Mastering Client Conversations: Selling Cybersecurity with Mark LambIn this episode of MSP Tutor, host Steve Taylor is joined by Mark Lamb, CEO of High Ground and M3 Networks, to discuss the strategies behind selling cybersecurity services to clients. The conversation covers topics such as building trust, the importance of an educational consultative approach, and understanding clients' needs and budgets. Mark emphasizes the role of storytelling over statistics, the use of frameworks like the NIST Cybersecurity Framework, and how to handle objections and misconceptions. The episode also highlights the importance of aligning cybersecurity with business goals and utilizing social proof to validate services. Essential for any managed service provider (MSP) looking to improve their sales and client relationships in the cybersecurity domain.Learn MoreLearn more about Mark Lamb on LinkedInCheck out HighGround for smarter cybersecurity conversations with clients and prospects.Chapter Markers00:00 Introduction to MSP Tutor00:17 Meet Mark Lamb: CEO and Cybersecurity Expert01:53 The Importance of Educating Clients03:52 Understanding Client Goals and Constraints05:30 Handling Client Frustrations and Misconceptions13:06 Explaining Financial and Reputational Risks15:18 Using Frameworks to Assess Cybersecurity19:35 Key Questions for New Prospects21:53 Differentiating Your MSP Services23:08 Building Trust with Clients23:37 Cybersecurity and Insurance Audits24:00 Creating Urgency Without Fear28:40 Tailoring Cybersecurity to Industries32:14 The Power of Storytelling in Cybersecurity40:15 Addressing Client Compliance and Risk42:47 Discussing IT Budgets with Clients45:55 Conclusion and Contact Information

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