EP204 - 9 Steps to MSP Scaling Success with Ian Luckett
IT Experts Podcast with Ian Luckett
Release Date: 10/25/2024
IT Experts Podcast with Ian Luckett
But is that really the end of the road, or is there something you can do to keep that client, maintain profitability, and avoid unnecessary churn? In this episode of the IT Experts Podcast, I sat down with our resident finance coach, Clare Elliott, to explore what MSPs can do when faced with clients who are reconsidering their contracts. Clare works with MSPs every day inside the Growth Hub, helping business owners understand their numbers, optimise their pricing, and make better financial decisions. One of the key takeaways from our conversation is that if a client calls you to say...
info_outlineIT Experts Podcast with Ian Luckett
I’m joined by fellow MSP Growth Hub coaches Stuart Warwick, Julie Hutchison, and Clare Elliott, as we reflect on the key takeaways from our January 2025 two-day intensive. These intensives are the cornerstone of the MSP Growth Hub’s Scale with Confidence model, bringing together MSP owners and leaders to reflect, reset, and refocus on their business growth. The January event was centred around the theme of ‘Harnessing Ambition’—not just setting strategic goals but ensuring they are cascaded throughout the entire organisation. This is where business owners can make real...
info_outlineIT Experts Podcast with Ian Luckett
Many MSPs start with a handful of technical people, then bolt on account management, sales, marketing, and operations as they grow. But without a clearly defined structure, this approach can create inefficiencies, miscommunication, and stalled growth. That’s why we brought in Alison Whitfield from Cultivate People Services, a people and culture expert with a wealth of experience working with MSPs. Together, we unpack the essential components of structuring an MSP for growth, leadership development, and team alignment. Alison shares her perspective on why structure is so much more...
info_outlineIT Experts Podcast with Ian Luckett
As business owners, we often pride ourselves on pushing forward, solving problems, and keeping things moving. But what happens when we don’t stop to reflect? What are the hidden risks of ploughing ahead without taking a moment to reassess our strategy, our goals, and even our own leadership? Stuart and I unpack exactly that in today’s conversation, and trust me, if you’re an MSP looking to scale, this is something you don’t want to ignore. We all know the feeling of getting caught up in the day-to-day operations—whether it's handling client issues, managing your team, or...
info_outlineIT Experts Podcast with Ian Luckett
Now, if you've ever been in the frustrating position of recruiting someone you thought was perfect for the job, only to find out they’re not the right fit at all, you’re not alone. This happens more often than you might think, and in today’s episode, we uncover exactly why MSPs keep attracting the wrong people—and more importantly, how to stop it from happening. Julie shares a story from a recent conversation with an MSP owner who was struggling to find the right person for their team. They needed someone dynamic, open to change, and capable of taking the business forward. But...
info_outlineIT Experts Podcast with Ian Luckett
For those who aren’t familiar, B Corp is essentially a certification that demonstrates a company’s commitment to social and environmental responsibility. It’s often described as the gold standard for ethical business practices, ensuring that organisations consider the impact of their decisions on employees, customers, suppliers, the community, and the planet. It’s about running a business with integrity and proving that you’re doing the right thing—not just saying you are. Gildas explained that he’s always been passionate about running a business with strong values,...
info_outlineIT Experts Podcast with Ian Luckett
One of the biggest takeaways from our conversation is that when clients say an MSP is “too expensive,” what they actually mean is that they don’t see the value in the service. This is a massive problem in the industry. MSPs often assume that if tickets are low and complaints are minimal, everything is running smoothly. But in reality, service delivery is about so much more than just fixing issues. It’s about building relationships, setting clear expectations, and continuously improving processes to meet client needs. Michelle Coombs quickly pointed out that the traditional...
info_outlineIT Experts Podcast with Ian Luckett
One of the biggest challenges we see in the MSP space is that many business owners started their journey as technical experts. They didn’t necessarily set out to run a business – they just knew they were great at what they did and wanted to do it better than the company they worked for. The problem? Running a business requires a completely different skill set to just doing the technical work. At some point, every MSP owner reaches that moment where they realise they can’t do it all themselves. But that realisation often comes with frustration—because even when they bring in a team,...
info_outlineIT Experts Podcast with Ian Luckett
info_outlineIT Experts Podcast with Ian Luckett
We began by addressing a common stigma: why so many MSPs avoid Apple devices despite their undeniable popularity and premium quality. Ben highlighted that while many MSPs are deeply rooted in the Microsoft ecosystem—largely due to its strong channel support and financial incentives—Apple has been quietly making significant inroads into the business world. In fact, as Ben pointed out, companies like IBM and Cisco have embraced Apple devices, with up to 60% of their employees choosing Apple when given the option. This trend is a clear indication that Apple is no longer just for creatives...
info_outlineMany MSPs I speak to know something isn't quite right in their business, but they don't always know where to start when it comes to fixing it. It can feel overwhelming trying to juggle all the different moving parts – managing a team, focusing on technical work, and attempting to drive sales and marketing efforts all at once. In this episode, I break down the proven MSP Scale System we use at the MSP Growth Hub to help you get unstuck, refocus, and ultimately achieve the MSP success you're aiming for.
The first key step is all about building a growth plan. This might sound basic, but you’d be surprised how many MSPs struggle without a clear, documented plan. Understanding your numbers, your vision, and your business’s maturity is crucial to making informed decisions. A strong growth plan keeps you on track, even after disruptions like holidays or major projects. It helps ensure you're not constantly pulled in different directions by your team or shiny distractions, but instead, you're working towards a clear goal.
Once you have your growth plan, it’s time to share it with your team. This is about bringing the plan to life. It’s not enough to have it in your head – you need to communicate it clearly to everyone involved in your business. Engaging your team in your vision and getting them excited about the journey is critical to your success. A motivated, aligned team can drive your business forward, while a disconnected one will hold you back.
Knowing your numbers is the next step. When I say "knowing your numbers," I’m not just talking about what’s in your bank account. I mean understanding profitability on a granular level – from each client to the efficiency of your systems. Many MSPs miss out on profitability simply because they don’t fully understand their financials. Understanding where your business is leaking money, where you can be more efficient, and where you can invest will set you up for MSP success.
Next up is optimising account management. So often, MSP owners think they need more sales leads, but in reality, their existing clients could offer significant untapped revenue. By nurturing your relationships, becoming a trusted technology partner, and understanding your clients' needs, you can uncover opportunities within your current client base. Picking this low-hanging fruit can provide substantial growth without the need for new leads.
Building a dream team is another critical factor in scaling your MSP. You can’t do everything yourself, and a solid team structure is essential. Too many MSPs operate in a flat structure where the owner is constantly interrupted by staff looking for answers. Developing leadership within your team and giving people clear roles will help you gain the headspace you need to focus on high-value, strategic tasks that will drive MSP success.
Operational excellence is another key step. If your processes aren’t streamlined and connected, you’ll struggle to scale. It’s easy to get caught up buying new tools, but without strong processes in place, those tools won’t help much. Focus on connecting your processes, reducing bottlenecks, and making sure your operations run like a well-oiled machine.
Improving team performance follows. Once you've built your dream team, keeping them engaged and accountable is vital. Ensure they have clear targets, understand their purpose, and are aligned with your company values. This step is about motivating your team to not just meet expectations but exceed them, helping your MSP grow and succeed.
Next, you need to focus on creating magnetic marketing. Without strong marketing, your MSP risks becoming just another faceless provider in a race to the bottom on price. Consistent, value-driven marketing will set you apart from the competition and bring in the right clients. You don't need to do it all at once – start small and be consistent.
Finally, eliminate friction in your sales process. If your marketing has done its job and educated potential clients, closing deals should be simple. By streamlining your sales process, ensuring potential clients understand your value proposition, and maintaining consistency in your messaging, you’ll find that scaling your MSP is much smoother.
These 9 steps are the foundation for achieving MSP success. Whether you're building your first million-pound business or looking to scale to £5 million, following this system will help you grow faster and more sustainably. If you're ready to take action, reach out or start by working through these steps on your own – either way, you're well on your way to MSP success.
For full details of our Business Blueprint Workshop on Tuesday 3rd December - Click HERE
And when you’re ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.
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Until next time, look after yourself and I’ll catch up with you soon!