For an MSP, talking to clients about email security can be an uphill battle. In this article, we’ll cover how to talk to your clients in a way that that will break through the objections and push them toward making the investment.
Make cybersecurity an ongoing discussion
Cybercriminals evolve their tactics on a daily basis, and so our tactics for defending ourselves evolve with them. As a result, cybersecurity should be an ongoing conversation between you and your clients. It is not a one-and-done discussion, but one you should be having on a continual basis. With this approach, your clients will be accustomed to discussing security with you and will be less apprehensive if you move toward a conversation about making an investment in email security.
Show them why they should care
Illustrate the importance of investing in email security by showing your clients what could happen if they choose to forgo the investment. Data tells a powerful story. There’s no shortage of news stories and reports illustrating the ramifications of ignoring cybersecurity best practices or standards.
Find statistics to back up your assertions and demonstrate how an email threat, such as a phishing or ransomware email, could harm your clients’ businesses and even bring them to a halt. The object isn’t to scare clients, but to give them a realistic appraisal of the current threat landscape and the vulnerabilities that you see with their current solution.
Related article: How to Use Data in Your Cybersecurity Sales Conversations.
Understand the education gap
It’s a common mistake to assume that the average person has the same level of knowledge as those of us in IT. Being surrounded by all things IT all the time, including peers with equal knowledge and experience, creates this illusion.
In reality, the average person has limited knowledge of IT and probably even less knowledge of cybersecurity or email security. Keep the above in mind before entering into any conversation about cybersecurity with a client. It will influence not only how you approach the topic, but also the language you use in the conversation.
Speak their language (not yours)
Using IT jargon is a good way to confuse clients. Avoid it at all costs if your client doesn’t have the background to understand technical terminology and jargon. Get to know your clients before diving into a discussion of cybersecurity solutions. Not only will it help you gauge their technical knowledge, but it will also help you identify areas where your client needs cybersecurity awareness and education. With this knowledge, you will learn how to avoid language and topics that will confuse them and how to talk to them in a way that they will understand.
Focus on the benefits of email security, not functionality
Non-technical clients have little to gain from a long, drawn out explanation of how an email security solution works or how you will deploy, manage, and maintain it. Going into too much detail about functionality risks losing the client at the outset of the conversation. Worse, it could lead them to pass on investing in a solution based on nothing more than their misunderstanding of features and functionality.
Focus instead on what the solution can do for them and their business. For example, you could explain to the client that you can protect them from a breach by adding a solution that will block malicious emails from reaching their end users and train users if they ignore email security best practices. No need to explain how Machine Learning works to achieve these feats; unless, of course, the client is both interested and able to understand the information.
Show your value
As an MSP, it’s important to show your clients the value of your service. Unfortunately, cybersecurity is largely invisible until it fails spectacularly. Even though many email security solutions are transparent, there are still ways to show the value of your service. For example, Vade for M365 includes an Added Value report that shows statistics on the threats that Vade caught and Microsoft missed.
This report is a powerful testimonial of the value of your service. If you have Vade for M365 in your security stack, share some of the Added Value reports from other clients to illustrate your value of your service. The picture is black and white: without your service, all those malicious emails would have been delivered.
View the infographic to learn how to evaluate an email security solution for Microsoft 365 that will work for your clients and your business.