Selling a cybersecurity service?

23 replies
Hello Warriors,

I've got some knowledge about E-com and basic IM stuff. But i come from a cybersecurity and hacking background and i work full time as a pentester on a big company, i'm looking for a way to find clients willing to pay for my pentesting or any security related service. What would you advice?
#cybersecurity #selling #service
  • Profile picture of the author agmccall
    You work for a big company. how do they get clients???? Follow their example


    "Opportunity is missed by most people because it is dressed in overalls and looks like work." Thomas Edison

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  • Profile picture of the author Jason Kanigan
    1. Pick a target market. Who, specifically, do you want to concentrate on helping? Who do you feel most comfortable talking to? And who can afford to pay you want you want? Look for that overlap.

    2. Create content talking about their cybersecurity fears. White papers, podcast episodes, or several methods, however you want. If you need ideas go to thecyberwire dot com. Demonstrate you can help them solve the problem and get rid of these fears.

    3. Get that content in front of the target market. Give the reader/viewer a way to connect with you.

    4. Have conversations with prospects and qualify them. Some will buy.

    It's really not complicated, but most people are scared to Be The Seller and do the work.
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  • Profile picture of the author dougp
    LinkedIn sounds like a solid option for you. Do you know the job titles of the people you need to target that can get you booked?
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    • Profile picture of the author demahom27
      they are most likely business owners
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      • Profile picture of the author dougp
        Originally Posted by demahom27 View Post

        they are most likely business owners
        My friend, that sounds vague. I would suggest narrowing down your target audience, as if you don't know exactly who to target then your marketing is going to be all wrong. The good news is LinkedIn has a search feature that allows you to search for people, companies, groups, etc. Here's the link to the LI help desk article:

        I'll suggest building up a network that consists of your target audience and staying in front of them by starting a content generation strategy. You can also engage in "social selling" by using direct messages but be careful not to spam them as this is not only cheesy marketing but can get you booted from the network.
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  • Profile picture of the author almas asad
    Pick an objective market. Who, explicitly, would you like to focus on making a difference? Who do you feel most good conversing with? What's more, who can bear to pay you need you need? Search for that cover.
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  • Profile picture of the author Medon
    If your company is big, there are things they are not doing well. Identify those things and use them as your strong areas. It will earn you a few clients to start you off
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  • Profile picture of the author Toshio Haruto
    Even the best security frameworks and conventions are just in the same class as the individuals who use them. Nothing can ensure your customers on the off chance that they don't have the foggiest idea about the best possible methodology and most basic strategies of vindictive clients. It is the MSP's obligation to start expansive preparing at the customer site with an objective of making a "human" firewall.
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  • Hellor demahom27,

    Originally Posted by demahom27 View Post

    Hello Warriors,

    I've got some knowledge about E-com and basic IM stuff. But I come from a cybersecurity and hacking background, and I work full time as a pentester on a big company, I'm looking for a way to find clients willing to pay for my pentesting or any related security service. What would you advise?
    I research and write for the Technology Space, and many of my clients are IT and MSP companies.

    If you want to offer penetration testing and vulnerability scans to a company E-comm or not, then understand this first.

    You will have two audiences to reach and convince.

    Level 1 is either the CIO or CTO of the company.

    Level 2 is either the CFO, CEO, or Decision maker of that company.

    Due to the nature of the service(s) you're offering, Level 1 is the first audience you must reach and convince. They understand the need and importance of your services. If there are any weaknesses in their IT network architecture, they'd want to know immediately and get it fixed.

    Once convinced your services are warranted, then Level 2 is your next target to reach. With Level 1 personnel in your corner and solid proof they have unnecessary architecture weaknesses, this group would undoubtedly want the protection. However, they will want to know what their financial commitment is before moving forward.

    With that said, another option to consider. There are plenty of IT and MSP companies around the world that do not offer penetration testing and vulnerability scans to their clients. These companies usually contract out for that service. You can begin by reaching out to these companies first.

    To get an idea of companies already doing what you want to do head over to

    Here is their 2019 Top 10 Penetration Testing Companies and Service Providers list.

    Here is the link:

    Next, go to each company's website that is listed. Study them, what they offer, and that way you can gather some ideas for your future business.

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  • Profile picture of the author Jason Kanigan

    Overall on LinkedIn I see cybersecurity service sellers complaining about how tough it is. And this is because of what I call the Danger of the Two Sales...

    ...first you must sell them on the fact that this is a good idea...

    ...second you must sell them on YOU being the best solution provider for the problem they now agree they have.

    Content marketing is required, if only to filter like crazy for the people who already believe as you do.

    Note the two different selling points ThePromotionalGuy has indicated:

    one is TECHNICAL


    You cannot use a single content piece to do both.
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    • Hellor Jason,

      Originally Posted by Jason Kanigan View Post


      Note the two different selling points ThePromotionalGuy has indicated:

      one is TECHNICAL

      the other is CONCEPTUAL AND FINANCIAL.

      You cannot use a single content piece to do both.
      Amen Brother. I can attest to that, especially in the Technology Space where multiple levels of decision making go on.

      To give others an idea of what Jason is referring too, here are just a few content pieces I'm typically required to produce per client. Mind you though, each piece is used in different parts of their sales funnel process. I'm not part of that. I merely research, write, edit, and proofread for clients and have no idea when each piece will get used.
      • Sales Letter
      • Article
      • Blog
      • Survey
      • Case Study
      • White Paper
      • Executive Summary
      • Annual Reports
      • Buyer Guides
      • Product Reviews
      • Supply Guides
      Each piece of marcomm I've listed plays a strategic roll in my client's sales funnel process. What draws in the Chief Technical Officer (CTO) won't necessarily get noticed by the Chief Financial Officer. That's where another piece of content gets used.

      By knowing who and how many levels you'll need to reach ahead of time, does reduce wasting your time chasing the wrong person, with the wrong material, at the wrong time.

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  • Profile picture of the author DURABLEOILCOM
    Advertise your services on Freelancer, Fiverr, LinkedIn, Social Media and Craigslist.
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  • Profile picture of the author luciesmazanska
    Cybersecurity is such a good niche and low competitive!
    I would help you with that!

    If you have knowledge and you can do your work very well, no doubts
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    • Hellor luciesmazanska,

      Originally Posted by luciesmazanska View Post

      Cybersecurity is such a good niche and low competitive!
      I would help you with that!

      If you have the knowledge and you can do your work very well, no doubts
      Really, in which sector of cybersecurity is there low competition? Oh, and which nation or continent are you referring too? North America, South America, China, India, Asia, Russia, Africa, Australia? Please enlighten us to your claim.

      How about, instead, pointing out which industry has low cybersecurity competition.

      Here's a shortlist of significant industries worldwide that rely heavily on cybersecurity:

      Abortion Policy/Anti-Abortion
      Abortion Policy/Pro-Abortion Rights
      Advertising/Public Relations
      Aerospace, Defense Contractors
      Agricultural Services & Products
      Air Transport
      Air Transport Unions
      Alcoholic Beverages
      Alternative Energy Production & Services
      Architectural Services
      Attorneys/Law Firms
      Auto Dealers
      Auto Dealers, Japanese
      Auto Manufacturers

      Banking, Mortgage
      Banks, Commercial
      Banks, Savings & Loans
      Bars & Restaurants
      Beer, Wine & Liquor
      Books, Magazines & Newspapers
      Broadcasters, Radio/TV
      Builders/General Contractors
      Building Materials & Equipment
      Building Trade Unions
      Business Associations
      Business Services

      Cable & Satellite TV Production & Distribution
      Candidate Committees
      Candidate Committees, Democratic
      Candidate Committees, Republican
      Car Dealers
      Car Dealers, Imports
      Car Manufacturers
      Casinos / Gambling
      Cattle Ranchers/Livestock
      Chemical & Related Manufacturing
      Civil Servants/Public Officials
      Clergy & Religious Organizations
      Clothing Manufacturing
      Coal Mining
      Colleges, Universities & Schools
      Commercial Banks
      Commercial TV & Radio Stations
      Computer Software
      Construction Services
      Construction Unions
      Credit Unions
      Crop Production & Basic Processing
      Cruise Lines
      Cruise Ships & Lines

      Defense Aerospace
      Defense Electronics
      Defense/Foreign Policy Advocates
      Democratic Candidate Committees
      Democratic Leadership PACs
      Doctors & Other Health Professionals
      Drug Manufacturers

      Electric Utilities
      Electronics Manufacturing & Equipment
      Electronics, Defense Contractors
      Energy & Natural Resources
      Entertainment Industry

      Farm Bureaus
      Finance / Credit Companies
      Finance, Insurance & Real Estate
      Food & Beverage
      Food Processing & Sales
      Food Products Manufacturing
      Food Stores
      For-profit Education
      For-profit Prisons
      Foreign & Defense Policy
      Forestry & Forest Products
      Foundations, Philanthropists & Non-Profits
      Funeral Services

      Gambling & Casinos
      Gambling, Indian Casinos
      Garbage Collection/Waste Management
      Gas & Oil
      Gay & Lesbian Rights & Issues
      General Contractors
      Government Employee Unions
      Government Employees
      Gun Control
      Gun Rights

      Health Professionals
      Health Services/HMOs
      Hedge Funds
      HMOs & Health Care Services
      Home Builders
      Hospitals & Nursing Homes
      Hotels, Motels & Tourism
      Human Rights

      Indian Gaming
      Industrial Unions
      Israel Policy

      Lawyers & Lobbyists
      Lawyers / Law Firms
      Leadership PACs
      Liquor, Wine & Beer
      Lodging / Tourism
      Logging, Timber & Paper Mills

      Manufacturing, Misc
      Marine Transport
      Meat processing & products
      Medical Supplies
      Misc Business
      Misc Finance
      Misc Manufacturing & Distributing
      Misc Unions
      Miscellaneous Defense
      Miscellaneous Services
      Mortgage Bankers & Brokers
      Motion Picture Production & Distribution
      Music Production

      Natural Gas Pipelines
      Newspaper, Magazine & Book Publishing
      Non-profits, Foundations & Philanthropists
      Nursing Homes/Hospitals
      Nutritional & Dietary Supplements

      Oil & Gas

      Payday Lenders
      Pharmaceutical Manufacturing
      Pharmaceuticals / Health Products
      Phone Companies
      Physicians & Other Health Professionals
      Postal Unions
      Poultry & Eggs
      Power Utilities
      Printing & Publishing
      Private Equity & Investment Firms
      Professional Sports, Sports Arenas & Related Equipment & Services
      Public Employees
      Public Sector Unions
      Publishing & Printing

      Radio/TV Stations
      Real Estate
      Record Companies/Singers
      Recorded Music & Music Production
      Recreation / Live Entertainment
      Religious Organizations/Clergy
      Republican Candidate Committees
      Republican Leadership PACs
      Residential Construction
      Restaurants & Drinking Establishments
      Retail Sales

      Savings & Loans
      Sea Transport
      Securities & Investment
      Special Trade Contractors
      Sports, Professional
      Steel Production
      Stock Brokers/Investment Industry
      Student Loan Companies
      Sugar Cane & Sugar Beets

      Teachers Unions
      Telecom Services & Equipment
      Telephone Utilities
      Timber, Logging & Paper Mills
      Transportation Unions
      Trash Collection/Waste Management
      TV / Movies / Music
      TV Production

      Unions, Airline
      Unions, Building Trades
      Unions, Industrial
      Unions, Misc
      Unions, Public Sector
      Unions, Teacher
      Unions, Transportation
      Universities, Colleges & Schools

      Vegetables & Fruits
      Venture Capital

      Waste Management
      Wine, Beer & Liquor
      Women's Issues

      Please do not misrepresent the tech industry and mislead the OP with an opinion. I'm in the tech space, and Cybersecurity is a vast and massive industry with thousands upon thousands of cybersecurity companies currently online. Plus more and more new firms are continually opening daily, on a global scale.

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    • Profile picture of the author sn1b
      your country? first find a lawyer... cybersec, pentesting is the job of a lawyer, else, expect to get unattented huge issues with some stupid customers. Hope you have the fundings. But depends on your juridiction and your area...
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      • Profile picture of the author so11
        Yeah, I'd have to disagree. Cybersecurity management, pen testing and so on are specific expertise.

        Though, you do need to make sure that your contracts, service agreements, etc. are in place and enforced for every client.

        Errors and omissions insurance is also a good idea, especially if you provide pen testing or compliance services.
        We help businesses manage cyber risk and compliance requirements.
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  • Profile picture of the author yakhawaja
    I think you need a proper online presence in order to achieve your goal.

    Here are some of my suggestions for you

    1. Build a proper website

    2. Spend on paid advertising such as google ppc, instagram,quora

    3. Proper on page optimization of your web pages

    4. Try to bring targeted traffic using proper search engine optimization strategy the best way I recommend you to do both paid advertising on the keywords you want to rank for and organic seo (you will get best results if both techniques are applied) and in the end please don't forget to do proper keyword research...

    Hope this helps

    [Edited by Moderator. Note: please do not type your posts in all bold text. You've been asked before not to do this.]
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  • Profile picture of the author so11

    I'd say it's all about Trust. This is relevant to any business, but when you deal with confidential information and offer services that may impact your clients' reputation, it becomes even more relevant.

    I'm not telling that this is the only way, but freelance sites, such as Upwork/TopTal, etc, could be a good start to build your portfolio of satisfied clients, test your services and your sales pitch.

    Partnering with other business to complement their services (mentioned in one of the post above) is also a really great idea.

    Pen test services are highly in demand, so this is a really good niche.

    Good luck!
    We help businesses manage cyber risk and compliance requirements.
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