 | |||||||||
| |||||||||
 | |||||||||
Tips for Selling the Promise of Security
April 2008
One of the common issues facing managed service providers (MSPs) is assuaging a prospective client that bringing in an MSP won’t impact or compromise existing IT security and data protection. For many companies, inviting an MSP into their IT environments is an uncertain proposition, and it’s up to the MSP to make their case that they don’t pose a security risk.
MSPs can more quickly establish a foundation with a client in a number of ways, making the client more comfortable when it comes to such security concerns. Each client is, of course, unique in terms of IT needs and security concerns, but some fairly basic general tactics can be employed to quell such concerns.
The Tactics
In many cases, customers with security concerns about bringing on an MSP might have security concerns about their own companies to begin with. A client that fears it has an inadequate security infrastructure isn’t likely to be too excited about exposing its IT set-up to an outside consultant. One tactic an MSP can employ in such instances is to conduct a preliminary network security audit, whether for a fee or free of charge.
“One of the first things we suggest our MSPs do when they’re trying to bring on a new client is to conduct a network audit to see where they are from a security standpoint,” said Stuart Selbst, director of Channel Sales for Encino, Calif.-based SecureMyCompany, Inc., a value-added distributor of managed service solutions to MSPs. “This can drill down as far as the PC level, to such things as updated security patches; then I suggest looking at a printout of how their firewall is set up and evaluate that. You’d be surprised at how many very basic security issues exist within companies that think they’re well-protected and secure. When you start pointing out areas where a company is not as secure as they previously thought, you really start to position yourself as a company that knows about keeping a business secure, which goes a long ways to establishing trust.”
Another common strategy is for an MSP to offer an introductory or trial period for their products or services. A 30-day trial period, for example, offered as free or at least at a reduced price can make a cost-conscious client more open to the possibilities of an MSP product or service, and can entice even the most security-conscious individuals. This allows an MSP to get its foot more firmly in the door and get its services and offerings in front of the client without necessarily costing the client anything to kick the tires, so to speak.
According to Selbst, a trial period offering is an excellent way for an MSP to showcase a product or service and generate client interest, particularly in cases when a client is wary about security concerns.
“We suggest to MSPs that they can combine strategies,” said Selbst. “They can offer a security audit, for example, while at the same time providing a trial period of our security auditing product. So, we’re coming at the client with two strategies working as one.”
Security audits and trial offerings are decent techniques once an MSP has its foot in the door, but what about generating interest and allaying potential client security concerns before you may even meet? Building a reputation for your MSPs services and products can be greatly aided by arming yourself with security certifications from businesses and industry bodies alike. If you carry a security certification from Microsoft, for example, you come pre-equipped with an invaluable tool for establishing credibility and ensuring professional expertise. The more security certifications you carry, the more likely a customer will contact you first, and the more likely you’ll make it through the doors and, hopefully, gain a client.
“You can never go wrong when it comes to acquiring security certifications,” said Selbst. “If you can show a customer a list of certifications you or your products have earned from companies or industry segments, or both, that can go a long way to ensuring your credibility and showing you’re more than just talk when it comes to providing security. Security-specific certifications validate an MSP’s knowledge about anything from communications and infrastructure security to cryptography to just general security concepts. Certifications say, ‘We know what we’re talking about.’ ”
Improving the Odds
Every MSP/client interaction is unique, but the potential to put security concerns to rest while also establishing trust and professionalism can be substantially boosted if the MSP takes the time to recognize and utilize some of the tips outlined here.
“You’re never guaranteed to gain everyone’s trust and convince them to set aside their security concerns,” said Selbst. “But, you can certainly improve your odds.”
Email
Print
Mobile