When You Focus on the Mission, You Will Make the Money

Who is Evan Francen?

Evan Francen is the no-nonsense CEO of FRSecure and SecurityStudio, known for his mission-driven approach to simplifying cybersecurity.

With a passion for protecting people over profits, he’s a relentless advocate for truth in the industry—whether it’s cutting out the complexity, calling out false promises, or serving the often-overlooked SMB market.

Evan’s style is direct, candid, and filled with the occasional F-bomb, but always with the goal of making the cyber world a safer place.

Pro Tip for Connecting with Evan

Be real and skip the fluff. Evan appreciates straight shooters who focus on solving real problems.

When reaching out, don’t lead with a pitch—lead with empathy and a genuine desire to make security simpler for everyone.

If you can keep it honest and mission-focused, you’re much more likely to get his attention.

Insights and Key Takeaways

Simplify, Don’t Complicate

Insight: Security professionals are often overwhelmed by the sheer volume of tools at their disposal.

Vendors tend to exacerbate this problem by constantly pushing new tools rather than helping practitioners maximize the potential of what they already own.

Marketers should shift their focus from adding more features to demonstrating how their solution simplifies workflows and strengthens existing processes.

Highlight the practical benefits of tool consolidation and emphasize user-friendly integrations to reduce complexity.

Focus on Service, Not Just Sales

Insight: Cybersecurity is a service industry. Vendors should sell only what genuinely protects users.

The ultimate goal of cybersecurity is protection, not product sales.

Marketing and sales teams should adopt a service-first mindset, demonstrating how their solution supports the security practitioner’s mission rather than trying to hit sales targets.

To win in this industry, establish trust by aligning your goals with those of the buyer—help them protect their people and assets rather than pushing unnecessary features.

Speak the Same Language

Insight: One of the biggest challenges is getting vendors and practitioners to speak the same language.

Miscommunication is a major barrier in cybersecurity sales.

Many marketers fail to resonate with security practitioners because their messaging is either too technical or not technical enough.

It’s essential to understand the terminology and issues that matter most to your audience. Use plain language to communicate your product’s benefits while retaining technical accuracy.

This approach makes it easier for buyers to connect with your message, trust your expertise, and understand your value.

Identify Problems Before Pitching Solutions

Insight: Security practitioners evaluate products based on the problems they solve—not on the features they offer.

Before diving into a pitch, marketers should understand the buyer’s specific pain points.

Instead of introducing a solution that might not even align with their needs, ask questions about the problems they’re trying to address.

Tailoring your message to fit their specific challenges will not only build trust but also make it clear that you understand their world.

Build Trust, Credibility, and Likeability

Insight: To succeed in cybersecurity, you need to build trust, credibility, and likeability.

Winning over cybersecurity buyers isn’t just about a strong product; it’s about building relationships.

Trust and credibility come from consistent, honest communication, while likeability is established through empathy and genuine engagement.

Share real success stories, be transparent about what your product can and can’t do, and listen actively to your audience’s feedback.

These factors combined will make you a more appealing partner in the security space.

Serve the Underserved

Insight: Many security vendors are focused on the same enterprise market, leaving small to mid-sized businesses underserved.

Most vendors chase enterprise clients, neglecting the massive opportunity within small to mid-sized businesses (SMBs).

These organizations often lack the resources and expertise of larger enterprises but face similar security threats.

Marketers should consider tailoring solutions and messaging to SMBs, emphasizing affordability, simplicity, and support.

By addressing this gap, vendors can open up a new market segment while providing meaningful support to those who need it most.

Avoid False Promises

Insight: False promises create a false sense of security, which can be more dangerous than having no security at all.

In cybersecurity, honesty is critical. Overpromising on a product’s capabilities can lead to disastrous consequences.

It’s better to be transparent about limitations and offer realistic expectations than to claim “100% protection” or similar guarantees.

This approach not only builds trust but also ensures that your clients are prepared to handle the realities of their security landscape.

Focus on Long-Term Loyalty, Not Just Acquisition

Insight: Mission-driven marketing retains customers in the long run, even if it doesn’t win initial deals.

Marketing should be seen as a long game. Prioritizing the mission over short-term wins helps retain customers in the long run.

When security professionals see that you’re genuinely invested in their success, they’re more likely to remain loyal, even if they don’t buy from you immediately.

Focus on meaningful engagement, provide ongoing value, and maintain regular communication to build trust that stands the test of time.

Keep It Simple

Insight: Simplicity is key for those new to the cybersecurity field.

Cybersecurity can be overwhelming, especially for newcomers. Marketers should keep messaging simple, focusing on core benefits without getting lost in technical details.

Provide educational resources that guide buyers through the basics, helping them understand your product and the broader security landscape.

Simplicity not only helps newcomers but also builds clarity for all buyers, making it easier for them to see the value in what you offer.

Tl;DR

Cybersecurity isn’t about stacking more tools—it’s about solving real problems and serving people.

The simpler and more transparent you are, the better results you’ll get.

Here’s how to succeed, the Evan way:

• Ditch the complexity; focus on making life easier for your buyers.

• Understand their problems before pitching your solution.

• Build trust with honesty, not false promises.

• Prioritize mission over immediate sales; it’s what keeps customers loyal for the long run.

Remember, real impact comes from helping people, not just selling products.

Until next time,
Dani