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How to Sell Security

How to Sell Security

We don’t invest in information security because we’re predisposed to take the risk that nothing bad will happen. So if you want to sell security to senior management, turn it into something they’ll actually want to buy

One solution is to stoke fear. Fear is a primal emotion, far older than our ability to calculate trade-offs. And when people are truly scared, they’re willing to do almost anything to make that feeling go away; lots of other psychological research supports that. Any burglar alarm salesman will tell you that people buy only after they’ve been robbed, or after one of their neighbours has been robbed. And the fears stoked by 9/11, and the politics surrounding 9/11, have fuelled an entire industry devoted to counterterrorism. When emotion takes over like that, people are much less likely to think rationally.

Though effective, fear mongering is not very ethical. The better solution is not to sell security directly, but to include it as part of a more general product or service. Your car comes with safety and security features built in; they’re not sold separately. Same with your house. And it should be the same with computers and networks. Vendors need to build security into the products and services that customers actually want. CIOs should include security as an integral part of everything they budget for. Security shouldn’t be a separate policy for employees to follow but part of overall IT policy.

Security is inherently about avoiding a negative, so you can never ignore the cognitive bias embedded so deeply in the human brain. But if you understand it, you have a better chance of overcoming it.

Bruce Schneier is chief security technology officer with BT

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