Episode 74
Roundtable Discussion
Close More Deals by Understanding Risk Tolerance

Hosts Brian Doyle, Tim McNeil, and Robb Rogers break down the benefits of knowledge-based sales, shifting the conversation around security from one of fear, uncertainty, and doubt to one of risk tolerance and relationship building.
About This Episode
In this episode, hosts Brian Doyle, Tim McNeil, and Robb Rogers break down the benefits of knowledge-based sales, explaining how you can shift the conversation around security from one of fear, uncertainty, and doubt to one of risk tolerance and relationship building.
0:49 – Tim and Robb share that the topic they hear talked about the most at conferences and with the reps they coach around the country is security: cybersecurity, cyber insurance, and cyber resilience.
3:13 – Brian points out that the overarching conversation that needs to guide sales calls is the concept of risk tolerance. The hosts share how understanding a client’s risk tolerance aids the rep in avoiding the fear, uncertainty, and doubt angle and allows them to instead talk in terms of value and assistance.
6:35 – Brian reminds us that people don’t buy over what-ifs, and then moves into the difficulties many MSPs face when trying to add security as a second “S” rather than seeing the opportunity to act as project and relationship management. The hosts touch briefly on cyber insurance, controls, and legislation.
12:40 – Robb asks Brian to really break down the risk versus reward conversation. They discuss how determining a client’s risk tolerance can help you determine whether you’re building a robust enough proposal.
18:17 – We turn the tables and talk about what to do when a client rates themselves as having a larger tolerance for risk than you are comfortable taking on. Brian dives deeper into how he defines the scale for risk tolerance.
23:37 – Tim asks Brian to share his approach to clients who say they have a very low tolerance for risk, but when presented with a proposal realize it isn’t in their budget or that they aren’t willing to do what is needed for that level of security. The hosts wrap by reminding us that speaking in terms of risk tolerance takes you out of selling mode and into truly building a relationship with your client.
Related Episodes
George Bardissi & Sade Mendez – Breaking the Boundaries of MSP Growth
Episode 139 George Bardissi, bvoip, MSP Initiative, & Bardissi Enterprises Breaking the Boundaries of MSP GrowthHosts Brian Doyle Tim McNeil Robb Rogers Guests George Bardissi bvoip – MSP Initiative – Bardissi Enterprises Sade Mendez MSP Initiative ...
Chris Johnson – Gaining Trust with Security Trustmark
Episode 138 Chris Johnson, CompTIA Gaining Trust with Security TrustmarkHosts Brian Doyle Tim McNeil Robb Rogers Guests Chris Johnson CompTIA Share Episode Instagram Facebook LinkedInAbout This EpisodeChris Johnson is a cybersecurity compliance...
A-Jay Orr Building Opportunity for Veterans in Transition
Episode 137 A-Jay Orr, Simple Plan IT Building Opportunity for Veterans in TransitionHosts Brian Doyle Tim McNeil Robb Rogers Guests A-Jay Orr Simple Plan IT Share Episode Instagram Facebook LinkedInAbout This EpisodeA-Jay Orr, the founder, and CEO of...