MSPs Aren’t Losing Because They’re Incompetent—They’re Losing Because They’re Quiet
You’ve saved networks. You’ve locked down vulnerabilities. You’ve pulled clients from the edge. But if the only person who knows that is the one you saved… then your silence is your growth ceiling.
Louder, less capable MSPs are winning the deals you should be closing. Why? Because they tell the story—and you don’t.
Let’s fix that.
What’s Inside?
Why silent service is killing your pipeline
A quadrant framework to map your messaging
How to move from frustration to aspiration
The two things every MSP story must do
Plug-and-play strategies to turn your past wins into future growth
The Quadrant Model: From Frustration to Aspiration
Bottom Left: Frustrations (Now)
This is where most MSPs live—in silent frustration. You’re helping clients all day, but it’s invisible. Clients don’t understand your value. Prospects can’t see your wins. You’re busy, but it’s not building.
Bottom Right: Fears (Future)
This is what happens if nothing changes: your best work dies in the dark. Clients go to lesser MSPs simply because those MSPs told a better story. Your silence hands your market to your competitors.
Top Left: Wants (Now)
Your clients want to understand what you really do. They want to feel proud of the partnership. You want your brand to reflect the real value you bring—without overselling it.
Top Right: Aspirations (Future)
The dream state. Strategic partner status. Inbound interest. Clients that value you from day one. Your stories compound. Your wins compound. You become essential.
5 Practical Moves to Make This Week
1. Rewrite Your Website’s Homepage in Quadrants
Use the quadrant model to frame your homepage copy:
Top left: Speak to current wants ("Tired of being seen as just the IT guy?")
Bottom left: Reflect frustrations ("You solve problems every day—but your growth is flat.")
Bottom right: Warn of the future ("Keep staying silent, and lesser MSPs will keep winning.")
Top right: Cast the vision ("Position your MSP as a strategic partner, not a ticket taker.")
2. Create a ‘Silent Win’ Story Post
Pick one recent success no one outside the client knows about.
Write 3 bullets:
Problem they had (name it better than they could)
What you did (specific action, not fluff)
What changed (quantifiable or emotional outcome)
Post it. See who engages. Repeat.
3. Flip Your Next Sales Call with This 3-Part Prompt:
Start your next discovery call with:
"What’s frustrating you that most vendors overlook?"
"What’s the worst-case scenario if that continues unchecked?"
"What would winning look like six months from now?" This immediately maps them into the quadrant.
4. Add an "Aspirational Self Test" to Your Team Huddle
Ask your team:
What’s one silent win we haven’t shared?
How would a top 4% MSP talk about this?
What would our aspirational identity sound like if we said it out loud? Then practice saying it out loud.
5. Turn a 'Maybe' Prospect into a 'Yes' by Forcing a Frame
Use this phrase:
“Here’s the problem most people don’t see until it’s too late...” → insert their frustration.
“If you see yourself in that, we’ve already solved it for someone like you.”
This pushes indecision off the cliff.
Dive Deeper with Video
Whiteboard Breakdown: A deep dive down the quadrant model and gives you exact phrases to plug into your marketing and sales flow. [Watch Here]
Katie Vreeland Interview: Hear Katie explain why most MSPs are still invisible to the people who need them most. [Watch Here]
Final Thought
Marketing Isn’t What You Do When You’re Ready to Grow.
It’s How Your Work Builds Momentum.
Visibility creates scalability. Story creates relatability. When you name the problem and claim the transformation, you don’t have to shout—you just have to be clear.
Talk soon,
Jeffrey Newton
MSP INSIDER