Introduction
Small and medium-sized businesses (SMBs) are increasingly targeted by cyber threats, yet many SMB owners underestimate their risk exposure[1][2]. As a Managed Service Provider (MSP) or IT professional, you can bridge this awareness gap and demonstrate why Microsoft 365 Business Premium – with its enhanced security suite – is a worthwhile investment over Business Standard. Microsoft 365 Business Premium combines all the productivity features of Business Standard with advanced security and device management tools designed to protect against modern threats[3][4]. The key is to communicate security value in business terms and show, step-by-step, how Business Premium’s features translate into concrete risk reduction and long-term savings.

Below, we outline the key security differences between Business Standard and Business Premium, common SMB security concerns, and five effective strategies to convince SMB customers – each with detailed steps.

---

Business Standard vs. Business Premium: Key Security Differences

Before pitching strategies, ensure the client understands what extra security Business Premium offers. Both plans include core Office apps, cloud storage, and basic protections, but Business Premium adds a full suite of advanced security features not available in Business Standard[3][4]:

Security Feature	Business Standard	Business Premium
Multi-Factor Authentication (MFA)	✔️ Included	✔️ Included
Exchange Online Protection (basic email spam/malware filtering)	✔️ Included	✔️ Included
Advanced Email Threat Protection (Microsoft Defender for Office 365)	No	Yes – Phishing, ransomware & malicious link protection[3][4]
Endpoint Detection & Response (Microsoft Defender for Endpoint)	No	Yes – Endpoint AV, behavioral monitoring, real-time threat response[3]
Device Management (MDM/MAM) (Intune/Endpoint Manager)	◾ Basic (very limited)	Yes – Full Intune for mobile & PC management[3][4]
Conditional Access & Identity Protection (Azure AD Premium P1)	No	Yes – Conditional Access policies, risk-based sign-in controls[4]
Information Protection & DLP (Data Loss Prevention, sensitivity labels, encryption)	◾ Basic	Yes – Advanced DLP, Azure Information Protection P1, auto-classification[3]
Compliance & Audit Tools	◾ Basic auditing	Yes – Advanced compliance tools (e.g. Microsoft Purview, Compliance Manager)[3]

Table: Key security and management features available in Business Premium vs. Standard. Business Premium clearly delivers a much higher level of protection. For example, Business Premium includes Microsoft Defender for Office 365 to catch sophisticated phishing and malware that basic email filters might miss, and Microsoft Intune to remotely manage/wipe devices – capabilities absent in Business Standard[3][4]. These differences form the foundation of your value proposition.

---

Common SMB Security Concerns and Objections

Despite the clear security benefits, SMB customers often have reservations about upgrading. Understanding these objections will help you tailor your approach:

• “We’re too small to be targeted.” – Many SMB owners mistakenly believe cybercriminals only go after big companies. In reality, 43% of cyberattacks target SMBs[1], and attackers perceive SMBs as easier prey due to weaker defenses.
  
• “Our basic security is enough.” – Relying solely on antivirus and firewalls gives a false sense of security. Modern threats like ransomware, phishing, and identity breaches require layered defenses beyond the basics[1]. Business Standard’s basic protections may not stop advanced attacks (e.g. zero-day malware or sophisticated phishing).
  
• “Cybersecurity is too expensive.” – Cost is a major concern. SMBs often compare security spend to IT hardware costs, failing to realize that cybersecurity is an ongoing business investment, not a one-time IT upgrade[1]. The cost of a breach – downtime, lost revenue, reputational damage – can far exceed the preventive investment. (For instance, 61% of SMBs hit by cyberattacks couldn’t operate afterward, with an average breach cost of $108K[2].)
  
• “We don’t have in-house expertise.” – SMBs with small IT teams worry they can’t manage complex security tools. Reassure them that as an MSP, you will handle deployment and management of these advanced features, acting as their trusted security partner.
  
• “Will this disrupt our business?” – Clients may fear that new security measures (MFA, device policies) will hinder user productivity. Here you must emphasize that Business Premium is designed to “protect without hindering”: e.g., conditional access ensures only safe sign-ins, Intune policies run in the background, etc., with minimal user impact. You’ll also provide user training to smooth the transition.

By acknowledging these concerns, you can directly address them in your messaging. The strategies below incorporate techniques to tackle each objection, demonstrating that Business Premium is not just an added cost, but a vital safeguard and business enabler.

---

Strategies to Demonstrate the Security Value of M365 Business Premium

Below are five targeted strategies an MSP/IT professional can use to convince SMB customers, each with detailed steps. These strategies combine technical demonstrations, risk assessments, real-world storytelling, and cost-benefit analysis to make a compelling case for Business Premium.

1. Conduct a Security Risk Assessment and Gap Analysis

One of the most effective ways to open an SMB client’s eyes to their security needs is to audit their current security posture and identify gaps. This makes the risks tangible and directly ties Business Premium’s features to closing those gaps.

Steps:

1. Assess the Current Environment: Begin with a thorough review of the customer’s existing security setup (on Microsoft 365 Business Standard and any other tools). Check their Microsoft Secure Score for an overview of their tenant’s security posture, and review settings like MFA usage, mailbox auditing, etc. Note which recommended security practices are not in place. This establishes a baseline “score” or report card for their security[5].
   
2. Identify Vulnerabilities with Real Data: Perform targeted risk assessment activities to gather hard evidence of security gaps. For example:
   • Dark Web Credential Scan: Check if the company’s emails or passwords have been leaked in breaches ( many SMBs are surprised to find compromised credentials floating online). Showing leaked passwords immediately demonstrates a need for better identity protection (e.g. enforcing MFA, which Business Premium makes easier)[1].
     
   • Phishing Simulation: Run a safe phishing email test for a sample of employees (with permission). If some employees click the fake phishing link, it highlights vulnerability to social engineering[1]. This underscores the value of Business Premium’s advanced email filters and training.
     
   • Endpoint Security Audit: Scan company devices for missing patches or outdated anti-virus. Business Standard doesn’t include centralized device management, so there are often inconsistencies. Finding unpatched systems or personal devices accessing company email illustrates the need for Intune MDM (in Business Premium) to enforce updates and compliance[3][1].
     
   • Backup/Recovery Drill: If applicable, discuss how quickly they could recover data in a ransomware scenario. Many SMBs lack tested backup plans. Emphasize that Business Premium’s OneDrive and SharePoint versioning, plus tools like Defender for Endpoint, help contain damage and aid recovery.
     Each of these assessments “makes the risk real” by providing concrete findings rather than theoretical threats[1].
3. Map Findings to Business Premium Features: Now connect the dots – for every risk or weakness found, explain how a Business Premium feature mitigates it. For example: “We found 15 sets of leaked user credentials on the dark web; with Business Premium’s Conditional Access and MFA enforcement, those stolen passwords alone wouldn’t grant access[1].” Or, “Your test phishing email bypassed basic filters – Business Premium includes Defender for Office 365, which would likely have caught that malicious link before it ever hit your inbox[6].” Create a simple table or list: Risk -> Impact -> Feature to Mitigate. This clearly positions Business Premium as the solution to the identified gaps.
   
4. Present the Risk Analysis in Business Terms: Summarize the assessment in a client-friendly report or meeting. Avoid overly technical language; instead, explain the business impact of each risk: e.g., “A ransomware attack could lock your files and halt operations for days – we discovered your current setup has no protection against that scenario.” Then highlight how Business Premium reduces those business risks: “With the advanced security in Business Premium, you’d gain multiple layers of defense against ransomware, significantly lowering the chance of costly downtime.” Whenever possible, quantify impact (e.g., “downtime of 3 days could cost ~$X in lost revenue based on your business”). This translates cybersecurity into the language of cost, productivity, and reputation, which resonates more with decision-makers[1].
   
5. Recommend a Clear Action Plan: Conclude by recommending specific steps, foremost being the upgrade to M365 Business Premium. Outline how you will implement the new features to address each gap. For instance, “Step 1: Enable MFA for all accounts (already included in your current license) – Immediate security win. Step 2: Upgrade to Business Premium to deploy Defender for Endpoint on all PCs for real-time threat detection. Step 3: Use Intune to enforce device encryption and compliance.” This plan shows that with Business Premium, there is a practical path to remedy each risk. It assures the client that their investment comes with a roadmap for improvement, not just a bundle of tools.

By the end of this process, the client will have seen evidence of their vulnerabilities and a direct linkage to Business Premium’s capabilities as the fix. The risk assessment approach turns an abstract upgrade into a very personal and urgent matter by answering: “What happens if we don’t invest in better security?” – often the most convincing argument.

2. Showcase Advanced Security Features in Action (Demo and Trial)

Seeing is believing. Conducting a live demonstration of Business Premium’s security features can powerfully underscore how it outshines Business Standard in real-world scenarios. This strategy addresses the “Is it really any better?” skepticism by visually contrasting outcomes with and without Premium features.

Steps:

1. Set Up a Phishing Attack Simulation: Illustrate email security differences. For example, prepare two demo mailboxes – one configured as “Business Standard” (using only basic Exchange Online Protection) and one as “Business Premium” (with Microsoft Defender for Office 365 anti-phishing enabled). Send both mailboxes a mock phishing email loaded with things like a malicious link or attachment. In the demo, show how the Business Premium mailbox automatically detects and quarantines the suspicious message (courtesy of Defender for Office 365), while the Business Standard mailbox might not recognize it as a threat[6]. This side-by-side visual makes it clear that Premium’s advanced threat protection can stop attacks before they reach users[6]. (Note: If a live demo is difficult, screenshots of the Security Center showing a blocked threat, or a brief video from Microsoft showcasing Defender for Office 365, can be effective.)
2. Demonstrate Device Loss/Theft Protection: Highlight Intune’s value by simulating a common scenario: a lost or stolen laptop. Explain how under Business Standard, IT has limited options (perhaps remote Outlook wipe for email, but company data in other apps could remain on the device). Then demonstrate Intune’s remote device actions available in Business Premium – e.g., use the Microsoft 365 admin center to issue a remote wipe or selective wipe on a test device, or show a policy that automatically encrypts the device (with BitLocker) and requires a PIN. The client can see that with Business Premium, even if an employee’s laptop is stolen, you can quickly protect or remove the business data on it. This showcases peace of mind that company data won’t fall into the wrong hands.
   
3. Show Conditional Access in Practice: Another powerful demo is illustrating Conditional Access (available with Azure AD Premium P1 in Business Premium). For instance, set up a policy that blocks sign-in to M365 from an unmanaged device or from overseas IPs. Try logging into a demo account from a scenario that violates the policy – the login is denied with a security message. Explain to the client: “With Business Premium, we can enforce rules like these. If someone’s password is stolen and a hacker from another country tries to use it, they’ll be stopped cold by Conditional Access.” This visualizes how Premium provides intelligent gatekeeping at the identity level, beyond the basic username/password of Business Standard[4].
   
4. Offer a Hands-On Trial Period: Sometimes the best demo is letting the customer experience it. Arrange a pilot where a subset of their users (or devices) are upgraded to Business Premium for a few weeks. During this trial, enable key security features – MFA enforcement, Defender for Office 365, device policies – and then debrief with the client. For example, after a month, generate a security report: “In the last 30 days, Defender for Office 365 blocked 12 phishing emails targeting your users, which your previous setup might have let through.”[1] Show them improvements via Microsoft’s Secure Score dashboard – e.g., “Your Secure Score improved from 45% to 75% after we implemented Business Premium features, meaning you’re aligned with more security best practices now.” Seeing these tangible improvements and perhaps not experiencing any major user inconvenience during the trial can convert skepticism into confidence.
   
5. Highlight User-Friendly Aspects: During the demo or trial, point out that the advanced security doesn’t create extra work for end users beyond maybe an MFA prompt. For instance, demonstrate the Microsoft Authenticator app login to show how easy MFA can be (with push notifications, etc.). If you set up Intune app protection policies on a BYOD phone, show how the user can still use their phone normally – the policy just quietly protects company data in the Outlook mobile app. Emphasize features like Self-Service Password Reset (in Azure AD P1) that actually reduce IT friction by letting users reset their own passwords securely. This helps counter the objection that “more security will slow us down” – instead, security is largely behind-the-scenes but there when needed.

A well-crafted demonstration makes the benefits of Business Premium concrete. By showing rather than just telling, you allow the customer to visualize the “with vs without Business Premium” difference. It becomes clear that Business Standard’s basic protections might let threats slip through, whereas Business Premium acts proactively to prevent incidents. The key is to simulate the kinds of attacks or incidents an SMB might realistically face and let Business Premium’s tools shine in stopping them.

3. Leverage Real-World Examples and Case Studies

Stories and examples can be more persuasive than slides of features. SMB customers often relate to the experiences of other businesses like theirs. Use real-world incidents, case studies, and industry statistics to paint a compelling narrative of why advanced security is crucial. This strategy tackles the “it won’t happen to us” mindset by showing that it does happen to businesses of similar size – and how Business Premium can make a difference.

Steps:

1. Cite Industry Statistics to Set the Stage: Start by sharing a few eye-opening stats about SMB cyber risk. For instance: “Over 50% of ransomware attacks now target SMBs[2]. 61% of SMBs hit by a cyberattack in recent years could not operate afterward, with an average breach cost of $108,000[2]. It’s not just Fortune 500s – the threat is very real for smaller businesses.” Another powerful stat: “According to Verizon’s data, 43% of all breaches involve small businesses[1].” These numbers quickly dispel the notion that SMBs are under the radar. They frame security not as a luxury but as essential for survival, using evidence that many SMB owners will find startling.
   
2. Share a Cautionary Tale: Without embarrassing anyone, recount an anonymized case (or composite scenario) of an SMB that suffered a cyber incident due to inadequate security. For example: “One local 20-person company thought basic antivirus was enough – until a staff member clicked a realistic looking email attachment. It turned out to be ransomware. Within minutes, their fileserver and OneDrive data were encrypted. They spent tens of thousands of dollars and several weeks recovering, and some data was lost for good. The investigation showed that their standard email filtering missed the malicious attachment.” Such a story hits home because the audience can imagine themselves in it. If you have a known case of a breach at an SMB that lacked advanced protections, use that (ensuring it’s public knowledge or you have permission). Emphasize the impact: downtime, costs, stress, possibly compliance penalties if customer data was involved. This creates a sense of urgency and a bit of healthy fear — the goal is not to scare them into panic, but to overcome complacency.
   
3. Highlight a Success Story or Positive Example: Balance the cautionary tale with a success story where security investment paid off. For instance: “On the flip side, one of our clients in the legal industry decided to upgrade to Business Premium last year. Not long after, we detected unusual login attempts to their accounts from overseas. Because we had set up Conditional Access and MFA (only possible with Premium), the attackers were blocked and couldn’t access any data[4][1]. The client avoided what could have been a serious breach. All they saw was an MFA prompt and a report alert – no damage was done.” If you don’t have a specific client example, you can use a general one (many MSPs have stories of Premium features averting issues). The key message: Business Premium can turn a potential disaster into a non-event. Real examples of “breach averted” help justify the investment – it’s like insurance that has already proven its worth for others.
   
4. Use Microsoft’s Own Research & Case Studies: Microsoft often publishes SMB-focused security case studies or anecdotes (e.g., on partner blogs or tech community). For instance, Microsoft’s research shows 91% of all cyberattacks start with a phishing email[6] – which is exactly why Defender for Office 365 in Business Premium is so critical. Mention how Microsoft’s security AI analyzes trillions of signals daily and blocks billions of threats (numbers that Business Premium leverages)[2]. You might say: “By using Business Premium, you’re effectively tapping into the same security intelligence Microsoft uses to protect millions of customers – a level of protection an SMB could never build on their own.” Such authoritative points lend credibility.
   
5. Show Trend of SMBs Adopting Business Premium: You can also point out that many other small businesses are making this upgrade, suggesting it’s becoming the standard best-practice. For example, a recent industry report noted a significant increase in SMB adoption of Business Premium between 2022 and 2024 (from 41% to over 60% of MSP-managed tenants)[6]. This trend implies that “smart businesses are investing in better security.” No one wants to be left behind if their peers are gaining an edge in protection. It creates a bit of FOMO – the fear of missing out on improved security that others now have.

By weaving these stories and examples into your conversation, you make the situation relatable and memorable. It’s no longer just theoretical talk about “features” – it’s about Bob’s company down the street getting hacked, or a business owner sleeping better because they averted an attack. Real-world context sticks in the mind. The client should walk away remembering, “Company X avoided a breach thanks to exactly what we’re considering,” and conversely, “We do NOT want to end up like that firm that lost all their data.” These narratives create an emotional drive to act, complementing the logical arguments.

4. Present Clear ROI and Cost–Benefit Analysis

Cost is frequently the biggest hurdle. To justify the additional monthly expense of Business Premium (roughly \$10–\$11 more per user than Business Standard[4][4]), reframe the discussion around value and return on investment (ROI). Demonstrate that the money spent on advanced security is dwarfed by the money (and headaches) saved by preventing incidents. Essentially, turn cybersecurity from a perceived expense into a business investment.

Steps:

1. Itemize the Cost Difference and Inclusions: Start by acknowledging the cost difference directly. For example: “Business Standard is about \$12.50/user/month, and Business Premium about \$22.00/user/month[4]. So roughly an extra \$9–\$10 per user.” Then list everything that extra \$10 buys in one package: full endpoint protection, mobile device management, advanced email filtering, document protection, identity security, etc. If the client tried to get equivalent protection via separate products, they’d likely spend more. You can break it down: “Standalone enterprise-grade endpoint security can cost \$5–\$6 per device/month, a business email security gateway another few dollars, a mobile device management solution \$X, etc. Business Premium bundles all these for a low incremental cost.” This helps the client see it’s actually a cost-efficient bundle rather than paying multiple vendors.
2. Compare Potential Losses vs. Investment: Draw a direct line between the cost of Business Premium and the potential financial impact of not having it. “What is the cost of one serious cyber incident to your business?” Encourage them to consider factors like:
   • Ransom Payment or Recovery Costs: Many SMBs hit with ransomware pay tens of thousands to recover (or spend similar on IT recovery efforts).
     
   • Downtime and Lost Revenue: If their operations were down for a day or a week, what revenue would be lost? (E.g., “If your e-commerce site or office is non-functional for 3 days, how many sales would that cost? Possibly far more than a year of Business Premium licenses.”)[1]
   • Legal/Compliance Penalties: If they handle sensitive customer data, a breach could result in fines (for privacy violations) or breach notification costs.
     
   • Reputation Damage: Existing clients might lose trust, and acquiring new business could become harder after a public breach. That long-term hit is hard to quantify but very real.[1]
     By laying out even rough estimates (or industry averages), you create a business case: Spend a bit now to avoid a huge loss later. For example, “Investing \$2,000 a year in better security could prevent a \$100,000 loss – that’s a 50x return on investment in the scenario of a breach.” While we hope the breach never happens, prudence says the risk justifies the spend.
3. Emphasize Intangible Benefits and Opportunities: Not all ROI is about avoiding loss; some is about enabling the business. Point out that having strong security can actually win more business in some cases. For instance, many larger companies or government contracts require their partners/vendors to maintain certain security standards. With Business Premium, the SMB will have enterprise-grade security credentials (MFA, device management, etc.) that they can showcase. It can also positively impact cyber insurance premiums or eligibility – insurers increasingly want to see measures like MFA, EDR (endpoint detection & response), and DLP in place. By investing in Business Premium, the client might negotiate better insurance terms or simply qualify for insurance that a poorly secured company wouldn’t. These factors are harder to put a dollar figure on immediately, but they contribute to the overall value proposition.
4. Use Business Impact Analysis (BIA) Techniques: Borrow from the playbook of larger enterprises by doing a mini Business Impact Analysis with the client[1]. For example, walk through a hypothetical “day in the life after a breach” and attach dollars to it (this makes them truly confront the scenario). “If your customer database was stolen, beyond the immediate costs, consider the compliance reporting, the potential customer lawsuits, and loss of future sales. When we add that up, the cost of stronger security is a tiny fraction of that potential impact.” Business Premium’s cost should start to look like a very wise insurance policy by comparison.
5. Highlight Long-Term Savings and Efficiency: Another ROI angle: managing one integrated Microsoft solution can be more efficient than managing multiple point solutions. As the MSP, you’ll handle a lot of that, but the client benefits from you being able to respond faster and more effectively. For example, “Because we’ll standardize your security on Microsoft 365’s tools, we can monitor and support you more efficiently (which also saves on hourly support costs). All your security alerts and management come through one unified system, which reduces the chance things slip through the cracks.” Also mention that Business Premium will scale with them: if they grow from 20 to 50 to 200 employees, these same security controls extend – avoiding the need to rip-and-replace systems later. This foresight means investing now prevents expensive migrations or upgrades in the future.
6. ovide a Clear Pricing/Value Summary: Conclude your ROI discussion with a concise summary, perhaps even a table: “Business Premium Investment vs. Potential Cost of Not Investing.” For instance:
   

   Investment (per year)	Potential Cost of Incident (one-time)
   ~$150 per user (annual Premium upgrade cost) (Example: 10 users = $1,500/year)	Ransom payment: $50,000[2] Downtime (3 days operations x $5K/day): $15,000 Data breach notifications & legal: $10,000+ Lost clients: incalculable (trust damage)

   Even if the numbers are high-level, this stark comparison delivers the message: a single cybersecurity incident could cost far more than years of Business Premium subscriptions. Therefore, the upgrade “pays for itself” by drastically reducing the likelihood and impact of such an incident. Additionally, you can cite that organizations with advanced security see far fewer successful attacks, implying improved uptime and productivity which also have financial benefits.

In summary, this strategy is about converting security improvements into financial terms and business value. SMB owners are often primarily concerned with the bottom line – so speak to it. Show them that spending on Business Premium is not unlike investing in quality locks and an alarm system for a store: a modest ongoing cost that protects the business’s revenue and assets every single day. When done well, the question changes from “Can we afford to pay more for Premium?” to “Can we afford not to?”[4].

5. Build Trust Through Education and Ongoing Support

Finally, a crucial strategy is to position yourself not just as a vendor pushing a product, but as a long-term security partner who will guide the SMB through the journey. Many SMBs hesitate to adopt new technology because they fear complexity or lack knowledge. By educating them and providing continuous support, you build confidence in both the solution and in you as their MSP. This strategy addresses concerns around not having expertise or bandwidth to use these tools, and ensures the value of Business Premium is continually reinforced after the sale.

Steps:

1. Position the MSP as a Security Expert and Ally: Start by highlighting your team’s expertise in Microsoft 365 security. This could be mentioning certifications, past success stories, or simply your focus on staying up-to-date with the latest threats. The aim is to assure the customer: “We know these tools inside out, and we will handle the heavy lifting for you.” Make it clear that upgrading to Business Premium doesn’t mean they have to figure out complex configurations – that’s your job, and you’re good at it. Establishing this trust is key; the customer should feel they are in capable hands, just as they trust their accountant with taxes or a lawyer with legal matters.
   
2. Educate Stakeholders (in Non-Technical Terms): Offer to run a short security workshop or “lunch & learn” for the client’s leadership or even all employees. The content can cover why cybersecurity matters, how attacks happen, and simple best practices (like spotting phishing). Within this, gently introduce how tools like MFA, Defender, or Intune help protect them – focusing on the benefits to the user (e.g., “with these new security measures, you’ll have peace of mind that no one else is accessing your email, even if they somehow get your password”). Keep the language high-level and relatable. When employees understand why a new policy is in place, they are far more likely to embrace it. This education component turns the upgrade from something imposed (“IT is forcing us to use MFA”) to a positive, collaborative improvement (“We’re all learning to be safer, and these tools will help us”).
   
3. Provide a Smooth Onboarding & Implementation Plan: One way to alleviate fear of change is to spell out exactly how you will implement Business Premium features step by step, with minimal disruption. For example: “Week 1: silently enable Defender on all devices (no impact on users). Week 2: roll out MFA registration with clear instructions and support. Week 3: begin applying Intune policies gradually, starting with just monitoring mode.” Also, highlight any migration or integration tasks you’ll handle (like upgrading any Windows Home editions to Pro, since Premium includes the right to upgrade Windows for better security[7]). By having a clear plan, the client sees that you’ve done this before and have a methodical approach, reducing the unknowns that often cause anxiety. Make sure they know you will closely monitor and adjust anything that impacts productivity – e.g., if a policy accidentally blocks a needed app, you’ll be there to fix it immediately. This assurance keeps them comfortable during the transition.
   
4. Deliver Ongoing Security Reports and Reviews: After the deployment, don’t just set and forget. Commit to providing regular updates that demonstrate the continued value of Business Premium. For instance, establish a monthly or quarterly Security Report for the client. This report can include statistics like “# of phishing emails blocked by Defender this month,” “# of risky login attempts prevented,” “Devices auto-remediated from malware,” etc. Many of these stats are available in the Microsoft 365 security dashboard – you can compile and summarize them. In quarterly business review meetings, dedicate a section to security: “Here are the tangible ways your Microsoft 365 investment protected you this quarter.”[1] This ongoing communication does two things: it reminds the client of threats that were avoided (justifying their spend), and it keeps security as a top-of-mind priority. Essentially, you’re continuously answering the question “What are we getting from Business Premium?” with real evidence.
   
5. Provide Exceptional Support and Responsiveness: Let the client know that as they adopt these robust security features, you are committed to supporting their team through any hiccups. For example: “If anyone has trouble with the new MFA sign-in, they can call us 24/7 and we’ll help immediately.” When people feel supported, they’re less likely to push back against new tech. Make the client see you as an extension of their team, watching over their security day and night. This builds trust that the investment comes with knowledgeable guardians on duty. Some MSPs even offer managed detection and response services around Microsoft 365 – if that’s in your wheelhouse, mention it: e.g., “Our security operations center will get alerts if there’s an unusual activity in your tenant and will respond in minutes.” Knowing someone is actively caring for their security can justify the premium cost in the client’s mind.
   
6. Stay Updated and Proactive: The security landscape and Microsoft’s offerings evolve constantly. Make a commitment (and communicate it) that you will keep the client’s security posture up-to-date. For instance: “Microsoft rolls out new security enhancements regularly – as part of our service, we’ll evaluate and turn on relevant new features in your Business Premium suite. You’ll always be at the cutting edge of protection.” This is a strong selling point because it assures the client that their security won’t stagnate. (Internally, this means you should leverage Microsoft partner resources, training, and communities to stay sharp on M365 developments[4]. Utilize tools like Microsoft 365 Lighthouse, if applicable, to monitor all your SMB clients at scale. Being proactive might include quarterly internal audits of their tenant against best practices, then implementing improvements preemptively.) When the client sees that you’re continuously engaged, not just at purchase time, it reinforces that choosing Business Premium was wise because it came with a partner committed to their security success.
   
7. Utilize Microsoft and Third-Party Resources: Leave-behind materials can also help solidify the message. Provide them with easy-to-understand Microsoft brochures or infographics about Business Premium security benefits for SMBs (Microsoft Learn and partner sites have “security best practices for SMB” guides you can adapt). Sometimes seeing it from Microsoft’s official perspective reinforces what you’re saying. You might also invite them to relevant webinars or local events on cybersecurity for small business. This external validation and additional learning can further convince reluctant stakeholders.

By focusing on education and support, you transform the selling process into a partnership-building exercise. The client feels that upgrading to Business Premium isn’t just buying software; it’s engaging a security improvement process with your guidance. This builds a relationship of trust. When a customer trusts that you truly have their best interest at heart and will be there to maximize the value of what they purchase, the hurdle of “Should we invest in this?” becomes much lower. They’ll see you not as a salesperson, but as a trusted advisor helping them safeguard their business for the long run.

---

Conclusion

Convincing an SMB to invest in Microsoft 365 Business Premium ultimately comes down to showing value in terms they care about: security, risk reduction, and business continuity. By using the strategies above – from concrete risk assessments and compelling demos to storytelling, financial rationale, and personal support – you create a comprehensive case that addresses both the head and the heart of the decision-makers.

Business Premium offers enterprise-grade protection scaled to SMB needs, combining multiple security solutions (email, identity, device, data protection) into one manageable package[4]. The detailed steps in each strategy ensure that you not only tell the customer about these benefits, but you prove and personalize them:

• After a risk assessment, the client sees their own vulnerabilities and a plan to fix them with Premium[1].
  
• After a live demo or pilot, they have witnessed first-hand how Premium stops threats that Standard would miss[6].
  
• Through real examples, they emotionally connect with why this matters for businesses like theirs[2].
  
• With ROI analysis, the expense becomes a smart investment (a form of insurance with very real pay-offs)[4].
  
• With your ongoing guidance, they feel confident they won’t be left alone to figure things out[1].

In today’s threat landscape, security is no longer optional for SMBs – it’s a necessity. Microsoft 365 Business Premium provides a holistic, cost-effective way to achieve that security, and your job as the MSP/IT pro is to make that value crystal clear. When done right, the outcome is a win–win: the customer gains robust protection and peace of mind, and you gain a client who is safer, more trusting, and more likely to stay long-term under your proactive management.

By implementing these strategies and tailoring them to each customer’s situation, you will significantly improve your success rate in moving SMB customers to Microsoft 365 Business Premium – thereby elevating their security posture and demonstrating your value as a forward-thinking technology partner. The best security upgrade is one that prevents disasters and enables the business to thrive, and that is exactly what Business Premium delivers[3][4].

References

[1] How MSPs Can Overcome Customer Cost Objections for Security Services

[2] The role of M365 Business Premium in securing SMBs

[3] What’s the difference between Business Standard and Business Premium in …

[4] Microsoft 365 Business Standard vs Premium: Which One Fits Your Needs?

[5] Secure more with Secure Score in M365 – Session 3_2024-01-17

[6] How Microsoft Business Premium Protects SMBs from Cyber Threats

[7] Onboarding Checklist for BYOD Windows Devices (Microsoft 365 Business Premium)