The Top 3 Pain Points of Offering Cyber To SMBs (And How To Get Around Them)

Welcome back to SKOUT’s Sales and Marketing Tips. Each week, we’re helping MSPs overcome the biggest challenges that come with selling and delivering cyber-as-a-service to their end users.

This week, we’re tackling those challenges directly by discussing the 3 biggest pain points that stop SMBs from investing in your security stack – and how you can address them in a conversation.

In lieu of our usual weekly content templates, we also have something special to offer you. We’re releasing a new Cyber-as-a-Service Report for MSPs, and you can sign up to receive it now.

The days where only enterprise-level companies invested in cybersecurity solutions have passed. Now, MSPs are seeing more growing opportunities in the SMB market. The rise of SaaS solutions has made offering cyber-as-a-service solutions for growing businesses more affordable.

But if offering these cybersecurity solutions to SMBs truly gives MSPs the opportunity to grow further, why are we not seeing more widespread adoption of cyber-as-a-service solutions by SMBs?

  1. SMBs believe that investing in cyber solutions is too expensive.
  2. SMB decision makers don’t really understand cyber risk.
  3. SMBs assume that you’re already offering cybersecurity for them.

Let’s break these down, point by point.

SMBs believe that investing in cyber solutions is too expensive.

Although cybersecurity is more affordable now than it was a few years ago, some SMBs may object to your pricing.

However, it’s best to explain that they’re not necessarily paying for a cybersecurity solution because they have a problem right now. They’re investing in your cyber stack in order to prevent potential problems in the future. After all, with a cyber-as-a-service offering, your prospect isn’t getting a one-off product that they have to take care of themselves. They’re paying for you to protect their business and give them their peace of mind.

Another upside to selling cyber-as-a-service is the flexibility of your stack. You can package your solutions on a “good, better, best” model, or even offer software a la carte and let them focus on getting secure – one layer of protection at a time.

SMB decision makers don’t really understand cyber risk.

In these situations, it’s vital to remind your prospects about what is at stake during a breach.

Yes, a threat actor can steal your data. But here’s what you stand to lose:

  • Time: Incidents can pull your systems offline for indeterminate amounts of time. Not investing in a cyber solution means risking hours, or even days or weeks, of downtime that could drastically cut into your business hours.
  • Money: The time you spend recovering from a breach is time that you’re unable to work and generate revenue. Investing in a cyber solution makes it easier to detect and neutralize threats and signs of a breach before they become a serious problem.
  • Trust: Let’s say your prospect is an auto dealership or a healthcare agency that keeps sensitive information on your clients. If their data is stolen in a breach, it can break the trust their existing customers have in the prospect. And in a worst-case scenario, they could face legal trouble for not staying compliant to the relevant cybersecurity standards in place.

By framing the conversation around what your prospect wants to protect, you’ll be able to explain cyber risk using stakes that matter to your prospects, and talk about how you can help them meet their personal needs.  

SMBs assume that you’re already offering cybersecurity for them.

Maybe this assumption is the bane of your existence, but it’s also one of the easiest ones to address.

Like the first problem, the key is to talk about the future.

You can successfully address this concern by talking about how you do offer some protection already, but that new threats are always emerging. In order to make sure that your prospect’s data is secure, it’s vital that they use the latest solutions and establish multiple layers of protection to stop cyber criminals from breaking into their network.

To wrap everything up…

Every prospect has their own priorities and concerns going into a meeting, and there’s no one-size-fits-all script that will guarantee that they’ll invest in your cyber-as-a-service solutions. But if you can start by discussing their personal cyber hygiene and risk, and reassuring them through their hesitation, you’ve already won half of the battle.

And to help you win the other half…

Here is the link to download your own copy of the Cyber-as-a-Service Report for MSPs. We hope these findings help you evaluate your 2021 strategy, and drive success and new revenue to your business this year.