EP215 - How to Optimise Relationship and Revenue So Everyone Wins with Luis Giraldo & Ian Luckett

Luis brings a wealth of experience from his time in the trenches as an MSP owner, and now as someone who works closely with MSPs worldwide. His approach challenges traditional thinking, offering a fresh perspective on what it truly means to partner with your clients. This isn’t just about delivering excellent customer service—it’s about creating meaningful, strategic relationships that foster long-term loyalty and, of course, consistent revenue. 

One of the standout points from our conversation was Luis's perspective on customer service. He argued that what many MSPs consider exceptional service—fixing issues quickly and meeting SLA commitments—is now merely the baseline. In his words, these are “table stakes”. Instead, the real opportunity lies in evolving beyond the reactive and operational aspects of client management. MSPs should focus on account management processes that align with their clients' business goals, ensuring those relationships are value-driven rather than transactional. This shift not only strengthens partnerships but also secures recurring revenue streams. 

Luis shared some actionable tips on how MSPs can achieve this. Firstly, he encouraged us to rethink how we approach clients with established relationships. If your current process is purely tactical—focused on filling the “white space” of products not yet sold—you risk being seen as nothing more than a vendor. To counter this, Luis suggested piloting a more strategic engagement model with a few clients, ensuring you’ve fine-tuned your process before rolling it out broadly. This iterative approach minimises risk, maximises impact, and reinforces trust—key drivers of revenue growth. 

Another critical takeaway was the importance of regular communication. Luis stressed that reducing engagement with smaller clients due to perceived stability is a missed opportunity. By increasing touchpoints, even in lighter ways, MSPs stay top-of-mind and maintain strong relationships. These frequent conversations also allow you to unearth operational challenges and future opportunities, making it easier to align your services with your clients’ evolving needs. This continuous alignment is what transforms satisfied clients into long-term partners and consistent revenue contributors. 

We also discussed the concept of risk versus security. Many MSPs default to promising clients safety and security through technical measures. While essential, Luis pointed out that these conversations often miss the mark. Instead, shifting the dialogue towards risk management reframes the value proposition. Clients are more engaged when they understand how you’re helping them navigate and mitigate risks specific to their business. By positioning yourself as a strategic advisor in this area, you deepen the relationship and create new opportunities for revenue. 

One particularly poignant idea Luis shared was the need to measure client success beyond retention and churn metrics. He emphasised the value of demonstrating ROI by connecting the dots between projects delivered and their tangible business impact. For instance, showing how an MFA implementation reduced failed login attempts to zero doesn’t just highlight your technical competency; it proves the value of your services in a business context. This approach, Luis explained, helps justify costs while strengthening the perception of value, directly influencing revenue retention and growth. 

Towards the end of our discussion, Luis brought everything back to the importance of storytelling. Whether it’s demonstrating your value to clients or marketing your services to prospects, telling the story of a single client’s success is far more impactful than citing general trends. By focusing on one relatable example, you resonate more deeply with your audience, making it easier for them to see themselves benefiting from your expertise. 

This episode is packed with practical advice for any MSP looking to improve client relationships and optimise revenue. From building strategic account management processes to reshaping the way you measure success, Luis Giraldo provides a wealth of insights that are both actionable and transformative. 

If you’re ready to rethink your approach and take your client relationships—and revenue—to the next level, this is the episode for you. And don’t forget, as Luis said, it’s all about testing and refining. Start small, learn, and scale your success. 

Connect and continue the conversation with Luis Giraldo through his LinkedIn profile HERE. 

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK 

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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To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE 

Until next time, look after yourself and I’ll catch up with you soon!