Customers have limited budgets and typically, security is not a top spending objective regarding proactive purchasing. In our experience, customers will spend money on other technology areas until something bad happens causing reactive spending. It becomes even more challenging to offer services that evaluate existing security such as a Penetration Test when many customers have enough trouble maintaining existing gear as well as keeping up with the latest technology. A simple analogy is when most people purchase a laptop, they look at what software to install for functionality rather than defense (that is, purchasing Microsoft Word rather than an Antivirus). When that same laptop becomes infected, users stop thinking about functional software and prioritize obtaining security software to remove the malicious application.
One method to elevate your services to the top of the purchasing priority list is aligning with business mandates. Customers are more prone to purchase services...