Your Customers Are Buying More IT Services—Just Not From You
If you assume your customers know everything you offer, you’re making a dangerous mistake.
Here’s the reality: Your clients are buying services you could provide, but they’re getting them from someone else.
And it’s not because they don’t like you—it’s because they don’t know you sell them.
How MSPs Accidentally Hide Their Own Services
You onboard a new client, provide great support, and deliver the services they signed up for.
Then, six months later, you find out they:
- Just hired another provider for security assessments (which you offer).
- Bought new hardware through a vendor (when you could have handled procurement).
- Signed a cloud backup contract with a competitor (despite using your help desk daily).
And you’re sitting there thinking, “Why didn’t they come to us?” Because you never told them they could.
Three Reasons MSP Clients Don’t Buy More Services
1. They See You as “Just IT Support”
If your only interactions happen when something breaks, they’ll never see you as a strategic partner.
They’ll call you when they need help—but they’ll go elsewhere when they’re looking for solutions.
2. They Assume Their Needs Haven’t Changed
Most clients don’t proactively ask for additional services, even if they need them.
They don’t realize their cybersecurity risks have changed.
They don’t see how automation could improve their workflow.
They’re not thinking about IT strategy—you have to bring it to them.
3. They Don’t Know What You Offer
If your website, emails, and conversations aren’t reinforcing your full capabilities, your clients will never think to ask.
They won’t dig through old contracts. They won’t check your service catalog. They’ll just assume you don’t provide it.
How to Make Sure Clients Buy More—From You
- Reposition Yourself as a Growth Partner, Not Just an IT Vendor. Stop waiting for clients to bring up new needs. Lead the conversation. Quarterly Business Reviews (QBRs) aren’t just about reviewing performance—they’re a chance to introduce new solutions.
- Train Your Team to Identify Expansion Opportunities. Your support and project teams are constantly hearing client pain points.
- Turn those “we wish we had this” moments into “we can help you with that” conversations.
- Make Your Services Impossible to Miss. If your clients only hear from you when there’s a problem, you’re failing at account management.
Use email, LinkedIn, and client success calls to consistently reinforce what you do.
Conclusion: Your Next Sale Is Already on Your Client List
Most MSPs don’t have a new client problem.
They have an existing client opportunity problem.
If you don’t educate your customers on what you offer, someone else will.
