If you’re still trying to sell “managed services” to small business owners, you’re already losing the sale.
Let me be clear: small business owners don’t want managed services. They don’t even know what that means. What they do want is to stop their employees from screaming about slow systems. They want to avoid getting hacked, avoid downtime, avoid stress. They want someone to just make IT work—period.
So if you’re leading with features, tech jargon or a long list of tools you manage, stop. You’re not selling antivirus and patch management. You’re selling peace of mind, business continuity and cost predictability. And until you get that right—your packaging, your pricing and your positioning—you’re going to keep chasing bad leads and hearing “let me think about it” from prospects who don’t get it.
Here’s how to flip the script and actually sell MSP services in a way that works.
Stop Selling The Service—Start Selling The Outcome
Let’s start with a truth bomb: Nobody wants to buy IT support. They want outcomes. So your job is to paint a picture of what life without you looks like—ransomware locking up their systems, client data exposed, downtime killing revenue or even worse, reputation damage that makes clients lose trust.
Then, paint the after picture: a business that runs smoother, faster and safer. No surprise bills. No downtime drama. No tech headaches. Just results.
That shift—from selling a service to selling a solution—is the difference between being seen as a “tech guy” and becoming a trusted business partner.
Package Like A Pro: Make It Easy To Say Yes
Here’s where most MSPs get it wrong: they throw a menu of services at the client and ask them to pick what they want. Stop that.
Small business owners are already overwhelmed. They don’t want to build their own solution—they want you to show up with the answer.
That means your offering needs to be:
- All-inclusive – One package that covers everything they need.
- Clear and simple – No confusing options or hidden add-ons.
- Strategically bundled – Don’t give them the choice to cut out things like backups or security just to save money.
Position it like this: “We have one standard that every client gets. No exceptions. Because cutting corners in IT isn’t just risky—it’s reckless.”
This not only makes your service easier to buy—it also makes it easier to scale. No more custom Frankenstein solutions that eat up your profit.
Pricing That Makes Sense (And Money)
Let’s talk numbers.
One of the biggest reasons MSPs struggle to grow is because they’re underpricing and overdelivering. You don’t need to be the cheapest. You need to be the best value.
Here’s what works:
- Flat-rate pricing: It’s predictable for you and the client. One monthly fee. No nickel-and-diming.
- Tiered packages: Use “Good, Better, Best” models—but stack the value, not just the tools.
- Don’t price by device or user: It’s confusing, and it invites comparisons. Price by outcome.
And for the love of revenue—stop competing on price. If someone asks you to match another MSP’s lower quote, say this:
“We’re not the cheapest, and we don’t try to be. If you’re looking for the lowest bidder, that’s not us. But if you want the job done right, with no surprises, that’s what we deliver.”
Position your pricing as an investment, not an expense.
Position Yourself As A Profit-Saving Partner
Too many MSPs try to close a deal by talking about uptime, response times and certifications. You’re not selling a product. You’re selling business protection.
Here’s how to position yourself:
- “We reduce your risk.” Talk about the cost of a breach or a day of downtime.
- “We save you time and money.” Highlight the inefficiencies you eliminate.
- “We help you scale.” Show how you’ll support growth without IT becoming a bottleneck.
The best positioning comes from stories. Share real client examples—how your cybersecurity platform stopped a ransomware attack, or how your proactive maintenance prevented a server crash that could’ve cost them thousands.
Prospects will remember those stories. Not your tech stack.
Use Strategic Language To Drive Sales
If you want to close more deals, you need to speak their language, not yours.
Stop saying:
- “We provide 24/7 remote monitoring and patching.”
Start saying:
- “We prevent the problems that lead to downtime and costly emergencies.”
Stop saying:
- “Our managed services include AV, firewall and BDR.”
Start saying:
- “We protect your business from cyberattacks, data loss and system failures—so you can sleep at night.”
This is about selling the benefit, not the feature. That’s Sales 101, but it’s lost on too many IT providers.
Final Thought: Confidence Closes More Deals Than Quotes
If you’re walking into sales meetings hoping the price will close the deal, you’ve already lost. People buy from confident experts. So be one.
When you present your solution, do it with conviction. Don’t ask if they want it. Assume they do. Show them the plan, walk them through the results they can expect and make it crystal clear that your solution is the no-brainer choice.
Remember, clients buy confidence, clarity and outcomes. If your MSP offers all three, your competition won’t stand a chance.
