- Audience 1st
- Posts
- Show Me the Courtesy of Treating Me Like a Human Before You Take My Money
Show Me the Courtesy of Treating Me Like a Human Before You Take My Money
Everybody's got to sell, everybody's got to buy things, but it's how the transaction is conducted that is important.
Dani Woolf
24 Mar • Read Time: 7 minutes
Everyone has to sell, and everyone has to buy, but the way we handle the transaction makes all the difference.
Security practitioners are constantly under fire—not just from attackers but from vendors, marketing teams, and suppliers too.
It’s like they’re fighting the battle up front while also watching their backs…from the very people who are supposed to equip them.
That’s a tough spot to be in.
In this episode, I had a raw and honest conversation with Chris Roberts—CISO, hacker, researcher, and advisor—about what drives him, what frustrates him, and how vendors can do better.
POLL: What’s the biggest challenge you face when trying to engage with security practitioners? |
Before we dive in, don’t forget to subscribe to join 1700+ cybersecurity marketers and sales pros mastering customer research. You’ll get notified whenever a new episode and buyer insights summary drops.
Who is Chris Roberts?
Chris Roberts is a CISO, hacker, and all-around cybersecurity rebel with a cause.
Chris’ unique talents have earned him a reputation as one of the world's foremost experts in counter threat intelligence and vulnerability research.
Known for calling out industry BS and buzzwords faster than you can say "Zero Trust," he’s the voice of brutal honesty in a world full of marketing and sales fluff. He and I even created a podcast to vent about it.
When he’s not busy breaking things for the sake of better security, you’ll find him on LinkedIn, growling his thoughts and welcoming conversations—if you bring the tea and biscuits.
He’s a relentless advocate for transparency, empathy, and real solutions, not just sales pitches.
Pro Tip for Connecting with Chris
Do your research about him before you reach out!
Chris values brutal honesty, straightforward communication, and a strong sense of mission over profit.
When reaching out, skip the jargon and sales fluff.
Focus on having a real conversation about solving meaningful problems in cybersecurity.
If you can throw in a bit of dark humor and a love for tea and biscuits, you’ll be off to a great start.
Insights and Key Takeaways
Security practitioners don’t just “do” security—they also lead with value.
Many of them share their perspectives on LinkedIn to help their audience. For those in it for the mission, it’s about giving something meaningful first. Only then comes promotion or networking. Chris sums it up well:
"The intention was to use [LinkedIn] as a platform to growl a little and test things. And then, you know, whoever I talk to, some of that stuff just ends up out there."
It’s game over if you use buzzwords.
Chris points out that if you’re not embedded in the industry, it’s tough to separate hype from reality. Take "Zero Trust," for example—it’s a solid concept, but execution is often horrendous. No one vendor can deliver it without major disruptions, but they often gloss over that fact.
"I’ve got buzzword bingo cards. I hand them out at conferences. It doesn’t matter if it’s sales, marketing, or pay-to-play nonsense."
Practitioners know you’re under pressure, but that’s not an excuse for poor communication.
The reality is harsh: investors want returns, marketing and sales teams are pressured to double last year’s results, and everyone’s trying to maximize every interaction. Chris empathizes with the pressure:
"Everybody’s got targets to meet, but when you throw buzzwords around or use empty promises, you’re just adding to the noise."
Getting to know your audience doesn’t take much—it just takes effort.
Chris’ LinkedIn profile makes it clear: don’t pretend to want a connection just to pitch a product. Don’t start with "I need five minutes of your time" when you actually want to sell. Be honest about your intentions and show genuine interest in who he is, both personally and professionally.
"If you want to get through to me, approach with Islay whiskey or tea and biscuits. The ones that make it through are the ones who bring a bottle and say, ‘Can we just have a chat?’"
Honesty earns you a seat at the table.
It’s simple: be upfront. If you want an opinion, say so. If you’re trying to sell, be clear about that too. Chris appreciates marketers who admit they’re trying to learn, not just close deals.
"If you're running it by me to get my opinion, I'll give you all the time in the world. I understand that everyone’s got to put food on the table. But it’s how you conduct yourself that matters."
Overpromising and underdelivering is the worst offense.
The biggest failure? Not knowing your audience. Chris calls it out when marketers drop buzzwords like “quantum,” “AI,” or “ML” without backing it up.
"Don’t use me as a stepping stone. If you can’t reach your target audience, don’t treat me as the next best thing."
Marketers, salespeople, and vendors need to listen more.
The industry doesn’t need more tools; it needs solutions that integrate seamlessly. Security practitioners are clear about this need.
"I don’t need another tool. I need something that consolidates what I have, works effectively, and earns my trust. If marketers just listened, they’d understand what we actually need."
Security practitioners have a scorecard for vendors, and getting added to a mailing list is an immediate deduction.
When Chris narrows down potential solutions, he starts reaching out. But if he’s added to a mailing list or gets an automated response, that’s a deal-breaker.
"If someone reaches out personally, asks for more information, and respects my needs, they’ve got a chance. But if they try to tell me what I need, they’ve already lost me."
My Final Thoughts
We all have to earn a living, but how we engage matters.
Be genuine, be honest, and most importantly, be curious enough to really listen.
Security practitioners are willing to share their perspectives if you approach with the right intentions.
It doesn’t have to be complicated:
Do your research.
Drop the buzzwords.
Ask better questions.
Focus on connection, not just conversion.
Until next time,
Dani
Subscribe to Audience 1st Podcast Newsletter
Thanks for reading! If you like summaries like this, subscribe to Audience 1st Podcast Newsletter to get notified whenever a new episode drops.
Excited to collaborate? Let’s make it happen!
Check out our sponsorship details to connect with real security practitioners and showcase your brand to an engaged community of cybersecurity decision-makers giving and seeking real buyer insights.
Reply