As an MSP, you live in a world of acronyms, protocols, and tech stack integrations. Terms like “allowlisting”, “EDR,” “multi-tenancy,” “DNS filtering,” and “endpoint protection” are second nature. But when you’re sitting across the table from a small business owner, that language can be more of a barrier than a bridge.
For many SMB clients, IT is not a passion—it’s a necessary support system they hope to never think about. If your sales pitch leans too heavily into technical speak, you’re not showcasing your expertise—you’re risking losing the deal.
The Problem: A Language Mismatch
Most SMB owners are not IT professionals. They run auto repair shops, bakeries, accounting firms, or medical practices. Their goals are focused on increasing revenue, keeping customers happy, maintaining uptime, and avoiding disaster. They’re not interested in hearing about the specifics of packet inspection or the benefits of sandboxing malware.
When an MSP launches into a tech-heavy sales pitch, business owners often feel overwhelmed, disconnected, or intimidated. Even if your service is exactly what they need, they may walk away thinking, “That sounds too complicated for us.”
The Pest Control Analogy: A Communication Lesson from a Different Industry
Let’s say a pest control company is pitching their services to a restaurant owner. The restaurant isn’t worried about the chemical composition of the sprays—they’re worried about bugs ruining their customer experience.
Here’s how that meeting might go in two different ways:
Tech-Speak Version (Confusing):
“We use a mix of pyrethroids with an emulsifiable concentrate applied at 300 PSI. Our integrated pest management strategy includes rotating chemical classes to prevent resistance.”
Plain-Speak Version (Relatable):
“We’ll make sure you never see roaches in your dining room. We target the cracks where pests sneak in, and we use treatments safe for food environments. If you ever have a problem, we’re just a phone call away.”
Both versions offer the same service—but only one actually connects with the business owner’s concern.
How This Applies to MSPs
Let’s translate that to a typical MSP sales pitch.
Tech-Speak Pitch (Ineffective):
“We deploy a next-gen antivirus solution with behavioral threat detection, DNS filtering, and a centralized SIEM for log correlation. We follow a zero-trust security model using least-privilege access.”
Plain-Speak Pitch (Effective):
“We protect your business from hackers, ransomware, and data loss. That means your team can keep working without interruption, and you don’t have to worry about your data being stolen or your systems crashing.”
The second version focuses on outcomes, not features. It speaks to what the business owner cares about—staying operational and out of trouble—not how you get there.
Why It Matters for MSPs
Your value isn’t just in the tools you use—it’s in the problems you solve. But if SMB owners can’t understand what you’re offering, they won’t buy in. Worse, they might turn to a cheaper, inferior service that at least sounds easier to grasp.
Good communication builds trust. It shortens the sales cycle, improves client retention, and helps clients see you as a business partner—not just a tech vendor.
How to Make the Shift
1. Start with their pain, not your platform
Ask, “How much downtime can your business afford?” instead of “What’s your current RMM setup?”
2. Tell stories, not specs
Use real-world examples: “One of our clients avoided a major ransomware attack last month because we had the right protections in place. They didn’t lose a single file.”
3. Use analogies
Cybersecurity can be like locking the doors of your office. Backups? Like a fireproof safe. MFA? Like needing both a key and a code to enter.
4. Save the details for later
Some clients will eventually want to dig into the technical side. But only after they trust that you understand their business.
5. Reassure, don’t overwhelm
Say, “You don’t need to be an IT expert—that’s why you have us.”
Bottom Line
SMBs don’t buy tech. They buy peace of mind, reliability, and simplicity. The more you tailor your message to reflect that, the more successful you’ll be—not just in closing deals, but in building long-term, loyal client relationships.
Speak their language, and you’ll do more than sell IT services. You’ll become a trusted partner in helping their business thrive.
