients’ emotions. For instance, consider an attorney who relies on technology to prepare for court cases. Without adequate cybersecurity, they risk losing access to critical information, potentially leading to lost clients and damaged reputation. By focusing on the emotional impact and real-life consequences, you can create a sense of urgency and drive your clients to take cybersecurity seriously.

The Role Of Emotion In Closing Sales

Ultimately, it’s emotion that drives a sale. By tapping into the fears, concerns, and aspirations of your clients, you can motivate them to act. Remember, it’s not about the technical intricacies of a product or service, but rather the tangible outcomes it can deliver.


In the world of sales, understanding and leveraging emotions is a powerful tool. By emphasizing business implications and the emotional consequences of inaction, you can effectively connect with your clients and prospects. Move beyond features and benefits, and focus on the deeper impact your product or service can have on their lives and businesses. Remember, emotion is the catalyst for sales success.

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