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Getting to Yes: Trust-First Sales Guide for MSPs and MSSPs

🔐 The Getting to Yes anti-sales guide helps MSPs and MSSPs reframe cybersecurity conversations from fear-based pitches into collaborative business partnerships. It catalogs common objections—cost, perceived protection, small size, complexity, and time—and provides empathetic, evidence-driven responses that tie security to uptime, revenue, reputation, and compliance. The guide introduces a trust-first framework (Empathy, Education, Evidence) and explains how automation, fast assessments, posture dashboards, and measurable milestones make value visible and scalable.