2008 November « Dave Stelzl's Blog

Archive for November, 2008

Nov

Sound Bites: Cybercrime Trends and Stolen Digital Assets

Categories: Sales Strategy and Sound Bites
Tags: Cybercrime, Digital Assets, Hackers, ID Theft, Marketing, sales, security, Stelzl

As you know, USA today is one of my favorite sources of news. Check out today’s article on Cybercrime and how the focus of cyberthieves is changing: http://www.usatoday.com/tech/news/surveillance/2008-11-11-thieves-cyber-corporate-data_N.htm?loc=interstitialskip – an excellent source of attention gripping sound bites for your prospects.

Three years ago we had the Iceman – the market leader in ID Theft with total world-wide revenues totaling $67.2 Billion. This year earnings have topped One Trillion; right in line with predictions I cited three years ago. Sound Bite: ID Theft is commoditizing! That doesn’t mean it’s going away – it’s become so easy that the serious criminals are turning to more profitable cybercrime activities, while amateurs continue the ID harvest. Prices have come down from $100/ID number to somewhere in the $10 range. Here are some important Sound bites:

1. What is the new focus? Intellectual Capital; Data thieves are harvesting corporate data in anticipation of rising demand.
2. Copycat ID thieves have saturated the market driving ID prices down – it’s so easy, almost anyone can do it.
3. Primary targets are corporate users using free web tools such as instant messaging, web-based email, and social networking – Especially AOL, Yahoo, MSN, and social sites including MySpace and FaceBook.
4. Most valued data includes; e-mail address books, instant-messaging buddy lists, PowerPoint slides, engineering drawings, partnership agreements, price lists, bid proposals, supply contracts, etc. Intellectual property!
5. Who are the buyers? This always comes up as a question…in one case cited in the above linked article; a Chinese entrepreneur was able to take stolen information to build an entire business based on stolen intellectual capital. Duplicating a business that took over ten years to build and millions in R&D, he created a counterfeit business for a fraction of the price. Law enforcement was unsuccessful in stopping him.
6. This is a nine month old trend; Take as much data as possible and then sort through it. Figure out what’s worth money, and then find a buyer.

The fact is most customized applications are built for functionality; they contain little to no security in their design. This is a giant hole in the security of digital assets.

Nov

The Name Collector

By Dave Stelzl's Blog 1 Comment

Categories: Marketing
Tags: cold calling, Ideas, Marketing, sales, selling, Stelzl, Value Proposition

Collecting names is one thing you can be doing right now to build your 2009 business. Prospecting in today’s business climate is not easy; people don’t answer the phone and emailing without permission is frowned upon. But are you collecting every name?

In a coaching call yesterday, one business owner noted that my Idea-Marketing® concepts are the only thing that is consistently getting results, but this requires some strategic thinking, building for the future. If you’re not doing this while you’re looking for short term cash, you’ll always be looking for the quick hits.

Collect names. When you speak in front of an audience, get everyone to sign up for your company newsletter – if they’re not signing up you may need to critique your content. When you meet people in the businesses you call on, or you get a name from an existing client, make sure you have a way to follow up. When someone signs up for your newsletter, they are agreeing to receive mail from you. Provide them with ideas and thoughtful content they can use in their business. Market through your content, showing them how you can help them improve their business, cut costs, and reduce risk. When someone is not ready to buy, don’t count it as ”no opportunity”, rather sign them up for your marketing campaign and begin sending content. Be patient. If your ideas are good, they’ll eventually see the light. Be the Name Collector.

Nov

Lessons from TJX

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Categories: Value Proposition
Tags: sales, security, security assessment, selling, Technology, TJX, Value Proposition

TJX provides an excellent case study on how cybercrime operates – which in turn provides significant justification for the companies you call on to be assessing security. As I work with various resellers around the country I am hearing two things; companies are cutting back IT budgets and putting large projects on hold; at the same time, companies are engaging in security assessment initiatives. The economy is driving the cutbacks. At the same time, cybercrime trends are driving companies to take action where there is a fear of loss. It is helpful to understand how the TJX crimes took place as you work with data owners. Following are some of the facts:

· Albert Gonzalez was the apparent leader of the TJX credit card crimes – he is serving a sentence through 2012 at which time he faces deportation back to Venezuela.

· Gonzalez is the same individual who helped investigators infiltrate the original Shadowcrew group that I wrote about in the House & the Cloud –(my book on using risk to drive technology sales).

· This hack was accomplished using Trojan software provided by a 25 year old New Yorker, Stephen Watt. The initial hack started when these men gained access to insecure wireless networks, installing malware between the point of sales systems and backend processing systems.

· Together, these men are charged (along with 7 others) in stealing more than 40 million credit and debit card numbers (The numbers vary but this seems to be the most frequently quoted number in recent articles). The crime took place between 2003 and 2007 targeting retailers including TJX, DSW and BJ’s Wholesale Club.

· Irving Jose Escobar along with six accomplices (including his wife and mother) acquired stolen data from Gonzales using fraudulent credit cards containing stolen information. It is unknown how Escobar is related to Gonzales other than he took possession of the cards – perhaps as a buyer of stolen information. He then converted these cards into Wal*Mart gift cards which were then used to buy electronics – a way of laundering the money.

A few important lessons should be noted: The crime leverages insecure wireless networks – an easy target. We should be out there working with companies to make sure their wireless networks are secure. While we often think encryption is the answer, WEP has long been considered insecure, and recent discoveries indicate that newer WPA encryption may be vulnerable: Read about recent discoveries in Germany.

It took three years to discover the problem. A common misconception is the idea that IT workers will see security intrusions. IT did not discover the TJX attacks – these thieves were discovered through sloppy money laundering.

Protecting the perimeter did not stop these people. A process of detection and response is essential when it comes to discovering today’s attacks. Constant assessments are part of the program that companies need to secure data.

What are you using to justify sales in this economy? Learn the sound bites and leverage them – Security is an obvious way to gain the attention of those you are working with.

Nov

MSSP – One Way to Financial Stability

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Categories: Value Proposition
Tags: Markteting, MSSP, profit, sales, security, selling, Stelzl, Technology

First, make sure you visit me at http://dstelzl.podbean.com/ for this week’s broadcast – Part 1 of actually building the Profit Program. In this economy, you can’t afford to just figure it out. This is the last month I am offering the two week trial; after that it’s just $19.95. There’s no risk, so give it a try.

Yesterday I talked about personal brand. I mentioned Wal*Mart – wouldn’t you know it, Wal*Mart was one of the only retailers to report strong earnings yesterday. That’s because price is a value proposition. The problem is your business model won’t last if you go that route; not unless your company fires you and all of your high-end sales people and technical staff, and moves to an online e-tailor. But there is hope. Moving to a longer term strategy with recurring revenue. Yesterday I received this link from two people – a well written article on what to expect in the growing market of MSSP offerings:

http://www.informationweek.com/news/showArticle.jhtml?articleID=211800247

This is right in line with building the Profit Program, a program that starts with a strong value proposition, and ends with financial stability and improved customer satisfaction.

Nov

The Power of Your Brand

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Categories: Marketing and Value Proposition
Tags: brand, expertise, Marketing, sales, selling, Stelzl, Technology

In Peter Montoya’s book, The Personal Branding Phenomenon, he writes, “The law of Specialization says that a great Personal Brand must be precise, concentrated on a single core strength, talent or achievement. The result of this concentration is the compelling, instantaneous frission of certainty that occurs when people come into contact with a great Personal Brand.” A few pages over he writes, “Diversification is tempting. It is normal to want to sell to the widest audience possible. It seems logical. But that impulse is a trap. Trying to be the solution to every problem results in a watered down Personal Brand message and overextended resources”…people start questioning, “If he does so many different things, he can’t be very good at any of them.”

Technology integration is highly specialized. Becoming the “Wal*Mart” of technology is a bad move. When you enter Wal*Mart, you enter for the best price. You don’t expect highly capable sales consultants to help you sort through various options – no, instead you expect to “Save Money, Live Better”. What is your personal brand with your clients? Is it about saving money? For me, I’d rather be seen as an expert than a penny pinching option.

Nov

Security Sound Bites #235

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Categories: Marketing, Sales Strategy and Value Proposition
Tags: ATM, Cybercrime, hacker, Marketing, sales, selling, skimmer, Stelzl, Technology, Value Proposition

Ok, so I have no idea what number I’d be up to, but between books, audio programs, podcasts, and blog entries, we’re up there. Sound bites grab the attention of stake holders. Here is an amazing, humorous, yet very sophisticated video that describes how to acquire, set up, and use ATM skimmers to steal credit cards. Asset owners generally earn respectable salaries, so creating a bridge through personal risk advice goes a long way in building a relationship and positioning yourself as an advisor. Take a look:

Nov

Your 2009 Vision

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Categories: Marketing and The Bottom Line
Tags: business principles, Marketing, sales, Sales Plan, selling, Stelzl, success

This week’s Profit Program Podcast http://dstelzl.podbean.com/ begins a series of three podcasts that will help explain what the profit program is and how it works. As we approach 2009 it’s imperative that you set some goals and create a direction for your business. No goals means little to no growth. Remember, Hope is not a Strategy. In the first of the series I focus on your Entrepreneurial vision – what you aim to be 12-18 months from now; in the second we talk about your mission as a sales person (which affects your personal branding); and finally I will take you through a model that explains why so many sales people run out of business after years of success. It’s actually a cycle that, if not countered with the right strategy, will eventually affect your personal performance as the products you’re selling commoditize. Whether you are a regular listener or not I would urge you to begin thinking about your 2009 plan. Two months is not a long time. Also, don’t forget to vote – did I mention, “Today is election day”.

Nov

The Trusted Advisor

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Categories: Marketing, Sales Strategy, The Bottom Line and Value Proposition
Tags: Marketing, sales, selling, Stelzl, Technology, Trusted advisor, var

Who is the trusted advisor? I hear this title claimed by almost every sales person I meet, yet it is always the client who determines who the trusted advisor is. We don’t claim this title – it’s given. You may have heard me say in my lectures, “The trusted advisor requires two key ingredients; you must be trusted, and more importantly, you must be able to advise.” It sounds obvious, maybe even funny. But the heart of this comment is serious…are you able to advise a client on things that are meaningful? More importantly, can you advise senior level managers on things that are business relevant?

I have heard many executives refer to certain sales people as ”Arrogant”. Executives are looking for advisors who demonstrate confidence and expertise, but not arrogance. I recently heard a well known speaker define the two. He said, “Arrogance is when people claim to already know everything, confidence is when you’re sure you can help; leading with courage.” The confident consultant is always listening and learning, the other only talks to hear themselves. What are you doing today to become a confident advisor? This, along with integrity will earn you the title everyone wants.