Organizations across all sectors face mounting challenges in managing compliance, and MSPs are well equipped to navigate these waters. Their expertise positions them as vital allies for businesses facing strict compliance demands.Leading MSPs are going beyond basic problem-solving by delivering proactive solutions, such as continuous monitoring and vulnerability management, to anticipate compliance issues before they escalate into costly setbacks.
Others may be lagging behind, still billing themselves as “trusted advisors” without offering their clients any form of compliance tool or service. Is coasting along on compliance a tenable approach? With client expectations growing, it won’t be for long.
End-User Expectations of MSPs
Today, businesses expect MSPs to play a proactive role in compliance management, encompassing:
- - Risk assessments: Identifying vulnerabilities and proposing mitigations
- - Policy development: Crafting and enforcing security policies aligned with compliance
- - Continuous monitoring: Detecting potential threats and providing real-time alerts
- - User training: Empowering client teams to support security through best practices
- - Risk management: Advising on internal risk and assessing third-party risk
- - Proactive management and documentation: Offering preventive services like patch management and maintaining compliance documentation
MSPs that master these areas not only help clients achieve compliance but also solidify their position as trusted, indispensable partners.
Why Are MSPs Hesitant About Offering Compliance?
For many MSPs, compliance can feel like unfamiliar territory, often avoided because selling it seems challenging, or profitability feels out of reach. Compliance services differ from traditional IT support: they require MSPs to position these offerings not just as technical necessities but as business-critical safeguards. Many MSPs struggle to translate the value of compliance into a compelling sales pitch.
The issue isn’t just about explaining the importance of compliance, it’s also about structuring services in ways that make financial sense. Without a clear strategy for pricing, packaging and positioning compliance, MSPs can find it hard to justify the costs or convince clients of its long-term ROI. However, with the right approach, compliance can become a profitable, value-driven service that strengthens client relationships and solidifies the MSP’s role as a trusted advisor. This shift opens the door to recurring revenue and client retention by aligning compliance with clients' broader business goals.
Designing Your Compliance Package
Creating a profitable compliance offering begins with a well-structured service package. To appeal to diverse clients and adapt to individual needs, consider these key elements:
Incorporating Compliance in MSAs
Including compliance as part of a Master Service Agreement (MSA) streamlines billing and integrates compliance as a core service. Alternatively, offering it as a separate service outside the MSA allows for specialized pricing.
Adding Compliance as an MSA Line Item
Adding compliance as a dedicated line item clarifies its value, making it easier to justify and communicate pricing.
- - Value-based pricing: Price services based on perceived client value rather than cost, allowing you to adjust for high-risk industries
- - Bundling with MSP services: Package compliance with security or network monitoring to show clients the value of a complete solution
- - Pass-through solution sales: Resell third-party compliance tools but ensure added value by injecting your expertise to meet client expectations
Overcoming Common Sales Hurdles in Compliance
When pitching compliance services, MSPs often face resistance from potential clients. For many businesses, compliance can feel like an optional (or onerous) expense, especially for those who haven't faced regulatory pressures or scrutiny. SMBs, in particular, may view compliance as an added cost without direct revenue impact. This makes overcoming initial reluctance a key focus for MSPs.
Reframing Compliance as an Investment
A common approach is to emphasize the risks of non-compliance—fines, legal costs and reputational damage. However, instead of using FUD (fear, uncertainty and doubt), many MSPs have found success by focusing on the emotional and practical benefits of compliance. By framing compliance as improved operational maturity and as a safeguard against worry and operational disruptions, MSPs can shift the conversation from cost to value.
Handling Key Objections
“It’s too expensive.”
Budget concerns are often the first hurdle. To counter this, emphasize compliance as a long-term investment. Break down services to show how each element contributes to risk reduction. Alternatively, bundling compliance into your security stack (and requiring it for all clients) can underscore its necessity.
“We’ve never had an issue, so why invest now?”
For clients without a compliance track record, emphasize that compliance prepares them for the future. Regulatory standards evolve, and proactive compliance avoids costly last-minute fixes. Compare compliance to a retirement plan: Investing early saves clients from scrambling to meet requirements later.
“We already have someone handling compliance.”
If a client claims their compliance is covered, differentiate your MSP’s expertise. Ask about their current processes and whether their team can handle changing regulations. Offering a complimentary risk assessment reveals potential gaps, positioning your MSP as a proactive partner ready to add value.
Compliance Offerings Aren't Just Possible... They Are Profitable
We’ve seen many MSPs embrace compliance in the wild—and in doing so they’re able to protect their clients and create new streams of revenue. It’s relatively simple with the right approach. It is possible, and once your MSP applies the maxim of forging trust, it will also be profitable.
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Jared Casner is cofounder of Blacksmith InfoSec and the co-author of Forging Trust: Monetizing Compliance in a Competitive MSP Market.
