A quick Google search tells us there are approximately 18 million salespeople in the United States. A similar search reveals that there are approximately 1,500 MSPs across the country. We know from hosting numerous MSP events that, in many of the smaller MSPs, the owners usually wear multiple hats and are often the only salesperson on staff until the budget can support a dedicated salesperson. There are also larger MSPs that employ more than one salesperson. So, for the sake of this blog, let’s say there are approximately 1,500 dedicated MSP salespeople across the country.

Now let’s look at sales training. Is it safe to say that the bulk of Sales Training offered to Sales Professionals is NOT geared toward MSP Sales? I’ll bet you know the answer.

We’ve seen sales professionals come out of many channels who were top performers in their fields. But when they switched over to MSP sales and tried the techniques that had worked for them in the past, they failed. Badly. Naturally, they were confused: how could my tried-and-true sales training fail me? The answer is that they approached selling a specific service without taking the time to learn what they were selling and who they were selling to.

You might be the leading car salesperson at your dealership, or you might have closed the largest sales at your old real estate office, but when you tried to sell managed services, Backup Disaster Recovery devices, or cybersecurity solutions, well, you failed. Yet you’ve had hours and hours of Sales Training at multiple places across the country. Why can’t you sell?

Let’s take a look at the top steps of our MSP-specific Sales Process. I’m sure a few of these steps will surprise you.



I told you you’d be surprised! Yes, the MSP Sales Process starts with Marketing. Unlike selling cars or houses, the people who need managed services (very) rarely walk in your door and ask to buy something. The people you will sell to need to be actively searched for, found, and pursued. Marketing will help separate the cold leads from the warm and hot leads.


Yes, you’re going to have to call those leads. This will be the first interaction with the lead. The challenge you’re up against is that small business owners are barraged with numerous sales calls every day. You’ll need to use techniques like “Curiosity Strategies” through voicemail and email, and your goal is to get that precious first appointment.