MSP Persuasion Principle #7 : Unity

In this episode, we explore Unity as one of the most powerful persuasion principles because it’s about shared identity, not just trust or likability. Unity is the feeling of “you’re one of us”, the sense that someone genuinely understands your world, your pressures, and your priorities. Drawing on the later work of Robert Cialdini, we explain why Unity goes deeper than liking. It’s not simply “I like you,” but “you understand us,” and that distinction dramatically changes how advice is received.For MSPs, we explain why this is so important. Clients aren’t just buying technical expertise, they’re choosing a partner they want beside them when things go wrong. When Unity is present, resistance drops and conversations feel collaborative rather than sales-driven. By specialising, using client-specific language, and telling stories that reflect real-world challenges, MSPs can move from being seen as outside suppliers to trusted partners who truly belong in their clients’ world.Mike Knight MBA FCIM  Director, MKLINK Ltd