Here’s something that’s going to rub a lot of people the wrong way, but I’m going to say it anyway because it’s the truth.
A lot of MSPs have this idea that the “right” way to sell is to give clients all the facts and information and then let them make the decision. They think any kind of persuasion is manipulative. They want to be the “good guy” who lays everything out and lets the client choose.
They’re completely, 100%, totally wrong.
Clients are going to be annoyed at a minimum if you do that. Or they’ll be alienated entirely. Because here’s what they don’t want: all the facts.
Here’s what they DO want: someone to tell them what to do.
None Of Your Clients Know Enough
None of your clients know enough about IT to intelligently and safely make a good decision on their own. That’s not an insult to them. It’s just reality. They’re running businesses. They’ve got payroll to make, customers to serve, employees to manage. They don’t have time to become cybersecurity experts, and they don’t want to.
So when an MSP walks in and presents a menu of options and starts explaining the technical differences between this solution and that solution, what’s really happening? The burden of the decision is getting pushed onto someone who doesn’t have the knowledge to make it.
And clients resent that, even if they don’t say so.
The Pool Company Postcard
I grabbed this postcard that came in the mail the other day. It’s from a pool company, and I won’t say the name because it’s irrelevant. It could be ANY pool company. That’s the point.
Here’s what the ad says: “We are a company specializing in pool construction and renovation. We also have skilled technicians for all your service and repair needs including pool openings, closings, weekly cleanings, maintenance. We have over 35 years experience in the swimming pool world. Please contact us for all your swimming pool needs.”
No offer. No testimonials. No website. No nothing.
This is what most advertising looks like: “We do stuff.”
That’s the whole message. We exist. We do things. Please call us.
And then this guy is back at his office wondering why direct mail doesn’t work. Or why Facebook ads don’t work. Or why SEO doesn’t work. And he’s thinking he needs to hire another web company.
The channel isn’t the problem. The message is the problem.
We Love Our Stuff Too Much
I had a conversation recently with somebody who wanted to hire me to create a new marketing campaign. We get on a call and he tells me he needs something completely new because none of the campaigns we provide will work for him.
Why? Because he’s figured out a way to secure cloud-based environments, particularly Microsoft 365, better than anybody else. And he needs a letter that talks about THAT.
I said, “Who’s the customer?”
“Small business owners.”
“Great. Use the Stupid and Irresponsible letter.”
“No, I can’t use that because I need something that talks about my specific thing…”
I fight this constantly. And I get it. It’s hard. We love our stuff. I love marketing. So I want to talk about marketing. I want to tell you all the gory details of what it takes to create the headlines and the campaigns.
But you don’t want that.
You just want me to tell you what to do.
That’s what your customers want too.
Stop Selling Stuff And Start Selling YOU
MSPs have got to get out of selling stuff. They’ve got to sell themselves.
Not products and services. Not features and benefits. Not even category superiority, even though that does help.
Sell trust.
When an MSP positions themselves as the trusted authority – the person who understands the client’s situation, knows the risks, and can confidently tell them what needs to happen – everything changes. No more competing on price. No more explaining why this stack is better than the other guy’s stack. The MSP becomes the expert clients trust to handle it.
And that’s what clients want. Someone they can trust to tell them what to do so they can get back to running their business.
Stop giving them options. Start giving them direction.
That’s how you become the authority they actually want to hire.
