Using Discovery to Price Cybersecurity Training Services

Why Generic Pricing Fails in Cybersecurity Awareness Training

Unlike selling a commodity, cybersecurity awareness training must be specifically adapted to a client’s risk profile, industry regulations, technical infrastructure, company culture, and employee knowledge levels. A generic ‘per user per month’ price might work for basic platform access, but the service of delivering effective, tailored training requires nuance.

Without a deep understanding gained through a cybersecurity training discovery process, you risk:

• Underpricing: Failing to account for complexities like custom content, specific compliance requirements (e.g., HIPAA, PCI-DSS, CMMC), integrating with their LMS, or extensive reporting needs.
• Overpricing: Proposing solutions that are overkill for a smaller client or one with a relatively mature security posture, making you uncompetitive.
• Scope Creep: Projects expanding beyond the initial (poorly defined) scope because critical factors weren’t identified upfront, eroding your margins.
• Client Dissatisfaction: Delivering training that doesn’t meet their specific challenges or compliance obligations because their true needs weren’t uncovered.

Key Elements of the Cybersecurity Training Discovery Process

Your cybersecurity training discovery process should be a structured conversation (or series of conversations) designed to uncover critical information. Here are essential areas to explore:

• Current State & History:
  • What existing security awareness training programs, if any, are in place?
  • Have they experienced any security incidents or breaches, particularly those involving human error (phishing clicks, etc.)?
  • What are their current security policies regarding data handling, passwords, phishing, etc.?
  • What is the general security posture and technical comfort level of their employees?
• Goals & Objectives:
  • What specific outcomes are they hoping to achieve? (e.g., reduce phishing click-through rates by X%, meet specific compliance requirements, improve employee reporting of suspicious activity, change security culture).
  • What are the most pressing security risks they perceive?
• Audience Scope & Segmentation:
  • How many employees need training? Across which departments or locations?
  • Are there specific groups requiring specialized training (e.g., executives, IT staff, employees handling sensitive data)?
• Content & Customization Needs:
  • Are there specific threats relevant to their industry or business model that must be addressed?
  • Do they require custom modules or content based on internal policies or unique systems?
  • Are multi-language capabilities needed?
• Delivery & Logistics:
  • What is the preferred delivery method (online self-paced, live virtual, in-person, blended)?
  • Do they have an existing Learning Management System (LMS) that needs integration?
  • What is the desired frequency of training (one-off, quarterly, ongoing monthly micro-training)?
• Measurement & Reporting:
  • How do they currently measure, or how do they want to measure, the effectiveness of training?
  • What kind of reporting is required for internal stakeholders or compliance auditors?
• Budget & Constraints:
  • What is their general budget range for this initiative? (While value-based pricing is ideal, understanding budget helps frame the solution).
  • Are there technical constraints (e.g., low bandwidth, specific software requirements)?
  • What is the desired timeline for rollout?

Translating Discovery into Profitability: Pricing Models for Cybersecurity Training

The insights gained from your cybersecurity training discovery process directly inform the most appropriate and profitable pricing model. Here’s how discovery maps to common models:

• Per-User Pricing: Suitable when the primary value is access to a standard platform and content. Discovery helps confirm the number of users and identify any user-based add-ons (e.g., specific executive training). Example: A client with 250 users needing standard annual training might be priced at $20-$50 per user per year, totaling $5,000 - $12,500 annually, based primarily on user count identified in discovery.
• Project-Based Pricing: Best for one-off engagements like developing custom training modules, conducting an initial security culture assessment, or delivering a specific live workshop. Discovery defines the scope, complexity, and required deliverables. Example: Creating a custom 30-minute module on their specific internal data handling policies, identified as a key need during discovery, might be a project priced at $7,500 - $15,000 based on the complexity and estimated hours.
• Subscription/Retainer Pricing: Ideal for ongoing, phased, or regularly updated training programs, often including recurring phishing simulations, fresh content, and ongoing reporting. Discovery determines the required frequency, content updates, and level of ongoing support/reporting. Example: An ongoing program including quarterly training modules, monthly phishing simulations, and quarterly reporting for 100 users, identified through discovery as crucial for maintaining vigilance, could be priced on a monthly retainer of $1,000 - $3,000.
• Value-Based Pricing: The most powerful model, linking your price directly to the quantifiable value you provide (e.g., reduced risk exposure, avoidance of breach costs, simplified compliance audits). Discovery is critical for this, as it identifies the specific risks and potential costs your training mitigates. Example: If discovery reveals a client in a highly regulated industry with documented past incidents costing them $100,000+, pricing your comprehensive program at $25,000/year (a fraction of potential incident cost) positions it as a valuable investment, not just a cost center. This requires deep discovery to quantify the potential value.

Presenting Complex Pricing After Discovery

Once you’ve completed the cybersecurity training discovery process and determined the optimal scope and pricing model, presenting it clearly to the client is paramount. Static PDF proposals or spreadsheets listing line-items can be confusing, especially when offering tiered packages, optional modules, or different user counts.

This is where tools designed specifically for interactive pricing shine. A platform like PricingLink (https://pricinglink.com) allows you to create shareable links where clients can explore different training packages, select add-ons (like extra phishing campaigns, executive reports, or custom content), see the total price update dynamically, and submit their desired configuration.

While PricingLink doesn’t replace full proposal software that includes e-signatures and contract management (for those needs, consider tools like PandaDoc (https://www.pandadoc.com) or Proposify (https://www.proposify.com)), its laser focus on creating a modern, configurable pricing experience is ideal for presenting complex cybersecurity training options clearly based on your discovery findings. It helps clients feel in control and simplifies the decision-making process, potentially increasing your average deal value by making upsells easily visible and selectable.

Present your pricing in a way that directly reflects the needs and goals identified during discovery, making the value proposition obvious. Use the language and priorities the client expressed.