Stop Selling IT Services Like a Job—Create an Offer That Sells Itself
Most MSPs are selling a position, not a service.
Most MSPs sell “we’re an IT department”—a vague, catch-all service with unclear value.
They position themselves as a cost, not a business driver.
And that’s the problem.
They’re pitching outsourced IT instead of real solutions.
It makes them sound like job seekers, not strategic partners.
"Hey, I do IT. Need someone?"
Most business owners don’t.
Their IT works well enough.
Unless they’re frustrated, scaling fast, or switching providers, they’re not looking.
So how do you make them want to?
1. Build an Offer, Not a Job Application
If your messaging positions you as a function rather than a solution, you’ll forever be chasing clients instead of attracting them.
You need an offer—a compelling reason why businesses should work with you now.
Stop treating your business as a position to be filled.
Stop relegating yourself to employment by a business.
You need messaging that makes you integral to a company’s success—not just an IT seat on an org chart.
Instead of saying, 'We handle IT support,' position yourself as, 'We ensure your business runs without IT disruptions, maximizing efficiency and security.'
Start by defining a clear, compelling service that businesses actually want—not just another IT contract.
2. You’re Hiring Clients—Not the Other Way Around
Society has trained us to look for jobs. It’s ingrained in us to prove our worth, send out resumes (or cold emails), and hope someone picks us.
But when you’re an MSP, you are hiring your clients—not the other way around.
You get to decide:
Who you work with
How you work with them
What your service includes
What kind of businesses you want to serve
Instead of asking, "Do you need IT?" start saying, "I help businesses achieve [specific result] through [specific solution]."
Change your mindset—position yourself as a business owner hiring clients that align with your vision.
3. Not Every Client Is a Good Fit—And That’s Okay
Bad clients drain your energy, waste your time, and stunt your growth.
But here’s the thing: you don’t have to take every client that comes your way.
Great businesses carefully choose who they work with. So should you.
How to Filter Clients:
Do they have the budget for what you offer? (If not, they’re not your client.)
Do they value IT as an investment or just a cost? (You want strategic partners, not price-shoppers.)
Are they open to working with an expert, or do they just want a ‘tech guy’?
Start saying “no” to bad-fit clients and build a business on the right ones.
4. The Power of a Great Offer
A great offer makes your service irresistible by addressing a specific pain point, providing a clear outcome, and differentiating itself from generic IT solutions.
It answers three key questions:
Why do I need this right now?
What specific result will I get?
How is this different from what I already have?
Without a compelling, differentiated offer, you become just another IT provider lost in the noise.
Craft an offer that businesses can’t ignore—make it specific, time-sensitive, and outcome-driven.
Final Thought: Be an Initiative, Not a Function
You need to be more than IT support—you need to be an initiative, a strategy, a solution that businesses can’t ignore.
Instead of saying, “We manage IT,” start saying:
“We protect your business from cyber threats and ensure compliance.”
“We give law firms the fastest, most secure cloud environment available.”
“We help growing businesses scale their IT without hiring an internal team.”
Make yourself indispensable.
What would happen if your clients lost your service today?
Would they feel the impact immediately?
If not, it's time to rethink your value proposition.
Stop positioning yourself as another IT vendor.
Start crafting an offer that makes your business essential to your clients' success.
Let’s stop selling IT as just another expense—let’s build something businesses can’t afford to ignore.
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