We need to be careful. Statistics can go in one ear and out the other if they’re misused. Unfortunately, they often are, and not just by salespeople or marketers either; stats are overused by almost everyone at some point.
If you're guilty and you know it, raise your hand! (My hand is raised, btw!)
But who doesn’t want to give prospects the unbiased truth about cyber threats? It’s counterintuitive to hold back, especially when we know the data is in our favor!
So then, how do we use these stats to our advantage? The answer is simple: make the numbers relevant to the person you're speaking to.
I'll say it another way. Don't copy and paste these statistics into your PowerPoints and emails, instead, use them to help buyers calculate the cost of a breach themselves.
It’s all about your buyer, the small business owner, and how the threats relate to their organization. Use these statistics to educate and you will be on the right path.
56 percent of organizations identified targeted phishing attacks as their biggest current cybersecurity threat. (CyberArk)
76% of businesses reported being a victim of a phishing attack in the last year. (Wombat Security)
Users in the U.S open 30 percent of phishing allx emails, with 12 percent of those targeted by these emails clicking on the infected links or attachments. (Verizon)
58% of malware attack victims are categorized as small businesses. (Verizon)
How to Use these Cyber Security Statistics
According to an article in the Harvard Business Review, we need to do three things in order to make our stories stick, and the one tip that works great with statistics is called “making the audience work.”
“...it does mean that you need to provide opportunities for your audience to think for themselves. Perhaps you can let them vote on alternatives. Ask the audience questions and get them to make bets about what they think is right before giving them an answer. At the end of the talk, repeat the main points, but encourage the audience to summarize it for themselves.”
For example, let’s say you were putting together a presentation and you came across this statistic:
“The total cost of a successful cyber attack is over $5 million, or $301 per employee.”
If we simply pasted it into an email or presentation, we’d be guilty. That’s misuse in todays terms. On the other hand, if we asked “What would the total cost of a successful cyber attack be on your business?”, and if we really put the prospect in the driver’s seat, we’d win because now the breach is playing out in their mind, we are “making the audience work” so that the statistic leaves a mark.