Lisa Shorr is on a mission to help MSPs elevate their brand from the inside out. The founder of consulting firm Shorr Success understands how poor communication can derail client retention — and how intentional branding can rebuild it.
And she would know, since Shorr and her partner, Eric Shorr, co-own Rhode Island-based MSP Secure Future Tech Solutions.
In her book, Your B.R.A.N.D. Unleashed: 9 Proven Strategies that Build Trust and Maintain Lasting Client Loyalty, Lisa Shorr outlines the B.R.A.N.D. method. This is a tactical framework MSPs can apply to boost internal culture, enhance client retention, and ultimately drive growth.
ChannelPro caught up with Shorr at a recent channel conference, where she was presenting as well as promoting elements of her book that MSPs could use as practical advice. She shared the importance of emotional intelligence in tech, and how trust — not tools alone — may be the most valuable commodity in today’s MSP landscape. Here are the highlights from that conversation, edited for clarity and brevity.
CHANNELPRO: What inspired you to write Your Brand Unleashed?
Shorr: This book is such a critical blueprint to an MSP’s and small business owner’s success. In this industry, we focus so heavily on our craft, skill, and tech stack. I would never discount that. But the reality is, clients and prospects stay with us based on feelings and emotions. How do we make them feel? We need to ensure that we demonstrate urgency and empathy, and that they’re a VIP.
CHANNELPRO: You’ve mentioned a signature story from your MSP that led to a turning point. Can you share that?
Shorr: This book was a long time coming because my MSP struggled more than a decade ago. We got fired because of our phone skills. That was the pivotal moment. Eric came to me because I was doing the marketing and said, “How are you going to change this?”
I said, “What do you mean? This is HR.” It is some HR, but really, it’s the human side of marketing. You can have all the tactics in the world, but that’s not going to build your brand. It’s the relationship, the ability to make someone feel connected to you in some way — whether it’s a birthday, your pet’s name, or just remembering their name.
Lisa Shorr
CHANNELPRO: Earlier this year, you were working with Timus Networks at channel events. What is that partnership about?
Shorr: It’s a cool partnership, as far as marketing goes. I announce them from the stage at my keynotes or breakout sessions. Then, they give away my book at the Timus Networks booth. I’ve been with them there, too, signing my book. It’s been amazing.
CHANNELPRO: What’s your top advice for how MSPs should use your book?
Shorr: MSPs should use this book [to help with] onboarding for new employees. Make it a standard process and set that tone of what you expect the soft skills in the company to be.
Each chapter is a strategy. B.R.A.N.D. is an acronym: behavior, respect, appearance, networking, and dynamic dialogue. Each has exercises, I call them “success exercises,” that you can do after you read the chapter. Do the exercises with your team. The staff meeting exercises will allow you to start working on that culture and introduce the power of soft skills in your MSP. We have nothing but opportunity to grow.
CHANNELPRO: Why do soft skills matter more now than ever before?
Shorr: We need to make sure we have teams that still have the ability to build trust because AI is only going to take us so far. In order for us to scale it, for our clients to adopt it — and for you to not be left in the dust — you have to keep up. If not, you’re going to lose business because other MSPs are already going to be adopters.
So how do you stay ahead of the curve? Trust. Let’s not make that trust a scarce commodity. Let’s unleash our brands in this industry.
Use this book as your tool. And I’m here to help.
Learn More about Your B.R.A.N.D. Unleashed
Shorr’s book, Your B.R.A.N.D. Unleashed, is available now at Amazon and Barnes & Noble. It makes a powerful addition to team onboarding and internal training programs. Learn more on the Shorr Success website.
Anjali Fluker is senior channel editor for The ChannelPro Network, where she covers news, trends, and best practices for the MSP community. She specializes in telling the stories that matter to IT providers serving the SMB market. When she’s not reporting on the latest in managed services, she’s connecting with channel pros at industry events across the country.
Featured image: Anjali Fluker/ChannelPro
