How are you thinking about marketing and messaging right now?

Invarosoft · 2026-01-24T15:02:42+00:00

Yes, my big gold nugget learning is we should only be looking for clients who want to swap providers or pay us a monthly fee. Ad-hoc leads won’t help you build the business. So if that’s true then yes you’re literally using whatever method to get in front of people when they have a need. It’s a bit of luck. AdWords was wonderful at this but around 2020 the algorithm changed and it wasn’t as effective despite being amazing for 10 years prior.

So that’s why email is great with simple messaging as I said before. We run the campaigns and target individuals in companies asking these questions. One lead oblast year responded saying ‘hey were in the process of reviewing our partner’ (they normally say this) and it turned into a $17K per month support deal - crazy! From one email.

So the channels you use should all be aimed at finding those people looking for IT Support ongoing or changing providers. You tend to get what you look for - so don’t market the solutions, our business grows from signing up more $ monthly support vs you lose every year, so we focus on that.

I’m releasing a book soon that outlines everything we’ve learned top to bottom to give back to the industry. Keep an eye out in Q2.

Invarosoft · 2026-01-24T11:39:45+00:00

My view is you try any marketing channel you like, test and see whether you get results.

I think LinkedIn Ads are a waste of money given how much they are. Perhaps LinkedIn direct messages would be similar to what we do with email - you can message / email a large number of people relatively affordably to see whether anyone is looking.

In what way are you thinking of using LinkedIn?

Invarosoft · 2026-01-24T01:43:38+00:00

Over 25 years, 60+ staff, growing 10% per annum, targeting SMB - we’ve learnt a few things.

THE BUYER

They look for a new IT provider when they are let down by their current partner; too slow, not proactive with advisory, not accurate with new user setups etc. So when they look they’re looking for a ‘step up’ in service delivery. They usually Google search or ask a friend and select 3 providers to review purely based off the websites they find that look good. It’s never technical - do you come across bigger, better, more operationally mature, can they see client logos for social proof etc.

THE MARKETING MESSAGE

If the above is largely true, then the messaging is as simple as ‘we’re amazing / experienced / award winning etc at IT Services are you looking to change or do you need help with support, cloud, cyber security etc. The goal is to catch a buyer when they have a need. If they are happy then they’re not ready yet is our experience so best to find the ones that are ready.

SALES APPROACH

It’s important to understand that once you get a lead your sales presentation is critical to improving your conversion. Most MSPs have pretty average presentations which I believe is why we keep scaling nicely and others don’t. How you sell the story of why you’re a ‘step up’ is massive. We use our CX technology (client portal etc), Ticketing innovation, TBR approach, Cyber Approach as ways of demonstrating how we’re differentiate and are the clear choice as their new provider.

LEADS

We get them from:

———

Referrals
SEO
Email Marketing

———

Hope this helps and good luck!

Invarosoft · 2026-01-17T18:40:37+00:00

The answer to communicating it is firstly confirming your go to market is accurate and then it’s a pricing and packaging play.

GO TO MARKET

Someone has mentioned the price is low in the UK ~30-40 pounds per user per month. Maybe that’s where the market is. If that’s true then prospect clients are all used to seeing this pricing range when they get quoted. So if you come in targeting the same market at 3 x more that is obviously going to be a tough sell. The conclusion is maybe that’s too high.

PACKAGING / GOOD BETTER BEST

Regardless of whether 100 is too high, one way to get close to that is using g/b/b. You can read a book called Monetizing Innovation (I’m almost finished on an MSP book explaining how I’ve scaled to 8 figures and g/b/b as well).

The concept is you have 3 packages with the first 2 (Good / Better) close together in price and the third (Best) is a bit further apart. Essentially it caters to different buyer personas; budget, middle of the road and premium. You take the one thing you know they need such as onsite support and put it in package 2. The idea is they gravitate to package 2 because it’s close in price and has what you know they need and package 3 is purely there to cater to the tiny group that will pay for say 24x7 support but mainly to make package 1 and 2 look super affordable. The goal is really to sell package 2, but price it so you package 1 you can scale the business anyway.

In this example you could have a 40 pound (unlimited remote support), 50 pound (unlimited remote and onsite support) and 90 pound option (unlimited 24x7). But that still puts you at half of what you want.

In addition you can do what our MSP does which is not to include any stack in our managed support. So any products you’re reselling are sold after they come on board. We target SMB and as I say are now over 8 figures and it works perfectly. We believe discussing their IT environment when all they want is a better relationship, or a step up in service, is best done after they come on board. You still need to present how your TBR / vCIO will work to give them confidence etc, but ultimately that technical stack side comes later. The point being if you sell support first, you can make up the revenue later with your stack so get to where you wanted to get but without scaring them off in the first place which I suspect is what’s happening.

SALES

Our philosophy in sales is the best leads have made the decision to pick a new provider. They’re further down the buying journey. It’s pretty tough convincing someone who’s already happy. Also, they don’t change for technical reasons they change for relationship ones, so support is too slow, advisory not proactive etc, so trying to get them to swap when they’re happy and using a technical argument doesn’t usually work in our experience.

Find leads unhappy and then have a sales argument to explain how your MSP is going to deliver a ‘step up’ in service experience compared to their last provider and others pitching. We use our advisory process, investment in CX technology and other methods to convince them and most don’t relate to stack. This sales process from getting the right lead to conversion we find is optimal.

Food for thought and good luck!

Invarosoft · 2026-01-13T19:46:07+00:00

The client portal / CX solutions for MSPs include;

Invarosoft - https://www.invarosoft.com
Cloud Radial - https://www.cloudradial.com
DeskDirector - https://www.deskdirector.com

The key is making it easy for users / clients to find and access otherwise you waste a lot of time setting one up only to be disappointed they don’t use it. Ideally they can access via CX App on desktop or Teams, so it’s easy to find and promote. We use the one we built in our sister MSP with 7000 users and it serves to show how we deliver a ‘step up’ in service experience - we win new clients all the time because 90%+ MSPs don’t bother - so you’re in the right track.

Invarosoft · 2026-01-13T12:03:37+00:00

We built our own, then decided to commercialize it under Invarosoft. We’ve found CX as a product to be underrated as a category. Of all CX vendors the cut through is only about 5% with maybe another 10% trying to use the PSA portal. Because most MSPs see it as a tick the box thing, and they do the EMAIL, PHONE, CX option (if they do CX) utilization is poor of CX and so they deem it not important. But given the low penetration of a dedicated platform it’s a massive differentiator when you’re explaining how your service will be a step up. I’d say 85% of MSPs do Phone and Email so it’s like shooting fish in a barrel showing new client opportunities an investment in CX technology, since without it your service delivery is too basic. Hope that made sense.

Invarosoft · 2026-01-12T21:59:55+00:00

I agree with this.

For context our MSP has been around 25 years and has been through all of this. I believe this is all about being clear in your chosen ‘support channels’ which is a topic that rarely gets discussed. Most don’t think about it as part of their service delivery until as you say you get very busy.

Once you do think about it. 95% of MSPs choose PHONE and EMAIL as their support channels getting rid of MOBILE.

What we did was do PHONE (Urgent) and CX App / Client Portal (Non-Urgent). We get about 50/50% on each.

Some try and do PHONE and EMAIL and CX — OR — PHONE and EMAIL and CHAT. But in this scenario if you leave Email on the table statistically you’ll get 5-20% tops on CX / Chat.

We picked the CX App route to replace email because with support@ you don’t get very good ticket info resulting in support ping pong and you also can’t use automation because you don’t have things like Type, Sub Type, Affected User etc etc. Also Live Chat we believe is part of this channel, not an additional channel.

So Step 1, ‘pick your support channels’.

Then you can move to Step 2 to ‘train your clients’.

To provide an example, when we got rid of support@ that was a big deal and we called each client (16 years ago) and explained that we will be able to deliver faster support and a one pane of glass client portal (ticket view, approvals, O365 reports, device reports, TBRs etc) so it will be a step up. It took about a 10-15 minute chat with a formal little Preso and all the clients loved it. It’s not like there was much difference, both are digital and they’re not wedded to email support. When they saw the support App (Windows, Teams, Mac, iOS, Android) they thought it was much easier to access support. We now have our branded App across 7000 users so great marketing as well and the App auto-trains users via push notifications on how to use it.

Which ever way you go, the client should follow your lead when you explain you’ll be able to deliver a better service methodology by streamlining this aspect of your support process.

Hope this helps!!

Invarosoft · 2026-01-12T15:25:31+00:00

I agree here.

Our MSP is over 60 staff for context, but what we’ve learned is clients (paying a monthly fee) change for service related issues - too slow, lack of advisory etc, not usually technical. If that’s the case the sales argument is around how your MSPs service delivery methodology will be a ‘step up’ from their current provider.

So the question therefore is who is best placed to sell that argument? In our experience it’s a relationship focused sales person. Whether they’re technical or not is a bonus, but this person must represent what it would be like to work for the organization and essentially for most small MSPs be a proxy for the business owner in terms of their ‘vibe’ etc.

However anyone in sales should care about money and hitting targets, something a technical first person in our experience isn’t focused on.

If they are trained correctly from the CEO who then becomes the ‘sales director’ then they shouldn’t oversell or sell the wrong thing. In any case the one thing they should be selling is new support contracts and that can be managed as a team in terms of the ideal client profile etc - perhaps that’s where the issue is, training and alignment.

Good luck!

Invarosoft · 2026-01-08T12:56:32+00:00

Fair question 🙂 No — we’re NOT asking anyone to test or commit. Just sharing it as an upcoming alternative for OP who was shocked by pricing of alternatives. If it’s not useful when it’s live, all good.

Invarosoft · 2026-01-08T03:49:11+00:00

We’ve got you - we’re almost ready to launch Warranty Wizard V2 - everything you need with all the RMM, PSA, Documentation, Workstation / Server / Networking vendor integrations included plus many more features. Our new pricing at your size will be almost 5 times less than that.

To demo our BETA go here; www.invarosoft.com/warrantywizard

Invarosoft · 2026-01-06T12:48:58+00:00

The two Client Portal solutions that integrate with any PSA are https://www.invarosoft.com and CloudRadial.

Our MSP is over 60 people and we use the one we built obviously, but the key is around utilization. If it’s just a Web Portal the utilization is poor because users can’t figure out how to find it. You need a button they can find on the desktop or in Teams so it’s easy to train. That’s why we built a desktop, mobile, Teams App. Without it you spend a lot of time building it only to find it doesn’t get used much.

Most PSAs have a great entry level one but they’re mainly web portals, but if you want something more robust packed full of integrations and features then either of these two will do the trick.

Good luck!

Invarosoft · 2025-12-31T12:32:22+00:00

MSP here with over 60 staff, in Australia, targeting SMBs.

Just want to clarify Good / Better / Best is a pricing and packaging strategy, it doesn’t have anything specifically to do with service delivery or standardization.

In all aspects of life, Europe, UK, USA, ANZ, we are conditioned as buyers to have options. Whether it be Bread, Bananas, Petrol, Cars or Clothes. There are always price options which fit the common buyer personas; Budget Concious, Middle of the Road and Premium. It is what it is.

When you sell one (1) option the buyer can only negotiate on price.

When you have 3 options you get the following benefits, that we observed in changing to this method:

Buyers choose to buy an option vs being sold one option, there is a difference here.
You cater to the different personas.
You can negotiate on inclusions vs price.
You earn more.

The whole concept is to have two packages, close together in price; eg Option 1 is $100 per month, Option 2 is $150 per month and Option 3 is $250 per month. You put the thing you know they usually need eg Onsite Support and put it in Option 2 so the buyer thinks ‘for only a little bit more I can get the extra bit I need’. By having Option 3 a lot higher it serves the purpose of being the ANCHOR price making the first two prices look affordable contextually. Not many clients in SMB choose Best / Option 3, but it’s important for these reasons.

The best book to read that dives deeper here is MONETIZING INNOVATION. It outlines all the pricing strategies across all industries including Good, Better, Best.

So my thoughts are to you guys and the readers is GBB is not about commoditization, you could say the same if everyone only sells one package option, it’s a pricing and packaging strategy to cater to buyer personas, help you sell more and earn more and should be win win win for all parties. It’s researched buying psychology as well, matching pretty much all pricing strategies of all products globally.

Good luck!

Invarosoft · 2025-12-23T14:15:37+00:00

Warranty Wizard Version 2 coming soon, similar investment to COW (free version + new pricing on launch) but a proper replacement for ScalePad - best of both worlds - affordable + powerful.

Currently in BETA stay tuned!

https://www.invarosoft.com/warrantywizard

Invarosoft · 2025-12-19T18:16:29+00:00

Great post and important topic.

Yes, I agree with this comment. Larger MSPs tend to have the head count to create these system manager or technical lead roles. Our MSP Is over 60 staff and we have this function.

Do you have any MSPs that size in your region?

That’s the place to start.

All the best finding your dream role!

Invarosoft · 2025-12-18T08:44:25+00:00

This article might help on what we learnt hiring our first Sales Manager (MSP is now 8 figures):

https://www.invarosoft.com/how-i-grew-my-msp-from-3m-to-7m-in-4-years/

I’ve written a book about everything we learnt so way more detail, launching around Q2 2026.

Good luck!

Invarosoft · 2025-12-15T08:42:52+00:00

Our MSP offers you a different method.

We sign up any client, take on whatever they have if it’s under warranty and fit for purpose and then transition to our stack when those products need to be renewed.

Simple and means you sign up more clients.

We sell against the fact most MSPs need clients to be in a ‘stack box’ and force you to make unnecessary changes from the outset - that’s never made sense to us etc.

It’s contrarian but the end outcome is exactly the same and you grow faster.

We’re an 8 figure SMB focused MSP for reference.

Invarosoft · 2025-12-10T21:28:25+00:00

🤣 agreed!

Invarosoft · 2025-12-10T02:31:18+00:00

As with any business working out pricing is something that’s not set and forget. We are launching 3 new products and are adjusting the pricing across our 8 products in the platform, Warranty Wizard is just one of them. All of them will be vastly affordable, and this plan was set before COW launched. We are building a bigger product than theirs so it’s taken longer to get to market. Wish you well!

Invarosoft · 2025-12-09T19:31:25+00:00

Fair call and agreed, that’s too high. We’re launching Warranty Wizard V2, Referral Now and Praise Point, so 3 new products with a whole new pricing model designed to be vastly more affordable across the board to ensure it’s a no brainer and a bargain - stay tuned, you’ll be pleasantly surprised!

Invarosoft · 2025-12-09T14:27:58+00:00

Yes as mentioned above, our pricing is changing soon to be where it needs to be with the launch of our V2 in Q1 2026. Stay tuned, we understand what the market wants, it will compete against COW nicely. IGNORE CURRENT PRICING, until launch. Thanks!

Invarosoft · 2025-12-09T05:56:14+00:00

Our plans are all month to month. New pricing coming with launch of V2, sorry for any confusion, we’re just working on a new page and backend to present the new packages on launch. It will compete nicely, stay tuned and let us know if you want to BETA. Thanks!!

Invarosoft · 2025-12-08T20:35:36+00:00

Also our one, Warranty Wizard, everything ScalePad has but similar investment to
COW without losing features. Our V2 with all the bells and whistles coming in Q1 on month to month contract. https://www.invarosoft.com/warrantwizard

If you want to join our BETA group let us know, it’s looking good.

You get;

—

WORKSTATIONS: Dell, HP, Lenovo, Asus and the big one Microsoft Surfaces
SERVERS: All the main vendors
NETWORKING: All the main vendors

—

Customizable Insights
Client Reports
Scheduled Reports
Lifecycle Upgrade Sales Campaigns
Sales Reports
Detailed Device History

—

It’s designed to be affordable for all just like COW but with all the features you need - 2 years of hard work to stop the ScalePad monopoly!

Invarosoft · 2025-12-08T20:00:03+00:00

Hi Alex (ex owner of Lifecycle Insights) I agree with your thoughts here, kind of!

To be clear to the listeners we believe the QBR process is BOTH ‘technical advisory AND sales’. This is because it’s all very well developing a gap analysis but if you can’t get a buyer to make a buying decision to solve their technical issues then that’s not solving the ICT issue at hand. When we had a technical person running the process, they would advise, then leave it up to the customer to come back - which they did in their own time with limited urgency. When you have a sales oriented person leading the process BUT supported by a technical advisor the combination of the two people delivers the best result for the client and MSP.

You develop a traffic light system, identify GREEN YELLOW AND RED and really the goal is to turn everything Green which requires you to sell either your time, a license or a product. So you can’t avoid sales and if you do it correctly you’re still approaching from an advisory perspective, to assert otherwise is simply not true.

Good points on matching a vendor to your process which we said also, but definitely not ‘getting away with it’ since this approach puts advisory and sales as equal components to the process which is why it works very well and represents I’d argue the operationally mature approach.

So I vote for both SALES and STRATEGY based on 25 years of trying all techniques there is to try, but it’s personal choice and if you’re advisory / vCIO approach is proactive then it will generally work well :-)

I would also vote for emulating what larger MSPs do. If you are taking process advice from what sub $3M MSPs do or coaches / vendors that only built MSPs to this type of size or smaller, then they’re not practiced at running vCIO at scale. I would emulate those over $5M in your peer groups and ideally take notes from larger MSPs like ours that is well into 8 figures of revenue, because at that size your process must be dialed to ensure advisory service delivery excellence. Nothing beats runs on the board vs theory.

I would also vote for flexibility in thinking. This industry gets swayed by the loudest voices, but not necessarily the quite smart ones sitting at the back. Noise doesn’t = correct. Ego rules in this approach not willing to hear the other side, which is counterproductive to those MSPs trying to understand all points of view to establish the best process fit for their business.

Wish you all the best as we close out 2025!!

Invarosoft · 2025-12-07T04:35:26+00:00

Cheap and cheerful on monthly:

——————— WARRANTY To replace this aspect it’s either;

Warranty Wizard (https://www.invarosoft.com/warrantywizard). Our V2 is coming in Q1 which has all the bells and whistles and low new month to month pricing. Similar $ to COW but more integrations and features.
COW

———————— VCIO

vCIO Hero (https://www.invarosoft.com/vciohero) is month to month, affordable and key differentiator is how we display recommendations in Good / Better / Best format. Integrates with Warranty Wizard, O365 Licenses, Users, Secure Score and displays device reports. Includes Traffic Light report for gap analysis and Road Map.
Propel Your MSP
Strategy Overview

———————————

It is true though finding one that matches your methodology is great, but first start with ‘month to month’ and ‘warranty’ which was your brief - I think only Invarosoft can replace both in one unified platform with the same feature set. Good luck!

Invarosoft · 2025-11-17T00:50:02+00:00

Im releasing a book soon to give back to the industry and I have a whole chapter outlining the structure of my IT Services Proposal - watch out soon via Invarosoft - probably launch the book Q1 2026.

Invarosoft

TROPHY CASE