Build the value — Do your customers understand the value of their IT infrastructure? If not, educate them. Many small and medium-sized businesses (SMBs) don’t understand the true costs of downtime. Show them how valuable their IT infrastructure can be. The more valuable they view their infrastructure, the more likely they will be willing to invest in protection;

Bundle the offer — Bundle essential services with non-essential services. Many customers will purchase the whole bundle for just a single item. Instead of lowering prices, add additional items to make your customers feel like they’re receiving additional services ; and

Be the expert — Become well-versed in HIPAA, PCI, and SOX because many customers will not be, which provides you with the opportunity to show off your expertise. You’re not just an IT department, you’re an advisor — act that way.