If you’ve been selling IT services for any length of time, you’ve dealt with fee resistance. Prospects push back on your pricing. They say, “We don’t need all that,” or “That’s too expensive.” They treat IT as an unnecessary cost instead of a critical investment.
This happens every day to MSPs who don’t understand how to position themselves properly. If you’re constantly battling over price, it’s because you’re making two major mistakes.
Mistake #1: You’re Selling IT Services Instead Of Selling Trust
Most MSPs market themselves the wrong way.
They promote what they do—IT support, cybersecurity, cloud services, help desk, network monitoring. The problem? So does every other IT company. There’s nothing unique, nothing special.
When you sell IT services like a commodity, prospects treat you like one. They compare your prices to the next MSP and choose the cheapest option. That’s why you hear objections like, “I can get this cheaper elsewhere.”
The solution? Stop selling IT services. Start selling YOU.
People buy from those they trust. If they see you as an authority, a true expert, and a trusted advisor, they won’t question your fees. They will follow your recommendations without hesitation.
Think about it. Do people argue with their doctor about pricing? Do they negotiate with their accountant every tax season? No. Because they see these professionals as experts, not vendors.That’s how you need to be positioned.
And here’s the key: this positioning happens in your marketing long before you ever sit down with a prospect. If you’re waiting until a sales meeting to prove why you’re the best choice, you’ve already lost. Because if selling is difficult, that means your marketing isn’t doing its job.
Your marketing should pre-sell, pre-qualify, and position you so that by the time you sit down with a prospect, they already know:
- You are the authority
- You are the expert they can trust
- You are worth the investment
When that happens, fee resistance disappears.
Mistake #2: You’re Targeting The Wrong Clients
Not everyone is a good client. Some business owners will never see IT as an investment. They look for the cheapest option, cut corners, and complain about every invoice. No matter how much value you provide, they won’t appreciate it.
You do not want these people as clients.
A major reason MSPs struggle with fee resistance is that they market to everyone instead of targeting clients who actually value IT and are willing to pay for it.
Your marketing should act as a filter. It should attract high-value clients and repel the wrong ones. If your marketing is set up properly, by the time someone reaches out, they should already:
- Know who you are
- Trust you as an expert
- Be ready to invest in your services
When you have the right positioning and you’re targeting the right clients, you don’t have to justify your pricing. The right clients will pay a premium to work with you.
