Should You Charge for a Cybersecurity Assessment?

For managed service providers (MSPs), offering a free or complimentary cybersecurity assessment has become a common practice to attract prospective clients. The idea behind it is to entice potential clients with a taste of your expertise, as well as insights into their security gaps. It's a way to showcase your value and demonstrate your commitment to their security. But, does it always work in your favor?

The reality is that some clients may view these assessments as a way to gather information without any obligation to commit to your services. They might take the valuable insights you provide and use them to seek competitive quotes or attempt to address the security issues on their own. This can leave you investing time and effort into assessments that don't necessarily lead to new business.

So, here's the million-dollar question: should you charge for a cybersecurity assessment?

Some MSPs argue that introducing a fee for assessments can be a game-changer. When clients invest financially in the assessment, they are more likely to take it seriously and value the recommendations that follow.

Charging for an assessment can also give you leverage when it comes to signing on the dotted line. When clients have already made a financial commitment, they are more inclined to consider your proposals and take necessary actions to improve their cybersecurity posture.

From a business development perspective, charging for assessments offers several advantages:

1. Increased Client Commitment: Clients who have paid for the assessment are more likely to engage seriously with your recommendations, leading to improved cybersecurity measures.

2. Financial Compensation: Charging for assessments helps cover the labor and time spent on prospecting and discovery, ensuring that your efforts are compensated, even if the client doesn't sign up for your services.

3. Credit-Based Incentive: You can structure the assessment fee as a prepayment for your services, making it more attractive to potential clients. For example, if the assessment costs $1,200 and the client signs a one-year contract, you could offer a $100 monthly credit, essentially crediting back the assessment fee over the contract's duration.

4. Quality Over Quantity: Charging for assessments can filter out prospects who are genuinely interested in your services, enabling you to focus your resources on those who are a better fit, while optimizing the efficiency of your assessment processes

In the world of MSPs, there is no one-size-fits-all approach to cybersecurity assessments. Offering free assessments can be a great way to attract potential clients, but charging for them can add a layer of commitment and seriousness to the process.

Ultimately, the decision to charge for a cybersecurity assessment depends on your business model, your target audience, and your strategic goals. What's important is to find a balance that ensures you are compensated for your efforts, while also providing value to your clients.