Get Personal for Security Sales

Advice 2009-11-23 10:51

Nick Lowe, regional director Northern Europe for Check Point believes margin pressures are easing, and more fruitful

IT security customers want you to get closer to them, says Nick Lowe, regional director Northern Europe for Check Point. Here’s how to do it, and what’s in it for you.

The Rembrandts’ theme song for TV comedy Friends, “I'll Be There For You”, offers wise advice for security specialist VARs at the moment. Over the past year there’s been a noticeable shift in the way organisations purchase their security solutions, from virtualisation through to endpoint security.

The price-led ‘beauty contests’, with parades of VARs being played off against each other are starting to be replaced by longer-term, closer partnerships in which resellers handle the customer’s security needs via a mix of products and managed services.

Why is this happening? I think that part of the reason is the business climate. Operating costs are under pressure, and security is just one part of an ever-expanding infrastructure that hard-pressed IT teams have to manage. Also, there’s the growing complexity of delivering and enforcing security, which is causing organisations to seek expert assistance.

We found evidence of this trend earlier this year, when we surveyed 120 senior IT staff in public and private sector companies on their security pain points and spending plans for this year and into 2010.

When asked to name the security-related business issues they faced in 2009, data security compliance was the top priority for 60 percent of respondents. Security reporting and monitoring was second highest (47 percent) and data leak prevention third (44 percent). A fast-rising issue was securing virtualised environments (27 percent).

Personal services
These aren’t routine issues that can be easily addressed by deploying off-the-shelf products. They are individual to each organisation, often demanding consultancy, tailored services and support from a trusted partner – which is where the value-add of a specialist comes in.

The result is, I’m hearing about margin pressures easing, and more fruitful links between VAR and end-user. This is not only good news for the channel, but also for vendors too.

So how can you take full advantage of the opportunity in security, and get closer to and more personal with customers? There are four key points on the next page that will help you.