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The Ultimate Guide to Selling SAT (Security Awareness Training)

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Welcome to the ultimate playbook for selling SAT (Security Awareness Training). This isn't just another dull sales manual filled with fluffy buzzwords and uninspired bullet points—we're diving deep into real-world strategies, tackling real objections, slinging stats that make people wake up at night, and dropping insights to help you turn hesitant prospects into ecstatic customers.


Here’s your guide to crushing sales calls, overcoming objections, and dropping knowledge bombs that'll leave your prospects thinking, "Why didn’t we do this sooner?"



Table of Contents




🌟 Overview: The Value of SAT 🌟

Before you hit the phones or dive into those emails, let’s align on why SAT is an absolute must-have for businesses today. We’re in a time where 95% of security breaches happen because of human error, not because your firewalls weren’t tough enough. The hackers are targeting people—specifically, your clients' employees—using phishing, social engineering, and good ol' fashioned deception.

Companies think they’re safe because they’ve invested in tech, but they’re missing one crucial component: the human factor. SAT takes that weakest link—your employees—and turns them into a security asset, one phishing simulation and training experience at a time.

To put it simply: SAT is the missing piece that helps businesses go from crossing their fingers and hoping nothing bad happens, to actively reducing the chances of a costly breach., updated, and always on. It’s your move in the chess game of digital security – play smart, stay safe, and keep those digital bouncers on their toes.



🛠️ Breaking Down Our Approach to SAT Sales 🛠️


The main goal? Help the customer realise they need SAT and that you are the best choice. It’s a consultative approach, not just a pitch-and-dash.


Our approach isn’t about being friendly and just responding to customer needs. It’s about challenging their current thinking, teaching them something new, and taking control of the conversation based on our experience in the field.


Here’s how we do it:

  1. Teach them something they didn’t know about their risks.

  2. Tailor the conversation to their specific pain points.

  3. Take control and guide them confidently towards the best outcome.

Your role is to challenge their assumptions—make them realise that their current security strategy leaves them exposed and show them how SAT solves the problem they didn’t know they had.



🤷🏻‍♂️ WHO Matters (A Lot) 🤷🏻‍♂️


The ‘WHO’ matters more than anything in sales, especially with SAT. If you're not talking to the right person, then the perfect sales pitch and world-class product demo are a complete waste of everyone’s time. Pinning down the right individual within a company can prove challenging at times. Some companies position SAT as a security control to be managed by the CISO and their security or IT teams, while others will place it under the training budget to be implemented by the HR or L&D department, and sometimes even the CFO wants in on the action.


During discovery conversations, establish which budget SAT will fall under and which team will implement the programme - then ensure you have those people on your demos and sales calls. Shape your demo and conversation to solve their particular pains and meet their business objectives.



Step 1: Warm-Up and Build Rapport

You’ve got 30 seconds to not sound like every other salesperson that’s ever called them. This isn’t the "How's the weather?" phase. Use this moment to show that you’ve done your homework.

Personalisation is key

Reference something about their business, industry or the person, and ask a few insightful, open-ended questions that get them talking about their current situation.

Keep it short


The goal is to make it about them, not you. Use this time to diagnose where they are and how security awareness is (or isn’t) a priority. You’re laying the groundwork for a deeper conversation about their gaps.



Step 2: Gather Information

As they open up, ask targeted questions to dig deeper into their current setup:

Size of their business and teams

How many employees? (This helps with pricing later.)

Current security measures

Pain points

Compliance requirements


Use what they tell you to tailor the discussion. Talk about compliance if they’re in a heavily regulated industry or remote work if they’re dealing with a dispersed workforce.



Step 3: Identify the Problem (and Help Them Realise It)

Here’s the kicker—some buyers are totally unaware of the threats, others know about the threats but are over-reliant on security technology, and some are aware but not convinced about the impact. Your job is to:

Surface the problem

You might say, “Phishing is responsible for over 80% of security incidents. How would your business be impacted if one of your team members fell for a phishing attack?”

Make the pain real

Link to their business

Use language about 'loss aversion,' not benefits. Fun fact: People are twice as motivated to avoid loss than to achieve gain (this is proven). Selling is far more about pain points than benefits. Money follows pain points everywhere it goes – whereas money only follows positive benefits every once in a while, especially during economic downturns.

Tweak your language and sales messages accordingly (without fear-mongering) to paint a realistic picture.


Here are a few more useful stats to make an impact:

Why this matters

This stage isn’t about your product yet—it’s about their problem. You’re helping them see the gaps in their security posture in real-time.



Step 4: The Value Pitch – Why SAT Solves Their Problem

Shock, horror—this is where you introduce security awareness training as the solution to their problem. But does simulated phishing and employee training actually work? Spoiler alert—it does. And the stats can back it up. Here are some numbers you can throw out to demonstrate just how much of a difference training can make:

Reduction in Phishing Susceptibility

According to a study by KnowBe4, companies that implement regular phishing simulations saw a reduction in phishing susceptibility by up to 87% after 12 months of continuous training and simulation campaigns. (Source: KnowBe4, "2023 Phishing Industry Benchmarking Report")

First-Time Simulation Failure Rates

Long-Term Impact of Continuous Training

Risk Reduction Across the Board

Financial Impact

Time to Detect and Respond

Security Compliance and Avoiding Fines

Overall Employee Engagement


TL;DR

Simulated phishing and continuous employee training significantly reduce phishing susceptibility (by as much as 87%), lower overall security risk (by 64%), and can even offer a $3.50 return for every dollar spent. Plus, employees become more vigilant, detecting attacks faster and reporting suspicious emails like seasoned cyber detectives.

These stats provide powerful proof that SAT isn’t just a box-ticking exercise—it’s a game-changer for reducing risk and keeping businesses safer from cyberattacks. 



Step 5: Discuss Key Features of your Product

Once they’re nodding along to the overall value of SAT as a solution, hit them with why your SAT product/service is the best choice for their specific needs. Hit them with the features, but always tie it back to the value they’ll get, and tailor this based on what you’ve learned so far:

Phishing Simulations

We run randomised, real-world phishing simulations to keep your employees on their toes.

Interactive Training Modules

Scheduling

Reporting

Compliance Made Easy

Onboarding and Support


Today's buyers have often researched every detail before getting on a call. Sales teams shouldn’t list off every single feature of the product. Instead, just highlight the very key features of the SAT product that answer the core question: "Why should I buy from you and not your competitor?"



Step 6: Address Objections

Here’s where you take control and guide them toward the decision to move forward. Anticipate the objections, and be ready with answers that reframe the conversation back toward value. Here are some of the most common objections and some silver-bullet responses:


Objection: "We don’t have the budget."

Response: "I get it, budgets are tight. But consider this: the cost of a breach could be in the millions. We can reduce your risk by 87% for a fraction of that cost. Can your budget handle a multi-million-dollar mistake?"


Objection: "We don’t need SAT, we’ve invested in email security tech."

Response: "Email security tech is a great start, but 91% of attacks are successful because of human error. Tech can’t stop a determined employee from clicking on a cleverly crafted phishing email. SAT is about creating a human firewall—training people to recognise and avoid those threats."


Objection: "Our IT team handles security."

Response: "Your IT team is critical for setting up defences, but cybersecurity is everyone’s job. 91% of breaches come from phishing attacks on employees, not IT systems."


Objection: "It’s too complex to set up."

Response: "I understand. That’s why we’ve designed it to be plug-and-play—you’ll be up and running in less than an hour. Plus, our support team is here to help at every step."


Objection: "We already use another solution."

Response: "Great! How effective has it been? Would you be interested in refreshing your content library with some of the most popular training content in the industry, or would you be interested in making some significant savings to your budget?"


Why this matters: Instead of just answering objections, reframe them to show the bigger picture. Challenge their thinking and guide them toward seeing SAT as not just an option, but a necessity.



Step 7: Highlight the Benefits

You’ve dropped the stats, highlighted key features, and overcome objections, now it’s time to wrap it up and lead them to the promised land—signing on with you. Here’s what you drive home:

Massively reduced phishing risk

We’ll help lower your team’s vulnerability to phishing attacks by up to 87%.

Financial ROI

Peace of mind

Compliance made easy

Reduced human error


Final Step: Call to Action

Never leave the next step up in the air. You’re not asking if they want to move forward—you’re guiding them toward how to move forward. Always end with a clear next step:

  • "Let’s schedule a quick demo next week so I can show you exactly how easy it is to set this up."

  • "How about we start with a free trial, and you can see for yourself how effective our phishing simulations are? When’s a good time to get you set up?"

Keep it simple. They need to know what to do next—no confusion, just forward movement toward closing.



✨ Bonus Tips ✨

Create Urgency to Close

Highlight recent data breaches in similar industries or emphasise compliance deadlines to create urgency. Limited-time incentives can also push prospects to act. Stress that waiting keeps them vulnerable while starting training now reduces that risk.

Get them to use the product ASAP

Offer ongoing support

Use case studies

Stay consultative



Despite all the marketing hype, cybersecurity technology alone can't provide a silver bullet for a robust security program. People are an organisation’s greatest asset—and often its biggest vulnerability—with 82% of security issues stemming from accidental or unintentional human error.


By educating the workforce and embedding a security-first mindset into company culture, businesses can significantly reduce their cyber risk and prevent losses. Help your prospects find the budget for education and guide them in implementing the most effective and effortless program possible.

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