Humanize IT President: We Help MSPs Shift From ‘Sales-Driven Conversations’ To ‘Value-Based Discussions’

“My advice is simple—ditch the PowerPoint presentations and start asking better questions. Ask your clients,‘What’s your biggest source of revenue and what are your biggest risks to that revenue?’ Then sit back and listen,” says Adam Walter, president of Humanize IT.

Humanize IT is helping pave the way for MSPs to shift from being simple technology resellers to becoming trusted, value-driven advisers.

Through its coaching services and innovative platform, Lincoln, Neb.-based Humanize IT aims to enable MSPs to have more meaningful client conversations, stay aligned with clients’ evolving needs and increase their productivity and profitability.

Founded in 2016 initially focusing on quarterly business reviews (QBRs) and CIO services, the company has shifted to specializing in account management with a mission to help MSPs have more meaningful conversations with their customers, teaching them how to build relationships, manage projects and focus on customer success through technology.

“The biggest challenge is that MSPs are often seen as just resellers of technology, not as trusted advisers,” Adam Walter, president of Humanize IT, told CRN. “The real value comes from solving business problems, not just pushing hardware. Humanize IT helps MSPs move away from traditional sales-driven conversations and toward more meaningful, value-based discussions. We encourage MSPs to ask the right questions, understand their clients’ challenges and provide solutions that help them grow.”

The company addresses the problem of MSPs focusing too much on technical details like ticketing and aims to shift their focus to strategic conversations about project management and how technology can help clients achieve business goals. Humanize IT emphasizes asking questions and understanding clients’ needs to offer solutions that benefit them.

With about 130 MSP partners worldwide, the platform promises to save six to 12 hours per QBR, leading to increased productivity and profitability. Future plans include multitenancy options and integration with NinjaOne for automated project creation.

CRN spoke with Walter about how the vendor is further helping partners and ways MSPs can have valuable conversations with customers.

How does Humanize IT improve MSPs’ productivity and profitability?

Our platform helps MSPs save a significant amount of time. By reducing the time spent on technical reports like ticketing or warranty updates, MSPs can focus more on the relationship-building aspects of their client interactions. On average, MSPs see about $10,000 in project increases per client simply because they’re engaging more deeply with clients and identifying opportunities they might have missed before.

How does Humanize IT ensure that MSPs stay aligned with their clients’ evolving needs?

We follow a simple four-step process—assess, recommend, propose and road map. This framework ensures that MSPs don’t jump straight into proposals but first have a conversation with the client to assess their needs. After that, we help MSPs create recommendations and a road map, which are easier for clients to understand and align with their business goals. By following this method, MSPs avoid overwhelming their clients with complex technical proposals and focus on solving business problems instead.

How does data play a role in helping MSPs make better decisions with Humanize IT?

Data is crucial in helping MSPs make informed decisions. Our platform offers a global view where MSPs can see trends across their entire client base. For example, if you notice that multiple clients are due for similar upgrades, like a Windows 11 migration or a firewall replacement, you can take advantage of bulk purchasing or discounts, improving your profitability. The platform also helps MSPs spot trends and proactively address issues before they become problems, such as identifying clients struggling with network issues.

How customizable is Humanize IT to accommodate the diverse needs of different MSPs?

It’s highly customizable. We understand that every MSP has different client environments, so we’ve built our platform with flexibility in mind. Whether you have a standard tech stack or need help creating one, we offer coaching to help you design a tech stack that works for your business. We also support various integrations with other platforms, making it easy to work within the ecosystem that suits your business.

Looking ahead, where do you see Humanize IT in the next one to two years?

We’re excited about expanding our capabilities, especially for larger MSPs. We have a multitenancy option that allows MSPs to scale easily as they acquire new clients. One of the big features coming soon is integration with NinjaOne, which will allow us to automatically generate projects based on new assets discovered at client sites. This integration will make it even easier for account managers to stay on top of client needs and streamline communication with clients.

What do you think is the biggest challenge MSPs face today when it comes to client communication, and how does Humanize IT address that challenge?

The biggest challenge is that MSPs are often seen as just resellers of technology, not as trusted advisers. ... The real value comes from solving business problems, not just pushing hardware. Humanize IT helps MSPs move away from traditional sales-driven conversations and toward more meaningful, value-based discussions. We encourage MSPs to ask the right questions, understand their clients’ challenges and provide solutions that help them grow.

For MSPs still relying on traditional presentations, what advice would you give to start shifting toward a more conversational approach?

My advice is simple—ditch the PowerPoint presentations and start asking better questions. Ask your clients, ‘What’s your biggest source of revenue and what are your biggest risks to that revenue?’ Then sit back and listen. By focusing on understanding the business challenges your clients face, you’ll discover more opportunities and build stronger relationships. We even have a PDF to guide MSPs through this shift. It’s all about having a conversation, not delivering a pitch.