Burger, Fries, and a Drink: What MSPs Should Actually Sell
When everything is offered, nothing is clear.
Most MSPs sell their services like a buffet.
Long lists.
Endless options.
Everything included.
It sounds generous.
But nobody actually wants a buffet from their IT provider.
The Buffet Problem
Buffets look impressive.
They feel abundant.
Choice.
Coverage.
But buffets are hard to navigate.
You don’t know where to start.
You don’t know what matters.
You don’t know what you’re really getting.
This is why most MSP service catalogs look like this:
Monitoring
Security
Backups
Support
Projects
Strategy
A long list of capabilities that blur together.
When everything is offered, nothing is clear.
Clients don’t see a solution.
They see options.
And options create hesitation.
What People Actually Want Is a Meal
Most tech stacks don’t get complicated on purpose.
They just grow.
The offers that convert the best are simple.
They feel like a meal.
Because when it comes to technology, people don’t want everything on the plate.
They want a burger, fries, and a drink.
Simple.
Satisfying.
Why Meals Work
A great burger, fries, and a drink is simple.
Not because it lacks thought —
because it’s been thought through completely.
You don’t order it for variety.
You order it because it works.
Every time.
You know what you’re getting.
You know what it costs.
You know how it feels.
That’s why simple products win in technology too.
Dropbox didn’t try to be a file management suite.
It just made files show up everywhere.
Basecamp didn’t try to be an enterprise platform.
It just made project communication clear.
They didn’t sell options.
They sold outcomes.
Meals work the same way.
They remove decision fatigue.
They remove confusion.
They remove uncertainty before it starts.
They create clarity for the buyer.
They create calm for the seller.
What This Means for MSPs
MSPs were never meant to sell everything.
They were meant to sell a complete outcome.
Something clear.
Something contained.
Something repeatable.
A defined meal.
Not an endless menu.
Because when you sell a meal:
Clients know what they’re getting.
You know what you’re delivering.
And the work becomes calm.
Why This Feels Uncomfortable
Buffets feel safer to the seller.
If you offer everything, you can’t lose a deal.
If you say yes to everything, you can’t disappoint anyone.
But that safety is an illusion.
It creates complexity.
It creates stress.
It creates burnout.
Meals feel safer to the buyer.
Clear choice.
Clear value.
Clear expectations.
And clarity is what small businesses actually want.
A Simpler Way to Think About It
Stop trying to sell everything you can do.
Start selling the one thing clients actually need.
A complete, well-designed meal.
Burger.
Fries.
Drink.
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