Forming Relationships with Industry Insiders Can Quell Sales Cycles and their Length of Time

New companies are facing more and more challenges in the security industry as sales cycles are experiencing lengthier times. One of those reasons is due to the complexity of the security industry itself, along with the unique and special business models every new company will come in with.

But there is a solution to amending this problem with longer sales cycles, and it will require companies to actively build relationships with industry insiders, such as high level end users and integrators. 

On an episode of MarketScale’s premier roundtable discussion show, Experts Talk, to highlight current industry concerns for ISC West 2024, Geoffrey Kohl, the Senior Director of Marketing at the Security Industry Association, offered some insight on the necessity for new entrants in the security sector to form strong connections with industry vets and understand the intricacies of the market 

“There’s not a guidebook out there that says, ‘Here’s how you run your business in this space.’ You have to figure it out on the way. It’s absolutely a big challenge for companies that come in that realize, ‘Oh, wait. I’ve gotta go through an integration sales channel, and I need to build that if I want to scale my business … and I need to also have all these things in line if I want to be able to be trusted by, you know, top level, you know, end users,'” Kohl said.

Article by Alexandra Simon.