How to Sell: Cybersecurity Services and Making a Real Impact in Your World

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Meet Cyber Security expert, Eric Cole. Eric joins us today to share his experience in the Cyber field and how he has conquered it. Learn how his work with the CIA, Fortune 500 companies, and top international banks have contributed to his expertise and passion.

About Eric:
With more than 30 years of network security experience, Dr. Eric Cole is a distinguished cybersecurity expert and keynote speaker who helps organizations curtail the risk of cyber-threats. Dr. Cole has worked with a variety of clients ranging from Fortune 500 companies, to top international banks to the CIA. He has been the featured speaker at many security events and also has been interviewed by several chief media outlets such as CNN, CBS News, FOX News, and 60 Minutes.

Before we even start, I'm going to tell you and I tell you all the time. I need your help and I'm asking for your help to join me in impacting more people. We don't promote the show, we don't take on sponsors, the only way we grow, the only way we keep helping more people is if you share this out and today you're especially going to want to because my guest is in my field of cybersecurity and what's even better is this dude has more than 30 years of experience. He's got like a decade longer experience than me. I'm really excited to talk to him and pick his brain. He's an expert cybersecurity guy keynote speaker, he's featured on CNN, CBS, Fox News and one I haven't done which is 60 minutes, his clients range from Fortune 500 companies to international banks to the CIA and I think the guy was even part of it. At one point, whereas I was just trained by them as a civilian I say that all the time and elicitation and surveillance, just some little tradecraft is where I was trading to as a contractor, you know, because I had a private security company, but this dude was in the agency, it's awesome Dr Eric Cole, welcome to the show.

Thank you for having me. It's a pleasure to be here.

Did I do you justice with your intro, my man.

I think you did but to me, I'm like a bio as a bio. Yeah, you'll get to judge over the next 55 minutes whether I really live up to it or not, right, to me it's about knowledge and experience and lessons learned that the bio doesn't mean a whole lot if you can't back it up.

That's a good point before we dive in, that's actually a really good tangent to go on because you know I have a branding company that I work with I have in the past and even some coaches and they always say hey you have to have this stuff in your bio because these are I was talking about this with my team too, these are authority statements, right because of things that you've done to, but really it's to capture people's attention right to say “Hey, I do have something to say that you will want to hear,” Then like you said you can be the judge after the head if that works, but we still got to capture their attention upfront, that's the same in business too, right, when you talk to a prospect?

Yeah, I haven't actually learned this from briefing some presidents, I call it my 90 second rule and my 90 second rule is when you first meet somebody, if you can't address their question impress them. Give them solution and show them that you're right person in 90 seconds, you're not going to get the gig, you're not going to get the job because when you're talking about executives and people today there's so much noise and cyber, they don't have a big attention span so to me if you don't have your 90 second pitch down. That's what you have to work on because if you ramble on for three or four minutes, they always say it's all about the first impression, and that is so true.

Boom. Man, I wish I had like a button or something like that because here we are like one minute into the show and you're all already just bringing value that's amazing. Let's buckle up everybody with Dr. Eric Cole, right, my man. That's incredible. I love how you're, you have that perspective that I've never heard before. I'm assuming that's your thing that you created the 90 second rule that's awesome man.

Yeah, when you talk about very very busy people whether it's executive CEOs presidents and people like that, they have very specific questions. They have very specific responses they want and they have a very short attention span so yeah I've learned you have to be able to impress, get the message and provide value very quickly and to me, one of the phrases that I think is so dangerous that we all grew up with is the phrase treat people the way you want to be treated, that's garbage because guess what, we're different. So if I go in and I treat you the way I want to be treated. That's not going to meet your needs so my phrase that I always tell everyone is treat people the way they want to be treated. Find out who you're talking to, find out what's important to them, find out what resonates with them, and then you adapt how you speak to their language, so they can get value out of the conversation.