What’s not working for commercial teams in the Cybersecurity & Information Security sector?
The technical complexity of security solutions creates a disconnect between IT teams who understand the specs and business stakeholders who control the budgets. Proving ROI for prevention is notoriously difficult – how do you quantify threats that didn't happen? Security investments struggle to compete with revenue-generating projects for funding, buyers are overwhelmed by overlapping point solutions, and many organisations default to doing just enough to check compliance boxes rather than investing in comprehensive protection.
Fear-based selling fatigue
Buyers are overwhelmed by scare tactics and threat-focused messaging.
Technical complexity
Security solutions require deep technical knowledge that business stakeholders may lack.
Proving preventative value
Difficult to demonstrate ROI for threats that haven't occurred.
Budget constraints
Security often competes with revenue-generating initiatives for funding.
Overlapping solutions
Buyers struggle to understand how new solutions fit with existing security stack.
Compliance vs. security
Organisations may seek minimum compliance rather than comprehensive protection.
The telecommunications tech trap
Learn how to prevent customer enthusiasm from evaporating and why the right marketing content is crucial to support successful sales
Problem-solving conversations
Move beyond fear-mongering to constructive problem-solving conversations.
Connect security gaps
Connect security gaps to business outcomes such as revenue loss, reputation damage, regulatory fines.
Engage executives
Engage C-suite executives with business-focused Need-Payoff questions.
Demonstrate business acumen
Differentiate by demonstrating business acumen alongside technical expertise.
Build urgency through implications
Build urgency through buyer-discovered implications rather than sales pressure.
Position security investments
Position security investments as business enablers that facilitate growth and innovation.
Solutions for the Cybersecurity and Information Security industry
With 50 years' research guiding our understanding of consumer behaviour, our Academy has evolved beyond traditional sales. Discover our comprehensive range of courses below.
Complex Negotiation
Learn proven techniques that deliver measurable results in real-world complex scenarios
Opportunity Management
Unlock the psychology behind successful decision making and manage complex sales
Why choose Huthwaite?
Fifty years of research
Research-proven behavioural science for real world sales, negotiation and communication results
Global reach
Trusted by businesses in over 100 countries
Behaviour change that lasts
We don’t just train skills – we help you embed them for sustainable success
Training built for the Technology industry and delivered by our experts
Benefit from the experience of 157+ expert trainers and 50 years of research-backed learning to transform your sales teams and deliver superior outcomes. Our licensed trainers combine our unique methodology with consistently high-quality learning experiences.
Here are just a few of the trainers you could work with.
Head of Learning Innovation
Learning Development Consultant
Head of Learning & Skills
Regional Development Director
Learning Development Consultant
