Delight Users By Solving Their Problems with CentreStack

In a recent conversation, a valued channel partner wanted to talk about generating more interest in CentreStack. They sent thousands of pieces of collateral, had hundreds of meetings but were a little disappointed with the 5% conversion rate. After reviewing the collateral together, we quickly identified the problem. Turns out they were focused on promoting CentreStack features instead of identifying customer problems. 

This approach worked fine when a customer was already in an advanced stage of their "buyer's journey" and had already done the pain translation work; but, more often than not, the customer was still in the earlier stages of their journey and didn't even realize they had a problem that CentreStack could solve. 

In an effort to make it easier to identify common pain points, we are working on a new set of videos, PowerPoint presentations, and brochures that ask direct questions about pain points that have compelling solutions from CentreStack. 

This approach is based on the notion that most restaurant patrons would be more likely to salivate over a beautiful picture of their meal than a list of its ingredients. Furthermore, how often do we see patrons asking their waiter about dishes that were delivered to neighboring tables after being inspired by the sights, sounds, and smells of the fully prepared meal? 

We're therefore determined to make it easier to serve up a complete solution instead of presenting features as ingredients that must be turned into problem-solving meals. As an example, let's explore the difference between CentreStack's secure folder sharing features presented on their own vs in the context of a significant pain point.

Pitching "Secure Folder Sharing" Features

A secure folder sharing presentation might commonly include the following ingredients: 

  1. CentreStack provides secure file sharing
  2. Shared folders can be configured to send change notifications to the sharer and recipient
  3. Shared folders can be protected with encryption and multi-factor authentication
  4. Data in the shared folder can stay on-premises and never has to go through third-party servers(eg. Exchange)
There's nothing wrong with these features and the client might even nod admirably in recognition of a well-executed implementation. But that won't be enough to compel a purchase. 

But what if we started presenting secure file sharing features as a way to prevent business email compromise attacks. If you're not familiar, the attack involves gaining access to a business email account, monitoring it for an extended period to analyze supply chain patterns, and then identifying legitimate invoices which can be intercepted and modified to change the target accounts for funds transfer. 

Presenting "Prevent Business Email Compromise Attacks (with secure folder sharing)

So let's switch gears and start with a question like. "What happens if your business email gets compromised and a scammer replaces your bank details with their own on a legitimate invoice?"
  1. Would you be interested in a simple way to prevent that from happening?
  2. Instead of emailing invoices, you'll use a shared folder with several security features like encryption and multi-factor authentication to guarantee the integrity of the data and the identity of the user. 
  3. You'll maintain control of the location of the invoices so there's only one copy of the data and we can always see exactly what the bank details are.
  4. You can even go so far as to prevent downloads of the invoice so it can only be viewed from its original location and cannot be copied. 
  5. Once you've invited the payor to the shared folder, they will be notified when a new invoice has been added to the folder. 
We'd venture to guess that the second presentation is going to be more compelling for someone with concerns about business email compromise (BEC) attacks.

Stay tuned as we start to produce videos and other collateral pieces, and feel free to provide feedback on how you'd like to see them changed for your users.

In the meantime, you can learn more about secure file sharing here:

Looking forward to hearing from you!


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