How can you address security objections for your software product?

1 Understand the objection

The first step to addressing security objections is to understand the root cause and the impact of the objection. Is your prospect worried about a specific threat, such as ransomware or phishing? Do they have strict regulatory requirements, such as GDPR or HIPAA? Do they have a bad experience with a previous software vendor or solution? Asking open-ended questions and listening actively can help you uncover the real concerns and pain points of your prospect. You can also use tools like SPIN (Situation, Problem, Implication, Need) or BANT (Budget, Authority, Need, Timing) to qualify the objection and determine the urgency and priority of the security issue.

2 Provide evidence

The second step to addressing security objections is to provide evidence that your software product meets or exceeds the security standards and expectations of your prospect. Evidence can come in different forms, such as testimonials, case studies, certifications, awards, or third-party audits. You should also use specific and relevant examples of how your software product has helped other customers solve similar security challenges or achieve better security outcomes. For instance, you can share how your software product reduced the risk of data loss, improved the detection and response to cyber incidents, or enhanced the compliance and governance of data processing.

3 Demonstrate value

The third step to addressing security objections is to demonstrate the value and benefits of your software product for your prospect. Value can be expressed in terms of cost savings, revenue growth, operational efficiency, customer satisfaction, or competitive advantage. You should also quantify and measure the value using metrics and indicators that matter to your prospect, such as return on investment (ROI), total cost of ownership (TCO), or net promoter score (NPS). For example, you can show how your software product lowered the cost of security operations, increased the revenue from cross-selling or upselling, or boosted the loyalty and retention of customers.

4 Handle objections

The fourth step to addressing security objections is to handle any remaining objections or questions that your prospect may have. Handling objections requires skills such as empathy, rapport, objection handling, and closing. You should acknowledge and validate the concerns of your prospect, restate and confirm their needs and goals, and propose a solution that aligns with their interests and values. You should also anticipate and prepare for common or potential objections, such as price, competition, or implementation, and have ready responses and rebuttals. For example, you can use techniques such as feel-felt-found, boomerang, or trial close to overcome objections and move the prospect closer to a decision.

5 Offer reassurance

The fifth step to addressing security objections is to offer reassurance and support to your prospect. Reassurance can be achieved by providing guarantees, warranties, or assurances that your software product will deliver the promised security results and benefits. You can also offer free trials, demos, or proofs of concept to let your prospect experience your software product first-hand and see the security features and functions in action. Additionally, you can provide references, referrals, or endorsements from other satisfied customers or trusted partners who can vouch for your software product and your company.

6 Follow up

The sixth and final step to addressing security objections is to follow up with your prospect and maintain the relationship until the deal is closed. Follow-up can be done through various channels, such as email, phone, or social media, and should be timely, personalized, and consistent. You should also use follow-up as an opportunity to provide additional information, resources, or incentives that can reinforce the security value proposition and address any lingering doubts or concerns of your prospect. Moreover, you should use follow-up as a way to create urgency, excitement, and commitment for your software product and your company.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?