Selling Information Security to the Board

CHAPTER 2: SALES BASICS

The three basic sales concepts that any information security professional needs to understand are:

1. Needs versus Wants
2. Features versus Benefits
3. AIDA.

Needs versus Wants

‘Want’ can be defined as ‘having a strong desire for something’, whereas ‘need’ is usually understood as being ‘a lack of something basic or fundamental that is necessary for continuation’. ‘Need’ is most commonly understood in the context of an individual’s shortage of food, accommodation or healthcare.

The salesperson needs to differentiate between these two human drivers. People often do things they need to do, even if there is something else they want to do instead: the organisation, for instance, may need to comply with a law that limits access to ...