The IT Experts Podcast

Julie Hutchison kicks off by addressing what many of us know as "imposter syndrome," though she’s quick to debunk the term. It’s not a syndrome, she explains; you’re not broken. Instead, it’s a very human response that stems from our brain’s primitive mechanisms for survival. Drawing on the analogy of a caveman running from a lion, Julie highlights how our amygdala – a small but powerful part of our brain – is constantly scanning for threats. While this helped keep our ancestors alive, today it manifests in ways that can hold us back, like procrastination, perfectionism, or a fear of failure.  Julie Hutchison explains that imposter syndrome tends to rear its head in situations where the challenge is high, and the support is low. This dynamic creates a fertile ground for self-doubt, fear, and inaction. Whether it’s a business owner hesitating to approach a big client, or someone avoiding a difficult team conversation, the root cause is often the same: the brain perceives these situations as threats, triggering a fight, flight, or freeze response. Julie encourages listeners to normalise these feelings. After all, over 70% of people report experiencing imposter syndrome at some point. Acknowledging that this is a universal human experience can be a huge relief and a powerful first step towards overcoming it.  A key takeaway from this episode is the importance of support. Julie Hutchison emphasises that when faced with high challenges, increasing your support levels can make a world of difference. This could mean reaching out to peers, joining a community, or even just having an honest conversation with a trusted mentor. Normalising these challenges within a supportive environment helps to calm the nervous system, shifting us out of panic mode and into a space where we can think and act more clearly. In fact, Julie points out that simply talking about our fears can reduce their intensity and make them feel more manageable.  One standout moment in the episode is Julie Hutchison’s advice on calming our biology. When we’re stuck in inaction, it’s often because our bodies are in a heightened state of stress. Julie suggests simple techniques like shaking out your energy, taking a deep breath, or even having a laugh with others to bring your nervous system back to a place of calm. From there, you’re in a much better position to tackle the challenge at hand.  We also touch on how limiting beliefs, often formed during childhood, can contribute to feelings of inadequacy or self-doubt. Whether it’s something a teacher, parent, or peer once said, these beliefs can lodge in our subconscious and shape the way we view ourselves and our capabilities. Julie encourages listeners to challenge these outdated beliefs and replace them with a more objective, empowered perspective. The goal isn’t to ignore the challenge but to balance it with the right level of support and self-awareness.  One of the most inspiring parts of this episode is when we discuss the power of peer groups. I share a story from a recent MSP Growth Hub meeting, where one business owner openly admitted feeling out of control. What followed was a roomful of peers offering support, sharing their own experiences, and ultimately normalising what could have felt like a solitary struggle. Julie Hutchison highlights how valuable these communities can be, providing not only practical guidance but also the emotional reassurance that you’re not alone.  For those who might be tackling challenges solo, Julie suggests starting by increasing your own support structures. Whether that’s tapping into resources like AI tools (yes, even ChatGPT!), joining a network of like-minded professionals, or seeking advice from a coach, the key is to avoid isolating yourself. High challenges don’t have to be faced with low support.  To wrap up, Julie Hutchison leaves us with an important reminder: you are not alone and feeling stuck or unsure is not a sign of failure. It’s a sign of being human. By acknowledging your feelings, seeking support, and taking small steps forward, you can start to overcome the barriers that hold you back. As always, the MSP Growth Hub is here to help you through these challenges, with resources, coaching, and a supportive community ready to assist.  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!   

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!