KEY TAKEAWAYS

  • Sell trust in your solutions to retain and attract customers.

  • Understand the consequences of security failures to prevent financial fallouts.

  • Use your past successes as key selling points to prospective customers.

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Technology, telecommunications, entertainment. The list of industries that experienced customer data stolen due to failures in security and compliance has piled up.

With punishments levied from the Federal Communications Commission and various regulatory groups, or customers simply leaving the services for more trustworthy alternatives, your company’s security and compliance must be a thread throughout your MSP business plan. Your customers know more about security now than ever before. Sell your product to your prospective customers with security at the forefront, or risk being left behind.

Trust as a selling point

When it comes to being an MSP, you may think the main product is services, such as cloud backups, security and managed servers. Yet, all these rely on trust to establish relationships with customers. As an MSP, your greatest commodity is your customer’s ability to entrust you with the lifeblood of their business. Every company needs to hone their unique selling point, and this is one area where security and compliance can really stand out.

The tech industry recently experienced a push in marketing using the latest technology as eye-grabbing features of services. To stay competitive, you should be doing the same. For example, if you use SSL everywhere or RSA encrypted endpoints, these can be advertised in your marketing message to establish credibility and trust with your customers. Tell them how secure your solutions are, and watch as they scramble to adopt your security-as-a-service platform.

Consequences of failure

The consequences of security and compliance failures are more than just a tarnished name. These exposed vulnerabilities in your system can have severe financial implications. It’s vitally important to understand the type of data you may be managing. For instance, health care-related information is regulated under the Health Insurance Portability and Accountability Act of 1996 (HIPAA). It’s important to not only be an expert in how to protect data, but understand the regulations surrounding your customers’ sensitive information. The more prepared you are, the better chance you have avoiding these financial pitfalls.

How to sell success

There’s no doubt that these failures harm companies. In many cases, the inverse is also extremely powerful. “Zero security breaches” is your mantra. Maintaining a flawless record can be tied directly into your marketing message as another great differentiator from competitors. As one of the safest companies in the market, your successes will help sell you to customers.

As an MSP, you’re the technology expert. Providing security leadership can be a huge win for both you and your customers. As they turn to you for guidance to increase their security, you expand your solutions footprint and improve your services suite. When your customers are concerned about their security, your services may be just the solution. Focus on establishing and building trust with your clients, and reap the benefits of a loyal customer base.

Ryan is a Data Science leader with experience in some of the most cutting edge technologies and trends. He has hands on experience with Machine Learning, Advanced Analytics, and the largest Big Data systems in the world.