Wes Spencer says business owners buy solutions that help them make or save money, not security for its own sake. MSPs should stop selling security as a standalone product and instead frame it as the thing that removes obstacles to the owner's actual goals.
Business owners will happily spend money in mitigating risks of things that will stop them from getting to where they want to be. And that's where security comes in. If you're selling security as a business priority, the business owner looks back and says, I'm not buying security. I'm not interested in that. I'm interested in getting where I want to be, making money and saving money. And if there's things that get in the way of that, then I'll invest in that because the business priorities matter, tied to business outcomes. So many MSPs make this mistake. Where they're trying to sell security because a vendor told them they got to sell this product. What they should be doing is selling business outcomes. I can help you go where you want to go, but to do that, we need to get these things to help you get there, and we need to invest in these things to make sure that we can get there. Nothing gets in our way to stop us.
