Amy Babinchak on Conversations, Clients, and the Coming AI Wave

Welcome to Ctrl-Alt-Deliver: MSP Service Delivery Mastery.
I’m Jeni Clift, joined by my husband and business partner Nick. Together, we’ve spent nearly 30 years building, scaling, and eventually exiting our own MSP business.

And one thing became clear along the way:
Delivering great service isn’t just about the tools you use — it’s about curiosity, communication, and understanding the people behind every issue.

In this episode, we’re joined by Amy Babinchak — a Microsoft MVP (18 times over), former MSP owner, industry educator, and one of the most trusted voices in the service provider community.

Amy brings a sharp perspective and a whole lot of heart as she shares what too many MSPs are missing: meaningful conversations with clients.
Why? Because without them, we can’t be proactive. We can’t lead. And we certainly can’t build the kind of trust that keeps clients around.

👉 This is the conversation every MSP leader needs to hear — whether you’re just starting out or wondering what comes after the exit.

💡 In this episode we talked about:

• Why so many MSPs fail to really talk to their clients (and what it’s costing them)
• How AI opens the door to deeper, more strategic conversations
• What no one tells you about selling your MSP — until you do it
• The difference between “supporting the issue” and supporting the person
• Letting go of vanity metrics and showing up where it really matters
• Why trust looks like being invited to the client’s Christmas party

Amy’s story — from burnout to business builder to industry mentor — is packed with lessons, laughs, and the kind of wisdom that sticks with you.

👉 Follow Amy Babinchak on LinkedIn: https://www.linkedin.com/in/amybabinchak/
🌐 Learn more about Third Tier: https://www.thirdtier.net/
🎧 Explore more Ctrl-Alt-Deliver episodes: https://www.ctrl-alt-deliver.blog/episodes