As the managed services industry becomes more crowded, succeeding as a managed service provider (MSP) requires you to differentiate your service offerings, and to convince your current and potential clients that your company and services will allow them to accomplish things they could not do alone or with your competitors. Customizing your offerings to address specific client needs is an excellent differentiation strategy. The parties considering your services will see that you understand their challenges and can meet them. How can you tailor your offerings for maximum appeal?
Conduct thorough client consultations
Begin by having in-depth conversations with clients to understand their most pressing needs and challenges. Then, position your products and company as the solution. One approach is to explain how your operational efficiency as an MSP will help clients focus on core competencies with fewer setbacks.
A 2024 market research report forecasts that the MSP market will achieve a 13.6 percent compound annual growth rate from 2023 to 2030, making it worth more than $731 billion by the end of that time frame. The analysts identified operational efficiency improvements and efforts to cater to dynamic business environments as two likely growth drivers.
Listen to potential clients’ specific requirements and position your company and its services as the best choices. Recognize that your sales representatives may need several detailed discussions to learn why these parties are interested in your MSP offerings. Also, take your time. It is better to go through this information-gathering process slowly and intentionally to gain accurate perspectives on how to help clients.
Leverage detailed analytics to get data-driven insights
MSPs should also rely on internal and external data to understand business leaders’ expectations and what they want from potential providers. A 2025 study revealed that 83 percent of MSPs use co-managed services to appeal to customers. More specifically, business continuity and disaster recovery were notable priorities, with 38 percent of respondents partnering with clients’ internal IT teams to provide strategic knowledge. Furthermore, smaller MSPs noted that leveraging niche expertise maintained their competitiveness.
Consider analyzing your lead generation forms to quantify the services potential clients mention when initially contacting you. Additionally, review how their requests for specific offerings have changed over the past year. The findings can reveal which services capture people’s attention the most and are worth focusing on during 2025 and beyond. It may also show unmet needs and chances to expand your service portfolio.
Moreover, evaluating analytics helps you set prices to match clients’ perceived value. A product’s price represents numerous factors based on supply and demand. Emotions, inexperience, and shortages can all make prices differ from perceived value. However, a robust value proposition convinces more clients your company is the best choice.
Presenting potential clients with data-driven evidence that your products can meet their needs is an excellent way to gain their confidence and trust and increase the chances of them becoming the newest additions to your client roster.
Adapt and tailor service packages to increase relevance
Meeting specific client needs also requires reviewing your services and finding opportunities to scale or customize them. People within MSP-dependent industries appreciate flexibility, especially if their business operations fluctuate throughout the year or they anticipate changes that will significantly increase their traffic.
A 2024 survey of MSPs showed that 90 percent planned to maintain or increase their investments in two foundational technologies. Though some respondents expressed concerns about an economic slowdown, most viewed remote monitoring and management, and professional services automation as essential to their foundational business models and growth potential.
However, you can also introduce potential clients to the many ways to customize the support you provide, whether through cybersecurity-related services or assistance with increasing a cloud-based footprint.
These parties may also want to use new technologies and believe your MSP services will make their aspirations accessible. For example, though artificial intelligence has rapidly become part of many business operations, it is computationally intensive and often requires those using it to expand their tech infrastructures. Analysts believe the AI industry’s worth will hit $1.33 trillion by 2030, emphasizing its relevance.
Use flexibility and personalization as differentiators
Mutually beneficial situations with your MSP clients could turn into long-term relationships. Since satisfied customers could also lead to referrals, you must show clients your company can nimbly adapt to their needs and that you understand how those requirements align with market trends.
One possibility is introducing more pricing tiers and allowing clients to switch between them without committing to long-term contracts. That option lets them select specific services, creating personalized offerings that can change as needed.
It is also vital to show how your MSP embodies flexibility by meeting emerging needs. A 2024 survey of MSP companies and their customers showed a potential way forward. It indicated business opportunities have increased for 83 percent of providers due to clients’ interest in AI security tools and expertise.
Additionally, 27 percent of clients preferred single vendors to meet all their security needs. That finding should encourage MSPs to deepen and broaden their cybersecurity-related offerings, positioning themselves as ideal choices for customers needing specific, all-encompassing support.
Grow your client base with specificity
Rather than positioning your company as an MSP that can be all things to all clients, commit to getting more specific this year by highlighting your ability to solve challenges. In addition to implementing these tips, consider collecting ongoing client feedback about what you are doing well and how you could assist them even more. When respondents understand that you care about their business, they will recognize your company can support their evolving needs over the long term.
Photo: BOY ANTHONY / Shutterstock
This post originally appeared on Smarter MSP.