The security sales question of the day is How do you give your security clients a reason to come back to your business?
Here, in Italy, we are not only proud of our coffee – which can bring back customers – but also of our ability to establish good relationships with potential and active customers. In my opinion, trust is the key.
Trust is important because prospects and customers that believe in you as a reliable person will treat you in the same way. If you establish trust with your customers, they will open up to you. They will share their concerns, their environment and their needs.
So, how do you give your security clients a reason to come back to your business?:
1. establishing trust
2. being reliable
3. knowing how to address their needs, and involving the right people or company (maybe not even yours)
4. bringing them something new rather than the standard sales pitch
At RSA we call this the "Trusted Advisor approach", and it is fundamental to the RSA® Business-Driven Security strategy.