Cybersecurity remains one of the most complex—and critical—conversations Partners can have with their customers. During this session, Eric Beller, Senior Vice President of Sales and Complex Solutions, led an engaging discussion with Trevor Parks, Sr. Director, Advanced Security Solutions at Comcast Business; Shawn Nace, Manager, Sales Engineering at Telesystem; David Sampson, VP, Cyber Risk & Strategy at Thrive; and Hugo Martinez, Security Solutions Architect at Verizon, exploring how Partners can approach Cybersecurity sales with confidence, clarity, and credibility.
Panelists agreed that customers often shy away from Cybersecurity discussions because the topic feels technical and abstract. The key, they emphasized, is to simplify the conversation by focusing on risk, business impact, and outcomes—not tools or acronyms.
A few highlights from the session included:
- Lead with Business Value: Frame Cybersecurity around business continuity, risk mitigation, and financial exposure, not just technical defenses
- Simplify the Message: Avoid jargon and help customers visualize their risks by asking “What happens if…?” scenarios that uncover pain points and priorities
- Build Trust and Credibility: Establish yourself as a trusted technology expert by understanding each customer’s unique environment and connecting security to their broader goal
- Layered Security Approach: Encourage customers to adopt a multi-layered strategy that integrates people, process, and technology—rather than relying on one solution.
- Leverage Assessments and Frameworks: Use security assessments to identify vulnerabilities and provide a roadmap for measurable, long-term improvement.
The takeaway: Cybersecurity isn’t just a technical solution—it’s a business conversation. By centering discussions on risk and resilience, Partners can help customers take proactive steps toward protecting their operations, reputation, and growth.
The Sandler Partners National Summit
The annual Sandler Partners National Summit is the largest independent technology community channel event held each year. It brings together Partners from across the US and Canada – influential leaders, and Providers – sharing information on solutions, selling approaches, and personal development. The atmosphere is always energetic, reinforcing the family “safe home” reputation Sandler Partners has developed over two decades. While other TSDs may focus on private equity plays, Sandler Partners continues to help solve problems that encourage trust, deeper long-term customer relationships, and ultimately success.