The IT Experts Podcast

Mark Lambert shared practical insights into why selling the tech alone won’t cut it in today’s market. Instead, he stresses the importance of focusing on outcomes that matter to your prospects, such as improving productivity, enhancing security, and solving tangible business challenges. As Mark explains, clients don’t care whether you’re using Office 365 or the latest security stack; they care about how you’ll help their business thrive. This shift from a tech-focused to a problem-solving mindset is critical for any MSP aiming to scale sustainably.  We also discussed the right time for MSPs to invest in a dedicated sales function. For businesses under £1 million, Mark emphasised leveraging low-hanging fruit within existing accounts by deepening relationships and improving client retention. However, once an MSP is on the path to £5 million, building a dedicated sales strategy becomes a priority. This includes hiring the right salespeople, integrating them into the business culture, and aligning them with your values and goals. Mark highlighted the dangers of hiring a salesperson too early or without the proper alignment, which can lead to short-sighted sales tactics that undermine long-term client relationships.  One of the key takeaways from Mark Lambert’s approach is the concept of consultative selling, which he believes should permeate the entire MSP—not just the sales team. Consultative selling is about deeply understanding your prospects and clients, their challenges, and their goals. Mark stressed that this isn’t the job of one person; it’s a company-wide mindset. Whether it’s your service desk collecting insights from clients, your marketing team creating educational content, or your leadership team championing values, everyone plays a role in creating a culture of trust and value-driven relationships.  Mark and I explored the challenges of navigating cold outreach in a world where traditional methods like direct LinkedIn messages often fall flat. Instead, Mark advocates for a more tailored and personal approach. By leading with value—perhaps highlighting a productivity gap or a security concern specific to the prospect’s business—you can initiate meaningful conversations without resorting to salesy tactics. Mark shared that while cold outreach still has its place, it’s most effective when backed by thoughtful preparation and a clear understanding of the client’s needs.  Another golden nugget from this conversation was the importance of discovery in the sales process. Mark stressed that a thorough discovery process helps uncover the true pain points of a business and builds trust along the way. He shared how asking the right questions—and going deeper when needed—can identify not only the problems but also the urgency behind them. This positions you as a trusted advisor rather than just another salesperson. Mark’s advice: don’t be afraid to ask questions and listen actively to uncover the core challenges holding businesses back.  One of the most memorable moments of the episode was Mark Lambert’s reminder to always create urgency without applying pressure. It’s about helping prospects see the value and importance of solving their challenges sooner rather than later. By presenting yourself as a problem-solver, you’ll naturally guide the conversation to a point where prospects ask, “Is this something you can help me with?”—a clear invitation to close the deal.  Mark’s practical tips and insights were incredibly valuable, and his perspective on embedding a consultative selling approach across the whole MSP is a game-changer. If you’re serious about scaling your MSP, this episode is packed with actionable advice to help you move forward.  Before you go, don’t forget to check out another related episode, EP174 - Ask Stuart #12 - Why You Don’t Need a Salesperson Now… Or Ever with Ian Luckett & Stuart Warwick. It’s a brilliant companion piece to today’s conversation, exploring how MSPs can maximise their sales efforts even without a dedicated salesperson in the early stages.  To continue the conversation with Mark Lambert or chat with him on how to get started closing deals by solving problems, book a slot directly on his calendar by clicking HERE.  You can also connect with Mark Lambert on LinkedIn, simply click HERE. Or you can also check out his website 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.  OR   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! 

One of the key takeaways from this conversation is understanding why MSPs find content creation so difficult in the first place. Nigel pointed out that many MSP owners are simply stretched too thin. Whether they’re managing cybersecurity threats, fielding client calls, or running the day-to-day operations of their business, creating content often falls to the bottom of the priority list. Add to that the natural tendency for MSP owners—many of whom identify as introverted “techies”—to shy away from putting themselves out there, and it’s no wonder content creation can feel like an insurmountable task. Nigel empathised deeply, drawing on his own experience as a former MSP owner, but he also stressed that getting started is more achievable than it seems.  So, how do MSPs overcome these hurdles and start producing content that truly makes an impact? Nigel suggests starting simple. He advises listening to your help desk and turning the common questions your clients ask into marketing assets. This is a practical, easy-to-implement approach inspired by Marcus Sheridan’s book, They Ask, You Answer. For example, if a client frequently inquires about password security, why not create a quick video or a short guide to address that issue? Not only does this save time by providing a reusable resource, but it also positions you as a helpful authority in your clients' eyes.  Nigel and I also explored the formats of content that are working particularly well for MSPs right now. While long-form pieces like white papers may still have their place, the reality is that most audiences have shorter attention spans these days. Short, engaging videos are proving to be highly effective, as are simple guides, checklists, and infographics. Nigel highlighted cybersecurity guides and onboarding checklists as examples of content that resonate strongly with prospects. These pieces don’t have to be elaborate; a well-designed 5- to 8-page document or a quick video filmed on your phone can do the trick. The key is providing value and addressing real pain points your audience faces.  Another gem Nigel shared is the power of personalisation. Tailoring your content to specific niches or verticals can make it far more effective. Whether you’re working with architects, legal firms, or small businesses, speaking directly to their unique challenges will make your message stand out. For example, an email campaign targeting architects might highlight how to streamline project management through IT solutions, whereas content for legal firms might focus on cybersecurity and client confidentiality. By addressing the specific needs of your audience, you create a sense of connection and trust, which can be pivotal in converting prospects into clients.  We also discussed the importance of consistency. Nigel acknowledged that for busy MSP owners, maintaining a regular flow of content can feel impossible. His solution? Delegate. Hiring a part-time marketing intern or leveraging content platforms like the Tech Tribe can take the pressure off your shoulders. The Tech Tribe, in particular, offers MSP-specific resources such as social media posts, blogs, and newsletters that you can customise and deploy quickly. Nigel emphasised the importance of getting from “zero to one”—just starting with one consistent piece of content, whether that’s a weekly blog, a LinkedIn post, or a video, and building from there.  One of my favourite insights from this conversation was Nigel’s perspective on educating prospects during the sales process. He encourages MSPs to create tools like buyer’s guides that help prospects understand what good and bad IT service looks like. These educational assets not only build trust but also position you as an authority in your field. By guiding prospects through their decision-making process without the hard sell, you differentiate yourself from competitors and create lasting impressions.  Ultimately, creating scroll-stopping content isn’t about reinventing the wheel. It’s about listening to your clients, addressing their pain points, and consistently showing up with value-driven messages. Whether you leverage videos, guides, or curated resources like those offered by the Tech Tribe, the key is to start small, tailor your approach, and stay consistent.  Nigel’s wisdom and practical advice are a testament to his deep understanding of the MSP space and his commitment to helping businesses succeed. If you’re struggling to create content or looking for ways to make your marketing efforts more effective, this episode is packed with actionable tips to get you moving in the right direction. And if you haven’t yet checked out the Tech Tribe, Nigel’s community is an incredible resource for MSPs looking to scale their businesses with confidence.  For full details of our Business Blueprint Workshop on Tuesday 3rd December, click 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.  OR   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!

 Teresa Heath-Wareing introduces us to a crucial understanding of how self-sabotage works, explaining that many of us fall into patterns that keep us comfortable but ultimately hinder our growth. Self-sabotaging behaviours often stem from a place of fear—whether it's fear of failure, fear of judgment, or even fear of success. When we’re stepping into new or uncomfortable situations, our brain can see these as potential threats, activating a “protection mode” that drives us back to our comfort zones. Teresa highlights that self-sabotage isn’t about laziness or lack of ambition; rather, it’s our mind trying to keep us safe. Yet, as she reminds us, that “safe” place can end up stalling our growth and keeping us from the breakthroughs we’re capable of achieving.  One of Teresa’s key insights is the importance of consistency and authenticity in breaking self-sabotaging habits. She speaks to the value of building a visible, authentic presence online—not just for marketing but as a powerful way to establish trust and connection with clients and prospects. Teresa believes that when MSP owners are authentic and consistent in their online presence, they build a network of trust that lays the groundwork for stronger, long-lasting business relationships. This trust allows clients and prospects to get to know you before they’ve even spoken with you, something that is increasingly important as research shows that most of the buying decision is made before a client even contacts you.  During our conversation, we touched on how self-sabotaging can be particularly sneaky for MSPs, who often prioritise solving technical issues over working on the strategic growth of their business. Teresa explains that this can lead to avoidance of challenging, but necessary, steps like sales and marketing, often because these tasks push us outside our comfort zone. She shares a critical tip: look for patterns. Self-sabotage can manifest as procrastination, indecision, or distractions, and recognising these patterns is the first step to breaking free from them. Teresa recommends slowing down and questioning why we might be resisting certain tasks or decisions. Are we avoiding an uncomfortable feeling or fear of failure? By reflecting on this, we can start identifying the root of our self-sabotage.  Teresa also emphasises the need for incremental changes—what she calls “1% shifts”—to overcome self-sabotaging tendencies. Rather than attempting drastic transformations, Teresa suggests that small, manageable changes can build confidence and create sustainable progress over time. This incremental approach helps build integrity with ourselves, proving that you can follow through on your commitments. These “1% shifts” allow you to step outside your comfort zone slowly, creating new neural pathways that make it easier to tackle bigger challenges in the future. For example, if an MSP owner is hesitant to start marketing themselves online, they could start by making one small post per week. Over time, these small efforts add up, gradually building confidence and consistency.  One of the standout lessons from Teresa is the importance of understanding the ego’s role in self-sabotage. Ego can prevent us from asking for help, acknowledging when we’re stuck, or admitting that we don’t have all the answers. Teresa shares that many business owners may avoid seeking help or taking advice because their ego convinces them that they have everything under control, even when they could benefit from guidance. She encourages MSP owners to step away from this mindset, embrace vulnerability, and take advantage of the collaborative and supportive nature of the MSP community, which thrives on shared knowledge and experiences.  The practical framework that Teresa Heath-Wareing shares in this episode provides MSP owners with tools to identify and address self-sabotaging behaviours. From recognising patterns to making 1% shifts, Teresa’s approach is about building self-awareness, resilience, and consistency. She encourages listeners to approach self-sabotage with empathy, reminding us that our brains are simply trying to protect us. With greater awareness, MSP owners can harness their potential by setting aside self-limiting beliefs and making intentional choices that lead to growth.  Whether you’re trying to improve your marketing consistency, make strategic decisions, or take your business to the next level, Teresa’s insights on self-sabotaging behaviours offer a clear, actionable path. This episode is packed with Teresa Heath-Wareing’s expert advice on the psychology behind self-sabotage, and it will resonate with anyone looking to break through their mental barriers to achieve greater success.   To access Teresa’s FREE training and workbook, simply click HERE.  You can reach out to Teresa Heath-Wareing through her LinkedIn profile HERE Check out the Teresa’s podcast HERE, or her website HERE.  For full details of our Business Blueprint Workshop on Tuesday 3rd December, click 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.  OR   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!   

We kicked off with a straightforward explanation of what the dark web actually is. Tony clarified the distinctions between the open web (the visible internet we all use daily), the deep web (pages that aren’t indexed by search engines and require authentication, like online banking portals), and the dark web. The dark web is a hidden section of the internet that’s intentionally obscured and often requires specific software, like Tor, to access. While it’s not exclusively for criminal activity, the dark web is a hub for illegal activities, data trading, and stolen information—everything from personal credentials to corporate data can be bought and sold there.  Tony shared why MSPs should be particularly concerned about dark web monitoring. He emphasised that most MSP clients don’t realise just how vulnerable their data is or how easily it can end up on the dark web after a breach. He recounted how MSP Dark Web was born out of frustration with other vendors and security tools, which weren’t doing enough to protect his clients. Now, his platform allows MSPs to monitor their customers’ domains and personal emails to detect stolen credentials and alert clients before damage is done. With Tony’s dark web monitoring service, MSPs can see if sensitive client information is being circulated on the dark web and act quickly to advise their clients on securing or updating their credentials.  One of the core themes we discussed was how to present this information to clients. For many business owners, technical jargon about dark web monitoring or data breaches goes over their heads. Tony shared that MSP Dark Web provides a comprehensive marketing toolkit for MSPs, which includes email templates, leaflets, and other resources to help MSPs communicate the importance of dark web monitoring in a simple, understandable way. This helps MSPs position dark web monitoring as a proactive, essential service that can protect businesses from potential cyber threats.  During our chat, Tony highlighted a sobering statistic: his database contains 149 billion emails and 88 billion passwords from data breaches worldwide, and this number grows every day as new breaches occur. His platform also tracks “session cookie data”—which can allow attackers to access accounts even if two-factor authentication (2FA) is enabled. This was a real eye-opener, and Tony advised listeners to avoid the “remember me” option on websites and to regularly clear their browser’s cache and cookies. These steps may seem small, but they can make a big difference in protecting your information from dark web exposure.  Another crucial point Tony shared is the importance of educating clients about the risks associated with reusing passwords. If a password is stolen from one site and a client uses that same password elsewhere, cybercriminals can potentially access multiple accounts. Dark web monitoring allows MSPs to detect compromised credentials in time for clients to change their passwords, rendering the stolen data useless.  We also delved into the misconceptions around cybersecurity stacks, particularly the tendency of MSPs to “stack fiddle,” as Paul Green has called it. This occurs when MSPs add endless layers of security tools without a cohesive strategy. Dark web monitoring doesn’t necessarily overlap with other cybersecurity measures in an MSPs stack; it complements them by focusing on external threats. Rather than just looking at data within a business, dark web monitoring looks outward, alerting MSPs to information that might have been exposed in breaches they wouldn’t otherwise be able to track.  Towards the end of the episode, Tony emphasised the growing importance of dark web monitoring for everyone—not just those with large bank accounts. Cybercriminals don’t just target wealthy individuals; anyone can become a victim. For instance, attackers can exploit simple pieces of personal information, like a preference for dogs over cats, to manipulate victims. This was a stark reminder that every MSP should consider dark web monitoring as an essential part of their security offering.  In summary, Tony Capewell made a compelling case for why dark web monitoring is a must-have service for MSPs. It’s not just about selling a new tool; it’s about proactively protecting clients and building trust. With resources like MSP Dark Web, MSPs can offer their clients peace of mind by ensuring that if their data does appear on the dark web, they’re immediately informed and can take action to secure their information. If you’re an MSP looking to strengthen your cybersecurity stack and communicate its value to clients, dark web monitoring could be the solution you need.  Connect with Tony Capewell through their website by clicking HERE  For full details of our Business Blueprint Workshop on Tuesday 3rd December, click 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.  OR   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!