If you’re struggling to convince your small business clients that they aren’t immune to cyber threats, this guide will give you the tools and arguments you need to shift their perspective—and protect their bottom line.
Did you know that nearly half of all cyberattacks target small businesses? It's not because these businesses are flashy or high-profile, but because they’re seen as easier prey. Hackers aren’t just after big names—they’re after easy money. For small businesses, this isn’t just a tech issue; it’s a survival issue.
If you’re struggling to convince your small business clients that they aren’t immune to cyber threats, this guide will give you the tools and arguments you need to shift their perspective—and protect their bottom line.
Cybercriminals are motivated by one thing—money. They prioritize quick, easy, scalable opportunities to maximize their profits with minimal risk. Small businesses often find themselves on the frontlines because they lack advanced cybersecurity defenses, making them low-hanging fruit.
Think about it from the hacker’s perspective. Breaching five underprotected small businesses can be faster and just as profitable as targeting one well-defended corporation.
Consider these stats:
These numbers show that size doesn’t offer protection; if anything, being small makes you a more ideal target. Cybercriminals don’t see a “small business.” They see an opportunity.
When having the cybersecurity conversation with your clients, calmly and confidently articulate that cyber crime is a purely for-profit play, and highlight that being a small easy target actually makes them more likely to be attacked, not less.
Another thing to keep in mind is that most business owners don't really care about IT, and most cybersecurity objections come down to their bottom line.
They see cybersecurity as an expense rather than an investment, and would rather deploy that money into things that make them more money.
It's your job as their trusted IT advisor to position cybersecurity investments as a commercially sound business decision based on risk and ROI, and not just as a drain of money into IT they don't need.
Here’s the stark reality:
For example, making low-cost yet effective changes—like enabling multi-factor authentication, encrypting sensitive data, and conducting employee training—can be the difference between a secure system and a costly breach.
Highlight this contrast between what they need to invest and what they stand to lose to show them that cybersecurity is not a drain on resources—it’s a safeguard for their future.
When someone says, “It won’t happen to us”, it’s up to you to show them how it could. Unless they know someone personally who's been affected, talking about cyber attacks can just feel like scare tactics. Paint scenarios they can relate to. For example:
If you know of real businesses that have been breached that you can talk about, even better.
These relatable examples bring abstract threats closer to their reality, making them harder to dismiss.
One more thing to keep in mind is that most of your buyers won't be technical. If you start talking about "DDOS" this and "SIEM" that, their eyes will glaze over. It's your job to articulate their risk in a way they can understand.
For this reason, we're a big advocate of "showing" and not "telling".
A great way to do this is with a free or low-cost security assessment that pinpoints vulnerabilities. The actionable data makes it clear where their business is exposed and why immediate action is needed.
Using a tool like HighGround can help you visually show your clients and prospects their risk score, and how small investments can shift this to a baseline that they're more comfortable with.
This way, they don't need to understand the specifics. They just need to visually see their risk, that it's too far in the red, and that small investments can bring them back to a safer place.
When business owners see this first-hand, they grasp the urgency. And you'll be right there with solutions tailored to their needs.
Before wrapping up, it’s worth seeing how these ideas work in practice. The script below walks you through a potential exchange, showing how to guide the conversation with empathy, education, and confidence.
Business Owner: “I understand why large companies need cybersecurity, but we’re just a small accounting firm. I can't imagine hackers would waste their time on us.”
MSP: “I hear this a lot, and I completely get where you're coming from. It feels like small businesses don’t have the same level of attention as big corporations. But here’s the reality—43% of cyberattacks target small businesses. Hackers aren’t looking for big names; they’re looking for easy opportunities. Would you say your systems have the same level of protection as, say, a Fortune 500 company?”
Business Owner: “Well, no, of course not. But we’re small, and we don’t have a lot of sensitive information. I just don’t see why someone would bother attacking us.”
MSP: “That’s a fair point, and it’s a common assumption. But the truth is, hackers often target small businesses precisely because they think the same way you do. They know smaller organizations might not prioritize cybersecurity, so they see it as an easy win. Plus, it’s not just about the data you have—it’s about access. Once inside your systems, they could use your business to attack others or even hold your data hostage. Imagine how disruptive it would be to lose access to your systems for even a day. How would your accounting firm run if your files and software were suddenly locked down?”
Business Owner: “I guess that would be a major problem. But cybersecurity tools are expensive, and I don’t think we can afford them.”
MSP: “I hear you—budget is always a concern. But consider this: the average cost of a cyberattack for a small business is nearly $200,000, which can be devastating. Compared to that, investing in preventive measures is extremely cost-effective. And there are solutions tailored for small businesses like yours that won’t break the bank. What if I walked you through options designed specifically to fit your needs and budget?”
Use this framework to guide yourself and provide value during your conversations—turn objections into opportunities to secure a positive outcome.
Still struggling with this objection after implementing this framework? Feel free to reach out, we'd be happy to brainstorm solutions with you. We're here to help.
HighGround helps your customers see the gaps in their security posture, so they naturally realize the value of investing more, without you needing to be overly "salesy" or "pushy".
