In this From the Trenches episode of the Bering McKinley Vision Podcast, Josh Peterson sits down with Sparkle Tufano for a conversation that quietly reframes two assumptions many MSP owners still carry: first, that “good service” is mostly a technical problem, and second, that growth comes primarily from better marketing or broader reach. Sparkle’s business has grown by leaning into a different lever—community-anchored trust with women-led organizations—and by treating clarity, accessibility, and human connection as strategic assets rather than “soft skills.” The result is a client base that is both demanding and loyal, and a delivery model where the MSP’s differentiator is not a stack, but a stance: be local, be known, be accountable. That philosophy maps cleanly to the execution discipline behind Vision—because the real constraint for most MSPs isn’t capability, it’s consistency: doing the right things at the right cadence, with the right clients, for long enough that reputation compounds.
The deeper leadership tension here is worth naming: scale and intimacy are usually treated as enemies, so MSPs default to “efficient distance” (automation, portals, bots, remote-only, standardized interactions) and hope clients feel cared for anyway. Sparkle goes the other direction. She’s explicit about her limits (a geographic radius, selective fit, and a refusal to grow into anonymity), and she’s equally explicit about why: the moment a client can sit next to the owner of their IT provider and still feel invisible, the relationship has already become transactional. In an era where AI will increasingly blur what’s real, automate what’s repeatable, and accelerate both good and bad outcomes, trust becomes the scarce resource. This episode offers a practical strategy for MSP owners who want durable growth: choose a niche you can genuinely serve, build proximity that creates conversation (not just tickets), and treat AI as a capability to govern—not a trend to chase. When you do that, quarterly reviews become less about reports and more about stewardship: keeping clients proactive, keeping risk visible, and keeping the relationship strong enough that the business can invest in change before crisis forces it.
If you’re an MSP owner thinking about your next phase—better clients, clearer positioning, and a healthier operating cadence—this episode will challenge you to reconsider what “modern” really means. Sometimes the most future-proof move is not more scale. It’s more trust.
One of the most useful observations Sparkle shares is also one many MSPs avoid saying out loud: some client segments demand more—and that’s a gift, not a burden.
Not “more tickets.” More clarity. More responsiveness. More translation from technical reality into business language. More proof that the MSP understands what matters to the owner.
MSPs often talk about “relationship selling,” but many confuse relationships with periodic meetings and polished decks. Sparkle’s model is simpler—and harder: build a business that is physically and socially present.
When your clients see you at the grocery store, the school event, the chamber meeting, or the ribbon cutting, you don’t need a gimmick to stay relevant. You have context. You have shared reality. You have conversation fuel.
The uncomfortable truth: many QBRs fail because they are built for the MSP’s comfort, not the client’s attention. Clients don’t refuse meetings because they hate planning. They refuse meetings because the meeting feels like busywork wrapped in metrics.
Sparkle’s approach points to an alternative: treat reviews as relationship touchpoints that keep clients proactive—then elevate into deeper planning when it’s warranted.
Sparkle makes a subtle but critical point: AI is already inside the tools MSPs run, and it’s already inside the tools clients buy. That means the MSP’s job isn’t to “add AI.” It’s to govern AI—help clients use it safely, profitably, and intentionally.
Two implications matter for MSP owners:
The winners won’t be the MSPs with the cleverest demo. They’ll be the MSPs who can define what’s allowed, what’s monitored, what’s trained, what’s blocked, and what gets audited—without crushing momentum.
If you want a growth model that doesn’t require constant reinvention, this episode points to a framework worth stealing:
This is how you reduce churn without discounting, increase retention without gimmicks, and create a client base that grows through reputation rather than reach.
Sparkle Tufano is the founder of Sparkle Innovations, a Middle Tennessee IT services firm built around community presence, direct communication, and high-trust client relationships—serving a client base that is primarily women-led and operations-driven. She brings a rare blend of creative technical training and business leadership pragmatism, with a clear point of view on how MSPs can grow without becoming distant or transactional.
Connect with Sparkle Tufano on LinkedIn →
How do I attract better MSP clients without competing on price?
Tighten your ideal client profile, build proof through outcomes and consistency, and create a relationship model where trust compels retention and referrals.
Why do many MSP quarterly reviews fail to create value?
Because they focus on reporting instead of relevance. Clients want clarity on risk, change, and priorities—not dashboards without decisions.
What role should MSPs play in AI adoption?
Enable safe productivity. That means governance, training, policy, monitoring, and integration—so AI helps the business without creating avoidable exposure.
What is agentic AI in practical business terms?
It’s automation that runs continuously toward an outcome (not just a one-time chat response). For MSPs, it increases demand for integration skills and operational guardrails.
How can a smaller MSP grow without losing personal connection?
Set boundaries (geography, fit, service expectations) and invest in community proximity. Scale intentionally rather than indiscriminately.
If you’re an MSP owner building toward a stronger operating cadence—better clients, clearer expectations, and real execution discipline—explore the Vision operating system or apply to be a guest on the podcast.
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