EP8 The Myth of the Loyal Client (And What To Do About It)

EP9 The Identity Crisis of Most MSPs (and what to do about it)

Get my book THE HIGH PERFORMANCE MSP https://a.co/d/iy2Pb3Q Get by book PROFIT BY TIME https://a.co/d/ihftXpy 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

EP8 The Myth of the Loyal Client (And What To Do About It)

Get my book THE HIGH PERFORMANCE MSP https://a.co/d/iy2Pb3Q Get by book PROFIT BY TIME https://a.co/d/ihftXpy 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

EP7 Stop Including Microsoft 365 in your stack

Get my book THE HIGH PERFORMANCE MSP https://a.co/d/iy2Pb3Q Get by book PROFIT BY TIME https://a.co/d/ihftXpy 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

EP6 Mastering MSP Proposals: Avoiding the Weeds, The Art of Framing Services for Clients

Get my book THE HIGH PERFORMANCE MSP https://a.co/d/iy2Pb3Q Get by book PROFIT BY TIME https://a.co/d/ihftXpy 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

EP5 The Cost of Saying YES in Your MSP!

Get my book THE HIGH PERFORMANCE MSP https://a.co/d/iy2Pb3Q Get by book PROFIT BY TIME https://a.co/d/ihftXpy 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