Laurent-David Hostyn didn’t come from sales or marketing. He’s an aerospace engineer who trained as a pilot, wanted to be an astronaut, and accidentally fell in love with pricing on his first consulting project. Now he’s one of the sharpest voices on MSP packaging and pricing strategy — and in this episode, he’s pulling apart the models most MSPs are running and showing what good actually looks like.

What you’ll learn:

• Why the all-in model removes buyer choice and creates churn risk

• What Good, Better, Best looks like when the buyer journey is built properly

• How add-ons bridge the price gap and guide prospects toward the tier you want

• Whether you should publish pricing on your website — and what to show instead

• How to version your packaging over time using the Apple iPhone model

• Why AI belongs inside your delivery, not on your service menu

• How to plant upgrade seeds in the first sales meeting that pay off months later

About Laurent-David Hostyn

Laurent-David Hostyn is the founder and CEO of Pricing Pact, a packaging and pricing consultancy for MSPs and B2B SaaS companies. Over 15 years he has worked with hundreds of companies across multiple industries, specialising in value-based pricing and buyer psychology. He works with MSPs on the full commercial journey — from first prospect contact through to long-term customer upgrade strategy.

About Harvest!

Harvest! The MSP Sales Show is the podcast for MSPs who want to grow smarter from the clients they already have. New episodes weekly, hosted by James Steel and sponsored by Salesbuildr — the quotation and proposal platform for MSPs.

Chapters

0:00 — Introduction

1:38 — Misconception: the aerospace engineer who ended up in pricing

4:16 — The all-in problem — why one pack, one price holds you back

7:38 — Good, Better, Best done properly

16:08 — Live example: transforming an all-in into a tiered model

22:24 — The add-on strategy

25:45 — Should you put your prices online?

33:24 — How packaging improves the proposal and quoting process

37:01 — Versioning — the iPhone model for MSP pricing

44:57 — Projects and one-off revenue — same principles apply

49:17 — Pass the Pitchfork: how to price AI services

58:02 — Industry Manure: the all-in myth

59:55 — Yell & Bam: Pricing Pact and how to work with Laurent-David

Links

→ Laurent-David Hostyn on LinkedIn: linkedin.com/in/laurentdavidhostyn

→ Pricing Pact: pricingpact.com

→ Salesbuildr (episode sponsor): salesbuildr.com

→ Subscribe to Harvest!: salesbuildr.com/podcast

Tags

MSP pricing, managed services pricing, MSP packaging, good better best pricing, value-based pricing, MSP sales strategy, IT channel sales, MSP growth, pricing strategy, managed services, MSP business, Laurent-David Hostyn, Pricing Pact, Harvest podcast, MSP revenue, IT managed services, pricing for MSPs, MSP proposals, Salesbuildr

Most MSPs are being sold AI. Rutger Katz thinks they're being sold the wrong thing first.In this episode, James Steel talks to the RevOps consultant and former Capgemini data and AI specialist about what actually needs to be in place before AI delivers any value, and what the competitive landscape looks like for MSPs who skip the boring work.What you'll learn:→ Why AI makes bad data worse, not better (and what to fix first)→ How to document a sales process when none exists (the ride-along method) → Where revenue disappears in the sales-to-delivery handover, and how to stop it → How to apply theory of constraints to find your real bottleneck → What a "digital brain twin" is and how to build one using Obsidian and Claude → Why the fractional AI operations role is the next big hire for growing MSPs → The competitive threat that's two years away, and why it matters now_______Rutger Katz is a Revenue Operations consultant and founder of Neon Triforce.With a background in neuroscience and 14 years spanning Capgemini, enterprise technology adoption, and AI implementation, he now works fractionally with smaller organisations to build the data and process foundations that make AI genuinely useful. Connect with Rutger on LinkedIn here: https://www.linkedin.com/in/rutgerkatz/_______About Harvest!Harvest! The MSP Sales Show is the podcast for MSPs who want to grow smarter from the clients they already have. New episodes weekly, hosted by James Steel and sponsored by Salesbuildr — the quotation and proposal platform for MSPs.Chapters 00:00 Introduction 02:30 What is Revenue Operations, and why it's not just the CRM guy 07:00 Rutger's background: neuroscience, Capgemini, social robots 14:00 Why AI fails without the right data and process foundations 21:00 How to document a process when none exists 26:00 The handover problem, where MSP revenue leaks 29:00 Theory of constraints and finding the real bottleneck 34:00 When AI finally enters the picture 38:00 Building a digital brain twin with Obsidian and Claude 42:00 The competitive threat, and the fractional AI role 45:00 Industry Manure: stop buying AI tools 48:00 Pass the Pitchfork 50:00 Yell from the barn: Rutger's work and where to find himLinks 🔗 Rutger Katz on LinkedIn: linkedin.com/in/rutkatz 🌐 Neon Triforce: neontriforce.com 📊 Salesbuildr (sponsor): salesbuildr.com 🎙️ Subscribe to Harvest!: salesbuildr.com/podcastTags MSP, managed services, revenue operations, RevOps, AI strategy, AI readiness, lean management, theory of constraints, process improvement, MSP sales, MSP growth, IT channel, Harvest podcast, Rutger Katz, Neon Triforce, Salesbuildr, James Steel, sales process, business operations, AI tools

In this episode, we sit down with Peter Kujawa, VP of Service Leadership at ConnectWise, to explore why so many MSPs are unknowingly losing money on the clients they've had the longest, and what the data says about fixing it.Peter brings 21 years of MSP benchmarking experience through Service Leadership Inc., tracking financial and operational performance across hundreds of managed service providers worldwide every quarter.In this conversation, recorded live at IT Nation Connect Europe in London, he shares what separates the most profitable MSPs from the rest, and why the gap almost always comes down to pricing, not technology.If you run or lead a Managed Service Provider and want to understand what the benchmarking data actually shows about growing revenue from your existing customer base, this episode is essential listening.⸻What you'll learn in this episode:• Why pricing is the number one gap between high- and low-performing MSPs• How to analyse profitability per customer, not just in aggregate• Why the land-and-expand strategy works less than 20% of the time• How to attract strategic buyers and filter out price-point buyers• The 15-customer rule for adding new products without breaking your service factory• Why nobody has cracked AI recurring revenue for MSPs yet, and what to focus on instead⸻Peter Kujawa is VP of Service Leadership at ConnectWise, leading the benchmarking and peer group division that has tracked MSP profitability across 10 business models worldwide for 21 consecutive years. Before joining ConnectWise, Peter ran his own MSP for 11 years — not as a technician, but as a turnaround CEO with a background in sales leadership and law.Find Peter on LinkedIn: https://www.linkedin.com/in/peterkujawa⸻Harvest is a podcast for growing MSPs and IT service providers who want practical strategies to improve their business without relying solely on net-new customers. Each episode features conversations with industry leaders, founders, and operators sharing real-world insights from inside the managed services industry.⸻👍 If you enjoyed this episode, like, subscribe, and share with other MSP leaders.🌽 More from Harvest: Subscribe for regular episodes on growing revenue from your existing MSP customers.🎧 Full episode + extras: https://www.salesbuildr.com/podcast🔗 Follow Harvest on LinkedIn: https://www.linkedin.com/company/harvest-the-msp-sales-show/Sponsored by Salesbuildr — automated, systemised quoting and proposals for Halo, ConnectWise and Autotask: https://www.salesbuildr.com