First and foremost, this means honesty, authenticity, and integrity in consultant and coaching. I believe that trust is the foundation of consulting and coaching, therefore I always act from honesty, authenticity, and integrity to maintain trust. Plus, it is the right thing to do.
Additionally, in his book The 7 Habits of Highly Effective People, Stephen Covey talks about his goal to have all solutions being "win-win." In this tradition, all of my solutions are designed on the idea that all sides must benefit, otherwise it is not a viable solution.
You as the MSP owner must benefit from the solution. This benefit can be financial gain (obviously the most important). However, my solutions are also designed to increase client satisfaction, trust, and loyalty, strengthening your relationship with your client. You should easily see the value that I am providing.
Your client must also benefit from the solution. Together, we will provide the best solution for your client and your client's business at the best possible price. The value provided in the solution should be obvious to your client.
Finally, I must benefit from being a part of the solution as well. This benefit will typically be financial gain, but can also include increased visibility for my services, referrals, and the satisfaction of providing a high-level of service with absolute integrity.