How to reposition your MSP from “IT Maintenance Team”to “Business Partner”

3 minute read

May 5, 2025

ScalePad

Too many MSPs are treated like the “IT team” who just fix stuff. Learn how one powerful talk can help clients see you as the strategic partner they actually need.

Step 1: Set the stage, acknowledge the past, introduce the transition

Objective: Acknowledge your client’s view of your MSP and introduce the need for a more strategic approach.

Talking Points:

“In the past, you’ve known us as the team that ensures your systems stay up and running.”
“There’s a lot of opportunity here to use tech to actually grow your business, not just fix stuff when it breaks.”
“We just helped a client meet a budget goal by reviewing their software licenses and scrapping the ones they don’t use anymore.”

Step 2: Shift the focus to business outcomes, not IT tasks

Objective: Shift the conversation from tech issues to business goals and overall value. Show how technology helps achieve these goals with a structured, step-by-step process.

Talking Points:

“Instead of just replacing old devices and reacting to issues as they come up, let’s build a long-term plan.”
“We can take a look at your budget and priorities, then put together a roadmap that makes sense for your business.”

Step 3: Introduce strategic IT planning as a standard practice

Objective: Establish regular strategic check-ins (e.g. QBRs, TBRs, the name doesn’t really matter) as part of your standard service.

Talking Points:

“Let’s set up a regular checkin, so we can stay up to date on the business — not just IT issues.”
“Many of our clients find this approach makes the business more efficient and cuts down on unexpected costs.”

Step 4: Address any client concerns head-on

Objective: Handle objections and skepticism with real-world examples and evidence.

Common Objections & Responses

Objection	Response
“We just want you to fix things when they break.”	“I get it. But waiting for things to break costs more in downtime, security, and trust. We focus on preventing issues before they hit.”
“We don’t have the budget for extra IT strategy.”	“Reactive fixes cost way more than preventative planning. We can help you get the most from your IT budget.”
“We already have an internal IT person, why do we need you?”	“We’re here to support your IT team, bringing strategic help and expertise to focus on bigger goals.”
“Why do I need to meet with you regularly?”	“Think of it like budgeting for IT. Regular checkins help avoid risks and make sure you’re investing in the right areas.”
“I don’t want to be upsold on things I don’t need.	“We’re focused on aligning IT with your goals, not pushing unnecessary upgrades. It’s all about smart investments.

Step 5: Secure buy-in and set the next steps

Objective: Close the conversation with a clear commitment to the new strategic approach.

Talking Points:

“Let’s set up a quick meeting to see how tech can support your goals for the next 6-12 months.”
“We’ll figure out where your tech stands today and find areas we can improve on.”
“From there, we’ll outline a simple IT roadmap that makes sure your tech won’t hold you back.”

Step 6: Ask the right questions

Objective: Ask questions about your client’s business to identify their current challenges, goals, objectives, and budget. These questions should open the door to deeper conversations — not yes/no answers or jargonheavy traps. NOTE: Once you ask the question, go into listening mode.

Talking Points:

“What is your top business concern right now?”
“What are the big wins you’re aiming for this year?”
“What’s one thing you’d love to improve in your day-to-day?”
“Do you have any recurring issues you wish would just go away?”

Conclusion

There you have it — a simple 6-step guide to repositioning your MSP in just one conversation. Follow this approach to change how clients perceive your role in their business.

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