Most cybersecurity sales teams try to win competitive deals by comparing features.
But with 100+ competitors in and around every category, feature wars are unwinnable.
Your product marketing team builds better battlecards.
Your sales reps memorize more technical differentiators.
But you still lose deals to companies you are better than.
The problem isn't your features. It's that you are competing like it's 2014.
The reality is that decisions are not based on feature comparisons anymore.
Instead of teaching sellers how to pitch features better, we train them to:
- Elevate conversations above features to the business and philosophical level where real decisions happen.
- Compete on business outcomes that resonate with executives and champions alike.
- Differentiate clearly in crowded categories so your team doesn’t sound like every other vendor.
This is not generic sales training. It is methods developed from 25 years of cybersecurity sales experience—built specifically for security vendors.
Early in 2022 I brought in a new sales team but I was worried whether the sellers would be able to handle selling a complex product in a very competitive market.
Unstoppable did a fabulous job of translating our technical materials into sales-ready materials, messaging and training. I’ve been impressed with how Andrew leaned into our messaging, our differentiation, and how much he takes it on.
