In today’s competitive technology landscape, it’s easy to focus on price—but that often comes at the cost of long-term relationships, sustainable margins, and true customer success. During the “Drive Value, Not Just Price, in Managed IT Sales” session at the 2025 Sandler Partners National Summit, Eric Beller, SVP of Sales and Complex Solutions, and Andrew Rustad, Director of Sales Engineering – East, led a discussion on how Partners can shift the conversation from cost to impact. Joining them were Ash Kakish (Access One), John Protass (DYOPATH), Brad Dupee (Granite), and Brian Hanify (Integris (formerly TechMD))—each sharing practical insights on how to position Managed IT solutions around outcomes, not just features.
Panelists agreed that success starts with reframing both the Partner’s and the customer’s mindset. Instead of competing on price, Partners should focus on the measurable business value that Managed IT delivers—from predictable costs and risk reduction to operational resilience and Cybersecurity readiness.
Highlights from the session included:
- Lead with ROI, Not Cost: Ash Kakish (Access One) encouraged Partners to quantify value by showing how Managed IT reduces downtime, lowers risk, and provides predictable monthly costs. Customers want peace of mind, not just a lower invoice.
- Outcomes Over Discounts: John Protass (DYOPATH) shared how focusing on business outcomes—like faster onboarding, better efficiency, and long-term scalability—turns short-term wins into lasting partnerships.
- Leverage Scale and Expertise: Brad Dupee (Granite) highlighted how aggregators can simplify large-scale deployments, automate management, and improve reliability—helping Partners stand out in enterprise opportunities.
- Solve Problems, Not Prices: Brian Hanify (Integris) reminded Partners that customers rarely switch MSPs for a lower rate—they change for better performance, stronger Cybersecurity, and more proactive support.
The discussion also underscored the growing role of AI and automation in Managed IT. Kakish noted that “automate the grind, elevate the human” is becoming the new standard, as Partners help customers assess their readiness for AI-driven processes and Cybersecurity frameworks.
The key takeaway: Value selling is about expertise, not expense. By asking deeper questions, aligning technology with business goals, and leading with security, Partners can differentiate themselves, protect their margins, and deliver the outcomes customers actually care about.
The Sandler Partners National Summit
The annual Sandler Partners National Summit is the largest independent technology community channel event held each year. It brings together Partners from across the US and Canada – influential leaders, and Providers – sharing information on solutions, selling approaches, and personal development. The atmosphere is always energetic, reinforcing the family “safe home” reputation Sandler Partners has developed over two decades. While other TSDs may focus on private equity plays, Sandler Partners continues to help solve problems that encourage trust, deeper long-term customer relationships, and ultimately success.