Do you know what your clients actually care about when it comes to outsourcing IT?
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At a recent event, we shared eye-opening insights from a nationwide survey of 472 business owners who use managed IT services. We asked a simple but powerful question:
“When choosing an IT company, what matters most to you — and why?” And the answers? They weren’t what most IT companies expect.
The #1 Thing Clients Want Isn’t Cybersecurity. It’s This:
Over 90% of respondents said the most important thing when choosing an IT provider is response time.
That’s right. Not certifications. Not the latest SOC tools. Not even cybersecurity.
The market has spoken: clients care most about getting help fast when something breaks. And they’re not just saying it…they’re making decisions based on it.
Takeaway: Are You Marketing What Matters?
If you looked at your own marketing — your website, your emails, your sales decks — would someone immediately understand that you’re responsive?
If not, you’re missing a massive opportunity. Here’s why:
- Responsiveness is what prospects care about most.
- Promoting it gives you an edge over MSPs pushing technical jargon.
- Delivering it builds long-term loyalty.
What Else Do Clients Value?
After responsiveness, here’s what else ranked high:
- Knowledge of the software they use to run their business (Vertical expertise matters!)
- Being a local provider
- Cybersecurity certifications and capabilities (important — but not the first concern)
Let that sink in: cybersecurity ranked 4th.
That doesn’t mean you don’t provide it. You absolutely should. But you sell them what they want, and you give them what they need.
What Frustrates Clients Most?
We also asked, “What do you find most frustrating about IT providers?”
Top answers:
- Slow response times
- Recurring unresolved issues
- High cost of IT support
Again, responsiveness tops the list — but what’s interesting is that even satisfied clients had opinions. Many respondents even answered, “I have no frustrations — I love my IT company.” That’s a testament to how sticky a good provider can be. But it also shows how valuable this kind of customer feedback can be.
So How Do You Get This Data From Your Clients?
Use what we call a Total Value Audit.
This is a structured conversation or survey where you ask clients to rate the value of different services you provide. Example: “On a scale of 1–10, how important is our QBR process to you?”
It does two things:
- Reminds clients of all the value you deliver — especially the stuff they forget or take for granted.
- Tells you exactly what they care about most, so you can lean into it in your marketing, service delivery and renewals.
Want to go deeper? Do it in a QBR, or send the audit digitally ahead of time. Ask open-ended follow-ups like:
- “You rated this a 3 — why?”
- “What could we do to make this a 10?”
- “Are there services we’re not offering that you wish we did?”
Bottom Line: Great Marketing Starts With Listening
This isn’t just a feel-good exercise. It’s a business growth strategy.
When you know what clients value, you can:
- Market more effectively
- Sell with confidence
- Deliver services that lead to renewals and referrals
It’s easier to grow when your clients are telling you what they want — and even easier when your competitors aren’t listening.
