In Episode 29 of The MSP Sales Podcast, Brian Gillette sits down with Dor Eisner (CEO & Co-Founder of Guardz) for a grounded, myth-busting conversation about selling cybersecurity in an AI-shaped world.

Too many MSPs feel pressured to become “cyber experts” overnight while many clients think cybersecurity is either too technical or too expensive to take seriously. Dor explains why both sides are looking at the problem the wrong way, and how MSPs can simplify, educate, and lead with confidence.

Together, they explore:

➡️ Why MSPs overestimate how much clients want to know about cybersecurity
➡️ How AI is already reshaping threat landscapes
➡️ A practical path for MSPs who feel “outgunned” by the pace of innovation
➡️ Why selling cybersecurity is really about risk reduction
➡️ The common fears that stall customer decisions
Whether you’re an MSP owner, vCISO, or someone trying to meaningfully add cybersecurity to your stack, this episode will help you communicate value more clearly, close deals more confidently, and protect clients more effectively.
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