Embark on a journey into the world of cybersecurity sales with me and Alice Schaff, a seasoned professional with extensive experience in sales and marketing within the cybersecurity industry. Delve into the intricacies of selling cybersecurity solutions as Kevin and Alice explore: - Strategies for adapting to a new industry and market, including learning from industry experts and attending conferences to stay abreast of the latest developments. - The importance of building trust with inherently skeptical prospects by leveraging personal networks and emphasizing credibility. - Various tactics for generating referrals and creating a flywheel effect in customer acquisition, from leveraging pricing negotiations to attending events with customers. - The significance of understanding job requirements and personal goals to establish rapport and connect cybersecurity solutions with the needs of prospects. Discover Alice's insightful advice for living better, including practices such as exercise, gratitude, mindfulness, and setting intentions, which transcend industry boundaries and contribute to personal well-being. Don't miss this engaging conversation filled with practical strategies and valuable insights that can be applied not only in cybersecurity sales but across various industries. Tune in now and unlock the secrets to success in sales and living better! The key moments in this episode are: 0:00:00 - Intro 0:01:17 - Adapting to Cybersecurity Challenges 0:03:11 - Learning from the Audience in a New Industry 0:04:36 - The Importance of Humility in New Markets 0:05:17 - Effective Strategies for Engaging with Customers 0:08:31 - Building Trust in Outbound Sales 0:11:03 - Leveraging Customer Networks in Cybersecurity 0:12:50 - Using Referrals in Pricing Negotiations 0:14:49 - Building a Team for Cybersecurity Sales 0:18:58 - Leveraging Customer Events for Business Success 0:21:46 - Using Large Conferences to Attract Customers 0:22:38 - Building Rapport in the Cybersecurity Sales Process 0:25:08 - Using Certification as a Conversation Starter 0:25:57 - Connecting Cybersecurity to Personal Goals in Sales 0:29:15 - The Importance of Taking Care of Yourself for Better Sales