LAST UPDATED: JULY 2026
This is a deeper dive on the same topic. There's no workbook question here, since you already answered it in the 101 lesson. Read for the extra detail, then continue to the next topic below.
MSP Message Hierarchy Across Audiences
Your three core sentences from the 101 lesson represent one version of your message, aimed at the person most likely to find you.
But an MSP sale rarely involves just one person.
By the time a proposal is on the table, your message may need to land for two or three people with different roles and concerns.
Message hierarchy is the practice of maintaining a consistent core message while adjusting the emphasis and vocabulary for each audience.
Why It Matters for MSPs
Done right, everyone involved in the decision hears the same fundamental claim about your business, just in language that makes sense for their role.
In smaller prospects (under 20 employees), the owner is often all three roles in one person.
The hierarchy becomes critical as client size increases.
If you're pursuing clients in the 50 to 200 employee range, assume at minimum that the business owner and an operational gatekeeper are both involved.
Going Deeper
The Three People in Most MSP Sales
The audience composition varies, but three roles appear across the majority of MSP sales:
The business owner. This person cares whether IT keeps the doors open: staff working, data safe, no week-long outage that costs real revenue. They think in dollars and risk.
The operational gatekeeper. Often an office manager or operations director. They care about reliability, responsiveness, and low-drama daily operations.
The internal technical contact. Someone with informal IT responsibility. They need to see competence and respect, not condescension.
What the Business Owner Needs to Hear
For the owner, lead with business outcomes and downside risk. They want to know: will this keep my business running without IT crises?
They are the ultimate judge of ROI (Return on Investment).
Your proof points should be business-level: client retention rate, response time during critical incidents, and quantifying the cost of downtime prevented.
What the Operational Gatekeeper Needs to Hear
For the operational gatekeeper, lead with experience quality and responsiveness.
They want to know: when my staff has a problem, how fast will someone help them? Will your team be patient?
Your proof points here are relational: the names of people on your team, resolution times, and testimonials from other office managers.
What an Internal Technical Contact Needs to Hear
For an internal technical contact, lead with competence and collaboration.
The message adjustment here is subtle: position the relationship as additive, not replacement.
"We work alongside internal staff to fill in where dedicated IT expertise is needed" is a very different message than "we replace your IT needs entirely."
Building a Simple Message Matrix
Example: "Pine State Tech" in Maine built a matrix for their "Legal Security" package. For the owner, it was "Protect your firm's reputation." For the office manager, "Fast support so staff doesn't lose billable hours."
A message matrix is a reference document that helps your team adapt conversations in real time.
TOOLS CAN HELP WITH THIS
Free presentation tools exist to help with this. Book a free call with us to see what we recommend for your MSP.
Start with two audiences, the owner and the gatekeeper. Add the internal technical contact if you're regularly selling into larger clients.
Common Mistakes to Avoid
Don't use overly technical jargon with the business owner; focus on risk and reward.
Avoid ignoring the operational gatekeeper; they often have the power to veto a decision even if they can't sign the contract.