Your MSP company isn’t going to retain clients or acquire new ones if you operate rigidly and won’t adapt to client needs. Collaboration is absolutely essential in IT provision; especially as virtually all clients will be unique. They’ll have similarities, but they’ll all have differences.
When collaborating with you helps them do better, you cease to become an optional expense, and become in their minds part of their overhead. That’s right where your MSP wants to be. But this can be sometimes difficult in terms of marketing.