{"id":60948,"date":"2024-11-13T11:25:25","date_gmt":"2024-11-13T11:25:25","guid":{"rendered":"https:\/\/www.n-able.com\/?p=60948"},"modified":"2025-05-23T13:53:36","modified_gmt":"2025-05-23T12:53:36","slug":"how-msps-can-communicate-the-value-of-cybersecurity-to-their-clients","status":"publish","type":"post","link":"https:\/\/www.n-able.com\/es\/blog\/how-msps-can-communicate-the-value-of-cybersecurity-to-their-clients","title":{"rendered":"How MSPs Can Communicate the Value of Cybersecurity to Their Clients"},"content":{"rendered":"

This is an excerpt from a recent podcast interview between Troels Rasmussen and Pete Roythorne.<\/span> <\/em><\/p>\n

For many Managed Service Providers (MSPs), one of the biggest challenges is not just delivering exceptional cybersecurity services but communicating their value to clients. Despite the rising tide of cyber threats, end customers often view cybersecurity as an IT problem rather than a business necessity. In a recent podcast I talked to Troels Rasmussen, MD of Security at N‑able, about how he believes this mindset must shift: \u00abWhat has changed or needs to change if companies haven\u2019t gotten to it yet, is that [cybersecurity is] a core tenet of having a resilient business,\u00bb explained Troels.<\/p>\n

It\u2019s no longer enough for MSPs to simply provide security services. They must also educate their clients on why these services are essential to the survival and success of their businesses. Many customers don\u2019t realize the potential costs of a cyberattack\u2014not just in terms of data loss, but in downtime, legal liabilities, and reputational damage. Troels emphasizes that cybersecurity<\/a> should be seen as an integral part of business operations: \u00abIf you don\u2019t have the right security posture, you\u2019re setting yourself up for a potential extinction event\u00bb he adds.<\/p>\n

The Disconnect Between Cost and Value<\/strong><\/h2>\n

One of the most significant hurdles MSPs face is helping their clients understand the cost-benefit equation when it comes to cybersecurity. Many businesses, particularly SMBs and SMEs, see security as an optional or secondary expense rather than a necessity. \u00abPeople will always try to rationalize costs,\u00bb says Rasmussen, \u201cand this mindset can often lead businesses to seek the lowest-cost solutions.\u201d<\/p>\n

However, Troels argues that MSPs need to encourage their clients to think beyond the immediate price tag and consider the long-term impact of inadequate security. He suggests reframing the conversation to focus on the potential costs of not investing in proper security measures. \u00abAsk clients how much it costs them to be forced out of business for an hour, a day, a week,\u201d Troels explains. \u201cThis will help you understand their willingness to pay and highlight the value of not going out of business.\u00bb<\/p>\n

MSPs can use this approach to communicate the risks and the financial implications of downtime, data breaches, and recovery efforts. By helping clients see security as a critical investment rather than an avoidable cost, MSPs can position themselves as trusted advisors, not just service providers.<\/p>\n

Changing the Mindset Around Security<\/strong><\/h2>\n

Another thing that MSPs battle with is getting passed the traditional mindset that security is solely an IT issue\u2014this is both outdated and dangerous. In reality, cybersecurity is a business-wide concern that affects every aspect of an organization. As Troels explains, end customers must take ownership of their security posture: \u00abSecurity has been historically perceived as an IT problem,\u201d he says. \u201cIt isn\u2019t something you ask a person to go solve, and you as a business owner have a stake in it whether you want to or not.\u00bb<\/p>\n

For MSPs, this means educating clients about the shared responsibility of cybersecurity<\/a>. It\u2019s not something that can be outsourced entirely\u2014business leaders must be involved in making decisions about their security posture, just as they are involved in other critical business operations. Troels likens it to other essential business protections: \u00abIt\u2019s like you do your insurance, your pipeline planning\u2026 What happens if your product facility shuts down? It\u2019s the same with security,\u00bb he says.<\/p>\n

This analogy can be a powerful tool for MSPs when discussing security with clients, especially those in industries where business continuity is paramount, such as manufacturing or healthcare. By comparing cybersecurity to other forms of insurance or risk management, MSPs can help clients understand its importance as a strategic investment.<\/p>\n

Overcoming Cost Objections<\/strong><\/h2>\n

Cost is often the biggest sticking point when discussing cybersecurity solutions with clients. Many SMBs are hesitant to invest heavily in security, especially if they haven\u2019t experienced a breach themselves. Troels acknowledges that people often try to nickel-and-dime security services, but he warns against this mindset: \u00abTrying to save 50 cents on your coffee versus getting a better rate on your mortgage\u2014that\u2019s what it\u2019s like when clients try to rationalize IT costs especially security spend,\u00bb he says.<\/p>\n

To overcome these objections, Troels suggests focusing on the bigger picture. MSPs should help their clients see that cutting corners on security can lead to far greater expenses down the line, especially in the event of a breach. By emphasizing the long-term benefits of investing in high-quality security services, MSPs can help clients avoid the false economy of saving money on security only to face much larger financial losses due to a cyberattack. MSPs should position themselves as trusted advisors, helping clients understand the risks of underinvesting in security and the value of resilience.<\/p>\n

Communicating Proactively, Not Reactively<\/strong><\/h2>\n

Another challenge MSPs face is that many clients only realize the value of cybersecurity after an incident has occurred. In these situations, clients are often willing to pay for robust security services\u2014but by then, the damage has already been done. \u00abWhen they\u2019ve been through a breach, they\u2019re usually very willing to pay. The challenge is getting them to do that beforehand,\u00bb he concludes. \u00abThe reality is that the multiples on solving things after the fact are way higher. The cost of incident response, forensics, and recovery is far greater than the cost of proactive security measures.\u201d<\/p>\n

To avoid these reactive situations, MSPs must be proactive in their communication. They should regularly assess clients\u2019 security posture<\/a> and provide clear, actionable recommendations on how to improve it. By offering continuous education on emerging threats and evolving security standards, MSPs can help clients stay ahead of potential attacks and build a more secure environment.<\/p>\n

Additionally, MSPs can use real-world examples of businesses that have suffered from cybersecurity breaches to illustrate the consequences of not investing in security upfront. These case studies can help clients understand the risks they face and why proactive measures are essential<\/a> for protecting their businesses.<\/p>\n

MSPs as a Trusted Partner in Security<\/strong><\/h2>\n

For MSPs, communicating the value of cybersecurity to clients is about more than just selling services\u2014it\u2019s about helping clients understand the role of security in safeguarding their entire business. As Troels explains, \u00abCybersecurity is not a one-and-done\u2014it\u2019s an ongoing process. MSPs must emphasize that investing in cybersecurity is not just about preventing breaches but about ensuring long-term business resilience and continuity.\u201d<\/p>\n

By focusing on the potential costs of inaction, reframing cybersecurity as a critical business function, and proactively educating clients, MSPs can help their clients see the value in building a robust security posture. This approach not only leads to better client outcomes but also strengthens the MSP\u2019s position as a trusted partner.<\/p>\n

To explore more strategies on how MSPs can effectively communicate the importance of cybersecurity, listen to the full podcast episode featuring Troels for expert insights and practical advice.<\/strong><\/p>\n

Beyond the Horizon, Episode 11: Building Resilient Businesses<\/strong>: The Critical Growth Areas of Security for MSPs<\/strong><\/a><\/p>\n