The MSP’s Guide to Creating a Killer Elevator Pitch

You know what I learned from running a successful MSP and now leading a cloud services company for MSPs? Most of us are terrible at first impressions.

Ouch, right? But it’s true!

After years of watching MSPs blend into the crowd at chamber events and industry expos, I’ve realized one of the biggest missed opportunities in our space is the elevator pitch.

We think we’ve got it down. We say stuff like, “We manage your IT” or “We’re your outsourced IT department.” But guess what? Everyone’s saying that. It doesn’t spark interest, and it sure doesn’t get you remembered!

Why You NEED a Killer Pitch

Your first impression might come in the form of a hallway chat at a conference or a quick LinkedIn message. That’s all it takes! Just 15 to 30 seconds to leave a mark… or totally miss your shot.

When I was running my MSP, I realized that if I didn’t define the value we brought to the table, my prospects would. And often, they’d define it wrong.

That’s why a killer elevator pitch is your sales armor. It’s how you stay consistent across your messaging and your brand!

Why Most MSP Pitches Fall Flat

Let’s be honest. Most MSP pitches sound like every other IT company out there: tech-first, jargon-filled, and feature-heavy.

But clients don’t care about your tools or platforms, they care about outcomes! They want to sleep better at night, knowing their business is protected.

We need to stop pitching and start positioning!

My 3-Step Framework for a Winning Pitch

Ready to level up? Here’s the exact framework that I used to close more business:

1. The Problem

Lead with a pain point your audience actually feels.

• “You know how frustrating it is when your systems crash and you lose hours of work?”
• “Ever worry about what would happen if your client data was held hostage by a cyberattack?”

Start there. Make it real!

2. The Promise

Now show how you eliminate that pain.

• “We help businesses eliminate downtime and keep their data secure in the cloud so they never miss a beat.”
• “We help medical practices stay compliant and run smoothly with cloud services built just for healthcare.”

See what I’m doing? I’m talking about outcomes they want rather than the tech that gets us there.

3. The Proof

Seal the deal with credibility.

• “We’ve helped over 100 businesses move to the cloud with zero downtime.”
• “Our clients haven’t had a single ransomware incident in over five years.”

Paint the before and after picture they can step into!

Real-World Examples That Actually Work

Let’s pull it all together. Here are some of the lines I’ve used that got real results:

• “We help businesses move their entire IT to the cloud so they never have to deal with tech headaches again.”
• “We help businesses stay up and running during natural disasters by putting their infrastructure in the cloud: even if your office is underwater, your business isn’t.”
• “We help teams work from anywhere with secure cloud access that’s faster than your old file server.”

Notice how none of these talk about servers or licenses? It’s all about the why.

Your Pitch Goes WAY Beyond Sales Calls

This isn’t just for your next Zoom meeting. Use your pitch:

1. At networking events
2. In your email signature
3. As your LinkedIn headline
4. In conversation with a stranger who asks, “So what do you do?”

Final Tips to Make It Stick

Your elevator pitch is your golden ticket to more conversations and clients, as long as you spend the time to fine-tune it!

Here’s your challenge:

• Already have a pitch? Revisit it. Does it follow the 3-step formula?
• Don’t have one? Write it today. Practice it until it rolls off your tongue like your name!
• Record yourself before you use it in public! Listen back. Do you sound natural?

If you found this helpful, check out our free Cloud Academy made just for MSPs. It’s packed with tools to help you grow and build a business that stands out.

And I’ll leave you with this gem from Albert Einstein: “If you can’t explain it simply, you don’t understand it well enough.”

Have a great week!