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  • #6510054
    IT Security MSP Value Prop emails
    Dele Adu
    Member
    Jul 12, 2022

    Hi all,

    I’ve recently joined the program (woohoo!) and wanted to share an introductory email I’ve been sending out to prospects as the first stage email in my cadence sequence.

    Would be good to get feedback (good and bad) just to gauge what the community think and where I could improve . Appreciating that the first bit of feedback i’ll probably get is that the length of the emails are too long lol, but would welcome any other feedback as well as this.

    I’d like to introduce Company x to you, but being honest I don’t know anything about your current situation.

    However, a lot of the CIO’s & CISO’s I speak to express having challenges that are preventing their organisations from utilising its technological prowess to grow and out perform their rivals. 5 questions I ask, that may indicate there is a personal need that you would like to address are.

    When I think about my current situation and the partners I’m working with;

    1. Do they get me and really understand my problems?

    2. Do they have the capabilities, experience and resource to help me bridge the skills gap in my organisation?

    3. Do they help me champion creativity, innovation and embrace digital change ?

    4. Do they understand my challenges in trying to manage the imbalance in need and affordability ?

    5. Can they help me develop an effective data governance program, ensuring compliance amongst various new regulations?

    Company x are the largest independent end to end Cyber Security MSP in the UK and Ireland. We empower our customers to achieve great things within their organisations by taking a security first approach to reduce cyber security risks and exploit exposure, allowing you to focus on growth.

    If what I’ve said resonates with you on some level, I can email you again in a few days with information on our approach to common challenges you may be facing right now.

    If you see no value in this, please let me know

    Regards

    #6510055
    Jacky Broadbent
    Participant
    Jul 13, 2022
    Jacky Broadbent Jul 13, 2022

    Hi Dele and welcome!

    Your email is too damn long,

    If a random person stopped you on the street and said all that, how would you respond? I bet you’d be trying your best to get away from them before they even got to the questions.

    This is the most painful bit…

    but being honest I don’t know anything about your current situation.

    Why should someone SPEND time with you, that they can never get back when you haven’t taken the time to do your research to what their problems might be?

    My advise is to work on the emailing training here in the Academy as that will explain the issues and give you some templates to start from.

    Sorry if that was harsh feedback but it’s what I wish I’d been told when I first got into sales 10 years ago :).

    #6510059
    Will Barron
    Keymaster
    Jul 13, 2022
    Will Barron Jul 13, 2022

    Hey Dele,

    I think you should scrap this email and start from scratch. Here are some learning points –

    I’d like to introduce Company x to you,

    I don’t want to hear about X company. I want to know how you’re going to solve my problems. I don’t care about “apple”. I do care that their iPad works perfectly as a whiteboard for me to better communicate to our students.

    but being honest I don’t know anything about your current situation.

    Why would someone take the time out of their busy day to reply to your email, when you’ve not taken the time to research if they’re a good fit for your service?

    However, a lot of the CIO’s & CISO’s I speak to

    Who? Do I know them? Are they in my industry? Are they a competitor?

    express having challenges that are preventing their organisations from utilising its technological prowess to grow and out perform their rivals.

    IT jargon. Ask yourself if you’d actually say this to someone down the pub. If not, then it’s not conversational enough to go in an email.

    5 questions I ask, that may indicate there is a personal need that you would like to address are.

    Take a risk and make a hypothesis on what their need is. Shortcut the process.

    If you email me saying that “I think you have X problem” and I have that problem, then I’m going to be excited to hear how you can fix it.

    Company x are the largest independent end to end Cyber Security MSP in the UK and Ireland.

    I really don’t care who the company is. I want a problem solving by whoever is the right fit, at the right time that is within my budget.

    If what I’ve said resonates with you on some level, I can email you again in a few days with information on our approach to common challenges you may be facing right now.

    We talked about this on our Zoom call yesterday – You’re in sales, not marketing. Book the call and help the poor bastard that is struggling. Don’t offer to drip feed them bit of information :P.

    Hope that helps mate!

    #6510060
    Dele Adu
    Member
    Jul 14, 2022
    Dele Adu Jul 14, 2022

    Hi Jacky,

    Thanks for the feedback and as harsh as it might have been it’s genuinely welcomed.

    I agree it’s too long, I’m an advocate for not sending prospects long emails , but I wanted to experiment with this format and try and appeal to the emotional side of the prospects brain not the logical side.

    I recognise that whilst I may have good ideas, the execution needs works which is ultimately why I’m here lol.

    I’ve worked on a new value prop email, would welcome your feedback once I post it.

    Dele

    #6510061
    Dele Adu
    Member
    Jul 14, 2022
    Dele Adu Jul 14, 2022

    Thanks for the feedback Will and taking the time to take apart my email piece by piece.

    I agree with all the points you made and again feel that my ideas were good but just really poorly executed. I’ve since completed the value prop training and I’m in the process of testing it. I’d welcome your feedback once you get a chance to review.

    #6510062
    Dele Adu
    Member
    Jul 14, 2022
    Dele Adu Jul 14, 2022

    New Value prop email, would welcome any thoughts and feedback.

    Hi XXXX

    Company X are an end to end cyber security specialist that provides Managed Security, Cyber Risk & Assurance Services, Cyber Security Testing and Best in Class and Disruptive Technology.

    We help CISOs and information security executives who want to establish the correct security and data governance practices within their organisation, and enable the capabilities for a scalable low-risk business operations framework.

    By offering a complete end to end portfolio of cyber security solutions and services, we help you swiftly identify the risks your organisation faces, reduce the complexity in your environment and streamline security systems and business processes.

    This enables your organisation to leverage security and introduce competitive advantage into your operating model, whilst managing the imbalance in need and affordability.

    Does it make sense to arrange an introductory call?

    Regards

    #6510063
    Will Barron
    Keymaster
    Jul 15, 2022
    Will Barron Jul 15, 2022

    I’d still make it simpler to understand and read.

    Email this email to yourself, open and read it from your phone. Can you skim it and understand what you’re offering?

    Some pointers –

    Company X are an end to end cyber security specialist that provides Managed Security, Cyber Risk & Assurance Services, Cyber Security Testing and Best in Class and Disruptive Technology.

    I don’t care about your company. I care about solving a problem that I have.

    Skip that line.

    You need to grab attention in the first line and customize it to the prospect so they know you’re not just randomly spamming them.

    We help CISOs and information security executives who want to establish the correct security and data governance practices within their organisation, and enable the capabilities for a scalable low-risk business operations framework.

    Split your emails so you’re only addressing CISO’s OR information security experts. Otherwise it looks like you’re just spamming.

    I’m not sure if I’d say “who want to establish CORRECT…” as you’re basically telling the person you’re emailing that they’re an idiot and are doing things incorrectly right now (even though they might be).

    By offering a complete end to end portfolio of cyber security solutions and services, we help you swiftly identify the risks your organisation faces, reduce the complexity in your environment and streamline security systems and business processes.

    Your prospect doesn’t want to hear that you offer a catalogue of services. They want you to TELL THEM the solution to their problem.

    Only when you tell them what the issue is and how to fix it will they get on a call to discuss implementing the fix.

    This enables your organisation to leverage security and introduce competitive advantage into your operating model, whilst managing the imbalance in need and affordability.

    To much stuff.

    Does it make sense to arrange an introductory call?

    They don’t want an introductory call. They want a call where you fix their issues. They’re busy. They don’t have time for making friends.

    If you haven’t already, complete the value prop and cold outreach frameworks. They will solve these issues for you.

    The first email in your cadence should look something like this –

    Hi X,

    We work with your biggest competitor Y.

    I just helped their CISO NAME identify a real security risk they were facing.

    We solved it with Z tool in 12 hours. Their system is now less complex and more secure for the next attack.

    Does it make sense to jump on a quick call to see if we can do the same for you?

    Thanks,

    Will

    #6510065
    Dele Adu
    Member
    Jul 18, 2022
    Dele Adu Jul 18, 2022

    Hi Will,

    I created this email over the weekend, would love your feedback.

    Hi _____

    The Gartner report ‘Top Priorities for IT Security and Risk management leaders’ suggests that by 2023, more security leaders will be measured on their effectiveness to create value for the organisation.

    It goes on to highlight that two of the biggest challenges facing security and risk leaders is the acceleration of digital business exposing the organisation to greater threats and the need for new and different skills to manage this digitisation being hampered by the cybersecurity knowledge gap.

    We help organisations achieve a mature security posture by developing policies and processes that protect them from cyberthreats. We support them throughout that journey by delivering services to fill any skills/knowledge gaps within the organisation allowing you to focus on growth.

    Does it make sense to jump on a quick call and see where our approach could help you too?

    Regards

    Dele

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