Countering artificial commoditization and poor pricing

by Stewart Crawford


I stumbled upon awesome white paper from my friend Larry Walsh and the teams from N-Able and Netenrich.

As an experienced MSP consultant or MSP Coachwho has built a very successful IT Support firm, I often stop and think about how my MSP coaching clients are pricing themselves in the marketplace today.

Stewart Crawford

There is a pricing challenge in our industry. It starts with how we see our value as an IT Professional” or “IT Consultant” versus just the regular “joe computer fix it guy”. 

Larry’s teaser says it all:

A plague has befallen the managed services marketplace. Once the bastion of predictable revenue and sustained profitability, MSPs are watching their average sale prices and margins erode precipitously under competitive and economic pressures. As services become more prevalent, end users have more choice in whom they buy from and what price they’ll pay for various managed services.

I have my own theories on why today’s IT service providers, I can’t call them MSPs anywhere are struggling on price and in some situations making up competition in their head.

Yes, we have competition out there but do we really? I think many of us make up the competitive threat because we see a new competitor pop up on the horizon or we hear an industry leader such as Arnie Bellini mention at IT Nation that DELL or Microsoft have their sights on our business model and we have to “unite” to combat it.

Get the report from the 2112 Group and read it…let me know what you think?

Download the Countering Artificial Commoditization and Poor Pricing Practices in Managed Services

Here is my last thought from the article and then I will let you check it out. Stop talking CUSTOMERS and focus on CLIENTS who get IT.

Many of struggle to generate the right revenue for our business because we don’t know who our ideal CLIENT is! There are only two bad “C” words in my vocabulary and CUSTOMER is one of them. Stop worrying about competition and focus on attracting CLIENTS who get the value you deliver! Do this now!

Stuart Crawford, president and chief marketing officers, Ulistic Inc. After a 9 year military career which saw Stuart rapidly accelerate through the ranks finishing as a Master Corporal in the Canadian Signal Corp Stuart went to work putting into practice the leadership and character traits he learned through his time with the Canadian Forces. He is a member of Editorial Advisory Board of


Would you recommend this article?


Thanks for taking the time to let us know what you think of this article!
We'd love to hear your opinion about this or any other story you read in our publication.

Jim Love, Chief Content Officer, IT World Canada

Featured Download

Latest Blogs

ITB in your inbox

Our experienced team of journalists and bloggers bring you engaging in-depth interviews, videos and content targeted to IT professionals and line-of-business executives.