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Summary

In this conversation, Craig Willard discusses the critical importance of identity for Managed Service Providers (MSPs). He emphasizes that many MSPs lack a clear identity, which leads to confusion in pricing, service offerings, and client relationships. Willard provides tactical steps for MSPs to define their identity, including understanding what they want to be known for, what they refuse to compromise, and who they are not for. He highlights the alignment of identity with operations as a key to achieving business clarity and growth. The conversation concludes with a challenge for MSP leaders to articulate their identity and the standards they uphold.

Takeaways

• Most MSPs struggle with their identity.
• A strong identity leads to better alignment and clarity.
• Pricing issues often stem from a lack of identity.
• Defining what you refuse to compromise is crucial.
• Understanding who you are not for helps in client selection.
• Identity should guide every business decision.
• Alignment between identity and operations simplifies processes.
• Leaders must have conviction in their identity.
• Your team reflects your clarity and confidence.
• Identity is the competitive advantage in the MSP market.

Chapters

00:00 Intro

00:31 The Internal Layer: Leadership Identity

01:06 The Root Problem: “The Chameleon MSP”

01:58 The Power of Identity

02:42 Why Identity Comes Before Pricing

03:32 How to Define Your Identity (Expanded)

05:42 Alignment: The Multiplier Effect

06:54 Closing — Challenge & Takeaway

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Summary

In this conversation, Craig Willard discusses the misconceptions surrounding client loyalty in Managed Service Providers (MSPs). He emphasizes that true loyalty is not derived from long-term contracts but from genuine relationships built on trust, communication, and responsiveness. Willard critiques the traditional approach of quarterly business reviews, advocating for more frequent and proactive communication to foster real connections with clients. He concludes with strategies for earning loyalty through consistent engagement and treating clients with respect, even when they choose to leave.Takeaways

• If the only reason your client stays is because of a contract, that's not loyalty, that's captivity.
• Real business value doesn't come from locking people in.
• You can't measure trust by term length; you measure by freedom of choice.
• We don't do long-term contracts; we just ask for a 90-day intent to cancel.
• Real loyalty comes from responsiveness, not routine.
• Happy clients don't feel forced to stay; they stay because they want to.
• Real loyalty isn't about contracts; it's about connections.
• Communication should be constant, not quarterly.
• Loyalty lives in how your clients feel about you, not what your ticket metrics say.
• The way you handle a departure says more about your culture than your self-pitch.

Chapters

00:00 Intro

00:29 The False Sense of Security

02:01 The Pulse Philosophy

03:19 THE QBR Myth

04:20 The Vendor Mirror

04:54 Don't Be That MSP

05:40 The Reality of Loyalty

06:07 Practical Takeaways

06:38 Closing

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Summary

In this conversation, Craig Willard discusses the challenges and implications of bundling Microsoft 365 with managed services. He argues that while bundling may seem convenient, it can lead to complications with pricing, renewals, and profit margins. Willard advocates for separating licensing from service rates to maintain financial health and transparency with clients. He outlines a structured approach for MSPs to manage Microsoft 365 licenses effectively while ensuring clear communication and stable pricing for clients.

Takeaways

• Bundling Microsoft 365 can create pricing and renewal issues.
• Separating licensing from service rates improves financial clarity.
• Maintaining a standard Microsoft configuration is crucial for control.
• Charging a management fee for Microsoft services is essential.
• Clients appreciate transparency in billing and services.
• Separation leads to smoother onboarding and contract management.
• Your margins should ideally be around 70% or better.
• Bundling can inflate service rates and complicate contracts.
• Clear communication with clients about pricing changes is vital.
• Separating software costs helps maintain profitability.

Chapters

00:00 Intro

00:46 Why Bulding Feels Easy .... Until It Isn't

02:32 How We Do It - Standards, Separation, and Control

02:39 Implementing a Standard Microsoft Configuration

03:06 What Happens When You Separate It

03:35 What Happens When you Separate M365 From Your Services

04:23 Transitioning Current Clients

04:40 How To Explain This To Your Clients

05:17 Handling Pushback

06:08 Transitioning Current Clients

06:50 Real World Wins

06:59 Conclusion: The Path to Profitability

07:21 Closing

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In this conversation, I emphasize the importance of avoiding technical jargon in MSP proposals and instead focusing on client experience and outcomes. I discuss how getting into the weeds can undermine trust and lead to clients viewing MSPs as mere vendors rather than strategic partners. By framing services in a way that highlights the benefits to clients, MSPs can create more effective proposals that close deals more efficiently.

Takeaways

• Your proposals should not look like technical manuals.
• Separate sales calls from proposals; they serve different purposes.
• Proposals should confirm what has already been discussed.
• Frame your services through the lens of client experience.
• Avoid listing tools and technical details in proposals.
• Clients care about outcomes, not technical specifications.
• Use storytelling to convey the value of your services.
• Stop training clients to nickel and dime you.
• Build trust by focusing on outcomes rather than tools.
• Keep proposals clean, high-level, and outcome-driven.

Chapters

00:00 Intro

00:49 Sales vs. Proposal – Making the Distinction

01:43 How to Talk About Tools

03:41 Why Getting in the Weeds Hurts You

04:04 Focusing on Outcomes Over Technicalities

04:34 CPA Analogy

04:50 Doctor Analogy

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Summary

In this conversation, Craig Willard discusses the detrimental effects of saying yes too often in the Managed Service Provider (MSP) industry. He emphasizes that while saying yes may seem like good customer service, it often leads to hidden costs that affect margins, team morale, and overall business health. Craig advocates for a strategic approach to decision-making, encouraging MSP owners to set clear boundaries and understand when to say no to protect their business and serve their clients better.

Takeaways

-Every time you say yes to something outside of your standards, you're also saying no.-Saying yes feels like great customer service but can lead to hidden costs.

-Customizing stacks for clients can crush MSP margins.

-Scope creep can lead to significant financial losses.

-Saying yes out of fear means losing control of your business.

-Clients respect you more when you confidently say no.

-Strategic yeses can open doors for growth.

-Your job is to be the most reliable and secure partner.

-Mastering the art of saying no leads to better opportunities.

-You deserve to protect your team's sanity and your profitability.

Chapters

00:00 Intro

00:41 The Illusion of Great Customer Service

01:22 Where MSPs Bleed Margin

01:27 Customizing Stacks

01:45 Discounting

02:03 Scope Creep

02:57 Understanding the Fear Behind Yes

03:21 When to Say YES vs. When to Say NO

03:51 How to Say NO Without Losing Respect

04:32 Closing

👉 If you got value from this episode, don’t forget to like, follow, and share with another MSP owner who needs to hear it.

For coaching and resources, visit https://craigwillard.com

Get my book THE HIGH PERFORMANCE MSP https://a.co/d/iy2Pb3Q

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Most MSPs build their services the wrong way...chasing tools, customizing packages for every client, and believing vendor hype. The result? Chaos, weak margins, and constant firefighting.

In this episode of MSP After Hours, I break down the 7 Laws of Building MSP Services:

• Identity shapes everything
• Strategy, not tailoring

• Non-negotiables protect you and them

• Stop guessing—build on certainties
• Stay engaged, stay ahead
• Standards are non-negotiable
• Vendors don’t define your success

This is the roadmap to building services that scale, protect your clients, and keep your MSP profitable.

👉 If you got value from this episode, don’t forget to like, follow, and share with another MSP owner who needs to hear it.

For coaching and resources, visit https://craigwillard.com

Get my book THE HIGH PERFORMANCE MSP https://a.co/d/iy2Pb3Q

Get by book PROFIT BY TIME https://a.co/d/ihftXpy

Bad clients aren’t just a headache—they’re a business killer. In this episode of MSP After Hours, I break down why so many MSPs end up with clients who nickel-and-dime, blow up the helpdesk, and drain profit… and how to stop it.

Most MSPs think bad clients are just part of the business. But here’s the truth: they don’t just show up—you attract them. And the biggest reasons are underpricing and failing to filter prospects through your sales and proposal process.

Inside this episode you’ll learn:

✅ Why the “cheap” pricing trap fills your roster with the wrong clients

✅ How to use your sales and proposal process as a filter, not just a pitch

✅ Why line-item pricing destroys your margins (and what to do instead)

✅ The real cost of bad clients—on money, morale, and culture

✅ A simple framework to filter out bad fits and protect your businessBad clients don’t just happen—they’re chosen. And the good news? You can choose differently.

👉 If this episode hits home, make sure to like, subscribe, share it with another MSP owner, and drop a comment below. I’d love to hear your take: How do you filter out bad clients?🎯

Looking for 1:1 guidance? I coach MSP owners on pricing, packaging, sales, and leadership. Learn more at www.craigwillard.com.

00:00 Intro

00:18 Identifying bad clients

01:15 The Truth

01:35 Segment 1: The Pricing Trap

02:16 Segment 2: The Sales & Proposal Process Problem

03:47 Segment 3: The Cost of Bad Clients

04:27 Segment 4: How to Filter Clients

05:07 Closing

Get my book THE HIGH PERFORMANCE MSP https://a.co/d/iy2Pb3Q

Get by book PROFIT BY TIME https://a.co/d/ihftXpy

Most MSP owners think their biggest problem is tech. It’s not your stack, your tools, or even your technicians.The real bottleneck? It’s you — the owner.In this episode of MSP After Hours, Craig Willard shares lessons from his new book The High Performance MSP and reveals how upgrading your mindset is the key to building a thriving, profitable, and sustainable MSP.

Inside, you’ll learn:

✅ Why most MSPs stall (and how to break the cycle)

✅ The simple mindset shift that lets you charge what you’re worth

✅ How to reframe “failure” so you never actually fail

✅ Practical tools (ABCDE method, affirmations, focus exercises) to reset your thinking

✅ Why obstacles are opportunities — and how to use them to grow your MSP

👉 Don’t forget to subscribe to MSP After Hours for more deep dives into mindset, pricing, packaging, and scaling strategies for MSPs.

Get my book THE HIGH PERFORMANCE MSP https://a.co/d/iy2Pb3Q

Get by book PROFIT BY TIME https://a.co/d/ihftXpy

Most MSPs think their biggest problem is sales, tools, or talent shortages. But the truth? Your pricing is holding you back.In this episode of MSP After Hours, I break down why most MSP pricing models fail — and what you can do about it.

💡 Here’s what you’ll learn:

• The #1 mistake MSPs make when it comes to pricing.
• Why delivery costs (not overhead) should drive your strategy.
• The real reason your pricing sucks — and how to fix it.
• How we went from $39.99/workstation pricing to building a profitable, scalable model.
• A simple 3-step framework to design profit into your MSP.
• If every dollar you spend to deliver services isn’t coming back with buddies… you’re not building a business. You’re running on a hamster wheel.

👉 Watch this video to learn how to break the cycle and design pricing that actually scales.

🔗 Connect with me

🌐 Website: craigwillard.com

📘 LinkedIn: https://www.linkedin.com/in/craig-willard-mba-phd-abd-b3034819/

🎙️ Podcast: MSP After Hours (Spotify/Apple/YouTube)

As an MSP owner, I've started to hear more about cyber warranties. Honestly, at first thought, I went straight for "Gimmick" and blew it off. After having this conversation, I now understand how and where cyber warranties fit in.. Listen in as Nick and I discuss!

MSPs are struggling to sell Cybersecurity and I wanted to know why. So, I created a poll in a Facebook group seeking answers. While I didn't find the answers surprising, I did feel that the "reasons" MSP's are not selling cybersecurity are pretty easy to overcome, they just need to know how. In this video, that's exactly what I do.

Find this on Youtube

MSP staff-centric conversation did not go as I thought it would. You really need to listen to Eric talk from a perspective he doesn’t often talk from. This is a very good deep dive! Enjoy! Topics: MSP employees and the level of RISK they represent along with the potential consequences of the access they have Do you have the right staff? How can MSP business owners and leaders communicate to their staff about risks they should be on the lookout for? How can educating your staff turn into material for your clients? Human motivation and how it affects education Allow your staff to work from their strengths When you have staff, you need to make sure you have … THIS.. What do you do when you have a staff member who performs their job well but will not ever go above and beyond? The size of the business will change the dynamics of the person needed for a particular position At what point do you need to debate your hiring process? Sales and hiring have a lot more in common than you think Hire Fast - Fire Faster Know how to interview more consistently The profound turning point in this conversation! Start Well, Finish Well!

Cyber liability insurance has created a really neat place for MSPs. In this episode, I discuss how to teach your clients about cyber insurance, what to look for, what to avoid, and how the MSP can generate more revenue through the utilization of cyber insurance. 

Bonus material.. if you have never presented on Cyber Insurance, please feel free to utilize my template to get started..

If you have never met Justin, he just does things his way… and he’s hilarious!  From Puppeteering to how he F*’d up three (3) different acquisitions, there is so much to be entertained with.  It was a great time having Justin come on!

Find this podcast on Apple, iHeart Radio, Spotify and Google Podcast

Burak joins me to discuss some hot topics surrounding the MSP industry.

1. Should you lead with IT support or Security in your prospecting conversations
2. How to arm yourself to decrease objections in the sales process
3. The truth about those 300+ per-user rates
4. What about site fees?
5. How to handle new projects for new clients
6. How to handle pricing adjustments (newly covered devices, users, and more) with your clients
7. How to include support in your managed pricing if you don't currently
8. How to handle billing changes
9. Why have a pricing strategy?

Pre-sales cybersecurity risk assessments have been a hot topic lately. I'd like to share our experience of performing these assessments over the past 5 years and where we landed on this topic.

Find this podcast on Apple, iHeart Radio, Spotify and Google Podcast

Daniel Whitehouse, Esq., an MSP/Technology Attorney with Whitehouse-Cooper.com breaks down MSPs driving client policies, Agreements, Cyber Insurance applications, and even mergers and acquisitions. A must listen for IT Managed Service Providers

In this episode, I discuss IAM, PAM, MFA and more with Nick Wolf.

In this episode, I speak with Art Gross discussing Fear-Based selling, Experience-based selling and Cyber Insurance...

Send in a voice message if you have a topic you would like covered, feedback on the show or anything else for that matter!!

https://podcasters.spotify.com/pod/show/msp-afterhours/message

In this episode, I chat with Nathan Kaminsky who owns and operates IT-THIS Consulting. He talks about moving from Break/Fix over to MSP, how he prices his services and more..