As a Managed Service Provider (MSP), you know that cybersecurity is essential—but do your clients? If you’re presenting your cybersecurity solutions as just another cost, you’re missing the mark. In today’s world of increasing cyber threats, MSPs need to sell cybersecurity services as an absolute necessity—something that protects clients from disaster, not just another line item in their budget.
Let’s face it: most small and medium-sized businesses (SMBs) think a data breach or cyberattack will never happen to them. Your job as an MSP is to change that mindset—and fast.
The Cybersecurity Sales Challenge MSPs Face
When you’re talking to clients about managed security services or adding new cybersecurity layers, you’ll often hear pushback on cost. Clients may think it’s just another expense without seeing the true value. But here’s the truth: not investing in cybersecurity could cost them their business.
1. Tap Into Fear: Sell The Consequences Of Not Being Protected
If you want to sell cybersecurity to small businesses, don’t start with the tools or tech. Clients don’t care about firewalls, antivirus software, or security features—they care about staying in business and protecting their money. Cybercrime is rising, and hackers are targeting SMBs because they’re seen as easy prey. Without proper security, the consequences are devastating:
- 60% of small businesses go out of business within six months of a cyberattack.
- The average cost of a cyber breach for SMBs is over $120,000.
These aren’t just statistics; they’re the reality. Your clients are one hack away from disaster. If you want to win them over, lead with the fear of what could happen if they don’t invest in security.
2. Sell Cybersecurity As Protection, Not A Cost
One of the biggest mistakes MSPs make when selling cybersecurity services is positioning it as an added expense. You need to flip that script. Security isn’t a cost—it’s protection. Think of it like insurance: no one buys insurance because they want to spend the money. They buy it because they can’t afford not to have it in case disaster strikes.
Here’s how to frame the conversation:
- “What happens to your business if you get hacked? Can you afford to lose everything?”
- “Cybersecurity isn’t optional—it’s the only thing standing between your business and total collapse.”
Make your clients understand that every dollar they spend on cybersecurity is an investment in keeping their business alive.
How MSPs Can Overcome Cybersecurity Cost Objections
Dealing with cybersecurity cost objections is a constant challenge for MSPs. But the secret to overcoming these objections is simple: flip the cost conversation.
When a client pushes back on cost, they’re not seeing the full picture. Your job is to show them what not investing in cybersecurity could cost them in the long run:
- “Think cybersecurity is expensive? Imagine explaining to your clients why their data is gone and they can’t trust you anymore.”
- “The cost of prevention is a fraction of what you’ll pay if you get hacked.”
Use real-world examples, case studies, or well-known cybersecurity breaches to make the risk feel real. Whether it’s the Target breach or the Sony hack, clients need to see the consequences of doing nothing.
Why Selling Cybersecurity Features Won’t Work
Too many MSPs lead with the technical side of their services—talking about firewalls, antivirus software, and ransomware protection. But that’s not what your clients care about. When selling cybersecurity, clients care about outcomes, not features. They want to know:
- “Will my business be protected from hackers?”
- “Will I avoid costly downtime or data breaches?”
The answer should be simple: yes, with the right security in place, your business will be protected. Focus on the problem you’re solving, not the tech behind it. Once they’re sold on the importance of security, then you can talk about the tools and solutions you’ll use to get the job done.
MSPs: Lead With Emotion; Close With Peace Of Mind
Your clients buy on emotion. They justify their purchases with logic later. That’s why you need to tap into their fear of loss when selling cybersecurity. Show them the risk of doing nothing—that their business is vulnerable to an attack that could wipe them out. Then, offer them peace of mind by showing them how your MSP will protect them.
Here’s the kicker: cybersecurity isn’t optional. It’s the only thing standing between your clients and disaster. If you’re not positioning your security services as essential protection, you’re leaving money on the table—and leaving your clients exposed.
Conclusion: The Time To Sell Cybersecurity Is NOW
The biggest mistake MSPs make is selling security as just another line item on the invoice. It’s not. Cybersecurity is the difference between staying in business and going out of business. If you’re not positioning your services that way, you’re underselling the value you bring to the table.
Now is the time to shift your strategy. Sell the fear, sell the problem, and sell the protection. Your clients need to know that cybersecurity is not a choice—it’s a necessity. Show them what’s at stake, and make sure they understand that not investing in cybersecurity is a gamble they can’t afford to take.
