Building Trust Beyond SLAs for MSPs

In every conversation I have with MSPs, the same truth emerges: The difference between growth and churn isn’t your tech stack. It’s your security operations. Think about it. Your clients don’t just trust you with their IT. They trust you with their entire business. Every invoice. Every customer record. Every transaction. All day to day business operations live inside the environment you help protect. That’s why cybersecurity can’t be an afterthought. Every missed alert, every delayed response, every “we’ll look into it” isn’t just a service gap - it’s a trust withdrawal. And once trust is gone, no renewal discount will buy it back. The MSPs thriving today are doing something different: Making security visible. Showing the threats they’ve stopped. Demonstrating the resilience they’ve built. That visibility builds trust. And trust builds retention. If you want to stay indispensable, stop selling “services.” Start delivering proactive protection. Because in today’s market, the MSP who owns security owns the relationship.

A client came to me this morning (not happy) and said that their MSP gave them a document to sign stating that the MSP is absolving themselves of all risk because she wouldn't approve the security operations solution they pitched... If your idea of “risk management” is having your client sign a document that says “you tried to sell them a tool or service, and they said no” … ->you're not managing risk. You’re managing your liability. And it shows. This is one of the fastest ways to create distrust, kill rapport, and get fired. It instantly turns the relationship adversarial. You’re no longer a partner or trusted advisor, and they see you as someone shifting blame just in case something goes wrong. That’s not leadership. That’s fear. Let me ask you something, How do you think it makes your client feel when you hand them a paper to sign that says, 'This one’s on you'?” You don’t need a signature to prove they own the risk. They already do. What they need is clarity, collaboration, and leadership. Here’s a better way: -Put the risk on a shared Risk Register. -Document the conversation in context, not as a threat, but as a roadmap. -Identify compensating controls you can implement. -Make the risk visible to decision-makers...NOT to blame, but to educate. -Revisit it periodically. Shrink it over time. That’s how you build trust. That’s how you protect the relationship. And that’s how you lead clients through risk & not around it. If you frame risk as a “you didn’t buy the thing, so you’re at fault” moment, you’re losing the negotiation before it even starts. But if you treat it like a shared challenge that you’ll solve together, you build a long-term partnership. One built on truth, not transactions. Stop asking for signatures. Start showing leadership. Your clients won’t forget it...and neither will your churn rate. #msp #ciso #riskmanagement #business

Here’s the uncomfortable truth: You can be trusted and still be replaceable. MSPs who stay stuck in reactive rhythms (even those with good client relationships) are being commoditized. Not because they’re not doing a good job, but because they’re not doing a strategic job. Clients don’t just need someone they can call when things go wrong. They need someone who shows them what’s possible when everything goes right. That means: Moving from “what happened” to “what’s next” in every QBR. Connecting tech to revenue, risk, and real business outcomes. Operating with a POV that shapes strategy, not just service. It’s not enough to be invited to the boardroom. You need to earn your place there by speaking the language of growth, not gear. The next wave of high-performing MSPs aren’t chasing “trusted advisor” status. They’re becoming growth architects, building unbreakable partnerships by driving impact that’s visible, valuable, and aligned. So the real question is: Are you building trust, or are you building outcomes? 👀

Tired of clients ignoring your recommendations? Here’s why it happens and how to fix it. It’s usually not because your advice is wrong. It’s because the relevance isn’t clear. You’re offering a great solution, But the client’s sitting there thinking: “What does this have to do with my goals?” And honestly? That’s a fair question. Because too often, MSPs lead with tools, not outcomes. With what the tech does, not what it changes. And without context, it just feels like another upsell. If they don’t see how it connects to the results they want They won’t prioritize it—no matter how right you are. This is where trust starts to erode. Not because of the solution itself, But because of how it’s framed. Here’s what I coach MSPs to do instead: → Map every recommendation to a business outcome → Ask what success looks like before you suggest tools → Show how your advice solves their problem → And always keep their language louder than your tech When you start there, everything gets easier. Conversations shift. Clients lean in. Buy-in happens naturally because they feel understood. You move from fixer to advisor. From vendor to partner. From “they don’t listen to anything we say” To “what do you recommend we do next?” That’s the shift. Being technically right isn’t enough anymore. If you want clients to listen, act, and trust you… You’ve got to connect the dots for them. Start with what they care about. Then work backwards to what they need. If this is something you or your team struggle with, Shoot me a DM. I help MSPs build systems, language, and processes to lead like partners—not vendors.

Long-term relationships are the lifeblood of any MSP business. But how do you build long-lasting ones? This is the secret ingredient: In a word, it’s integrity. This means owning mistakes when you make them (because we all do). Throughout my career, I’ve learned that it’s not about being flawless; it's about being honest and dedicated to continuous improvement. Here’s the best part: integrity isn't a one-way street — it's a dynamic exchange. To build those long-lasting relationships, you must also be relentlessly curious about your clients' experiences. - How are they reacting to the services you provide? - What could you enhance or streamline? That curiosity becomes a compass that guides you through the ever-changing tech landscape. Implementing this approach promotes trust, showing clients that their feedback is not only heard but actioned upon… And it has the potential to transform client relationships into partnerships, where growth and progress are collective goals. So, my advice to MSPs is this: Be relentlessly curious and continue building long-lasting relationships.

🚀 MSPs: Ready to Elevate Your Client Relationships? It's Time for a Strong vCISO Program! The demand for strategic cybersecurity guidance has never been higher. For MSPs, a well-structured vCISO (Virtual Chief Information Security Officer) offering isn't just a service; it's a game-changer for client value and recurring revenue. 💡 Here's how to build a strong, effective, and value-bringing vCISO program: 📊 1. Start with Assessment & Business Alignment: Don't just audit tech. Understand your client's business goals, critical assets, and risk tolerance. A vCISO aligns security strategy with overall business objectives, making security an enabler, not a roadblock. 📦 2. Tiered Service Offerings: Not every client needs a full-blown CISO. Offer tiered packages (Basic, Intermediate, Advanced) based on their size, industry, compliance needs, and security maturity. This makes vCISO services accessible and scalable. 🛣️ 3. Focus on Proactive Roadmap & Reporting: Move beyond reactive firefighting. Your vCISO program should deliver a clear, actionable security roadmap. Regular, business-focused reports showcasing progress, risk reduction, and ROI are crucial for demonstrating value to leadership. 🛠️ 4. Leverage Automation & Frameworks: Tools and platforms can automate assessments, compliance tracking, and reporting, boosting efficiency. Utilize established frameworks like NIST, ISO, and CIS to benchmark posture and guide improvements. 🧑💻 5. Build Your Team's Expertise (or Partner): Whether you're upskilling existing staff or partnering with dedicated cybersecurity specialists, ensure your vCISO team possesses both technical depth and strong business acumen. Communication skills are key! 🔄 6. Continuous Engagement & Education: Security is an ongoing journey. Regular check-ins, security awareness training, and fostering a culture of security within your client's organization are vital for long-term success. 🛡️ A strong vCISO program positions you as a trusted strategic advisor, driving deeper client relationships and providing essential protection in today's threat landscape. What are your biggest wins or struggles in building out vCISO services? Share your thoughts below, or if you prefer to discuss privately, feel free to DM me! 👇 #MSPs #vCISO #Cybersecurity #ManagedServices #ITSecurity #SecurityStrategy #BusinessValue #CyberRisk #ClientSuccess

Too many MSPs push solutions instead of listening—don’t make that mistake. As I continue my mission to interview 100 MSPs, I had the opportunity to talk with Kevin Barros while we were at Growcon 2024. And there were two major takeaways, but first, let me share why you should listen to him. Kevin started his MSP in 2017. Now, just eight years later, he has 45 team members... What's even crazier, they jumped from 12 to 45 (organically) since 2020. So if you're struggling to grow, I'd listen to Kevin. Now for my two takeaways! 1. Listen to Your Clients – Don’t Assume You Know What They Want Kevin shared that one of the biggest reasons for his success is simple: he listens. Too many businesses push solutions instead of asking questions. But Kevin flips that around—he lets his clients tell him their real struggles and then finds ways to solve them. Even if it's not something his MSP can directly solve, he still listens and will find someone who can help. That’s how you build trust, and trust leads to growth. 2. Your Mindset Sets Your Ceiling Kevin was running his MSP when he looked around and saw competitors with 100, even 300 employees. That forced him to ask: Why not us? So instead of saying it could never be him, he and his team embraced the challenge and decided they could do it too. The result? Growing from 12 to 45 employees in four years. The Challenge for You: 1️⃣ Are you truly listening to your clients, or are you assuming what they need? 2️⃣ Are you limiting your own growth because of your mindset? #MSPGrowth #MSPMindset #MSP

💡 MSPs: It’s Time to Lead with Strategic Value, Not Just Service Delivery In 2025, the most successful Managed Service Providers aren’t just solving IT problems—they’re co-creating business outcomes with their clients. The latest CRN CEO Outlook highlights a powerful shift: MSPs are evolving into strategic platform partners, bridging the gap between business and technology1. This means going beyond uptime and ticket resolution to deliver insights, innovation, and impact. As I advise MSPs across the country, one truth keeps surfacing: “The future of managed services isn’t in what you fix—it’s in what you help your clients build.” Clients want more than support—they want a partner who understands their goals, anticipates their needs, and helps them grow. That requires: Deep alignment with client strategy Seamless integration of cloud, AI, and security A relentless focus on customer experience This is where MSPs can truly differentiate: by becoming trusted advisors, not just technical vendors. Let’s stop asking, “How fast can we resolve this issue?” And start asking, “How can we help you win?” #MSP #CustomerExperience #StrategicPartnership #DigitalTransformation #Leadership #TechConsulting #CRN #MSP2025

If your IT metrics don’t measure trust, they don’t matter Metrics that matter aren’t just numbers. They’re moments of trust. Most dashboards stop at SLA charts and ticket counts. They show motion, not trust. And leaders wonder why IT still feels like overhead. 5 ways to measure the moments that build trust: 1. First-contact resolution that sticks ↳ Not “closed fast,” but “stayed fixed.” 2. Seamless handoffs ↳ Did the issue bounce teams or flow once to the right place? 3. Plain-language updates ↳ Did IT explain the impact in business terms, not tech jargon? 4. Outcome alignment ↳ Did the fix restore the hours or dollars the business cares about? 5. Effort score ↳ How easy was it for the user to get help? (Time + frustration avoided). The Grove Method mindset: Trust is built in moments. Track them, show them, and your metrics become proof of value. The shift: Tickets closed = activity. Moments of trust = outcomes. Which of these trust moments would make the biggest impact on your IT scorecard? ♻️ Repost if your metrics are still stuck on SLAs. 🔔 Follow Bob Roark for Grove Method insights on turning IT from noise to value. #ITSM #GroveITSM #ITLeadership #MSP #CX