"I pretty much told them that they didn't need to do anything - but once you couch reality in terms of how much risk you as an executive are willing to take and the very real consequences you face, then you are talking their language," Osborne said. "Security directors are their own worst enemies. Many times we neglect to stay engaged with the decision-makers and therefore don't create an environment of value for our programs."
Like any good salesman, you can't tell your customer what he needs. You need to listen to what he wants. When he figures out what he doesn't have, then you tell him what he needs. That is leveraging the "buy in."