GRS For MSPs: Customized Systems for MSPs Who Want to Sell AI+Automation, and Become Indispensable to Clients

This Episode for MSPs is essential for MSP leaders seeking to launch or expand AI and automation service lines. The core takeaways of the episode is to discuss how MSPs can build, sell, and scale new AI-powered automation service lines without incurring extra staff, tools, or overhead.

In an era where margins are shrinking, hiring is becoming more difficult, and clients are consistently inquiring about AI, this episode provides the basic knowledge for MSPs to partner with GRS to deliver solutions immediately.

Nonprofits and Businesses plan to automate at least 30% of all processes in 2026.  What is your plan?

Transcript

Speaker 1 0:00

Okay, let's unpack this. If you're running an MSP right now, you know the pressure points. They're really intensifying. You're trying to manage, you know, shrinking margins, finding senior automation engineers feels almost impossible.

Speaker 0:13

Yeah, forget about it.

Speaker 1 0:14

Trevor Burrus, Right. And then clients are constantly asking about AI. They've read some article on ChatGPT, and suddenly they expect it baked into everything. Exactly. The demand is absolutely there, no question. It is.

Speaker 0:24

But uh the operational side, that's where it gets tricky.

Speaker 1 0:27

Aaron Powell Yeah, the lack of internal know-how, the time, the right tools, maybe to actually deliver profitable AI automation, it feels like a huge missed opportunity.

Speaker 0:37

Aaron Powell Well, what's interesting about the sources we looked at is they skip right past admiring the problem. They propose this really uh specific, vertically integrated solution just for MSPs. Okay. So our mission today is to really gig into the model offered by Growth Right Solutions GRS. They claim, pretty boldly, that they can help MSPs immediately build, sell, and scale high-margin AI automation services. Trevor Burrus, Jr.

Speaker 1 1:01

Without adding staff, that's the big claim. That's the hook. No extra staff, no big upfront risk, no increased operational overhead. So we need to dissect how they supposedly guarantee that. We're really focusing on generating new MRR, monthly returning revenue, by essentially reselling ready-to-go tested automation systems you can brand as your own.

Speaker 1:22

Aaron Powell Okay. So that partnership angle is where we have to start, right? Because GRS isn't just like another software vendor or some high-level consulting firm. Aaron Powell No, not at all. Aaron Powell Apparently the people behind it are former MSP owners, operators, techs.

Speaker 1 1:37

Aaron Powell Yeah, and that's critical context, isn't it? They claim they've walked in your shoes. Aaron Powell Which should mean they get it. It should. It means they understand the difference between, you know, a cool strategy slide and the actual messy reality of supporting clients day-to-day. If they really are former MSPs, they know that things like deployment headaches, blowing up the service desk, margin killers. Those are just non-starters.

Speaker 1:59

Aaron Powell So their core promise is supposedly built on that understanding. They're helping MSP leaders whose clients need AI and automation systems, but systems that deliver better margins and crucially measurable ROI, like right away.

Speaker 1 2:15

Targeting that pain point of scaling without the internal cost.

Speaker 2:18

Exactly. Finding scale without hiring a bunch of expensive engineers you might not keep busy.

Speaker 1 2:23

And you mention ROI. The focus is squarely on automating outcomes, not just, you know, tasks or processes.

Speaker 2:30

Precisely. They position themselves as an automation building firm. They actually build the thing.

Speaker 1 2:35

Not just strategists handing off a plan.

Speaker 2:37

Right. And they seem to have a pretty high bar for what they'll even suggest. Their line is something like if it doesn't move the needle, we don't recommend it.

Speaker 1 2:44

Okay, move the needle. For a business owner, that sounds good, but what does it actually mean in their world?

Speaker 2:49

Aaron Powell Well, it has to mean tangible business results. Yeah. Usually tied to sales or efficiency. Think more appointments booked, faster lead response times, maybe cutting down on repetitive admin work, things you can actually count?

Speaker 1 3:02

So it shifts the conversation. It's not just are my servers up anymore.

Speaker 3:05

It's how much revenue do that system you put in generate for me this month? That's a different conversation entirely.

Speaker 1 3:11

Definitely. But okay, practicalities, control, confidentiality. That's huge for MSPs. How does this no-cost peer partnership actually work?

Speaker 3:22

Aaron Powell Good question. So the setup is the MSP remains the face. They own the client relationship, the brand, everything the client sees. GRS operates totally behind the scenes, designing, building, maintaining these systems, invisible to the end client.

Speaker 1 3:38

Aaron Powell Invisible. That feels important for maintaining trust.

Speaker 3:41

Aaron Powell It's a calculated move for sure. Protects the MSP's relationship. But honestly, the financial mechanics and those guarantees they talk about, those are even more critical. Trevor Burrus, Jr.

Speaker 1 3:49

Right. Let's get into the money. They claim typical resale missions are like two to three times cost.

Speaker 3:54

Aaron Powell That's the claim. Which on paper looks fantastic. Instant lift to ARR, boost company valuation, all the good stuff.

Speaker 1 4:00

Aaron Powell But is that just on the monthly rubber curring bit, or is there like a setup fee involved too?

Speaker 4:05

Aaron Powell The sources suggest it's often a mix. Maybe an initial setup or implementation fee that the client pays the MSP. Good margin there, too, usually. Right. And then the ongoing MRR for the management, the hosting, API access, whatever it is, all white labeled under the MSP's brand.

Speaker 1 4:22

Aaron Powell Okay, that makes sense. But the real confidence booster, you mentioned guarantees. This performance guaranteed partnership thing.

Speaker 4:29

Aaron Powell Yes. That's uh that's probably the linchpin. It directly addresses that risk aversion MSPs naturally have when trying something new and complex like AI.

Speaker 1 4:39

Aaron Powell How so?

Speaker 4:40

Basically, if an AI automation system they build doesn't hit the specific goals laid out in the statement of work, those measurable outcomes we talked about.

Speaker 1 4:48

Aaron Powell Like book 10 more appointments per week or whatever.

Speaker 4:51

Exactly. If it fails to meet those goals, GRS is contractually obligated to fix it. They refine the system at their own cost until it works. Or they credit the fees back.

Speaker 1 5:00

Aaron Powell Wait, hold on. That implies GRS is eating the risk of implementation failure. That's usually where the costs can explode.

Speaker 5:07

Aaron Powell It seems so. That's the guarantee.

Speaker 1 5:09

Aaron Powell So what's the MSP's responsibility then? Are they just selling it or do they need to like manage client adoption and training?

Speaker 5:16

Aaron Powell The sense I get is the MSP handles the relationship, makes the introduction, facilitates things. But the technical heavy lifting, the execution, making sure it performs, that falls squarely on GRS. Okay. This model only works if GRS is really confident in their systems, their blueprints, as they call them. And they try to minimize risk further in other ways too.

Speaker 1 5:38

Like how?

Speaker 5:39

Well, they only serve MSPs exclusively. They promise never to sell direct-to-end clients.

Speaker 1 5:44

Ah, protecting the channel.

Speaker 5:46

Right. Protecting territories, committing to never contact a client unless the MSP invites them, and even then, only joining meetings with the MSP present. It's all about protecting that MSP client trust.

Speaker 1 5:57

Aaron Powell Okay. That's pretty comprehensive protection. So the financial side and the partnership security seem clear. Let's pivot to what the MSP actually gets to sell. What are these systems?

Speaker 6:06

Aaron Powell Yeah, moving from the how to the what, these have to be tangible solutions, not just consulting fluff. The big picture goal for these systems is helping the client make more money from their leads faster. Usually by stopping leads from falling through the cracks during manual handoffs.

Speaker 1 6:21

Okay.

Speaker 6:21

So the systems connect the client's existing tools, you know, CRMs, calendars, maybe Slack or Teams, email into one unified automated funnel.

Speaker 1 6:30

And crucially their turnkey, something an MSP can actually deploy quickly.

Speaker 6:35

That's the idea. Instant or near instant measurable value. The first main offering seems to revolve around being always available. These 2047 conversational systems.

Speaker 1 6:46

So AI chatbots and voice bots.

Speaker 6:48

Yes, but supposedly a cut above the generic ones. They emphasize that these AI systems are custom trained on the client's specific business.

Speaker 1 6:56

What does custom trained mean in practice?

Speaker 6:59

It means feeding the AI, the client's actual knowledge base, their FAQs, pricing sheets, service details, maybe even transcripts of past good sales calls.

Speaker 1 7:08

Ah, so it actually knows what it's talking about for that specific business.

Speaker 7:11

Exactly. So it can engage customers naturally across text, email, web chat, social media, even phone calls. Sounding like a well-trained employee, not just a dumb bot.

Speaker 1 7:21

Okay, that's powerful. Continuous quality interaction. And that leads into the second big offering, the lead capture and booking.

Speaker 7:29

Yeah, the 247 lead capture qualification and booking system. This is the engine that really tackles the sales efficiency problem. It runs constantly.

Speaker 1 7:37

How does it work? Step by step.

Speaker 7:39

Okay, first it grabs leads from everywhere. Simultaneously, web forms, website chat, incoming SMS, phone calls, social media DMs, pulls them all into one place. No more checking five different inboxes.

Speaker 1 7:51

Okay, consolidation. Then what?

Speaker 7:53

Then the crucial qualification step. Instead of just getting a name and email.

Speaker 1 7:56

The AI assistant actually talks to them.

Speaker 7:58

Right. It runs the prospect through a predefined process using rules and smart logic. It figures out if they're a good fit, maybe confirming their industry, budget range, timeline, whatever matters to that client. It scores them, tags them, routes them.

Speaker 1 8:11

But sales reps only talk to qualified leads.

Speaker 8:14

That's the goal. And if the lead is qualified, the system immediately starts nurturing them, timely follow-ups via email, text, maybe. Then the final step.

Speaker 1 8:23

Booking a meeting.

Speaker 8:24

Exactly. It interacts with the sales rep's calendar and books a real conversation, a demo, whatever the next step is, right onto their schedule, complete with automated reminders to make sure people actually show up.

Speaker 1 8:34

Wow. So the client gets faster speed to lead, potentially higher conversion without needing a whole team of people just managing inquiries.

Speaker 8:42

That's the value proposition. Less admin, more selling.

Speaker 1 8:45

Now, from the MSP side, integrating this stuff, client infrastructure can be a nightmare. Does this force the client onto a whole new platform?

Speaker 8:53

Aaron Powell They seem to offer flexibility here, which is smart. Option one is integration. They connect their AI systems into the client's existing CRM, synced with their existing Outlook or Google Calendar. Minimal disruption.

Speaker 1 9:05

Okay, that's good. And option two, if the client's tech stack is uh a mess.

Speaker 9:10

Then they can actually supply a complete white label system. The source mentions GHL.

Speaker 1 9:15

Which is GoHigh Level.

Speaker 9:16

Yeah, go high level. It's an all-in-one marketing and CRM platform that's pretty well known for its built-in automation features. So GRS can provide that platform already connected to all their automations, branded as the MSP solution.

Speaker 1 9:29

So either way, the MSP looks like the hero providing the solution.

Speaker 9:33

Exactly. And GRS handles the tricky integration bits behind the curtain.

Speaker 1 9:38

Okay, let's zoom out a bit. Strategically, what does this do for the MSP's relationship with their client long term? How does delivering, you know, booked appointments change that renewal conversation?

Speaker 9:50

Ah, now this is maybe the most important part. By delivering tangible business results, qualified leads, higher close rates, things the client's CEO actually cares about deeply. Yeah. The MSP moves beyond being just the IT guy or the keep the lights on provider. They build genuine trusted advisor credibility. Okay. It digs a loyalty like nothing else. So when renewal time rolls around, the conversation is just haggling over the price per seat for endpoint security anymore. It's about how technology, specifically automation and AI delivered by the MSP, is going to drive the client's future growth, their goals.

Speaker 1 10:24

You shift from being a cost center, basically, to a growth partner.

Speaker 10:27

Precisely. And that seems to be the core idea behind GRS's main claims about why they're different.

Speaker 1 10:32

Right. They have a list.

Speaker 10:34

Yeah. It all ties back to making the MSP look good with zero extra work for them. They focus on delivering those measurable outcomes we keep talking about, not just promises.

Speaker 1 10:42

And the ongoing support, the zero headaches claim.

Speaker 10:45

That's huge. Because maintaining AI automations isn't trivial. You got API changes, integrations breaking, models needing retraining or tweaking, prompt engineering.

Speaker 1 10:55

Yeah, it's complex.

Speaker 10:57

GRS claims to absorb all that ongoing management and maintenance. So the MSP gets the benefit of specialist expertise without having to build and pay for that team internally.

Speaker 1 11:07

They have that line. We build it once, you benefit every day.

Speaker 11:11

Right, because the automations just run. 24-7. Capturing leads while the client sleeps, qualifying prospects. It delivers continuous productivity without continuous payroll costs for that function.

Speaker 1 11:23

And tackles that universal client pain point.

Speaker 11:28

Exactly. The voice bots, chat bots, the workflows, they ensure no more missed leads or dropped balls. And transparency is key too. The MSP gets real-time visibility. Reports showing exactly how many leads came in, how many got qualified, how many booked meetings, maybe even estimates of admin hours saved.

Speaker 1 11:47

That's the proof behind the performance guarantee, right? If you can see the numbers on a dashboard.

Speaker 11:51

The value is undeniable. And yeah, the testimonial snippets reinforce that MSPs become the heroes driving client growth, supposedly adding zero overhead expenses to their own PL.

Speaker 1 12:02

Okay, so let's synthesize this. The model GRS is putting forward essentially lets an MSP, even where struggling with AI internally, immediately start offering these fairly complex high-margin automation services.

Speaker 12:14

Yep, as a fully supported white label offering. The MSP keeps total control of the client relationship and their brand, but they're leveraging this specialist partner who really understands the MSP world.

Speaker 1 12:25

It seems like a clear pathway to boost ARR and profitability without that massive upfront investment and ramp up time of building an internal AI practice. 18 minutes specific.

Speaker 12:46

Yeah. They frame it like a TED talk time-wise, but claim the content is much more valuable because it's actionable for MSPs.

Speaker 1 12:53

And what do they cover in 18 minutes?

Speaker 12:55

Apparently, how to increase profit without adding staff, identifying where automation can unlock margins quickly, and how to package this whole thing into repeatable, billable blueprints.

Speaker 1 13:06

Aaron Powell So it's a time-boxed way to get the details, addressing that knowledge and time gap we talked about at the start.

Speaker 13:11

Exactly. It directly tackles why many MSPs aren't doing this already, even though they know they probably should be.

Speaker 1 13:17

Which brings us to a final thought, maybe a challenge for our listeners.

Speaker 13:20

I think so. It raises a really profound question for any MSP listening right now. If this kind of high margin growth is possible by delivering these measurable performance guaranteed outcomes, by shifting your value proposition purely to quantifiable business results, then what existing services in your own portfolio need to change? How do you evolve from being the provider who just guarantees uptime and stability to being the partner who demonstrably drives your client's business results?

Speaker 1 13:51

That's the strategic shift, isn't it? Moving from utility to growth engine.

Speaker 13:54

It is. And this model really forces every modern MSP to confront that challenge head on.

Speaker 1 13:59

A really fascinating deep dive into a potential operational transformation. Thanks for breaking that down.