From MSP to Technology Advisor: How to Win in 2026 | Tim Basa | Telarus #TECHSUPERSHOW

The tech landscape has changed—and so has your role in it.

In this keynote, Tim Basa from Telarus breaks down how MSPs and technology advisors must evolve to stay competitive, scale, and win in 2026 and beyond.

💡 The big shift:

👉 Customers don’t just want vendors anymore…
👉 They want guides, strategists, and trusted technology advisors

🚀 What you’ll learn:
Why technology is no longer optional—it’s mission critical
How the rise of AI is creating confusion (and opportunity)
The difference between being a “plumber” vs a “general contractor”
Why customers are overwhelmed—and how to guide them
The 3 ways to grow your business:
New clients
Upsell existing clients
Raise prices
How top performers are using:
🎯 Niche targeting
📣 Better marketing & storytelling
🎥 YouTube & content to drive inbound leads
Why most websites fail (hint: too much “we,” not enough “them”)
How to build a referral engine instead of hoping for referrals
The impact of AI-generated “same-sounding” marketing—and how to stand out
The importance of clarity, confidence, and reducing buyer risk
🔥 Key Takeaways:
The best advisors today act like business consultants—not tech vendors
Differentiation is everything in a world where everyone says “AI”
Focus beats everything: know your ideal customer deeply
Marketing should teach buyers how to buy—not just sell to them
Success comes from becoming the go-to expert in your niche
💼 Final Thought:

There has never been a better time to build a technology advisory business…

…but only if you evolve.

📍 Filmed at ITEXPO #TECHSUPERSHOW 2026

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