MSPs: Earn Your Right to Pitch.

When I take on new MSPs at Evo - I am often asked by some of my partners, "Hey Jeff, can you hook me up with some marketing content, sales templates & tips?" This article is a baseline of how I train my MSP partners when they ask for help pitching a new client. Most of my partners, mainly SMB size will tell me they "suck at sales". I don't think that's true at all, you literally built a company and that's more than I have done with my career. You should be proud of that, however I am always willing to spread what I have learned over the last 7 years in sales.

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In cybersecurity it's easy to just think your solutions are the best and to just pitch and hope for the best... there's this idea floating around that just pitching your product will seal the deal with a prospect. But let's face it, trust is everything and that journey to closing a client kicks off way before any pitch. It's more about earning that right to pitch by showing off your expertise, getting what the prospect needs, and proving you're all about keeping their business secure.

1. Flexing Your Expertise:

Forget about jumping straight into your products & services. It's all about showing you're the real deal in cybersecurity. Stay on top of the latest trends, tech, and threats. Share cool insights on LinkedIn, join chats where it's happening, and drop some knowledge bombs in your thought pieces.

2. Getting What the Prospect's After:

Each prospect's got their own set of hurdles and headaches. Take the time to suss out their business, industry, and any cyber worries they might be facing. Chat it up with them to uncover what matters, their goals, and what's holding them back. Show them you're genuinely interested in their success, and you're halfway there.

3. Building Bonds Built on Trust:

Trust isn't just a nice to have, it's the whole foundation of a true sales relationship, especially in cybersecurity. Your prospect needs to know you've got their backs and your solution's got the muscle to tackle their security woes. Invest time in building genuine connections, hear them out, and offer up some wisdom. Keep it real about what your product can and can't do, and always lead with honesty.

4. Serving Up Value Before the Pitch:

Don't rush straight into your sales pitch. Start by offering something of value to the prospect. Maybe it's some handy educational resources, a quick security check-up, or personalized tips tailored to their needs. Show 'em what you're made of upfront, and you'll come across as more of a trusted advisor than just another company looking to take their money.

5. Customizing the Pitch to Fit:

When the moment finally arrives to bust out your product pitch, make sure it's customized to fit the prospect like a glove. Shine a light on how your solution tackles their specific pain points and lines up with their goals. Throw in some case studies, shout-outs from happy clients, and real-life examples to back up your claims. Personalize that pitch to show them you get their biz and you're all in on their success.

Earning your stripes to pitch in cybersecurity sales boils down to building trust, showing off your expertise, and tuning into what the prospect's after. Take that consultative approach, serve up some value, and nurture those real connections, and you'll stand head and shoulders above the rest. Remember, it's not just about selling a product—it's about the prospect being able to trust you that you'll be there for them after you get them in the door and going.