Selling the CISO: The World's Most Cold-Called Persona

The CISO. Probably the most sold into buyer on the planet. And definitely the most difficult buyer on the planet to sell into.

Finding and recruiting top tier sellers that know how to break through this noise? Just as difficult.

Most manage dozens of different vendors, run multiple software platforms, manage security across employee bases from 50-50K+, and run teams that can be 5-50+ in size. Simply put, selling to them is hard. But a lot are doing it very successfully.

The sheer volume of outreach that CISOs endure is staggering. Many report being inundated with unsolicited communications, leading to a general aversion towards cold calls and impersonal sales tactics. This sentiment is echoed in discussions among sales professionals, where it's noted that CISOs express frustration over the excessive number of daily calls they receive.

This constant barrage has cultivated a defensive posture among CISOs, making traditional sales approaches less effective. CISO Series did the research, and what a shocking outcome:

For sales professionals, especially those specializing in cybersecurity solutions, this environment necessitates a strategic and empathetic approach. Understanding the challenges CISOs face and the pressures of their role is crucial. Engaging with them requires more than just persistence; it demands a tailored strategy that respects their time and addresses their specific needs.

Zack Hatfield, CC, is one of the best Cyber Sellers I know. He's built a career on 'breaking through the noise, developing creative prospect engagement strategies, and building genuine relationships where he becomes a true 'trusted advisor' to his clients.

A bit from him:

"My success in building relationships and selling to CISOs began in 2017/2018 during a cyber conference in Texas. Instead of attending a formal dinner, I joined a group of CISOs on a casual brewery tour, where we bonded over beers, burgers, and shared stories. That experience taught me that CISOs are relatable, down-to-earth professionals who lead top cybersecurity teams while enjoying the same simple pleasures as anyone else."

The best, like Zack, focus on relationships, building credibility through technical knowledge, and take a hyper-humanistic approach to their selling methodologies. 

Here's what I advise some of the fastest growing Cyber Startups in the world to look for in finding the right talent to deal with this: 

• Proven Security Domain Expertise: If you're hiring one of your first few reps into a new cyber startup, you need someone who can talk the talk. Someone with multiple years of experience selling into, building relationships with, and closing deals with CISOs. There is a distinct language that they need to speak, and a level of credibility that comes with this experience. 

• Top of Funnel Diversity: Top of funnel in cyber sales is insanely diverse (at least for top reps it is). You need someone that can understand, navigate, and implement this. Cold-outreach, channel partnerships, event marketing, social selling, referral generation, rolodex selling, etc. etc. etc. Someone that has proven experience with a multi-funnel activation strategy will be tremendously more successful than someone who doesn't. 

• Technical Acumen: Back to talking the talk. Do they understand security system architecture? Data security? End User? Can they use this technical know-how to persuade people and earn a level of credibility with some of the most technical buyers on the planet? 

• Solution-Oriented Guru: No one-size-fits-all sellers. Can they ask the right questions, understand the customers current technical landscape and security concerns, then customer mold a solution within your product stack to help them succeed? 

• Relationship Rainmaker: Who do they know? How strong are these relationships? How many buyers have bought from them multiple times? How many have given referrals? 

There's a lot more to it – but I taking these things to mind is a good start. While CISOs may be the most cold-called persona in the corporate world, this saturation offers an opportunity for sales professionals to stand out by adopting a more thoughtful and informed approach. The good can dominate and concentrate the market successes a lot easier than other segments.

By doing so, they not only increase their chances of success but also contribute to more meaningful and productive vendor-client relationships with pay massive dividends in the long run.