Peter Winick explains how to price and structure custom training programs. Customization can justify about 40% of the fee, but building modular content like LEGO pieces lets you reuse most of it. What feels like 30-40% customization often amounts to just 10% in practice.
How much customization is needed? Well, so that's a good question. In a perfect world, I'd say none. So when you buy Speed of Trust or Pat Lencioni's 5 Dysfunctions of a Team, zero. In reality, when you're deploying a big program at scale, there will be some. The underlying problem there is when you're selling custom-developed training, you need to price it as custom, not off the shelf. People make the mistake of saying, oh, it's $195 a head for my program. And then they throw in the customization, which should be 40% of the price because there's a ton of work that goes into customizing versus just pulling the workbook up and throwing a new logo on there. So I think you have to design your work in such a way where it can be templated. And it should feel 30%, 40% custom, but take you— maybe it's really 10%. Or you design your content in modules, like LEGO pieces, that you can plug in as needed. OK.
