Resources
How MSPs win better clients without becoming the cheapest option.
Guides, articles and podcasts for growing MSPs, grouped by the problem they help with.
94 MSPs working with Assurix. See them in the Trustmark Directory.
Win against cheaper competitors
When every proposal sounds the same, price decides. How to give a prospect a reason to choose you.
Start with the free checklist: 7 proof points a prospect can check, and where you score.
Start hereGuideBe chosen on proof: how MSPs win against cheaper quotesWhy prospects can't tell MSPs apart, what a certificate does and doesn't show, and how live, independently assessed proof lets them check rather than trust.
ArticleHow to win MSP deals against cheaper competitorsLosing pitches to cheaper MSPs usually means the prospect can’t tell you apart. Proof plays, scripts and a proposal structure that show the difference.
ArticleWhy good MSPs still lose deals on price (and how to stop it)Prospects pick the cheaper MSP when they can't see the difference. How to close the proof gap.
ArticleWhy clients default to price when choosing an MSPProspects don't choose the cheapest MSP to save money. They choose it because they can't justify paying more. Here's what really happens when a business picks an MSP.
ArticleHow to justify higher MSP pricing without dropping your rateWhen a prospect says you cost more, most MSPs discount. Three plays that hold your price, with scripts, cost anchoring and renewal tactics.
ArticleHow to win MSP deals in regulated sectorsA practical playbook for UK MSPs selling IT support to FCA, legal, healthcare and insurance clients. Turn proof of your security into a competitive edge.
Prove your security and service
You check every client’s systems. Who checks yours? Showing the evidence for your own security and the service you deliver.
Start hereArticleWhy passing your last audit doesn't mean you're secure todayA certificate proves you were compliant on one day. It says nothing about today. Here is why point-in-time proof leaves a gap, and what to do about it.
ArticleHow to prove your MSP service quality to clientsEvery MSP says its service is excellent. Clients can’t tell who is right. A four-part evidence model and a QBR template that make service quality visible.
ArticleContinuous assurance for MSPs: what it is and how to prove itContinuous assurance is ongoing proof your controls still work between audits. What it means for UK MSPs, and how it differs from a point-in-time audit.
ArticleHow MSPs should answer security questionnairesA 60-page security questionnaire puts the deal at risk before you open it. How MSPs can answer in days.
ArticleWhy harder security questions are reaching MSPs in regulated sectorsDORA, NIS2 and the FCA push supplier questionnaires down to UK MSPs. You watch every client's systems, but nobody checks yours. The questionnaire does.
ArticleConfidence isn’t evidence: how to check your own MSP’s securityNothing going wrong isn’t proof. How to test your own controls the way you test a client’s.
Defend renewals
Showing clients the work they pay for, so a cheaper quote has to match it.
Start hereArticleHow to run a client security review that wins the renewalA client security review wins the renewal when you bring evidence. How to run a 45-minute check-in.
ArticleThe renewal conversation most MSPs get wrongMost MSPs lose renewals on price because they treat the meeting as admin. The renewal is won months earlier, in the proof you keep showing.
ArticleMSP QBR guide: a 6-slide structure that justifies your priceQBRs are the most underused commercial tool an MSP has. A 6-slide structure that justifies your price, holds margin and opens expansion deals.
ArticleWhat clients really mean when they ask 'are we secure?'When a client asks if they are secure, they want to know if they are covered and if you can show your work.
ArticleHow to prove every client's estate is actually protectedYour clients assume they are covered. Proving it across every client, with evidence instead of reassurance, is a different job.
ArticleHow to handle a client asking about other MSPsA client asking about other MSPs is a signal they are unsure what they get from you. How to read it, what to say in the room, and how to stop it recurring.
Reduce compliance scramble
NCSC CAF 4.0, Cyber Essentials, ISO 27001 and the Cyber Security and Resilience Bill, without a scramble before every audit.
Start hereGuideNCSC CAF 4.0 for MSPs: a practical guideWhat the NCSC Cyber Assessment Framework 4.0 is, how its objectives, principles, outcomes and profiles work, and how a growing MSP can use it.
GuideCyber Essentials for MSPs: what it covers and where it stopsThe five Cyber Essentials technical controls, Cyber Essentials against Cyber Essentials Plus, the 2026 requirements and annual renewal, for growing MSPs.
ArticleCyber Security and Resilience Bill: the UK law coming for MSPsThe Bill will bring managed service providers under the NIS Regulations. What it requires, where it is in Parliament, and what to do this quarter.
ArticleISO 27001 for MSPs: compliance, cost and timeWhat the 2022 ISO 27001 standard tests, how long it takes for an MSP, what it costs, and where it fits against Cyber Essentials Plus.
ArticleHow to stop scrambling for evidence before every auditIf audit prep means 2 weeks of screenshots and chasing, your evidence is going stale between audits. Here is how to keep it continuous.
ArticleNIS2 for UK MSPs: what it is and whether it applies to youNIS2 is an EU directive that names MSPs directly. A UK MSP isn’t bound by default but can fall in scope through EU clients. Who it catches and what to do.
Questions MSP owners ask first
The two doubts owners raise before anything else, answered.
Prospects haven’t heard of Assurix. Does that matter?
No. Your prospects don’t need the name before they see the proof. As Ian Groves, Managing Director of Start Tech, puts it: “But guess who’s gonna tell my prospects about Assurix? Me.” A link you share explains in plain English what is checked and shows whether each control passes. If a failure isn’t fixed within 30 days, the Trustmark is suspended publicly, which is why a prospect can believe it. Read the Start Tech story
Our clients never ask for this. Why would they care?
You’re right, clients rarely ask an MSP to prove its own security. So bring your live results into the cost comparison yourself, at renewal, when a cheaper quote turns up. They show clients what they pay for.
Podcasts and interviews
Mit Patel ran an MSP for 20 years and sold it. In these conversations he talks about growth, sales, exits and proof.
techUKtechUK Talking 5: the MSP proof gap
The Small Business Cyber Security GuyIf your MSP says all good, can they prove it?
Microsoft MentorsWhen All MSPs Sound the Same, SMEs Choose the Wrong Ones
Voices in the ChannelMit Patel on standing out in a crowded MSP market
AssurixBreaking Through Plateaus for Seven-Figure MSP Growth
IT Experts PodcastStop working in your MSP and make it work for you
Network GroupNGage: The Vendor Sessions, Episode 8: Mit Patel (Assurix)
IT Experts PodcastHow to Properly Stand Out From the Crowded MSP Marketplace
Channel ChatMit Patel: If you don’t plan to grow, you’ll stay stuck
Jonathan EdwardsHow MSPs Win Trust and Better Deals with Assurix
IT NationWhat's on the mind of MSPs in Europe: an IT Nation panel
The MSP PodcastTate Talks: With Mit Patel, Assurix
Paul Green's MSP Marketing EdgeHow An MSP Built £8m Of Recurring Revenue
scaleUP PodcastIs your MSP really worth what you think?
HaloPSAFrom Burnout to 25 Leads a Month: The YouTube Strategy That Transformed an MSP
scaleUP PodcastTargeted marketing for MSPs, with Steph Hackney
scaleUP PodcastAI vs automation: cutting through the fog for MSPs
IT By DesignTo Sell or Not to Sell: Navigating the MSP Exit Dilemma with Mit Patel
scaleUP PodcastMit Patel on using KPIs to propel MSP growth
scaleUP PodcastMit Patel on MSP growth lessons from 20 years at Netstar
For businesses choosing an IT provider
You shouldn’t have to take your IT provider’s word for it. These guides show what to ask and how to check the answers.
Start hereArticleNCSC MSP due diligence checklist for UK businessesYour IT provider has more power over your business than most. Here is the NCSC MSP checklist turned into plain-English questions you can actually use.
Article10 questions to ask an IT support provider before you signA vendor-neutral guide for UK businesses choosing an IT provider: 10 questions, what a strong answer sounds like, a scoring sheet and red flags.
ArticleThe Cyber Security and Resilience Bill for UK businessesThe Bill tightens cyber resilience rules for critical services and supply chains. Not new compliance for everyone, but it matters if you use an MSP.
An MSP that promises, or one independently checked every day?
- Book a demo.30 minutes with Ollie. Mit joins the second call.
- Start in the month you pick.From 2 hours a week, quick wins first.
- Show prospects your live results.Share your link in proposals and at renewal.