Here’s a challenge Managed Service Providers will understand:
You’re doing an exceptional job. Your clients have little to no downtime, their systems run smoothly and they rarely experience disruptions.
You’d think that’s a win, right? But then the question comes:
“What are we paying all this money for?”
It’s a frustrating reality for many MSPs. When you’re at your best, your work becomes invisible. Systems hum along, issues are resolved before they’re even noticed and leadership only sees that nothing is wrong.
Here’s the problem: value perception matters as much as the value itself.
To bridge that gap, here’s what I've done in the past working with MSPs
📍Regularly Communicate Wins: Don’t assume your clients know what you’re doing.
📍Proactive updates, monthly reports and summaries of avoided issues are essential to highlight your impact.
📍Shift the Narrative: Frame your role as a business enabler, not just a fix-it service. Show how smooth IT operations contribute to growth, efficiency and strategic goals.
📍Upsell Strategic Value: Offer services that go beyond keeping the lights on.
One way is by positioning yourself as a Virtual CIO (vCIO)
A vCIO doesn’t just solve problems; they guide the business in aligning technology with their broader goals. You could provide:
💰 Strategic IT planning
💰 Budgeting and expenditure forecasting
💰 Advice on leveraging emerging technologies to gain a competitive edge
When you step into this advisory role, you shift the relationship. You’re no longer just the MSP behind the scenes, you’re part of the leadership conversation, driving long-term success.
When you do your job well, you might not get noticed. But when you position your value strategically, clients not only see the worth, they become loyal advocates.
How does your MSP ensure clients recognise the value behind the scenes?
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