ZeroPassword™ MSP Program
ZeroPassword™ MSP Sales Playbook
A repeatable motion for MSP sellers — win new security business and expand existing accounts.
Prefer an offline version? Download the complete Sales Playbook in PDF format.
Download Sales Playbook (PDF)The one-liner
“Help clients eliminate the #1 cause of security failure: user-managed passwords.”
1. Introduction & Market Insight
Purpose of this Playbook
This playbook is not a product pitch. It is a repeatable motion that helps MSP sellers:
- Win new security business
- Expand existing accounts
- Improve cyber insurance outcomes for clients
- Reduce client churn due to cybersecurity incidents
What’s Happening in the Market
Your clients are likely already seeing more phishing attempts, more user-driven security issues, and more pressure from cyber insurance and compliance requirements. This isn’t a coincidence.
The Kaseya 2026 Cybersecurity Outlook confirms three consistent patterns across MSPs and their SMB client environments:
- Human Error — Remains the #1 vulnerability across client environments
- Phishing — Still the dominant attack vector for credential-based breaches
- Reactive Posture — Most organizations respond to incidents instead of eliminating root causes
“The problem isn’t a lack of tools. The problem is that authentication still depends on users managing passwords.”
2. Sales Motion
How MSP Sellers Win
Successful MSP sellers follow a simple, repeatable pattern:
- Identify accounts where authentication is still user-driven
- Connect that exposure to a real business trigger (insurance, compliance, or risk)
- Position ZeroPassword™ as a simple, immediate improvement
- Start with a small, high-impact user group
- Expand based on success
Two Positioning Options
Option 1 — Replace MFA
“Remove passwords entirely.”
“With MFA, you’re adding complexity on top of passwords. We can remove the passwords entirely.”
Option 2 — Add to Existing Stack
“No rip-and-replace needed.”
“You don’t have to replace anything. Our new authentication service removes passwords where cyber risk still exists.”
What to Look For: Common Triggers
Look for these signals in your accounts that create urgency:
- Cyber insurance questionnaires
- Compliance or audit pressure (CMMC, HIPAA, NYDFS, PCI DSS)
- MFA frustration or user friction
- Shared logins or password reuse
- Executive concern about phishing
- Password reset requests to your helpdesk
3. Discovery & Messaging
Three Questions to Ask
Use these three simple questions to uncover password-related risk and open the door to a ZeroPassword™ engagement.
- “Where are people still typing passwords today?”
- “Where are logins shared, reused, or hard to track?”
- “What’s putting the most pressure on your business right now? Do you have concerns around insurance, compliance, or cybersecurity?”
What to Say: Positioning Flow
Core Message
“Passwords are the biggest weakness in your security. We eliminate them.”
Connecting the dots: “This helps in a few ways at once: it reduces phishing and password stealing risk, improves the user experience, and gives you a stronger answer for compliance audits and cyber insurance reviews.”
Competitive Framing
Against Duo
“Duo adds protection on top of passwords.”
“We remove passwords entirely, eliminating the root cause of credential-based attacks.”
Against Microsoft Hello for Business
“Microsoft improves login for Windows only.”
“Passwords still exist across many systems including Macs. We eliminate them across the environment.”
4. Target Industries
While ZeroPassword™ applies broadly, certain industries have stronger triggers and faster adoption:
Healthcare HIPAA · HITECH
Common triggers: Audit readiness + shared workstation logins + clinician limitations
“We can reduce audit risk and clean up shared access without slowing clinicians down.”
Financial Services NYDFS · PCI DSS
Common triggers: Phishing concerns + cyber insurance + legacy system access
“This removes one of the biggest risks behind phishing and gives you a stronger story for high-risk users.”
Manufacturing CMMC · NIST SP 800-171
Common triggers: Compliance pressure + legacy / plant systems + weak MFA fit
“This gives you a stronger authentication approach in environments where traditional MFA won’t work.”
5. Getting Started
Where to Begin
Start by mapping your accounts across high-value verticals. For each account, quickly assess:
- ✓ How authentication works today
- ✓ Where passwords are still used
- ✓ Where MFA exists (and where it doesn’t)
- ✓ Any compliance or insurance pressure
- ✓ A logical starting user group
Recommended MSP Rollout Model
Phase 1 — Protect Admin Accounts First: MSP technicians · Domain admins · Privileged IT accounts · Shared administrative accounts.
This creates immediate security value while limiting deployment complexity.
Phase 2 — Expand to High-Risk Users: Executives · Finance users · Compliance-sensitive teams · VPN / remote access users.
This helps reduce phishing exposure and strengthens cyber insurance and audit posture.
Phase 3 — Broader User Rollout: Once users and administrators are comfortable with the experience: expand across additional departments · replace legacy MFA workflows · extend passwordless authentication across the client environment.
6. Quick Reference: ZeroPassword™ Cheat Sheet
What to say: “We eliminate passwords so users can log in securely, without the risks that come with user-managed credentials.”
What to look for: Cyber insurance renewals · Compliance pressure · MFA frustration · Shared logins · Password reuse / resets · Phishing links clicked
What to ask: Where are passwords still being used? · Where are logins shared or reused? · What’s driving the most urgency right now?
What to do: Pick one high-risk group · Position ZeroPassword™ simply · Start small · Expand after success
Become a Certified ZeroPassword™ Sales Specialist
- Explain ZeroPassword™ in one sentence
- Position ZeroPassword™ in plain language
- Tie the value to security, usability, and compliance / insurance pressure
- Identify 10 target accounts to approach with ZeroPassword™
- Start with one group and map expansion
Ready to Win with ZeroPassword™? Start with one high-risk group, position it simply, and expand after success. Get a demo →