As vCIOs, we’re often tempted to play it safe when advising clients. We outline the pros and cons, offer a few different paths, and let the client decide which way to proceed. On the surface, this seems responsible and client-centric—after all, we’re empowering them with choices, right?
But here’s the truth: your clients don’t want a buffet of options. They want a clear, confident recommendation.
They’re Not Paying You for Options
Your clients brought you in for your expertise. They’re looking to you to cut through the noise and tell them what the best course of action is. When we present multiple options without a strong recommendation, it puts the decision-making burden back on the client, often someone who lacks the technical depth to make that call confidently.
Put simply: they didn’t hire you to be a menu. They hired you to be a guide.
Confidence Is Contagious
A strong recommendation comes from confidence, and confidence is what reassures your client they’re in good hands. If you hesitate or waffle between options, that uncertainty bleeds into their perception of the entire decision.
On the other hand, when you say, “Based on your environment, goals, and risk tolerance, this is the solution I recommend,” it demonstrates clarity, conviction, and leadership. Even if the client pushes back or wants to explore other options, you’ve done your part by providing a clear starting point.
Standing Behind Your Recommendation
Yes, making a recommendation means taking on a degree of ownership. That can feel risky. But that’s the role of the vCIO, standing behind your expertise. It’s not about being inflexible; if a client asks for alternatives, of course, you should present them. But you should always have a preferred path and be prepared to explain why it’s the right one.
This is what earns trust. This is what makes you invaluable.
How to Strengthen Your Recommendations
- Do the legwork. Be sure your recommendation is backed by data, experience, and a thorough understanding of the client’s business.
- Speak in outcomes. Tie your recommendation to business goals: “This will reduce the risk of downtime” or “This aligns best with your compliance needs.”
- Anticipate objections. Be ready to explain why the other options fall short.
- Be open, but firm. If the client wants to explore alternatives, support that, but don’t water down your stance.
Don’t be afraid to take a stance. Your clients will respect you more for it, and you’ll deliver more value in the long run.
After all, recommendations, not options, are what they’re really paying for.
Simon is the President of S3 Technologies, a leading Canadian MSP he co-founded in 2003. He built and scaled the vCIO team which eventually lead to him co-founding Propel Your MSP in 2018 to help MSPs with their vCIO services.
