By Lisa Kilpatrick, General Manager for Kaspersky North America
A successful cybersecurity business consists of many elements: high-quality products that protect the client from modern threats, a competitive pricing model, pre-sales service, etc. At the same time, a successful business must rely on more than just products and price. The relationship between the client and the vendor or its IT partner also plays a vital role.
As a result of my experience working for a cybersecurity provider that has a wide network of IT partners around the world, here are seven easy steps to winning valued clients.
1. Focus on support
Strong customer support is a vital part of running a successful cybersecurity business. It tops the list of attributes that customers look for when attempting to find a cybersecurity provider they can trust for years to come. For instance, a potential client could want a cybersecurity expert to show them the level of technical support they can offer. A small company will not necessarily have many cybersecurity experts in hand, or they might not be able to hire an expert specialized in the topic, so they will need a cybersecurity provider with a solid experience in customer support and a great expertise of solving all kinds of complex problems for the client.
Experience has proved that once customers discover the high level of support vendors offer, they remain loyal due to the reliable services they receive. Per customer feedback, reliability is even more important to clients than the price of the product.
2. Deep dive into your potential client’s business
Extensive research into a potential client is also highly important as it is always an effective way to get to know the customer and to gain their trust by showing an understanding of their business. In doing so, vendors will also be able to better tailor their products to the client’s business to see which services best suit their needs.
3. Reputation is everything
Reputation is essential to both clients and partners. According to the Public Relations Society of America, corporate notoriety has never been so important. Maintaining a good reputation can help to get a number of new customers at the blink of an eye.
IT partners also admit to researching the reputation of their potential clients. Most will investigate customer reputations and credibility, and won’t do business with companies that are known to be unreliable. Knowing your clients’ business not only helps you win customers and discover what products and service they really need, but it also serves as protection from the financial and reputational risks that getting into business with an unreliable client can bring.
4. Choose trusted vendors
As in most businesses, having a trusted vendor is crucial. According to Indeed, having a good relationship with your vendor can boost sales, improve customer relations, and make processes more cost-efficient.
IT partners may find that some clients will already have a vendor in mind that they want to work with, while other clients are brought in via leads provided directly by the vendor. IT partners also receive sales training and marketing asset support from the vendor to increase expertise and provide their potential clients with all the up-to-date information.
5. Meet and talk
In our interconnected world, geographical location is becoming less of a concern for clients and partners. However, meeting potential business partners face to face is always encouraged. Partners should strive to meeting in person, but if not possible, set up an initial meeting or a conference call with potential clients. Typically it will take at least three meetings with clients to close the deal as this will allow ample time to discuss every aspect of the project and potential cooperation.
6. Tailor your prices
Talking about money is the next step in closing a deal with a new customer. During negotiations for financial matters, be ready to adjust your commercial proposal to the client’s needs. While vendors may have a standard price list for their products and solutions, they might also consider getting creative to offer clients flexibility in pricing via bundles, extended terms, etc. so that they are able to move deals forward under unconventional circumstances.
7. End relationships that must end
Unfortunately, despite all the checks and safeguards, you may find yourself in the position to end a client relationship. The rift between client and provider may occur due to unmet expectations, a breakdown in communications, unexpected costs or risks associated with the project, etc. Other common reasons could be changes in a client’s business, outside circumstances or budget complications.
While winning new client business is never an easy or foolproof task, carefully following these outlined steps will better position vendors to win clients high value clients. Further, vendors will be able to foster better communication and relationship building with new clients as they will have demonstrated due diligence, a tailored approach, etc.
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ABOUT THE AUTHOR
As the general manager for Kaspersky North America, Lisa is responsible for leading the U.S. and Canadian sales teams while driving business to business growth with Kaspersky’s network of trusted channel partners. During her tenure, Lisa has successfully closed several strategic business opportunities and has been instrumental in leading both the SMB and enterprise business segments.
