For a long time, cybersecurity was viewed as a technical necessity, something added on, often driven by compliance checklists or a reactive response to emerging threats. However, times have changed; threats are more complex, the stakes are higher, and clients are demanding more.
This shift means cybersecurity cannot be approached as a bolt-on service or a one-size-fits-all stack. It’s not about selling the most popular tool; it’s about understanding how a client’s business operates, what risks they face, and what matters most to their leadership, broader team, and customers. That understanding is the difference between a security vendor and a strategic partner.
When you view cybersecurity through the eyes of your customer, the conversation shifts. It becomes less about features and more about impact on reputation, operations, revenue, and growth. And impact is what your clients care about most. This is where the real value lies, and it begins with a genuine understanding of your customers.
MSPs can struggle to gain traction with cybersecurity because they prioritise tools over relevance, or because there’s a disconnect between what clients expect and what’s delivered.
In other cases, it may also be that they’re not aligning with established security frameworks, such as ISO 27001 or NIST, which limits both their credibility and the effectiveness of their offering. When cybersecurity services don’t reflect client-specific needs, it’s nearly impossible to build recurring value or trust.
Strong security stacks are built by MSPs who take the time to understand the complete risk picture and context, and those that don’t rush into implementing products that won’t match the client's needs.
Understanding your clients is the foundation of building a relevant and effective cybersecurity stack. Without this insight, it’s easy to deliver the wrong solution and miss critical risks unique to that business. That’s why you need to assume less and ask more questions. Most clients lack the technical expertise to define their needs. It’s up to you to uncover their priorities.
Start with the basics: the industry they operate in, the regulations they must meet, and what drives their revenue. These elements shape risk profiles and help you build a strategy tailored to their real-world needs. Every client’s risk profile is different. A one-size-fits-all approach won’t cut it. Security strategies must reflect each client’s unique challenges, environment and goals.
Ultimately, clients will want to know how cybersecurity protects their business outcomes, not just the technical details.
When you take a tailored approach and understand your clients, you position yourself as a trusted advisor. This creates stronger, longer-term business outcomes for both sides. There’s far more return in offering strategic guidance and risk management than in simply selling tools or bundling licenses.
Cybersecurity isn’t a technical service add-on; it’s a specialist discipline that requires an advisory-led approach. The real value for clients doesn’t come from a stack of tools, but from having a trusted partner who is there to help them navigate risk, compliance, and long-term business impact.
Clients are seeking leadership, and this role requires a distinct approach. Adopting an "opt-out" mindset by default and clearly communicating why is one way to demonstrate your expertise and leadership, but it can also create strong revenue streams. I’ll explore this “opt-out” mindset further in an upcoming blog, but for now, it’s worth serious consideration.
Essentially, most clients want their MSP to guide them through the process. When they ask questions, it’s not resistance, it's engagement, and they’re looking for and relying on your expertise to shape the right path forward for them. By becoming a trusted advisor who understands the intricacies of their business, you’ll build more meaningful, long-term partnerships and generate more substantial, sustainable revenue.
In a business, different people within the industry will view cybersecurity differently, and that’s precisely why your approach needs to shift depending on who you're talking to. The CEO will care about risk exposure and brand reputation. The finance team will be more focused on preventing fraud and ensuring regulatory compliance. The sales team will focus on maintaining uptime, ensuring CRM access, and progressing deals.
Tailoring your message by department or role builds buy-in. The more you understand their business, the better you can match services to real needs. You’re not selling the software; you’re selling the impact. By translating security into your client’s language and roles within a business, you’ll build trust and dependency on your expertise.
To drive the impact of cybersecurity home, education is the foundation; it not only helps businesses make more informed decisions, but it also demonstrates your expertise if you’re the one delivering the information. For many clients, cybersecurity remains a blind spot, and awareness is the first hurdle. Education is one of the most powerful things you can offer.
Fundamentally, every business is different, and every engagement should reflect that. The deeper your understanding of a client’s risks, operations and challenges, the stronger and more relevant your solutions will be. The reality is that what worked a few years ago won’t cut it today. To remain competitive, you must be proactive and strategic, not reactive and generic.
Be the MSP starting and leading the conversations on cybersecurity, because if you're not, someone else will. The more you listen and ask questions, the better you can guide and provide more value to your clients.
At Brigantia, we provide a range of resources to help partners deliver exceptional cybersecurity. from marketing toolkits to end-user webinars.
Explore our tools below and start building stronger, more secure client relationships today.
https://www.brigantia.com/end-user-webinars
https://www.brigantia.com/toolkits