Are You Selling Risk or Security?

Let’s be honest: when you pitch your services, are you selling security or just hoping your clients won’t notice the risk?

So, here’s the deal: without solid documentation, you’re not selling security. You’re selling “trust me, it’s fine.” And let’s be honest, that was never a good idea.  In today’s world, it’s not just a bad idea.  It’s a dangerous one.

Clients don’t just want to know their systems are secure. They want proof, evidence that you’re not just keeping the lights on but actually protecting their business. If you can’t provide that proof, that peace of mind, then they’ll go looking for someone who can, and trust me, you don’t want to be the MSP playing catch-up when that happens.

Why Clients Expect Proof

Clients are smarter than ever. Between insurance companies denying claims, regulators raising the stakes, and lawsuits becoming a post-breach norm, they know “we’ve got this” isn’t enough. They need you to show your work. Here’s what they’re looking for:

  1. Proof of Compliance: “Are we meeting the standards we’re required to? Where’s the report?”
  2. Evidence of Action: “Can you show me what you did to secure my environment?”
  3. Risk Clarity: “Did we agree to leave that outdated server in place, or is this your fault now?”

If you’re not answering those questions with clear documentation, you’re not selling security, you’re selling risk. And here’s the kicker: when something goes wrong, your clients will throw you under the bus faster than you can say “firewall.”

Selling Risk: What Happens Without Documentation

Imagine this: a client gets breached. It’s chaos. Their revenue tanks, their reputation takes a beating, and suddenly their CEO remembers every vague promise you made. Without documentation, they’ll say:

  • “They never told us this could happen.”
  • “I thought they were handling it.”
  • “What do we even pay them for?”

Now you’re the bad guy. And the consequences? Oh, they’re brutal:

  • Legal Trouble: If you can’t prove your side, the liability lands on you.
  • Reputation Hit: Clients talk, and suddenly you’re “that MSP who dropped the ball.”
  • Lost Business: Prospects won’t touch an MSP with a reputation for finger-pointing over fixing.

Selling risk isn’t just bad business—it’s a fast track to losing everything you’ve worked for.

Selling Security: Your Documentation Advantage

Now let’s flip the script. Imagine this: your client gets breached, but before panic can begin you pull out detailed reports showing every step you took, every recommendation you made, and every risk they accepted.

Guess what happens?

  • You’re the Hero: They see you as the trusted expert who did everything right.
  • Your Value is Clear: They understand exactly what you’ve been doing to protect them.
  • You’re Protected: That paper trail keeps lawyers and regulators off your back.

Documentation doesn’t just save you when things go wrong.  It makes your clients more loyal when things go right.

How to Start Documenting Like a Pro

Here’s how you make documentation your secret weapon:

  1. Standardize Everything: Risk assessments, incident reports, client reviews—have templates ready to go.
  2. Educate Clients: Teach them why documentation matters (hint: it protects them as much as you).
  3. Automate Where You Can: Use tools that streamline evidence collection and reporting.
  4. Get Client Buy-In: Make sure they sign off on every risk they accept or decline.
  5. Show, Don’t Tell: Use your documentation to highlight the value you’re delivering month after month.

When you’ve got your documentation game locked down, you’re not just selling security—you’re selling confidence. And confidence? That’s what keeps clients around for the long haul.

Why This Matters

Here’s the bottom line: MSPs who sell security with evidence win. The ones who don’t? They’re playing a dangerous game with their clients’ trust and their own future.

Your clients don’t just want IT support. They want a partner who’s got their back and can prove it. If you can’t show them the work you’re doing to keep them safe, someone else will.

So, ask yourself: Are you selling risk or security? The answer starts with your documentation.