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5 Ways to Demonstrate the Value of Your MSP

Posted December 28, 2016by Lily Teplow


Demonstrating the value of your MSP business to prospects is essential in driving growth and profitability. This often requires a combination of attention-grabbing, explaining why MSPs are important and telling your clients exactly what you do and how you do it differently from the competition. Here are five strategies that can help you meet all those metrics so clients have no doubt of your unique value.

1. Show Off Your Personality

You need to stand out from the crowd of other MSPs and IT outsourcing companies that may also be bidding on a particular offer, or that otherwise have your clients’ attention. To do this, you have to be honest and upfront about who you are, how you connect with people and your overall nature. Adding a sense of personality, both in your written copy and when you speak to your clients, is imperative. When all other factors are equal, your personality helps you stand out from the crowd. You definitely want to be likeable and relatable; don’t be so quick to hide that extra quirkiness that makes your MSP unique.

2. Sell the Big Picture

Focus on painting a picture of what benefits your clients will enjoy, instead of individual features. Of course, you’ll also want to provide prospects with specifics, but leading with the features simply checks off the boxes of things that they’ll receive. Instead, you need to clue them in on exactly how you’ll solve their problems. When you’re demonstrating your value to your clients, you need to sell them on the big picture. Be specific about what problems you’re going to solve for them and how you’ll address their pain points. For example, maybe they’ll have fewer IT tickets submitted by their staff, or their system processes might flow better. You need to communicate how you’ll customize your offerings to meet their needs.

3. Make (and Keep) Customer Promises

A well-crafted service level agreement (SLA) makes a specific promise to deliver the benefits you outlined for your service or product. You’ll want to list exactly how, where and when you plan to provide your service, including any applicable deadlines. This means you’ll talk about what your guarantee is and how it’s different from other managed service providers and IT outsourcing companies. Be sure to address the needs of each particular customer so every client feels wanted and unique, not like just another cog in the wheel.

4. Provide Prospects with Proof

You’ll also need to provide proof that you can actually deliver those promised benefits. This might include letters from previous and current clients, testimonials on your website, or offering the opportunity for prospects to speak directly with current clients to discuss their experience. Whichever you choose, you need to make certain that your potential client knows that you’ve successfully delivered value before and that you’re capable of doing the same for them.

5. Fine-tune Your Pitch

Finally, put plenty of focus into your first impression: your pitch. Lead with your unique selling proposition; this offers prospects an immediate glimpse of what sets you apart from other managed service providers. Without a pitch that sounds different from what everyone else is promising, you’ll never catch the attention of future prospects.


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Lily is a Content Marketing Manager at Continuum and is passionate about helping businesses solve their biggest challenges. She is responsible for managing Continuum’s MSPblog and writing on a variety of topics, from sales and marketing to cybersecurity, helping establish authority in the MSP market. Lily is also a seasoned content creator and has supported Continuum’s PR and media efforts. In her spare time, Lily enjoys singing, traveling the world, and cheering on her favorite Boston sports teams!

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