Why Selling Strategy as a "Feature" Is a Losing Game for MSPs
Real strategy isn’t sold. It’s lived.
The Myth of "Selling Strategy"
If you’ve attended an MSP conference lately, you’ve probably heard the same message over and over: “The future of MSPs is strategy.”
The pitch sounds great — position yourself as a strategic partner instead of just a service provider, and you’ll attract higher-value clients and long-term contracts.
It’s a tempting promise. But there’s a flaw.
Most clients aren’t asking for strategy.
They’re asking for someone they trust to keep their business running, solve problems before they happen, and help them make smart technology decisions.
The good news?
You can become that trusted partner — but not by selling strategy as your differentiator.
Let’s break down why selling strategy doesn’t work — and what to do instead.
Why Clients Don’t Buy Strategy
1. Clients Buy Trust, Reliability, and Outcomes—Not Strategy
For small business owners, IT is about one thing: keeping their business running smoothly.
They want reliable systems, strong security, and a provider who understands their operations.
When you pitch strategy as a feature, you create an education sale—where you have to explain:
What IT strategy even means
Why they should pay extra for it
How it will improve their business in ways they can see and feel
That’s a tough hill to climb—especially when they’re comparing you to MSPs who offer cheaper, more tangible services.
2. It Turns Strategy into a Commodity Instead of a Differentiator
MSPs who try to “sell” strategy usually do it in one of two ways:
The vCIO Model — Quarterly reviews, roadmaps, and meetings as an add-on service.
The Strategic Add-On — One-off consulting projects, IT planning sessions, or digital transformation services.
Both approaches share a fatal flaw: they position strategy as optional.
And when something is optional in the prospects mind, clients start price-shopping.
They’ll ask:
"Why is this extra?"
"Can I just get the basic IT services without this?"
"Isn't this what I’m already paying for?"
The moment strategy becomes a “thing” you sell, you’ve lost the opportunity to position yourself as a trusted, indispensable partner.
The Right Approach: Build Strategy into Your DNA
1. Structure Your Services Around Strategic Outcomes
The best MSPs don’t sell strategy as their differentiator—they demonstrate strategic value every day.
Don’t position strategy as your selling point—every MSP says they’re strategic. What actually matters is how strategy shows up in daily interactions.
Don’t hang your hat on “technology roadmaps” or “quarterly strategy sessions.” Those are table stakes, not differentiators.
Don’t try to lead with “vCIO leadership” as your value proposition. Advisory conversations should feel like a natural part of your service, not an extra.
When clients experience strategic thinking baked into every conversation, recommendation, and decision, they don’t need to be “sold” on your leadership.
That’s just how you work.
2. Be a Strategic MSP—Don’t Sell Strategy
If you have to sell strategy, it’s not part of your DNA.
The best MSPs weave strategy into everything they do:
Every IT conversation ties back to business goals.
Recommendations are framed around long-term outcomes.
Clients are proactively guided toward better decisions—without waiting for them to ask.
When strategic thinking is this seamless, clients don’t ask, “Do I need strategy?”—they already see the value.
3. Positioning Strategy as a Long-Term Commitment
Clients who value strategic IT aren’t looking for a vCIO service.
They want:
A clear vision of how IT supports their future
A partner who identifies risks and blind spots before they happen
IT that grows with their business, not just fixes today’s problems
Live strategy—don’t sell it.
The most effective way to show the value of strategy isn’t a sales pitch.
It’s how you show up, deliver value, and guide clients—day in and day out.
Conclusion: The Strategic MSP Wins by Default
Here’s the bottom line:
❌ Selling strategy as a feature is a losing game.
✅ Clients don’t buy strategy—they buy outcomes.
✅ Strategy isn’t a product—it’s how great MSPs operate.
✅ The future of MSPs isn’t in selling strategy—it’s becoming strategic.
The best MSPs never have to convince clients of strategy’s value.
They make strategy so integral to their service that clients wouldn’t dream of working with anyone else.
So, the next time someone says, “You need to sell strategy,” remember:
Real strategy isn’t sold. It’s lived.
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