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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