Conversational Discovery - not Slides
Most cybersecurity salespeople are trained to discuss features, functions, and the latest threat buzzwords.
However, few understand how those products reduce risk, remediate control failures, or deliver the quantifiable impact needed to justify the investment — let alone the daily pressure their buyers are under to get it right.
This is where deals are won or lost:
Not in the demo but in the ability to frame risk in the customer's language — not the product.
We built this 10-question quiz to reveal that gap.
It’s fast. Visual. And a little unsettling.
Let’s see if you can tell the difference between:
A risk, a control deficiency, Or just noise in the stack
The quiz is the first step in testing your knowledge. What about when you are in front of a buyer?
Framing
Beyond the product, salespeople need to bring relevant contextual insight to the meeting with the buyer that will spark a response.
A conversation of discovery is an order of magnitude more beneficial to both buyer and seller than a presentation.
We use and recommend a conversational storyboard to drive successful meeting outcomes.
After sharing insight, the next step frames the specific problem the buyer wants to solve and why. This allows the salesperson to shape the decision criteria and illuminate the shortcomings of alternative approaches.
Shaping
Once the problem has been framed and it is understood that the buyer is committed to solving it, salespeople can reframe buyer thinking and shape the "perfect world" criteria around the capabilities of their product that customers highly value.
Storytelling
Salespeople should only now begin discussing their company and solution. The best way to do this is through a Customer Hero Story about a peer in a related market with a similar problem. Again, slides won't be needed.
Solution Summary
Now that you've told a story of how your products are used to solve an identical problem, you don't need to present your product...they got it in the story.
To conclude the meeting, wrap the storyboard up with a summary of your solution and how it addresses the issues the buyer raised. Explain how it meets all the criteria for the perfect world, close with your CTA, and then discuss the next steps.
Next Steps
I guarantee you will improve your win rate and close more business with this approach to meeting management, which is underpinned by a thorough knowledge of information risk and the struggling moments of ideal customers.
Let's talk if you want to scale revenue!