In this episode of the All Things MSP Podcast, hosts Justin Esgar and Eric Anthony take a brutally honest look at one of the most overused - and misunderstood - terms in the IT services world: “Trusted Advisor.”

If you’re an MSP owner or technician using that phrase in your marketing, this episode is a must-listen. Justin and Eric unpack what actually makes a service provider trusted in the eyes of their clients. From building roadmaps and understanding industry-specific needs, to participating in budgeting and managing risk profiles, they lay out the practical steps MSPs should be taking, but often don’t.

They also explore how real trust is built: not in the storm, but in the calm. And they dive into why communication, specialization, and humility are far more valuable than “checking boxes” in a sales pitch.

Whether you’re still firefighting tickets or ready to level up your client relationships, this episode will challenge the way you think, and market, your MSP.