hey Robin Robin here founder of
technology marketing tool kit.com or we
specialize in working with
msps writing service companies to get
more and better quality clients and in
this video I want to be talking about
why is it so difficult to sell
cybersecurity solutions now you guys
know the stats it's all over the news
one in five small businesses or one of
my businesses are going to get hit with
some sort of major virus for hacker
ransomware attack this year and 81% of
those businesses are any small
businesses which are the clients that
you probably are largely serving I mean
it's all over the news every day you log
in go on Facebook you go on any new site
sometimes it makes the major news
channels there's some new scam whether
it's the credit card skimmers at gas
stations or Microsoft calling to you
know get laughs you log them in of the
IRS calling and they'll take gift cards
as payment for a pass through you know
text that you owe I mean all over people
are on high alert they realize that
there are all kinds of people that are
trying to separate them from their money
and they know cybercrime is at an
all-time high especially with the wanna
cry virus so you would think you would
think people will be knocking down your
door to have you sell them some sort of
managed services cyber security
solutions something to protect their
data to protect them from a ransomware
attack or a devastating virus or a
hacker attack or even in a disgruntled
internal employees deletes all their
files or or you know does something else
like that so why are we not seeing that
why is it so difficult to sell
cybersecurity solutions so here's what
I'm going to tell you I see is the real
reason behind it now that's not this is
not to say that clients are stubborn and
cheap and all that yeah I get all that
but the biggest reason why you're not
seeing more sales happening is because
you aren't doing any selling you have to
sell this people aren't going to just
knock down your door because they need
it it still needs to be sold let me take
the one a crime iris for example that
happened a couple months ago I mean that
was the perfect opportunity for you to
go to existing clients who maybe needed
a better backup firewall maybe they
weren't on
managed services solution whatever to go
to those people and say you need to
upgrade and you need to spend more money
we need to put these things in place to
protect you with a perfect opportunity
yet very very few actually did that very
few even bother dissented promotion to
their unconverted leaves and prospects
or to their community I mean maybe they
did an email or maybe two if they were
really slick or maybe they wrote a blog
post and post it up on Facebook or they
put it on LinkedIn or their blog all
right that sounds selling they're
selling you know that's that's like
that's like nothing nobody even pays
attention to that if you're going to
sell cybersecurity solutions you've got
to have a very organized strategic plan
in place to go forth and sell it not on
to your existing clients but to
prospects I mean think about your
prospect who you are trying to sell to
okay first off they're overwhelmed and
they are completely and utterly
distracted with all kinds of other
issues and problems and situations going
on in their business and then their
personal life I mean they've got
employees that are going bad people who
quit they're losing clients that got
competitors they got cash flow issues
that got vendor issues I mean they got
all these other things that they're
trying to pay attention to in addition
to the cyber cyber security so you're
just one little piece if you're again if
you're not aggressively talking to them
about it it gets put right on the back
burner
they're also incapable of discerning
what's good they make poor value
judgments so in their mind they think
well you know I'll take the risk you
know if we get hacked and we lose all
our you know get a virus or we lose our
data it's no big deal like they don't
they don't really think it through
they're making very poor value judgments
they're also horribly indecisive they
procrastinate like crazy and because
this is not something that has an
absolute hard deadline on it they can
procrastinate forever in fact it
actually feels better not to make a
decision than to make a decision and the
other thing is there's no ROI no return
on investment when you when I or a
business owner by some sort of
cybersecurity solution right there's no
ROI and we hope
never an ROI you know so if I pay you
and I let's say you come to me and you
sell me an advanced cyber security
solution so I feel good because I can
sleep better at night but I'm not going
to get a pat on the back to my employees
my clients aren't going to go oh wow
look at what you did here isn't this
amazing I'm so glad you're doing what
you should do
I mean if I spend money on redecorating
my office I get the are alive at least
coming in and I enjoy it when I walk in
I get people telling me how nice the
office looks clients come through it
strokes your ego you know if I if I go
on vacation there's an ROI because I
know it's going to be fun and enjoyable
it's something I want to do if I spend
money on marketing there's going to be
an ROI but when you're selling
cybersecurity solutions there is no ROI
and so all this combined the fact that
they're overwhelmed that they're
distracted they make poor value
decisions they're indecisive they're
they procrastinate they are incapable of
discerning good and they know nothing
about what they really truly need and so
they're making these emotional snap
decisions okay with all of this going on
this is why you need to be able to sell
to have a more aggressive focused
approach to selling cybersecurity
solutions and if you do that number one
I think this is a huge opportunity I
think this really is the breath of fresh
air that has been much needed in the MSP
community for a very very long time I
mean it sales were managed services have
been kind of stagnant you know I mean
there's not a whole lot of growth in the
MSP community basically managed services
is something that a lot of people do so
it's not a big differentiator where this
actually could be a huge differentiator
because you can use it if you are able
more likely willing to package and sell
advanced cyber security solutions that
include things like employee training or
multi-factor authentication or some sort
of web filtering or advanced security
solutions you can truly differentiate
yourself from the competition but again
you've got to have a marketing plan to
go to this prospect who's overwhelmed
procrastinates all these things because
otherwise you're never going to get it
done
you're hoping that they're going to wake
up someday and see the value of what you
do you're crazy it's not going to happen
but it can be done if you know how to
sell it if you know how to package if
you know how to price it
in fact I'll share one little tidbit
with you that you might find interesting
I was just talking to J Ryerson who's
the founder of Carver he's going to
actually be at the cybersecurity
Roadshow and we were talking about what
is that advanced cyber security solution
look like what are people people
packaging in and pricing it and what
we're seeing is the average terms of
pricing now these are these are MSPs and
they are going to their existing managed
services clients and adding this on so
in addition to their monthly managed
services which is of course like
providing patches and updates and some
sort of backup encryption firewall that
sort of thing they're going into selling
an advanced cyber circuit security
solution and they're getting anywhere
from $6 to $25 per user per month
alright and that's pretty good I mean
not only is it add more revenue per you
know per clients if you take all your
clients and you get all the end users
and you multiply however many end-user
clients you support I see like even 10
bucks a month that nichkhun amount of
revenue and profitability to your
business and and you're doing your
clients a huge service because if they
get hit with a lot of Criers they get
ransomware they get a virus they're
going to come to you and say hey I
thought you were protecting us I thought
I was paying you every month to D our IT
guy how do we get this virus and then
you're going to go back and say well I
told you you needed a better firewall
backup whatever it is and that I told
you so conversation is not going to go
well problem is she's okay so all of
this you really have to know how to go
to your clients and sell it in a way
where they understand the true risk that
is there what a good solution is and
package something together that they can
buy again to protect them and to to put
more a little more jingle in your deeds
okay
and that's why I want you to come to
this upcoming cybersecurity Roadshow
that we're we're rolling out in the next
couple of
weeks we're hitting five cities and this
is going to be awesome
not only we're going to talk about
marketing of course how to get more
clients and when I say clients we're
talking to manage services clients a
client center you're selling them manage
services back up and some sort of
advanced cyber security solution because
that all has to go in together so I'm
going to give you a full year marketing
plan on how to do that but also a Rapid
Response kit so if a one a crime virus
happens it's a communication kit that
you can instantly go to clients and
unconverted leads and prospects in your
community and use that as an opportunity
to educate people
you know reassure clients and sell more
of your services and solutions to the
clients out there who are the people out
there who are looking for it and that
that virus happens triggers it and
they're like hey you know I really need
to do something so we're going to give
you that we're going to give you a full
years marketing campaigns and and drip
campaigns prospecting campaigns email
campaigns a whole a whole bevy of
promotional materials that you're going
to take home with you and we're also
bringing the number of really cool
vendors that are going to be talking
about some of the new services and
solutions that are out there that you
can bring back to your clients and use
to bundle into some sort of advanced
add-on cybersecurity solution to your
clients so again we're going to be
talking about a kijun how do you price
it how do you deliver it how do you
negotiate those have those conversations
with your clients that they feel good
and they don't get any pushback and all
the vendors that are there to actually
make it just a whole lot easier for you
because there's a ton of new vendors
that are that are coming into the the
channel that have some pretty very some
very cool things like something like ID
agent who has that dark web monitoring
where you can on a subscription basis
monitor your clients email addresses and
IP addresses so that if they do get
compromised and their password their
email and their password is for sale
somewhere out in the dark web you get
notified and you can tell them instantly
hey go change your password believe me
that alone is phenomenal and PS it's an
awesome prospecting tool because when
you use this tool and you go into a
prospect and say hey is this your
password they're going to faint and then
they're going to realize that this is a
very real Syria
threaten is going to help you so there's
all kinds of these these vendors these
toss things these people were bringing
to you in this Roadshow it's going to be
a huge investment with a huge ROI for
you for that day and a half of coming in
not only area to getting that marketing
plan that I'm going to give you but I
have a great lineup of speakers you're
going to be talking about some the new
tools and solutions that you definitely
want to know about and bring to your
customers so somewhere on his webpage is
a place for you to register like I said
we're going to five cities and once we
once we're done we're done so we're not
recording it I'm not going to be selling
this at 99 bucks certainly any time in
the future maybe in 8 months from now
maybe a year from now I'll be putting
together a cybersecurity kit but I'm not
going to be selling it for 99 bucks so
this is your an absolutely tremendous
opportunity to get a wealth of
information to really learn what's going
on in the IT channel when it comes to
cybersecurity learn about new tools new
vendors get new ideas get answers to
your questions to talk to your peers
it's an investment that's well worth
making
so go ahead wherever it is on this page
I'm not sure go and click and register
come and see me and learn about this and
learn how to not only help your clients
is to ethically help your clients but
ethically profit from it as well so go
ahead and click and register and I'm
going to see is a upcoming Roadshow