How MSPs Can Sell More Cybersecurity to Their Clients

For many managed service providers (MSPs), cybersecurity is already part of their service offering. But getting clients to buy more cybersecurity services is often harder than offering the services themselves. Clients may not understand their security risks, think their current protection is enough, or simply avoid spending more on cybersecurity.

The key is to stop treating cybersecurity like just another product to sell. Instead, MSPs need to understand their clients’ real risks, explain security in simple business terms, and show why stronger protection is needed. 

MSPs also have a big advantage because they already know their clients’ IT environments and business needs. They can spot security gaps that clients may not notice and offer solutions before those gaps turn into bigger problems. This helps MSPs provide more value to their clients while also growing their cybersecurity revenue.

In this blog, we’ll look at how MSPs can identify cybersecurity opportunities, have better conversations with clients, and sell more cybersecurity services without being overly pushy.

Why MSPs Struggle to Sell More Cybersecurity Services

MSPs often find it difficult to sell more cybersecurity services because of the following common challenges:

Clients Do Not Understand Their Cybersecurity Risks

Many clients believe they are already well protected because they have basic security tools in place. They may use antivirus software, firewalls, or multi-factor authentication and assume that these are enough.

However, cybersecurity risks are always changing. A client may still have weak passwords, unprotected email systems, poor access controls, outdated software, or no plan for responding to an attack. For example, they may have gaps in their email authentication setup, even if they already use basic email security tools. The problem is that clients often do not see these gaps themselves. If MSPs cannot clearly explain the risks, clients may not see why they should spend more on cybersecurity.

Cybersecurity is Seen as an Extra Cost

Cybersecurity can be difficult to sell when clients see it only as an additional expense. Unlike some IT services, the value of cybersecurity is not always immediately visible. A client can see the result of faster systems or a new software tool, but it is harder to see the value of an attack that never happened.

Because of this, clients may choose the cheapest option or delay security improvements until something goes wrong. MSPs need to help clients understand the possible business impact of poor cybersecurity instead of simply listing technical features.

Clients May Think Their Business is Too Small to Be Targeted

Small and medium-sized businesses often believe that cybercriminals only target large companies. This can make them less willing to invest in cybersecurity. Whereas, in reality, attackers often target smaller businesses because they may have fewer security resources and weaker defenses. Automated attacks can also target many businesses simultaneously without focusing on any one specific company. MSPs need to help clients understand that business size does not make them invisible to cyber threats.

MSPs May Focus Too Much on Tools Instead of Business Value

Another common problem is that cybersecurity services are often presented as a list of tools and features. Clients may hear about firewalls, endpoint protection, email security, or SPF, DKIM, and DMARC without understanding what these services actually do for their business.

Instead of leading with technical details, MSPs should explain what risks a service can reduce and how it can protect the client from downtime, data loss, financial loss, or reputational damage. For example, email authentication can help protect a client’s domain from unauthorized use and improve their overall email security.

When clients understand the business value, cybersecurity becomes easier to sell.

Understand Your Clients’ Cybersecurity Risks and Business Needs

The best way to sell more cybersecurity is to first understand what each client actually needs. Every business has different systems, data, users, and risks, so offering the same security services to every client is unlikely to work.

Instead, MSPs should take the time to understand how a client operates and where their biggest security concerns may be. This makes it easier to recommend services that are relevant to the business rather than offering a long list of security tools.

Start With a Cybersecurity Assessment

A cybersecurity assessment helps MSPs get a clear picture of the client’s current security setup. It should look at the systems, applications, users, devices, and security controls the business already has in place. The goal is to find gaps and understand where the client may face the biggest risks.

For example, an MSP may find weak access controls, outdated software, unprotected endpoints, or no tested backup and recovery plan. The assessment can also review the client’s email security configuration. By checking SPF, DKIM, and DMARC records, MSPs may find email authentication gaps that can increase the risk of phishing and domain spoofing. With this information, MSPs can move from making general recommendations to showing clients where their actual security gaps are.

Look at How the Business Works

Next, MSPs should look at how the client’s business operates. The same security issue may have very different impacts on different businesses, depending on the systems they use, the data they handle, and how their employees work. Understanding these factors helps MSPs identify which risks matter the most.

For example, a business that stores sensitive customer data may have different security needs than a company that primarily relies on email, cloud applications, and remote employees. Similarly, a business that cannot afford even a few hours of downtime may need stronger protection than one where downtime would have less impact. By understanding these needs, MSPs can recommend services that solve real business problems instead of offering a standard security package that may not be the right fit.

Consider Industry and Compliance Requirements

In addition to the client’s daily business operations, MSPs should also consider their industry and compliance requirements. Some businesses have specific rules they need to follow based on the type of data they handle. These requirements can also create a clear need for stronger cybersecurity controls.

For instance, an MSP may need to review areas such as data protection, access controls, monitoring, incident response, and email security to see whether the client is meeting the required standards. However, compliance should not be the only reason to improve cybersecurity. Meeting basic requirements does not guarantee that a business is fully protected from a cyberattack, so MSPs should also focus on risks that could affect the client outside their compliance obligations.

Use Your Findings to Prioritize the Biggest Risks

Once MSPs understand the client’s security gaps and business needs, the next step is to decide which risks should be addressed first. Not every security issue needs to be fixed at the same time, and presenting clients with a long list of problems can quickly become overwhelming.

Instead, MSPs should prioritize the risks that could have the biggest impact on the business. They should explain what could happen, why the risk matters to the client, and which security service can help reduce it. This makes the conversation more practical and gives clients a clear reason to invest in specific cybersecurity services. By focusing on the most important risks first, MSPs can move from generic recommendations to solutions that provide real value to the client.

How to Identify Cybersecurity Upsell Opportunities

Once MSPs understand a client’s risks and business needs, they can start looking for areas where extra cybersecurity services may be helpful. The goal is not to sell every possible security tool to every client. Instead, MSPs should look for real security gaps, business changes, or other needs that give them a clear reason to offer more protection.

Review the Client’s Existing IT and Security Setup

Start by looking at the cybersecurity services the client already uses. Check whether any important security controls are missing, outdated, or not set up properly. This can include endpoint protection, backups, access controls, vulnerability management, email security protocols, and security awareness training.

For example, a client may have basic email protection but may not have SPF, DKIM, and DMARC set up correctly. Or they may use endpoint protection but have no clear way to watch and respond to security alerts. These gaps can give MSPs a natural opportunity to offer extra cybersecurity services that can make the client’s overall security stronger.

Watch for Changes in the Client’s Business

Changes in a business can often create new cybersecurity needs. For example, a client may hire more employees, move to a new cloud platform, allow more employees to work remotely, open a new office, or start collecting new types of customer data.

Each of these changes can increase the number of users, devices, systems, or types of data that need protection. Because of this, MSPs should regularly ask clients about changes in their business instead of only talking about technical issues. Knowing what is changing can help MSPs understand new security needs and recommend the right services at the right time.

Use Security Incidents and Warning Signs as Opportunities

Security incidents can also show where a client may need stronger protection. These do not always have to be serious cyberattacks. Repeated phishing attempts, malware alerts, failed login attempts, suspicious emails, or frequent user mistakes can all be signs that something needs more attention.

Instead of looking at each incident as a separate problem, MSPs should look for patterns. For example, repeated phishing emails may show that the client needs better email security and employee training. In the same way, frequent account-related problems may be a sign of weak access controls. Using real incidents and warning signs can make it easier to explain why an extra cybersecurity service may be needed.

Look for Services That the Client Is Not Using

MSPs should also compare the client’s current security setup with the cybersecurity services they offer. However, this does not mean they should simply try to sell every service the client is not using. A better approach is to look for services that can fix a known security gap or solve a problem found during a security review.

This helps MSPs find real upsell opportunities without making their recommendations feel random or overly focused on making a sale. When an extra service clearly connects to a risk the client already knows about, the conversation feels more relevant. The client can understand why the service is being recommended and how it can help protect their business.

How MSPs Can Package and Sell More Cybersecurity Services

Finding a cybersecurity need is only one part of the process. MSPs also need to present the right service in a way that is easy for clients to understand and buy.

Instead of selling every security tool separately, MSPs can package related services together and create a simpler buying experience. The following approaches can help make cybersecurity services easier to sell.

Create Clear Cybersecurity Service Packages

A long list of separate cybersecurity tools can make it difficult for clients to understand what they need. Instead, MSPs can group related services into clear packages based on different levels of protection.

For example, an MSP may offer basic, standard, and advanced cybersecurity packages. Each package can include a different set of services based on the level of protection a client needs. A basic package may cover essential security controls, while higher-level packages can add services such as advanced monitoring, stronger email security, or ongoing security training.

The most important thing is to clearly explain what each package includes and why the additional services matter. This gives clients a simpler choice and makes it easier for MSPs to move them to a higher level of protection when their needs grow.

Bundle Cybersecurity With Existing MSP Services

MSPs can also make cybersecurity easier to sell by including it with services clients already receive. Instead of treating security as a completely separate purchase, it can become a natural part of the overall IT service.

For example, an MSP that manages a client’s Microsoft 365 environment can also offer services to protect user accounts and email. Similarly, managed endpoint services can include security tools, while a backup service can be combined with disaster recovery and ransomware protection.

This approach can make cybersecurity feel more connected to the client’s existing IT needs. Rather than asking clients to buy another standalone tool, MSPs can show how additional security strengthens the services they already depend on every day.

Make Cybersecurity Pricing Simple and Easy to Understand

Complicated pricing can slow down a cybersecurity sale. If clients need to compare many separate tools, licenses, and costs, they may delay the decision or choose not to buy at all. MSPs can make this easier by using simple and predictable pricing. For example, they may charge a monthly price per user, per device, or per client, depending on the service. They can also clearly explain what is included, what costs extra, and how pricing may change as the client grows.

This gives clients a better idea of what they will pay each month. It also helps MSPs build recurring cybersecurity revenue rather than relying solely on one-time security projects.

Give Clients a Clear Next Step

Even when a client understands a security recommendation, they may still do nothing if the next step is unclear. A cybersecurity sales conversation should end with a simple action the client can take. The MSP can recommend starting with a specific package, adding one service to an existing plan, or beginning with a small project before moving to ongoing protection. This can make the decision feel more manageable, especially for clients who are not ready to make a large investment at once.

MSPs should also make it easy for clients to understand what will happen after they agree. Explain how the service will be set up, how long it may take, and what support the client will receive. A clear and simple buying process can remove unnecessary delays and help clients move from interest to action.

Final Thoughts: Selling More Cybersecurity as an MSP

Selling more cybersecurity is not just about adding more services to your portfolio. It is about making security a natural part of the value you already provide to clients and building long-term cybersecurity revenue around their needs.

With the EasyDMARC MSP Program, you can manage email authentication for multiple clients from one platform. You get multi-tenant management, automated DMARC reporting, white-label reporting, role-based access, 22 native integrations, and API support.

Start your free 14-day trial with no credit card required and see how EasyDMARC can help you manage and sell email authentication services at scale.

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