How do you cut through the noise when every security vendor sounds the same?

In this episode of Channel Security Secrets, Lou sits down with Alvaro Gonzalez, Vice President of Global Alliances at Assured Data Protection, to explore how starting from first principles helps trusted advisors become true solution sellers, not just quote providers.

Alvaro takes us through his unique path from higher education into technology and shares why asking “why” (and sometimes “five whys”) is the most powerful tool advisors can use. You’ll learn how to shift from chasing trends to understanding what clients actually need, how to differentiate vendors in a crowded market, and why becoming fluent in business outcomes, not acronyms, is the key to selling security confidently.

Takeaways:

• Why starting from first principles helps advisors uncover real needs instead of reacting to surface-level requests.
• How asking “why” repeatedly gets you past symptoms and into the business impact clients truly care about.
• Why transactional selling fails in security, and how to shift into becoming a solution seller.
• How to differentiate between look-alike security vendors using network feedback, SE input, references, and longevity.
• Why experiential learning and tailored enablement make advisors more confident and effective in security conversations.
• How AI can accelerate research, pattern recognition, and informed decision-making for advisors.

Quote of the Show

• “One of the great values of the trusted advisors is the ability to connect to expertise, to bring it to the conversation without the prospect having to kiss a hundred frogs to find the prince along the way. ” - Alvaro Gonzalez

Find all episodes, show notes, and resources at: https://www.cdg.io/podcast/

Partner with us: https://www.cdg.io/partner-with-cyber-defense-group/

Links

• LinkedIn: https://www.linkedin.com/in/alvaro-gonzalez-54602a5/
• Company website: https://assured-dp.com/

Ways to Tune In

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• Apple Podcasts: https://podcasts.apple.com/us/podcast/channel-security-secrets/id1826825461
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