Training Cybersecurity Clients How To Communicate With You

June 17, 2022

Podcast featuring Jennifer Bleam

There are two arguments you must make to close a cybersecurity sale. Picture yourself standing before a judge; you’re the attorney; you must to prove your case.

This will be done primarily during the discovery part of your sales call. You’ll also make the arguments during the beginning of your appointment, where you’re chatting with your prospect.

If you prefer to listen to the full interview, check out the podcast below.

And when you’ve made those two arguments, developed that rapport, and helped the prospect to see why they care about those two arguments, then all that’s left is “the close.”

Some people are intimidated or scared of “the close.” But the close is simply the natural culmination of the relationship that you’ve started.

You’re now a trusted consultant. You are beginning the relationship during the sales call. You are not closing the door. You’re not closing the sale. I hate the term ‘closing the sale’ because it brings to my mind a conquering hero proudly proclaiming, “I have won! I have slain the dragon, and I am putting my foot on the neck of the beast!”

That’s the wrong way to sell!

The right way to sell? Being helpful. “I’m so glad we met today. Can we work together? Can I help you mitigate risk?”

THAT is the closing question. It’s not a scenario where you win and the prospect loses, or at least it shouldn’t be. If that’s how you approach sales, then you’re doing it wrong.

If all you’re focused on is closing the sale, then it would be like an American football team saying, “How do I score more touchdowns?” Of course, we have to score more touchdowns to win the game, so that points show up on the scoreboard. But, if it we review the post-game film and we only look at the last two plays, we’ll miss a lot of lessons.

If it’s fourth and two, and then we score – and that’s all we review, we missed the rest of the game. The game is much longer than that, and studying the game should create more questions than just, “How do we get more wins?” If you were a football coach, you’d ask: How can we get the ball back quickly? How do we stop the opposing team? How do we fix this play? Or adjust a different play to work better? Football is a lot more than just touchdowns. And sales is much more than just the close.

Back to Resources