Selling on fear: proof the benefit
Many vendors offer a wide range of security appliances with preventive and defensive solutions:
Anti-virus, anti-spyware, anti- hacker, spam filter,…
Their selling is based upon fear.
The problem with these solutions is that the buyer doesn’t:
- Completely understand the benefit
In many cases the decision maker doesn’t or might not understand the magnitude of the problem.
The problem is beyond his knowledge or experience. So how to calculate or estimate the costs expected to be saved by the security solution?
- Notice the effect or the benefit easily: immediately or even never.
The benefit is only noticed when things go wrong: when the security wasn’t performing or missed its’ goals.
Thus in case the installed or applied solutions weren’t effective.
Then spending of money on the preventive solution could be considered as a waste of money, even if it has saved money and avoided problems on many occasions.
Occasions that have been taken for granted.
In many cases it is very difficult to proof the security solution was effective and has saved more than it has cost to install and maintain.
How much money does an intrusion prevention appliance saves a year? Hard to calculate by company. Less difficult to calculate for an entire market as statistics and probabilities can be applied.
The tangible benefit sales
However the sole security solution that has an immediate visible result is the spam filter:
Everyone in the company will experience and notice immediately when a spam filter is applied appropriately. The less spam is very clearly visible in everyone’s email inbox.
Also for the CEO, who has immediate recognition for his decision and investment.
In case the spam filter becomes less effective, the employees and the CEO will address this very fast.
The easy to measure tangible benefit
So despite all the marketing, advertising and communication messages in order to bring awareness of the dangers involved, people are still the best convinced by something tangible they immediately remark and influences their work or habits. Thus selling on fear isn’t that effective as selling a solution or product with an immediate result that is easy to measure or experienced easily.
In sales it helps if you can show immediate tangible benefits.
Tangible benefits that are hard to proof or to measure are harder to sell than solutions with an easy measurable or experienced solution.
That’s why LEADSExplorer sells an easy to measure tangible benefit: Leads.
Do you sell a tangible benefit that is experienced or measured easily?