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Build a Profitable Cybersecurity PracticeEven if You’re Not a Security Expert

Erick Simpson

MSP Mastered®

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I once heard a security expert say:

“50% of Businesses have already been compromised….

…and the rest just don’t know it yet”

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Security Services are

a stable revenue

source and growing

Even SMBs in key

industries must increase

security use

IT Security is a control

point & strategic client

service

Mature service

model with low barrier

to entry and delivery

High value – high

margin services

Concern of SMB Clients

Security: #1

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Digital World Opportunity:

Security: Threat Trends

Industrialization and Automation of Cyber Crime, Zero-Day Exploits, Forensic

Government of Bulgaria

records stolen

Government of Texas

hit by ransomware

One million Swiss

residents are

victims of cyber attacks

Cost: Ultra Rapid Growth of Data and Accelerating

Over 40 ZB in 2019, growing to 175 ZB (or much more) by 2025

Source: IDC

Source: IDC

Internet of Things,

satellites, healthcare

and wearables

Autonomous

machines,

drones and robots

Computer vision,

virtual and

augmented reality

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Complexity: Ultra Rapid Growth in # of Systems

100 B Devices, 1-2 B of them the Core – most Edge/Endpoints

Source: IDC

CORELarge datacenters, public

and private cloud

EDGEBranch offices, remote

locations, factories

ENDPOINTComputers, phones,

various devices

Complexity, Security, Cost are main driving factors outside of Core (Cloud & Large DC)

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SAPAS

Total Cost

of OwnershipEase of Use Reliability Full Control Security

Safety Accessibility Privacy Authenticity Security

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Acronis’ Mission – Cyber Protection (SAPAS):

Air Water Food

ShelterProtection from

elements

Cyber

ProtectionData, Applications

and Systems

1. Every Personal & Business process is now conducted with Data

2. Data, Applications and Systems Protection is the 5th basic human need:

SAPAS: Safety, Accessibility, Privacy, Authenticity, Security

3. Acronis’ Cyber Protection: Easy, Efficient, Secure

Reliable Controlled

Protect All Data, Applications and Systems

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Identify and Prioritize Your Target Audiences

Strategy 1

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Shorter Sales Cycles

• Technology Strategic

• Technology Dependent

• Technology Averse?

Existing Clients

Longer Sales Cycles

• Technology Strategic

• Technology Dependent

New Prospects

2 Sales Targets

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Design Your Offering and Segment Into Bundles

for Maximum Value and Upsell Opportunities

Strategy 2

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Security Essentials

Good

Basic SLA

Basic Security Features

Lowest Price

Security Plus

Better

Better SLA

Additional Security Features

Higher Price

Security Advantage

Best

Best SLA

Most Advanced Security Features

Highest Price

Cybersecurity Services Example Tiers and Bundles

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Price Your Bundles For Maximum Margin

Strategy 3

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What Is Your Cost of Service Delivery?

Labor + Overhead Burden per HourHourly Cost of Service

Delivery (HCSD)

Number of Hours Per Month To Support Customer

Projected Support Hours Per Month

Cost For 3rd Party Cybersecurity Subscriptions and Services

Cost of Subscription

= HCSD x Projected Support Hours + Cost of Subscription

Total Cost of Service Delivery

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Determining Your Cost of Service Delivery

$58.75

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$1,000.00

$1,235.00

Hourly Cost of Service Delivery (HCSD)

Projected Support Hours Per Month

Cost of Subscription

Total Cost of Service Delivery

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Add Desired Markup and Price to Determine “Stop-Loss”, Then Price and Sell On Value!

Divide By Total Users To

Get “Per User” Cost/Price

$1,235.00

$617.50

$1,852.50

Total Cost of

Service Delivery

Desired Markup

+ 50%

Retail Price –

Monthly

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Develop and Execute Your Marketing Strategy

Strategy 4

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Divide By Total Users To

Get “Per User” Cost/Price

Identifying New Prospects

Before finding out about this

technique, I would teach my

clients to find a potential lead,

setup a meeting, then run

a “security assessment”

But sometimes, they wouldn't find

an urgent breach, or additional

service work wasn’t that impactful

Now, we can run Dark Web Scans

against our prospect lists, then

prioritize the results, and reach

out to those prospects with “hits”

Then, we can immediately sell them

something to monitor the breach and

to fix the problem moving them up

the value ladder

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Divide By Total Users To

Get “Per User” Cost/Price

Run a Scan to Uncover Qualified Prospects

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Reach Out to Prospects

• Urgent Letter Envelope

• Direct Mail Letter

• Dark Web Scan Results Report

• Phone Script

• Voicemail Script

• Email Template

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Existing Clients

• Calendar Meetings for QBRs Calls

or emails to calendar meetings, invite

to Webinars and Lunch n’ Learns

• Email, Newsletter marketing

New Prospects

• Build Trust Multiple, diverse touches

to schedule appointments, invite to

Webinars and Lunch n’ Learns

• Direct mail, email, social media,

LinkedIn marketing

• Call-downs

• Webinars

• Lunch ‘n Learns

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2 Marketing Approaches - Campaigns

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Develop and Execute Your Sales Strategy

Strategy 5

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Existing Customers –

FOR SOLUTION

Warm Up – Ease them into opening up

Qualify – Immediate pain AND latent needs, build

buying temperature through implication questions

and explore budget

New Prospects –

BUILD TRUST

Preparation – Web Qualify

Warm Up – Ease them into opening up

Qualify – Immediate pain AND latent needs, build

buying temperature through implication questions

and explore budget

2 Sales Approaches

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Step 1 of the 7 Step Sales ProcessProspecting & Preparation

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Dark Web Scan –Send Urgent Mail

Letter/Email

Know your prospect before

you call them

“Web Qualify” them

Study their Website

D&B, Hoovers

Press Releases

Social Media

General Internet Search

New Client Preparation

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Reach Out to High Value Prospects

Social MediaE-mailVoicemailPhone Call

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Develop Killer Appointment-Setting, Voicemail

and Email Scripts

Strategy 6

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Phone Call Script

Hi Erick – this is David from Security-Safe, and I’m following up to make sure you received the Urgent Mail Letter I sent you about your company’s breached accounts and compromised passwords we discovered being sold on the Dark Web – the criminal side of the Internet. Do you have a minute for me to share what we found?

Great, I’ll start by saying that Security-Safe regularly runs dark web searches to identify companies that may have been exposed to a data breach. This is one way we identify potential customers to help with our services.

Well, we did find some breached accounts and compromised passwords for your company. This is the information I sent you in my letter.

Based on the information we obtained, I would put you in a high-risk category, as your information is already being marketed on the Dark Web.

Did you know that these types of credentials can be purchased by cybercriminals for as little as one dollar? I know it sounds crazy, but this is the world we live in today.

The good news is, we can help mitigate your immediate risk and long term risks to help guard against this type of thing happening to you in the future. Would it be alright if I stopped by this week to show you what we found, and spend some dedicated time for me to get some more information from you and share some strategies?

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Hi Erick – this is David from Security-Safe, following up on an Urgent Mail Letter

and security breach report I sent you a few days ago, to make sure you received it.

I have some additional sensitive information to share with you that cannot be left

on a voicemail system for security purposes, so please return my call at

(000) 000-0000.

Thanks, I hope to hear from you soon.

Best regards,

David

Voicemail Script

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Hi Erick;

As a security-focused organization, we routinely run dark web searches to identify companies that may have experienced a data breach, and found some breached accounts, as well as compromised passwords for your company.

I’ve reached out via phone and left a voicemail to go over the specifics contained in the Urgent Mail Letter I sent you and your risk and have left you a voicemail.

I’m available ______________ for a quick chat to discuss what risk these findings expose you to, and steps you can take to minimize your liability.

Please reply to this email so that I know you received it and confirm your availability for a short dialog. I promise it will be worth your time.

Thank you,

David

Email Template

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Execute a Consultative Sales Process

Strategy 7

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Step 2 of the 7 Step Sales ProcessThe Sales Warm Up

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Divide By Total Users To

Get “Per User” Cost/Price

Sales Step 2: Warm Up

Relax, the decision

maker is just a person

Be prepared, know what you’re

going to say, and when you’re

going to say it

Utilize your data from

Preparation

Find common ground

to break the ice

Take your prospect’s

mind off of the sale

If you look like an IT person,

you’ll be treated like one –

dress like the Trusted Advisor

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Step 3 of the 7 Step Sales ProcessSales Qualifying

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Divide By Total Users To

Get “Per User” Cost/Price

Sales Step 3: Qualifying Using the QBS* Approach – PAS vs. SPA

Step 4: Introduce Solution

Be prepared, know what you’re going to say,

and when you’re going to say it

Step 2: Identify NeedUse Issue Questions to discover if there are Active

or Latent Needs and to make Client aware of Need

Step 3: Connect Implication

Let them know you can help

Step 1: Establish Credibility

Use Implication Questions to create Emotional

Connection to Solution and Build Urgency

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1. What security systems are in place today?

2. What regulations and standards apply to you?

3. How do you demonstrate compliance?

4. Is all of your sensitive data identified and

protected?

5. What are your high-risk systems and

platforms?

6. Do you provide security awareness

training for staff?

7. Do you manage security in-house,

or do you outsource?

Diagnostic Questions Establish Credibility and Initiate Needs Development

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1. What’s the most significant business issue

you currently face, as it pertains to security?

2. What would you like to accomplish as

a result of strong security?

3. To what extent is your business growth

affected by your security concerns?

4. Do you have to ask your MSP to advise on

improvements needed in your security

posture, or is your managed service provider

proactively offering them to you?

5. For what reasons are you looking to hire a

security partner now? What triggered your

decision to hire a new security partner?

What’s made this so urgent or important now?

Issue Questions Identify Active and Latent Needs

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1. How adversely would a security breach

affect your business? Company Morale?

Customer Relationships, businesses and

personal lives?

2. What if your company and customer data

were stolen and available on the dark web?

3. What kind of a PR nightmare would that type

of breach create?

4. What’s the worst that could happen if you

did nothing to address these issues?

Implication Questions Build Buying Temperature and Urgency

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Budget Questions Inform Solution Development and Pricing▪ How do you handle budget considerations?

▪ Whose budget will support this initiative?

▪ How will our engagement get funded?

▪ What sort of budget do you have in mind?

▪ Are funds allocated, or must they be requested?

▪ What is your expectation of investment required?

▪ Does your budget to solve these problems match

the severity of the problems?

▪ What is your range on this? In a perfect world, what is the

minimum amount you would like to see this handled with?

Then, what is the maximum you could possibly put into the

solution, if it became absolutely necessary?

▪ For other clients about your size with similar security

challenges, we’ve budgeted between x and y. Of course,

that’s not an apples-to-apples comparison, but if it were,

would you be able to find that kind of budget for us to address

your security challenges for you and give you peace of mind?

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We Can Help

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Next Steps After Qualifying

▪ If your prospect isn’t qualified for your MSSP

services, move on

• Need

• Budget

• Cultural Fit

▪ If your prospect is qualified, move to the next step

• Deliver your Security Assessment Form and

Qualifying Notes to your sales engineer

• Request an onsite engineer or technician perform

a Security or Technical Assessment of your

prospect’s environment

▪ All of this information will inform the sales engineer’s

pricing and proposal development strategy

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Waiver for Security Monitoring and Alerting Services

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Non-Intrusive

Security Scans

The Security

Assessment Scan

includes external vulnerability,

user behavior, permissions, logins,

deeper dive internal vulnerabilities,

PII scanning and more

End User Phishing

Simulations

Tests end users through automated

attack simulations to report on

user-initiated threat potential

External PEN Testing,

Port Testing

Discover and validate

vulnerabilities in websites,

edge and perimeter assets

and network infrastructures

Security Assessment Testing

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Step 4 of the 7 Step Sales ProcessThe Sales Presentation

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The Sales Presentation Process

Warm up! Has anything changed?

Transition to Presentation

Remind prospect/client of value information

gathered during 1st visit

Conduct a few “Tie-Down” questions during presentation

Allow dialog – check in with prospect

No technical terms –focus on business and

personal outcomes only!

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Step 5 of the 7 Step Sales ProcessOvercoming Objections

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4 Steps to Overcoming Objections

Step 1: Identify Objection

(Minor, Major, or Conditional)

01Step 2: Acknowledge Objection

(I understand Mr./Ms. Prospect…)

02Step 3: Qualify Objection

(Ask more questions)

03Step 4: Answer Objection

(Clarify the misunderstanding)

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Step 6 of the 7 Step Sales ProcessClosing the Sale

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Sales Cycle Step 6: Closing

▪ Closing is not the most important step

in the sales cycle, it’s the 6th step…

▪ Assume the sale – keep moving until they

say stop

▪ Don’t oversell – listen for the buying signs

to close

▪ Don’t stumble through your closes –

Practice, Practice, Practice

▪ Remember your “value info” from

your prospect during qualifying

▪ Ask for the business!

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Step 7 of the 7 Step Sales ProcessSales Follow Up

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Sales Step 7: Follow Up

▪ This is the easiest step to get you more business, don’t skip it…

• Ask for referrals

• Continue marketing to your prospect while you close

• The more you touch your prospect, the better chance

you have of winning the business

▪ Use a variety of follow up methods

• Postcards

• After Action Emails

• Phone Calls

• Thank You Cards

MSP Mastered®

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Interesting Sales Facts

Lead nurturing – 66% of buyers reported that consistent and relevant communications from the company was a key influence to buy from that company. Set up and execute a solid lead nurturing workflow to move your buyers through their natural sales funnel.

First impressions – When making a first impression, 55% is how you look, 38% is how you sound, and only 7% is what you say. Prepare for that first meeting to make a lasting positive impression.

Ask questions and listen – 95% of buyers state that the typical salesperson talks too much, and 74% of buyers said they were much more likely to buy if that salesperson would simply listen to them. Ask great open-ended questions and actively listento your buyer.

Ask for the sale – 48% of sales calls end without an attempt to close the sale and the national sales closing rate is 27%. Learn how and when to ask for the sale.

*Source: webstrategies.com

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Get My Dark Web

Prospecting Kit!• Urgent Letter Envelope Link

• Direct Mail Letter

Browse to: www.ericksimpson.com/darkwebkit

Use Coupon Code: Acronis!

• Phone\Voicemail Script

• Email Template

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