Value Selling Tips: Aligning Cybersecurity Products with Security Buyer Business Priorities

Jul 5, 2024

Andrew Monaghan, Founder of Unstoppable.do and Host of Cyber GTM Talk, discusses value selling in the tech industry. Key topics include aligning products with customer initiatives, Zscaler's growth through value selling, ethical sales practices, and the importance of showcasing results in value selling approaches.

Ask episode

Chapters

Transcript

Episode notes

Intro

00:00 • 2min

Challenges in Selling Cybersecurity Products

01:32 • 21min

Exploring PAR and Success Metrics for Value Selling in Cybersecurity

22:35 • 2min

Insights on Value Selling Programs and Successful Sales Approaches

24:40 • 5min

Aligning Cybersecurity Products with Buyer Priorities and Past Experiences

30:08 • 2min

Uncovering Fraudulent Business Practices Through NetTools, Inc.

32:28 • 3min

Ethics in Selling, Marketing, and Cybersecurity

35:23 • 15min

In this episode of Audience 1st Podcast, Andrew Monaghan, Founder of Unstoppable.do and Host of Cyber GTM Talk. joins host, Dani Woolf, to discuss the power of value selling to drive success in the tech industry. With real-world examples and practical insights, Andrew and Dani dig into into the importance of understanding customer needs, engaging in ethical sales practices, and transforming the go-to-market approach to achieve sustainable growth.

Key Takeaways:

The key to successful sales is aligning your product with the biggest initiatives of your prospects. Show how you can help make their big goals a reality.
Value selling is not just about features and benefits, but about attaching your solution to the major business initiatives of your prospects. It's about impact and relevance.
Zscaler is a prime example of rigorous value selling, leading to substantial growth. It's about embedding the value sales mindset in leadership and translating messaging to focus on value, not just product features.
To shift to a value selling approach, sales professionals should lead by example, showcasing results before evangelizing the approach to stakeholders. Actions speak louder than words.
One of the worst practices Andrew has seen in security firms is fraudulently inflating numbers and channel stuffing for short-term gains. Ethics must be at the core of every go-to-market strategy.
Ethical go-to-market strategies are centered on truthfulness, transparency, and alignment with customer needs. Being ethical is not a choice, it's a must for building long-term customer relationships.
Value selling is about finding the why behind your prospects' actions, aligning your solution with their big initiatives, and driving impact. It's not just about selling a product, but about creating real value for your customers.
To excel in ethical go-to-market strategies, focus on being a good human being, portraying your company in the right light, and always staying true to your values. Ethics is not a compromise, it's a standard that must be upheld.

Join Audience 1st Newsletter Today

Join 1700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter