If you've spent any time working in or around cybersecurity, you've observed that there's a lot going on. There's specialized jargon like penetration testing and zero trust. There's high pressure events like data breaches and new regulation. And anytime people come together for a conference like Blackhat or RSA, there is a huge amount of vendor solution focus.
Those working in sales know that being successful in this field requires finesse, expertise, and a solid working understanding of the industry. In this post we're going to break down 10 sales habits that could be sabotaging your success when dealing with cybersecurity leaders such as a CISO.
Habit #1: Lack of Knowledge About the Industry
Nothing can disengage a cybersecurity leader faster than a sales rep who lacks basic knowledge of cybersecurity. You jump on a call, start to do your pitch, and then start mismatching terms or can't answer the most basic question. It's vital to understand the industry you're selling to; research, study, and keep yourself updated on trends and challenges. You don't need to be an expert, but you should be able to hold your own about the problems and opportunities in your part of the industry. Before you even engage, it's really important to map out who you're speaking to and why, our CISO Profile Canvas can help you organize your thoughts on this.
Habit #2: Over-aggressive Selling
Being overly aggressive can tarnish your relationship with cybersecurity leaders. Respect their time, and remember that effective sales involve building relationships, not just closing deals. Your reputation is something that will follow you from one organization to another so it may harm on multiple fronts:
It harms your reputation and ability to sell your solution today
It harms your reputation and ability to sell in your next role
It harms your organization's reputation as a result of association.
Habit #3: Inability to Speak to Product/Service in Detail
Having a superficial understanding of your product or service can be a significant turn-off. Invest time in learning your offering in depth to be able to answer detailed inquiries convincingly. This is building on habit #1 where you need to understand the industry you're working in or the organization type in detail. But you need to compliment that with a solid understanding of the solution you're selling.
Working with API security? You should probably know the difference between REST and SOAP. Working with container security? You should probably know a thing about Docker or Kubernetes.
Habit #4: Not Listening to the Client's Needs
It's critical to listen actively to your client's needs and concerns. Understand their unique pain points and tailor your offerings accordingly to provide real value. So much of the sales conversation is about asking good questions and learning as much as you can about the organization you're engaged with. This is something that is covered in great detail in the CISO Sales Accelerator course.
Habit #5: One-size-fits-all Approach
Treating all cybersecurity leaders the same way is a grave mistake. Customize your sales pitches and solutions for each prospect based on their unique challenges and needs. This also applies to situations where you're pitching your solution as though it solves far more needs or problems than it actually does. Positioning your solution inside of frameworks like the Cyber Defense Matrix can be incredibly powerful as part of the conversation.
Habit #6: Failing to Provide Clear Value Proposition
If you can't communicate the unique value of your offering effectively, you'll miss out on potential sales opportunities. Craft a compelling value proposition that resonates with cybersecurity leaders. Think back to any Simon Sinek video you've seen and start with why. Why should the cybersecurity leader care about your solution and what is in it for them? If you can help answer that question in a smooth way, you're making their lives easier.
Habit #7: Ignoring the Decision-Making Process
Failing to comprehend the decision-making process within a cybersecurity team can lead to frustrations and lost opportunities. Get to know the key decision-makers and navigate these processes tactfully. Also make sure you recognize and appreciate that things are going to take time. Some organizations have longer procurement cycles than others and there's no amount of pressuring you do that will help make that faster.
Habit #8: Neglecting Post-Sales Service
Sales doesn't end with closing the deal. If you vanish post-sale, you risk damaging future business and potential referrals. Ensure you provide ongoing support and keep building relationships. That solution you just sold may also end up struggling to get off the ground and be subject to getting cut when the renewal comes around or budgets start to get tight.
Habit #9: Lack of Honesty and Transparency
Never underestimate the importance of trust. If you overpromise or are not honest about your product/service limitations, you'll damage your credibility. Build trust through honesty and integrity. It's not a bad thing to be honest about what your solution does or doesn't do. As the old saying goes, "honesty is the best policy."
Habit #10: Overuse of Jargon or Buzzwords
While it's crucial to know the industry language, overusing jargon can be off-putting. Speak in a way that's accessible but still respects the expertise of the cybersecurity leader. This also helps you present in a way that is a bit more relaxed and casual, while remaining professional.
Conclusion
Take some time and reflect on these habits. Evaluate your approach and your habits against each of these to fine tune and make adjustments as necessary. This time spent reflecting will pay you back many times over as your sales opportunities don't hit unnecessary pitfalls.
Want to dive deeper into mastering cybersecurity sales? Check out our training courses or sign up for our email list for more insights.
Which of these habits do you think is the most damaging to a potential deal?
Which of these habits do you think are the most likely to sabotage a potential deal?
Lack of knowledge about the industry an organization is in
Over-aggressive sales techniques
Inability to speak to the product/service in detail
Not listening to the client's needs
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