The Big Five: What Every MSP Should Talk About to Win Trust and Attract More Clients

Many MSPs feel the pressure of a crowded market where everyone appears to offer the same services. Standing out is not about shouting louder or pushing harder. It is about becoming the trusted guide your prospects turn to when they feel uncertain. Educational content becomes your greatest advantage because it shows potential clients that you understand their challenges and can lead them forward with clarity and confidence. 

 

Buyers today behave very differently. They are already 80 percent through their decision making before they ever speak to you. By the time they get on a call, they have already formed opinions on who they trust. The question is whether they are finding the answers from you or from someone else. This is where the ideas of Marcus Sheridan become a genuine game changer for MSPs who want to attract inbound leads. 

 

Marcus discovered that across every industry the same five subjects dominate what customers search for online. These are known as The Big Five. 

 

1. Cost and Pricing 

Buyers become frustrated when they cannot find pricing information. You do not need to share exact figures. You can explain the factors that influence cost, what drives it up or down and how value is assessed. This openness builds trust and makes your MSP far more approachable. 

 

2. Problems 

Addressing what can go wrong shows confidence. Whether it is downtime risk, cyber threats or poor internal processes, talking honestly about potential pitfalls positions your MSP as a safe and knowledgeable guide. 

 

3. Comparisons 

Your prospects are already comparing MSPs, tools and subscription models. Clear comparison content helps them understand their choices and shows that you are focused on education rather than persuasion. This is one of the most effective trust building strategies recommended by Marcus Sheridan. 

 

4. Reviews 

Buyers read reviews, including the negative ones. When you share real stories, case studies and testimonials you show transparency and maturity. You become relatable and human, which strengthens trust. 

 

5. Best of Lists 

Many people search for the best MSP for their industry or the best security solution. When you create helpful content on these topics you position yourself as the expert who understands the landscape. This is exactly the type of authority building approach advocated by Marcus. 

The Big Five works because buyers want to be informed, not sold to. When your MSP answers the questions people are already asking, you attract prospects who already understand your value. 

 

This accelerates the sales process and positions you as a trusted advisor from day one. This is what Marcus Sheridan calls winning the 80 percent. You build trust long before the sales call which gives you a natural advantage over MSPs who stay silent. 

 

To get started, gather your team and list the questions you are asked most often around cost, challenges, comparisons, reviews and best options. Turn each one into a short piece of content. Keep the language simple and aim to guide, not impress. 

With time, you will build a library of content that demonstrates your expertise, strengthens your digital presence and positions you as the leading voice in your market. As Marcus Sheridan often says, the MSP that becomes the most trusted educator will dominate its space.  

Now is the moment to lead from the front with clarity and confidence. Create content that answers real questions and you will attract clients who are ready to take action. If you want to dive deeper into these ideas and hear them explained with practical examples, tune in to the full conversation with Marcus Sheridan on The IT Experts Podcast (on the player above). It is packed with insights that will help you build trust, generate more leads and accelerate your MSP marketing with confidence. 

PS: If you want to identify where you need to start to change things for the better and scale your MSP more confidently take the Scale Your MSP Quiz HERE.

It takes three minutes and you’ll identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.

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