July 13, 2025

Thought Leadership: Introducing the Ascot Morgan MSP-SMB Buying Framework

In today's evolving technology landscape, SMBs approach Managed Service Providers (MSPs) with varying levels of engagement and purchasing motivations. Whilst some remain price-driven and transactional, others seek deeper, strategic partnerships to deliver long-term value.

To help MSPs navigate this spectrum, Ascot Morgan developed the MSP-SMB Buying Framework—a strategic model designed to decode SMB purchasing behavior, providing MSPs with actionable insights to refine their sales approach and foster more meaningful client relationships.

Model Overview

The model maps MSP-SMB relationships across two key dimensions:

  • X-Axis (MSP Approach): Describes how MSPs position their services, from reactive, transactional support to proactive, value-driven partnership models.
  • Y-Axis (SMB Purchase Decision Driver): Captures the motivations behind SMB decision-making, ranging from price sensitivity to long-term strategic investment in MSP solutions.

Four SMB Buyer Personas

  • Bargainers (Commodity and Cost-Focused): Prioritize price above all else, viewing MSPs as interchangeable vendors rather than strategic partners. IT investment is minimal, and decisions are short-term, with cost consistently overriding service quality and long-term value.
  • Seekers (Commodity and Value-Focused): Acknowledge the benefits of MSPs beyond just cost but remain hesitant to fully commit. They prioritize efficiency and ease of service, focusing on short-term ROI whilst still making decisions based on convenience rather than strategic alignment.
  • Advancers (Strategic and Cost-Focused): Recognize MSPs as essential to their operations but remain cost-conscious. Their decisions are guided by strategic business goals such as scalability, security, and business continuity, balancing long-term planning with financial caution.
  • Builders (Strategic and Value-Focused): The most mature SMBs, viewing MSPs as trusted partners and drivers of innovation. Technology is seen as a growth accelerator, and MSPs are integral to their long-term strategic vision. Embrace co-creation and collaborative innovation, making IT investments with long-term sustainability in mind.

Maximizing Value Across SMB Personas

To drive meaningful engagement, MSPs must align their approach to each SMB persona's priorities - whether cost-conscious decision-making, value-seeking behaviors, or long-term strategic investments.

Leveraging our know-how of SMB purchasing behaviors, Ascot Morgan identified several approaches enabling MSPs to tailor their go-to-market strategies to each persona - whether focused on cost-efficiency, service value, or long-term strategic growth.

Our insights provide MSPs with a roadmap for strengthening relationships, optimizing service offerings, and building sustainable partnerships:

  • Build Trust Through Practical Value (Bargainers): Prioritize cost above all else, making lean, efficient IT solutions essential. Offer streamlined services that enhance operational efficiency and mitigate risks without overwhelming them with complexity. Strengthen credibility through real-world testimonials and case studies that showcase reliability and value at competitive price points.
  • Empower Growth Through Flexibility and Support (Seekers): Recognize value beyond cost but remain hesitant to commit fully. Offer flexible, modular service tiers that evolve with their changing needs. Prioritize seamless integration, simplicity, and user experience to reduce friction. Reinforce engagement through onboarding support, training resources, and consultative check-ins that foster loyalty and long-term trust.
  • Demonstrate Strategic Impact with Tangible Outcomes (Advancers): View MSPs as strategic assets but remain cost-conscious. Position services as business-critical investments, emphasizing contributions to cybersecurity, business continuity, and measurable productivity gains. Use financial models, success metrics, and proof-of-value pilots to demonstrate ROI and justify deeper investments while maintaining cost-awareness.
  • Become a Strategic Partner in Innovation (Builders): Go beyond IT support - deliver executive advisory, custom innovation roadmaps, and transformation workshops in areas like AI, automation, and predictive analytics. Align closely with their KPIs and business vision, ensuring MSP solutions drive meaningful growth, agility, and competitive advantage.

By aligning services, messaging, and strategies to each SMB persona, MSPs can elevate engagement from transactional to transformational - unlocking lasting value and mutual growth.

How Our Data-Driven Insights Enhance the Framework

By aligning sales strategies with SMB personas, MSPs can transform engagement from transactional to strategic partnership - unlocking long-term value and differentiation.

Below are some critical areas where our research drives measurable impacts:

  • SMB Buying Behavior Analysis: In-depth research mapping how Bargainers, Seekers, Advancers, and Builders engage with MSPs - helping providers refine positioning for each persona.
  • Persona-Based Engagement Models: Practical strategies for MSPs to tailor messaging, value propositions, and service structures to SMB decision-making patterns.
  • Reputation and Competitive Benchmarking: Insights on how SMBs perceive MSPs - helping providers strengthen trust, credibility, and differentiation.
  • Pricing and Value Optimization Research: Data-driven strategies to align pricing models with the cost-conscious vs. value-driven personas in the framework.
  • Success Metrics and Performance Modeling: Measuring MSP impact across different SMB profiles to improve retention, upsell strategies, and long-term partnership development.

Contact our team to learn how our MSP-SMB Buying Framework strengthens engagement, optimizes positioning, and accelerates MSP growth.

Download Model MSP-SMB Buying Framework