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EP226 – What To Do When Your Clients Say They Can’t Afford You Anymore with Clare Elliott & Ian Luckett

IT Experts Podcast with Ian Luckett

Release Date: 03/31/2025

EP229 – Ask Stuart #19 – Help! …I’m Scared of Niching My MSP Marketing with Ian Luckett & Stuart Warwick show art EP229 – Ask Stuart #19 – Help! …I’m Scared of Niching My MSP Marketing with Ian Luckett & Stuart Warwick

IT Experts Podcast with Ian Luckett

Or more accurately, the fear of niching. It’s that internal tug-of-war between wanting more leads and being scared that if you narrow your focus, you’ll somehow lose out on opportunities. So in this episode, I turned the tables and interviewed my co-host Ian Luckett, who’s been doing some seriously powerful work with our clients on this very subject over the past 12 months.  Let’s get this out in the open straight away – niching is not about turning people away or putting your business in a box. It’s about getting clear on who you help, how you help them, and making sure...

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EP228 – MSP Lead Gen Secrets with Scott Millar & Ian Luckett show art EP228 – MSP Lead Gen Secrets with Scott Millar & Ian Luckett

IT Experts Podcast with Ian Luckett

Now, for those of you who don’t know Scott, he’s been helping MSPs since 2016 after experiencing the all-too-familiar frustration of lead generation in his own MSP. As he says, once you’re in the room with a prospect, it’s usually straightforward to talk about tech, pain points and solutions. The hard bit? Getting in the room in the first place. That challenge became the mission behind IT Rockstars, and today Scott works with hundreds of MSPs around the world, transforming how they attract and engage new business.  The heart of our conversation was about practical, real-world...

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EP227 - Preparing Your People for M&A with Alison Whitfield & Ian Luckett  show art EP227 - Preparing Your People for M&A with Alison Whitfield & Ian Luckett

IT Experts Podcast with Ian Luckett

Now we all know M&A – mergers and acquisitions – can be one of the fastest ways to grow and scale your business. Once you’ve got your house in order, and you’re running at a solid EBITDA with strong operational maturity, bolting on new businesses might seem like the logical next step. But – and it’s a big but – what’s often overlooked is what that really means for your people. And if your culture, leadership, and structure aren’t ready, the train can very quickly come off the rails.  Alison brings a grounded, real-world view to this conversation. She’s been on...

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EP226 – What To Do When Your Clients Say They Can’t Afford You Anymore with Clare Elliott & Ian Luckett show art EP226 – What To Do When Your Clients Say They Can’t Afford You Anymore with Clare Elliott & Ian Luckett

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...

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EP225 – Inside the MSP Growth Hub – January 2025 Intensive Round Up with Stuart Warwick, Clare Elliott, Julie Hutchison & Ian Luckett  show art EP225 – Inside the MSP Growth Hub – January 2025 Intensive Round Up with Stuart Warwick, Clare Elliott, Julie Hutchison & Ian Luckett

IT 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...

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EP224 – What’s the Perfect Structure for an MSP? with Alison Whitfield & Ian Luckett show art EP224 – What’s the Perfect Structure for an MSP? with Alison Whitfield & Ian Luckett

IT 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...

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EP223 – Ask Stuart #18 - The Consequence of Not Stopping! And Taking Stock with Ian Luckett & Stuart Warwick show art EP223 – Ask Stuart #18 - The Consequence of Not Stopping! And Taking Stock with Ian Luckett & Stuart Warwick

IT 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...

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EP222 – STOP Attracting the Wrong People to Your MSP with Julie Hutchison & Ian Luckett show art EP222 – STOP Attracting the Wrong People to Your MSP with Julie Hutchison & Ian Luckett

IT 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...

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EP221 – Becoming B Corp… And the Difference It Made To My Business - Success Stories with Gildas Jones & Ian Luckett show art EP221 – Becoming B Corp… And the Difference It Made To My Business - Success Stories with Gildas Jones & Ian Luckett

IT 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,...

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EP220 – Improving Service Delivery in your MSP with Michelle Coombs & Ian Luckett show art EP220 – Improving Service Delivery in your MSP with Michelle Coombs & Ian Luckett

IT 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...

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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 they’re leaving, it should never come as a surprise. If you’ve been proactively managing your client relationships, you should already have an idea of their situation. So, the first tip is simple but powerful—know your clients. Regular account management, consistent check-ins, and open communication ensure that you’re never blindsided by a client’s decision to leave. It also means you have a chance to address any concerns before they become deal-breakers. 

Another critical point we covered is that MSPs must know their numbers inside out. Many business owners avoid digging into their financials because they find them dull or even intimidating. But the reality is, without a clear understanding of your profitability—by client, by service, and by contract—you could be working with accounts that are costing you money rather than generating it. Clare highlighted how important it is to track the profitability of each client, ensuring they’re worth retaining. If a client isn’t profitable, their departure might not be a bad thing. In fact, it could free up resources for better opportunities. 

We also discussed the importance of value perception. Sometimes, when a client says they can’t afford you, what they’re really saying is they don’t see enough value in what they’re paying for. This is where proactive communication is essential. MSPs need to regularly remind clients of the benefits they receive—whether that’s seamless IT support, cybersecurity protection, or increased business efficiency. If clients don’t see what you’re doing in the background, they might assume they’re paying for less than they’re actually getting. MSPs should be educating clients on the value they provide, whether that’s through case studies, testimonials, or regular business reviews. The more you communicate your worth, the less likely a client is to see your service as an unnecessary expense. 

One of the biggest mistakes an MSP can make when a client threatens to leave is resorting to discounts as a knee-jerk reaction. Clare and I both agreed that discounting is a dangerous path. It not only reduces profitability but also sets a precedent for future price negotiations. Instead, MSPs should focus on reinforcing the value of their service. If a client is genuinely struggling, consider restructuring their package rather than simply lowering the price. Having clear service tiers, such as a gold, silver, and bronze package, can help give clients flexibility while maintaining overall profitability. 

Security also plays a huge role in pricing and client retention. I’ve heard from MSPs who still offer security as an optional extra rather than making it a non-negotiable part of their service. Clare made an excellent point—security should never be an option. MSPs that separate security from their core offering run the risk of clients opting out, exposing themselves to unnecessary risks, and blaming their provider when things go wrong. If an MSP isn’t making security a baseline requirement, they need to rethink their approach. 

Finally, we discussed knowing when to walk away. Not every client is worth saving. If you’re constantly firefighting an unprofitable client or bending over backwards to accommodate their demands, it might be time to let them go. Business owners often feel nervous about losing a customer, but keeping a bad-fit client can sometimes be worse than losing them. By knowing your financials and understanding the true cost of service delivery, you can make confident decisions about which clients are worth fighting for and which ones you should let go. 

At the end of the day, MSPs need to be proactive, data-driven, and confident in their value. If you’re managing your client relationships well, staying on top of your numbers, and ensuring your pricing reflects your worth, you’ll be in a much stronger position to handle pricing objections and client churn. And if a client still decides to leave, handle the offboarding professionally—you never know when they might come back. 

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!