Here's How to Develop Trust in Cyber Security
Dutch Schwartz
I help you safely grow your business using cloud services and AI | LinkedIn Top Voice | Former AWS | Speaker | Veteran | QTE
“Can I trust you? Are you competent? Do I still trust you?”
This was the succinct response given by a customer of mine when asked to share how he frames his interactions with cyber security vendors.
What struck me about this is the order of those questions: Competence is important and relevant, but it begins with trust. And? It ends with a feedback loop based on performance.
That observation is crucial if you want to provide value to your customers in cyber security. The initial decision about trust is an emotional judgment, not a rational fact-based assessment.
We are just now entering the Fourth Industrial Revolution. As the wave of Digital Transformation continues building and we look for ways to leverage AI, blockchain, and IoT the need for emotional intelligence is increasing. Emotional Intelligence (EI) is malleable, thankfully, so you can improve your value and interactions by developing your EI.
Your customers can find all the information about your products before you darken their door, and they have asked their peers if it’s worth investing time to meet with you/your company. They’ve done their homework, have you done yours?
There is no shortage of data, there is a shortage of trust. So, how can you improve?
Let’s review the questions in order.
Can I trust you? The customer is searching for authenticity, for listening, and openness.
Are you competent? Did you research me and my company? Do you have relevant understanding of similar needs? Can you provide me insights based on your broad view of thousands of customers? Are you part of my trust community? Can you provide value?
Do I still trust you? This is a continual feedback loop and is measured based on your actions and perceived performance. Bumps in the road happen, but do they believe you have their best interests at heart – over the course of time.
The technical solutions we are engaged in providing as a cyber security industry revolve around trust. So does the human side of the equation.
For the math fans in the crowd, you can think of it this way:
The Cost of Customer’s Problem – The Cost of Your Solution / Trust (0,1)
No matter how big the problem or how relatively inexpensive the solution, if their Trust in you is 0, it doesn’t matter.
?????? One of the longest standing headhunters in crypto ??????
5 年Can you DM your email
Your Community CISO
5 年Totally agree! Research indicates that while we think of ourselves as rational and thus try to sell rationally, we make purchase decisions with our emotions. For example, read:?https://customerthink.com/neuroscience-confirms-we-buy-on-emotion-justify-with-logic-yet-we-sell-to-mr-rational-ignore-mr-intuitive/.? InfoSec purchases are no different; it's probably why so many vendors historically defaulted to fear mongering - fear is a strong emotional driver of purchasing. Fear fades or can be defused. Taking the time to build, maintain and deepen trust creates a much better emotional state for a customer to buy - and KEEP - your product.
Vice President, Customer Experience at Dragos, Inc.
5 年And it comes down to sincerely caring about, and working for, your customer's success - before, during, and (most importantly) after you've made the sale.
Cybersecurity Expert & Ethical Hacker | Strengthening Security Posture for Businesses | Trusted Advisor in Defense Strategies
5 年Spot on, Dutch. The human element is often overlooked in sales. Yet it's one of the most important layers to focus on. Customers don't want to be sold to. They also don't need someone who's going to relay information that's already on the vendors website or available via a quick Google search. What most customers want is someone who can be a trusted advisor. Someone who can understand where they are, where they want to be and how best to achieve their overall outcomes, without forcing them to look through rose colored lenses.
CISO | Advisor | Leader | Business Partner | Cybersecurity
5 年Agree Dutch.?? I think of it this way....Trust is earned when you listen and then provide evidence of being competent and able to add value (if not already delivered).?? Trust is eroded when you don't listen or fall short on delivery of promises.???? It's like we tell our children....it's harder to earn back trust after a failure than it is to earn it in the first place!