Growth is a goal for nearly every Managed Service Provider, but growth does not always mean saying yes to every opportunity.
For MSP owners, the pressure to increase revenue can make it tempting to take on any client who comes through the door. But a client who is not a good fit can create problems that extend far beyond a difficult engagement. The wrong relationship can consume team resources, create operational challenges, and take attention away from the clients the MSP is best equipped to serve.
In a recent episode of The Tech Stack, host Denny Basham spoke with Mike Treiser, CEO of TeamLogic IT of West Denver, about leadership, empathy, marketing, client relationships, and the challenges of growing a service-based business.
Treiser brings a different perspective to the IT industry. Rather than coming from a traditional technical background, his experience in management consulting, business strategy and marketing has shaped the way he approaches MSP leadership and client relationships.
The value of a non-technical perspective
One of the more interesting aspects of Treiser’s approach to running an MSP is that he did not begin his career as an IT professional.
Coming into the MSP industry without a traditional technical background initially presented a challenge. But Treiser came to see his business and strategy experience as an advantage.
“I’ve come to feel [it] is a little bit of a superpower.”
Rather than focusing primarily on the technical details, Treiser can approach problems from a broader business perspective. His focus is on understanding how businesses operate, what challenges they face, and what they need to accomplish.
That perspective also influences how he approaches conversations with clients. Instead of immediately recommending a hardware or software solution, the first step is listening and understanding the underlying business problem.
For an MSP, that can help shift the relationship from simply providing technology to becoming a partner that understands the business behind the technology.
The Platinum Rule: put people first
Treiser and his partner built TeamLogic IT of West Denver around a principle known as the Platinum Rule: treat people the way they want to be treated. The idea puts empathy at the center of interactions with both employees and clients. For Treiser, that starts internally.
Take care of the team
Leadership is not only about managing the business. It also means taking care of the people responsible for serving clients. Treiser believes that when leaders take care of their employees, that care can carry through to the customer experience.
“If I take care of my team, they’re going to take care of our clients.”
That creates a connection between employee experience and client experience. When employees feel supported and valued, they are better positioned to provide the level of service clients expect.
Lead with empathy
Empathy is especially important in an industry where clients may depend heavily on their technology provider. An MSP is not simply managing computers, networks or security tools. It is supporting a business’s ability to operate.
Taking the time to understand a client’s perspective can help an MSP respond to the actual business need rather than immediately focusing on a technical solution.
Marketing is about understanding people
With his background in marketing, Treiser also views marketing as something much broader than advertising. For an MSP, the marketing experience starts long before a prospect becomes a client. It continues through sales, onboarding, service delivery and ongoing communication.
That means the experience an MSP provides needs to align with the story the company tells about itself. Three elements are especially important:
- Listen first. Understanding what a prospect or client needs should come before recommending a solution.
- Tell a true story. An MSP’s brand should reflect the company’s actual values and the experience it provides.
- Fulfill the promise. The service delivered needs to match the expectations created during the marketing and sales process.
When those pieces align, marketing becomes more than promotion. It becomes part of the overall client experience.
Why MSPs need to be willing to say no
One of the most practical lessons from Treiser’s discussion is the importance of knowing when a prospect is not the right fit.
Early in a company’s growth, saying no to revenue can be difficult. When there are payroll, overhead and other expenses to cover, turning away a potential client may feel impossible. But taking on the wrong client can create problems of its own.
A client may not align with an MSP’s service model, technology stack, values or expectations. If the relationship requires the team to constantly work outside its strengths, the cost can extend beyond the individual account. It can affect employee morale, operational efficiency, and the MSP’s ability to serve its other clients effectively.
That is why client fit matters.
“It’s having that courage to walk away when it’s not a fit,” says host Denny Basham.
For MSP owners, the goal is not simply to acquire more clients. It is to build a client base that the business can serve well and sustainably.
Building a better foundation for MSP growth
Treiser’s perspective highlights an important distinction between growth and sustainable growth. Adding clients can increase revenue, but sustainable growth requires an MSP to consider the people, processes and relationships behind that revenue.
That means asking questions such as:
- Are we serving the clients we are best equipped to support?
- Does our team have the resources to deliver on our promises?
- Does our marketing accurately reflect the experience we provide?
- Are we listening to what clients actually need?
- Are we willing to turn down opportunities that are not a good fit?
These questions can help MSP leaders evaluate growth from a broader perspective.
Key takeaways for MSP owners
- Lead with empathy. Taking care of your team can have a direct impact on the experience your clients receive.
- Use your broader business perspective. Technical expertise is important, but understanding the business problem behind a technical issue can lead to better conversations with clients.
- Make listening part of your marketing. Effective marketing is not just about getting attention. It is about understanding the people you want to serve.
- Prioritize client fit over every opportunity. Not every prospect is the right client. Saying no to a poor fit can protect your team, your operations and your client relationships.
- Follow the Platinum Rule. Do not assume every client or employee wants to be supported in the same way. Take the time to understand what matters to them.
Conclusion
Growing an MSP is not simply about adding more clients or offering more technology solutions. Sustainable growth also depends on the people behind the business and the relationships an MSP builds with its clients.
Mike Treiser’s approach highlights the value of listening, empathy, intentional leadership, and knowing when an opportunity is not the right fit.
For MSP owners, the ability to say yes to the right clients is important. But sometimes, the ability to say no can be just as valuable. When an MSP builds its growth strategy around people, client fit, and a clear understanding of the business problems it is equipped to solve, it can create a stronger foundation for long-term success.
Ready to build a stronger growth strategy?
Growing an MSP is not just about finding more clients. It is about building a clear strategy for reaching the right prospects, communicating your value, and creating an experience that keeps clients coming back.
Tech Marketing Team helps MSPs and technology companies strengthen their marketing and build a foundation for sustainable growth.
Ready to take a closer look at your growth strategy?
Book a free strategy call or explore our MSP SEO services.
Why is client fit important for MSPs?
Client fit matters because not every prospect will align with an MSP’s services, technology stack, values or expectations. Taking on a poor-fit client can put additional pressure on the team and make it more difficult to deliver consistent service to other clients.
Should an MSP turn down a potential client?
Sometimes. While turning down revenue can be difficult, especially for a growing MSP, a relationship that is not a good fit may create greater challenges over time. MSP owners should consider whether they can realistically meet the prospect’s needs and whether the relationship aligns with their service model.
How can MSPs improve their client relationships?
Start by listening. Rather than immediately focusing on a technical solution, take time to understand the client’s business, challenges, priorities and expectations. This can help the MSP provide a more relevant and valuable service.
What is the Platinum Rule in business?
The Platinum Rule is the idea of treating people the way they want to be treated, rather than assuming they want to be treated the way you would want to be treated. For an MSP, this can mean adapting communication and service to the needs and preferences of individual clients and team members.
How does employee experience affect MSP client service?
Employees are responsible for delivering much of the client experience. When leaders support their teams and create a healthy internal culture, employees are better positioned to provide consistent and thoughtful service to clients.
Is marketing important for MSPs beyond advertising?
Yes. Marketing can influence the entire client experience, from a prospect’s first interaction with a company through sales, onboarding and ongoing service. An MSP’s marketing should accurately communicate its values and the experience it can deliver.
How can MSPs achieve sustainable growth?
Sustainable growth involves more than acquiring new clients. MSPs also need to consider client fit, team capacity, service quality, operational efficiency, and whether the business can consistently deliver on its promises as it grows.