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What does it take to sell something in a field where the product is complex, the risks can be difficult to explain, and the person you’re speaking to may see the problem very differently than you do?
For Evgeniy Kharam, years in cybersecurity and technical sales led to an important realization: knowing your subject is only part of the equation. You also have to understand the person on the other side of the conversation.
In this episode of Wired for Change, Evgeniy joins Amy Yee to explore what cybersecurity sales can teach us about communication, connection, and the skills that help turn expertise into action.
They discuss learning to speak your customer’s language, building credibility and trust, using stories and analogies to make complex ideas understandable, and why curiosity and active listening matter. The conversation also explores communicating cyber risk inside an organization, the impact of AI on how we think and communicate, the power of voice, and Evgeniy’s own experience overcoming accent anxiety.
Whether you’re selling a cybersecurity product, making the case for an investment, communicating risk, or simply trying to connect more effectively, this conversation offers practical lessons from a career spent at the intersection of technology, sales and communication.
Evgeniy is the author of Architecting Success: The Art of Soft Skills in Technical Sales.
Learn more:
Architecting Success — softskillstack.com
Evgeniy Kharam — evgeniykharam.com
Chapters0:00 – Introduction
02:05 – Why Technical Expertise Isn't Enough
04:55 – Learning to Speak Your Customer's Language
12:05 – Building Trust, Connection and Credibility
15:35 – Storytelling and Making the Complex Understandable
24:05 – Why “Soft Skills” Matter
30:05 – The Challenge of Selling Cybersecurity
33:05 – Are We All in Sales? Communicating Cyber Risk
37:05 – AI, Curiosity and Human Judgment
45:05 – AI, Problem-Solving and the Future of Cybersecurity Sales
49:05 – The Power of Your Voice
55:05 – Accent Anxiety, Confidence and Active Listening
1:00:05 – Building Better Communication Skills
1:10:05 – One Final Lesson About People
