How to Retain a Relationship with a CISO

Insights and Key Takeaways

Ghosting is a Result of a Broken Sales Process

Insight: Ghosting—the sudden disappearance of one party in a sales relationship—is not just a matter of poor communication; it’s rooted in a fundamentally flawed sales process. Both vendors and buyers acknowledge that the high-pressure, short-term nature of sales often leads to ghosting once the immediate deal is closed.

The core problem is that sales teams are driven by targets and quarterly numbers, leading them to focus on new acquisitions rather than nurturing existing relationships.

This creates a cycle where CISOs feel used, and vendors struggle to establish long-term trust. Ghosting leads to lost opportunities, reduced trust, and potentially higher churn rates.

For sellers, the challenge is to maintain engagement beyond the initial sale without appearing purely transactional.

Siloed Teams Hinder Relationship Building

Insight: Sellers often face difficulty expanding relationships beyond the CISO because of the siloed nature of large organizations. Meanwhile, CISOs acknowledge that internal silos limit their ability to foster collaborative relationships with vendors.

This siloed structure makes it challenging for sellers to fully understand the broader needs of the organization, limiting their ability to position themselves as partners rather than mere product providers.

CISOs also struggle with this dynamic, as it restricts their ability to make well-informed purchasing decisions.

For both parties, breaking through silos is essential to ensure comprehensive product adoption and a clear understanding of value.

Honesty and Integrity and Authenticity Builds Trust in Sales

Insight: CISOs can easily detect insincerity in sales interactions. Sellers who are driven by aggressive sales targets often resort to overpromising, which damages trust and credibility.

When sellers fail to demonstrate authenticity, CISOs become wary and less likely to engage further.

This lack of trust can not only derail a deal but also harm the vendor’s reputation in the industry.

In contrast, being upfront about product limitations and aligning expectations can foster trust, increase adoption rates, and even lead to upsell opportunities as credibility is established.

Shifting from Vendor to Partner is Essential

Insight: CISOs prefer to work with vendors who position themselves as strategic partners rather than mere product sellers. A partnership mindset means understanding the buyer’s business environment, goals, and broader strategies, not just pushing products.

This shift from vendor to partner can be a game-changer in the sales process.

When vendors understand the business goals of CISOs and align their solutions accordingly, they become trusted advisors rather than just another vendor.

This approach not only fosters long-term relationships but also opens doors for future business opportunities like cross-sells and upsells, as the vendor is seen as integral to the business’s success.

Smooth Transitions with Customer Success Matter

Insight: The handoff between sales and customer success teams is a critical point in the buyer’s journey. When done poorly, it can make CISOs feel abandoned, but when done well, it establishes a foundation for long-term relationships.

Effective handoffs ensure that the value promised during the sales process is delivered, fostering trust and retention.

The involvement of sales teams even after the deal is closed can reinforce the vendor’s commitment to success.

However, abrupt transitions can make CISOs feel ghosted, damaging both relationships and renewal potential.

My Final Thoughts

If you want to survive in the cybersecurity space, you have to be real with yourself and your customers.

CISOs know when you’re treating them like a number rather than a human being, and that’s a surefire way to get ghosted.

We keep chasing numbers and ticking boxes, forgetting that real value comes from meaningful relationships.

It’s time to go beyond the sale—become a trusted partner.

Ask yourself:

Are you building a relationship that lasts, or just looking for a quick win?

Remember, sales isn’t a one-night stand; it’s a long-term commitment.

Let’s rewrite the playbook, one honest conversation at a time.

Until next time,
Dani