Why MSPs Struggle to Sell Cybersecurity (and What To Do About It) скачать в хорошем качестве

Why MSPs Struggle to Sell Cybersecurity (and What To Do About It)

Get Profit By Time HERE - https://a.co/d/ihftXpy Craig Willard Coaching : https://craigwillard.com/msp-coaching/ Get my book THE HIGH PERFORMANCE MSP https://a.co/d/iy2Pb3Q Summary In this conversation, Craig Willard discusses the challenges MSPs face in selling cybersecurity services. He emphasizes that the struggle is not due to a lack of interest in security from clients, but rather a misalignment in values and understanding. Craig highlights the emotional aspect of cybersecurity sales, the importance of proactive measures, and the need for MSPs to embody a security-first identity. He outlines common mistakes MSPs make, the cost of working with misaligned clients, and offers strategies for setting expectations and addressing existing clients' needs. Ultimately, he advocates for a leadership approach in client relationships, where security is seen as a fundamental aspect of the business. Takeaways -Clients don't care about cybersecurity because they don't see it as a problem. -Cybersecurity sales are emotional, not technical. -Proactive security measures are often seen as inconvenient until they are needed. -Top MSPs require cybersecurity as a foundational service. -Clarity in communication helps filter out misaligned clients. -Selling cybersecurity requires anchoring to current exposures, not future threats. -MSPs must embody a security-first identity to influence clients. -Existing clients who refuse security measures pose a significant risk. -Leadership in client relationships is crucial for maintaining security standards. -Clients will value security when they see it as part of the MSP's identity. Chapters 00:00 Intro 00:48 The Emotional Truth MSPs Ignore 01:44 Clients Don’t See Cyber as a Problem at All 02:20 The Hospital Lesson 02:57 The TSA Analogy 03:54 Why MSPs Struggle to Sell Cybersecurity 04:39 The Identity Crisis in MSPs 05:24 The Cost of Misaligned Clients 06:21 Setting Expectations with Prospects 07:26 What Top 1% of MSPs Do Differently? 08:22 Addressing Existing Clients Who Aren't Aligned 09:21 Three Paths for Existing Clients 10:05 Keeping Them Makes You The Responsbile One 10:36 Leadership in Cybersecurity Standards 10:58 The Bottom Line 11:20 Closing #MSP #cybersecurity #sales #emotionalselling #clientalignment #proactivesecurity #identity #leadership #clientrelationships #cybersecuritystandards #cybersecurity #managedserviceprovider