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

In this episode of Harvest, we sit down with Dan Wensley, CEO of the Global Technology Industry Association, to explore how MSPs can grow and stay relevant in an industry defined by constant change.

Dan brings over 30 years of experience working at the forefront of major technology shifts, from the early days of the internet and RMM platforms to cloud computing and today’s AI revolution.

In this conversation, he shares the lessons he’s learned from scaling technology companies and working alongside thousands of managed service providers around the world.

Together, we discuss how MSP leaders can build stronger teams, adapt to rapid technological change, and create real value for their clients beyond simply delivering IT support.

If you run or lead a Managed Service Provider (MSP) and want to stay ahead of the next wave of industry disruption, this episode is packed with insights.

⸻

What you’ll learn in this episode

• Why change is the only constant in the MSP industry

• How successful MSPs scale teams and leadership

• Why good employees rarely fail — systems and leadership do

• The role of community and peer groups in MSP growth

• How AI is changing the pace of technology adoption

• Why MSPs must shift from IT provider to business growth partner

⸻

Dan Wensley is the CEO of the Global Technology Industry Association and a long-time leader in the managed services ecosystem.

Over the past three decades, he has helped build and scale multiple technology companies and played a key role in shaping the global MSP community.

Find Dan on LinkedIn: / danwensleyceogtia

And make sure you follow GTIA as well: / gtiaofficial

⸻

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: / harvest-the-msp-sales-show

Sponsored by Salesbuildr - automated, systemised quoting and proposals for Halo, Connectwise and Autotask: https://www.salesbuildr.com

Perry Ashby from Urban Network has been running MSPs since 2003, and he's learned the hard way that the best growth doesn't come from chasing new logos—it comes from talking to the clients you already have.

In this episode, Perry breaks down:

• Why account management beats net-new sales every time

• The two types of conversations every MSP should have with clients (and who should have them)• How to identify white space without drowning in spreadsheets

• Project scoping mistakes that kill profitability (and how to fix them)

• Why "super busy" doesn't mean profitable

• When to fire a client (and why it might be the best thing for your team)

Perry doesn't hold back on what's working, what's not, and the "11 Arif people" ruining our industry with peacocking BS.

Find Perry on LinkedIn:

https://www.linkedin.com/in/perryashby/

And check out his company page here:

https://www.urbannetwork.co.uk

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: / harvest-the-msp-sales-show

Sponsored by Salesbuildr - automated, systemised quoting and proposals for Halo, Connectwise and Autotask: https://www.salesbuildr.com

In this episode Paul Lloyd from Sellerly challenges the biggest lie MSP owners tell themselves: "I don't want to be pushy."

In this episode, we talk about why the "work on your business, not in it" advice doesn't work for UK MSPs, why constantly planning your exit stops you building anything worth selling, and why lead generation isn't nearly as complicated as the experts want you to believe.

Paul spent 30 years in tech sales and management, working for a founder who built a £2.5 billion business. That founder had helicopters and yachts. What he didn't have was Friday afternoons off.

If you're stuck between £1M and £5M revenue and can't figure out why nothing's moving, this episode explains it.

Key topics:

• Why the sales mindset problem is holding you back
• The relationship paradox in MSP sales
• Why "we're all set" doesn't mean never
• Lead gen tactics that actually work
• The hard truth about growth requiring hard work

Most MSP owners get their first sales hire completely wrong. They focus on revenue from day one, measure the wrong things, and wonder why it falls apart.Alan Lloyd from Accelerate Consulting spent years building sales teams in the MSP space. In this episode, he explains why your instincts about sales hiring are probably backwards - and what actually works.We cover the real metrics that matter (hint: it's not dials or monthly revenue), why the first 90 days should never be about hitting targets, and how to spot whether someone's coachable before you hire them.If you're thinking about bringing on your first salesperson, or your current sales team isn't performing, this one's for you.Key takeaways:Why measuring output is almost uselessThe one metric that actually predicts successHow to onboard without the "here's a laptop, off you pop" approachWhen to know if you've made a hiring mistakeGuest: Alan Lloyd, Accelerate ConsultingConnect with Alan: https://www.linkedin.com/in/alanlloydonline/Timestamps:

00:00 - Intro01:15 - The "angry man" misconception02:45 - Why MSPs struggle to hire salespeople05:20 - Looking for experience vs coachability09:30 - How to identify coachability in interviews12:15 - Setting up your first hire for success15:40 - Week one: orientation and foundations18:25 - The "so what?" test for value propositions22:10 - Why you should never measure dials25:35 - Pipeline over output: what to actually track29:45 - The sensitivity analysis you must do first33:20 - When to know you've made a bad hire36:50 - Industry Manure: what's dead on LinkedIn?39:15 - Pass the Pitchfork: why MSPs can't find customers41:30 - Yell from the Barn: Accelerate ConsultingMore from Harvest:Subscribe for regular episodes on growing revenue from your existing MSP customers.

Most MSPs don't know their clients' businesses. Jennifer Bleam reveals why 5 minutes with AI beats years of relationship building - and why you should partner for AI services, not build them.Jennifer's site: https://mspsalesrevolution.comTIMESTAMPS:00:00 - Introduction02:30 - The research gap killing credibility06:00 - AI prompts for industry expertise11:00 - Partner vs build for AI16:30 - Sales process that works21:00 - Never email proposals27:30 - Budget qualification32:00 - The easy button lieJennifer Bleam - Sales Sherpa, MSP Sales Revolution. Author of "Simplified Cybersecurity Sales For MSPs". Has coached 2,000+ MSPs.This episode is sponsored by Salesbuildr - helping MSPs automate and systemise the quotation and proposal process. https://www.salesbuildr.com💬 Do you actually know what your clients' businesses do? Comment below.