As a Managed Service Provider, you know that a healthy recurring revenue stream isn’t just good for your business—it’s essential. Recurring contracts allow you to plan and forecast, provide consistent cash flow, and empower you to invest in your team and tools. More importantly, they enable you to deliver reliable, proactive solutions that keep your clients protected and operational according to their contract SLA. When your customers have fewer disruptions, their productivity rises—and so does your reputation and growth potential.
But let’s face it: not every client immediately sees the value in ongoing, subscription-style IT services. Especially for small businesses or organizations that have traditionally operated with break/fix support, it can feel like a pretty big leap. Here are some common objections MSPs encounter—and proven strategies to address them.
“We’re Getting By Just Fine Right Now.”
Objection: Clients may feel their current reactive model works and see no need to change.
How to Handle: Ask how many hours they lose to downtime, unexpected tech issues, or slow equipment. Studies show that small businesses lose $137 - $427 per minute of downtime. Proactive MSP support is about preventing those emergencies, not just fixing them. Technology should enable business, not slow it down – and needs to be positioned that way. Help your clients visualize the cost—not just in dollars, but frustrated staff and missed opportunities.
“We Aren’t Big Enough to Worry About a Breach.”
Objection: Smaller organizations think cybercriminals only target big players.
How to Handle: The truth is, 46% of cyberattacks target businesses with less than 1,000 employees. Attackers automate attacks, looking for low-hanging fruit—and SMBs often have fewer protections. Modern cyber threats are sophisticated, and compliance requirements are growing. Discuss advanced cybersecurity services like EDR (Endpoint Detection and Response) and XDR (Extended Detection and Response). These aren’t just for enterprises—they help any business spot and stop threats before they cause harm.
“We Can Run Our Own Backups.”
Objection: “We handle our backups in-house. Why pay extra for support?”
How to Handle: Unfortunately, backups fail—more often than most realize. Research shows that 60% of backup jobs fail due to misconfigurations or test errors. Regular testing, verification, and fast recovery are crucial. As their MSP, you ensure backups are not just running, but restorable when disaster strikes. That difference can mean survival after a ransomware attack or hardware failure.
“We Already Have Antivirus.”
Objection: Clients may think their basic AV software is enough.
How to Handle: Cyber threats have evolved. Antivirus isn’t enough to block phishing, zero-day exploits, ransomware, or insider threats. Explain how modern MSP offerings combine robust endpoint security with 24/7 monitoring, rapid response, and layered protection. It’s not about having a tool—it’s about having an expert team dedicated to keeping their business safe.
“We Just Don’t Have the Budget.”
Objection: Clients are feeling cost pressures and worried about recurring fees.
How to Handle: Reframe IT spending as a strategic investment. Discuss the cost of downtime, breaches, and lost productivity. Often, one substantial outage or cyber incident costs far more than a year’s worth of managed services. MSP contracts provide predictability and protection. The right technology investment pays dividends in efficiency, resilience, and growth.
Position Yourself as a Trusted Advisor
The most mature MSPs don’t just sell services—they become partners in their clients’ success. Your expertise positions you to guide businesses toward solutions that help them become more productive, resilient, and secure. When you take time to understand their goals—and connect technology investments to tangible outcomes—clients begin to see the real value in a strong relationship with your MSP.
And remember: Not every customer will be the best fit. Healthy partnerships thrive on mutual respect and shared priorities. Don’t be afraid to walk away from relationships where your value isn’t appreciated. Focus on building long-term strategic alliances that help everyone succeed.
Resources to Help You Sell—Powered by LogMeIn Resolve
LogMeIn Resolve is committed to helping MSPs grow with powerful tools and actionable resources. From guides on selling advanced services like Mobile Device Management (MDM) and Business Continuity & Disaster Recovery (BCDR), to webinars on running strategic business reviews to uncover revenue opportunities—our resources and our Resolve platform are designed to help you position your MSP as indispensable.
Ready to level up your recurring revenue game?