3 STEPS FOR MSPs TO SELL DNS PROTECTION

INTRODUCTIONThreats are everywhere, and endpoint security simply

isn’t enough to keep your clients safe. Pairing domain

name system (DNS) protection with endpoint security

is a proactive way to prevent costly network attacks.

Most clients, however, don’t understand the need for

this added layer of security.

Using the prescribed model herein, you’ll be able to:

• Better protect clients against emerging network threats

• Generate profitable monthly recurring revenue (MRR)

• Differentiate your security offering

• Reinforce your position as a trusted advisor

DNS protection practically sells itself when clients

realize how much money a preventative solution can

save. Learn how Managed Service Providers (MSPs) like

you are profitably positioning DNS protection to clients.

THIS GUIDE SHOWS YOU HOW TO BUILD A PROFITABLE DNS PROTECTION OFFERING.

DNS is becoming a huge opportunity for MSPs to

provide better service to their clients. As attacks

become more frequent, you want to be in the right

position to offer protection.

TERRY HEDDEN CEO | MARKETOPIA

TERRY’S TAKE“

3 STEPS FOR MSPs TO SELL DNS PROTECTION

PAVE THE WAY TO SUCCESSSolutions don’t mean much unless there’s a problem to be solved. Before

opening up a DNS protection discussion, laying out industry statistics about

global cybersecurity shortcomings can help pave the way toward a successful

outcome.

Rocky Road (no DNS) Easy Street (with DNS)

Threats hide in plain sight. More than 85% of malicious links are

hosted on legitimate websites.1

Threats neutralized. Instead of blocking or accepting everything on a

given website, top DNS solutions contextualize the

data, accepting what’s safe and blocking what’s not.

Employees cause security breaches. “54% of global network security decision

makers reported that their breaches were

caused by internal incidents.”2

Extra measure of protection. Removing the option to cause network chaos

is preferable when it comes to network

security. DNS gets the job done.

Network outages are commonplace. 87% of service providers reported having

experienced a distributed denial of

service (DDos) attack in 2017.4

Network uptime is proactively protected. When DNS protection is in place, your client

won’t have to worry about becoming just

another statistic.

VS.

1STEP

Fine-tune your clients’ threat protection with

DNS solutions that let you easily, effectively boost

security. Better yet, you’ll be setting yourself up for

addition profitability by adding this new service.

TERRY HEDDEN CEO | MARKETOPIA

TERRY’S TAKE“

3 STEPS FOR MSPs TO SELL DNS PROTECTION

MAKE IT PROFITABLE2STEP

Taking a solution-oriented approach when it comes to delivering

security can help keep your margins well into the double digits. It’s

easy to compare one security product apples-to-apples with another.

However, when you build a one-of-a-kind solution that combines top

security products with your own intellectual property, the offering

becomes far more unique, valuable and competitive.

3 TIPS FOR SELLING DNS PROFITABLY

1 Sell a complete security solution, not just DNS

Add your own IP into the mix

Demonstrate cost savings to client (see formula on next page)

2

3

DNS is one of those rare solutions that most MSPs

haven’t fully adopted. By doing so, you can fully

differentiate yourself from your peers.

TERRY HEDDEN CEO | MARKETOPIA

TERRY’S TAKE“

3 STEPS FOR MSPs TO SELL DNS PROTECTION

Calculating the Return on Security Investment (ROSI) on a DNS protection

solution is easy. The Better Business Bureau (BBB) provides a 5-step version

of the Gordon-Loeb model for investing in cybersecurity.5

1 Estimate Loss According to the BBB, the average cost of a single cyberattack is around $80,000 ($LOSS = $80,000).

2 Calculate Risk The BBB found that companies in the 10-100 seat range have a cyberattack risk of 17% (%RISK = 17%).

3 Identify Investment Let’s say you’re selling a DNS protection solution at a cost of $60 per user annually for 100 users. The annual investment ask is $6,000 ($INVESTMENT = $6,000).

4 Estimate Savings Adding a DNS solution like eliminates 90% of threats to the network’s edge (%SAVE = 90%).

5 CalculateAn investment of $6,000 on an average loss of $80,000 = $80,000 x 17% x 90% = $12,224

In this example, the return on a $6,000 DNS protection investment is $12,224. Sharing this

information with potential clients empowers them to see the cost savings to be realized by

investing in a more comprehensive managed security solution.

DO THE MATH3STEP

3 STEPS FOR MSPs TO SELL DNS PROTECTION

CONCLUSIONAdding DNS protection on top of existing endpoint

security solutions is a smart choice. It’s an easy way

to thwart pesky DDoS and ransomware attacks that

could lead to costly downtime for your clients. And it

gives you the opportunity to proactively advise your

clients while building a new, easy-to-manage stream

of profitable recurring revenue.

1. Webroot Inc. “Quarterly Threats Trends, June 2017.” (June 2017)

2. Forrester. “Harden Your Human Firewall: Continuous Improvement: The S&R Practice Playbook.”

(February 2018)

3. Arbor Networks. “Insight into the Global Threat Landscape: 13th Annual Worldwide Infrastructure

Security Report.” (January 2018)

4. Better Business Bureau. “State of Cybersecurity Among Small Businesses in North America.”

(August 2017)

DNS protection benefits MSPs in two ways: first,

it improves customer satisfaction by avoiding

issues; secondly, it reduces the number of service

calls to the MSP, thus reducing service costs and

increasing profitability.

TERRY HEDDEN CEO | MARKETOPIA

TERRY’S TAKE“

3 STEPS FOR MSPs TO SELL DNS PROTECTION