Why Being Great at IT Isn’t Enough to Grow Your MSP
Most MSP founders start out as tech experts – not salespeople.
You know how to fix IT problems, build solutions, and deliver great service. But turning that technical expertise into a structured, scalable sales process? That’s where many MSPs hit a wall.
If you’re struggling to win new clients consistently, you’re not alone. Selling IT services isn’t just about knowing your stuff – it’s about positioning your value, building trust, and creating a repeatable sales engine that brings in leads without relying on luck.
This guide breaks down how MSP founders can shift from a reactive, service-first mindset to a sales-driven approach that actually works.
Contents:
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Section 1: The Sales Challenge – Why It’s Hard and How to Fix It
Why Do MSP Founders Struggle with Sales?
Most MSP owners don’t come from a sales background, which leads to common challenges:
- Lack of Sales Experience – You’ve never had to sell before, and it feels unnatural.
- Introverted Nature – Many tech founders prefer solving problems over making cold calls.
- Reactive vs. Proactive Thinking – You’re used to fixing issues, not driving demand.
- Assuming ‘Great Service’ Sells Itself – It doesn’t. Clients need to be convinced why you’re the right choice.
- "Technical founders often believe that simply being good at IT is enough to attract customers. But without a structured sales approach, growth remains stagnant." said Mit Patel.
How to Build a Sales-Driven Culture in Your MSP
Sales isn’t just about ‘closing deals.’ It’s about creating a system that brings in new business consistently. Here’s how to make that shift.
1. Change How You See Sales
Most MSP founders see sales as pushy or awkward. But done right, sales is just consulting with a goal – helping potential clients understand their problems and showing them a clear solution.
Think of it this way:
A good doctor doesn’t “sell” you medicine – they diagnose your problem and prescribe the best solution. Your MSP should approach sales the same way.
2. Set Clear Sales Goals & Metrics
If you don’t track sales, you won’t improve. Start by setting simple KPIs like:
- Leads generated per month
- Conversion rates at each sales stage
- Follow-up response times
Even small improvements in these areas will transform your revenue.
3. Leverage Your Technical Expertise in Sales
Don’t try to be a ‘salesperson.’ Instead, lean into what you already know. Your technical expertise is your biggest advantage – use it to educate, guide, and build trust with potential clients.
- "When a doctor gives you advice, you trust them," says Darren Strong. "An MSP founder can leverage that same expertise in sales conversations."
Section 2: Building a Repeatable MSP Sales System That Works
Lead Generation That Actually Works
Digital Marketing & SEO
If you’re not ranking on Google, you’re missing leads—plain and simple.
- SEO: Target keywords like “IT support in [your city]” or “managed IT services near me”.
- PPC Ads: Google Ads work – but only if your landing pages and follow-up process are solid.
- Google Reviews: A strong reputation = more inbound leads.
- "People trust organic search results more than ads," says Tim Barton-Wines, CCO at Halo. "That’s why SEO should be a priority."
Cold Outreach & Networking
Most MSPs avoid cold outreach because they think it doesn’t work. It does – you just need the right approach.
- Cold Emailing – Keep it short, relevant, and focused on the client’s pain points.
- Cold Calling – A direct conversation builds trust faster than any email.
- Networking – Attend industry events and MSP conferences – relationships = referrals.
Referrals & Partnerships
Referrals are gold for MSPs. But most don’t ask for them.
- Client Referral Programs – Offer incentives for introductions.
- Partnerships – Team up with accountants, agencies, or consultants who serve the same audience.
- "We spent over £600,000 on PPC advertising, but referrals remained our highest-converting lead source. The key is to actively ask for them," says Mit Patel.
Watch the scaleUP Podcast: Leverage Your Tech Background to Lead Sales
Structuring Your Sales Cycle for Maximum Conversions
Generating leads is one thing. Converting them into paying clients is another. A structured sales cycle makes all the difference.
First Contact & Discovery Call
- Speed is everything – respond to leads within minutes, not hours.
- Use a CRM (HubSpot, Zoho, Salesforce) to track inquiries.
- Focus on their pain points, not your services.
- "If you don’t follow up quickly, you’ll lose the lead to a competitor," warns Darren.
Solution Presentation
- Don’t just list features—sell the outcome.
- Use case studies and real-world success stories.
- Show clear ROI – how your services save money and improve operations.
Follow-Ups & Objection Handling
- 80% of sales require at least five follow-ups.
- Address objections confidently—price, trust, timing.
- Offer free trials or audits to reduce risk.
- "Most MSPs give up after one or two follow-ups. But persistence is key—our biggest deals often took 6-12 months of nurturing," says Mit.
Closing the Deal
- Create urgency—limited-time discounts work.
- Simplify contracts—remove friction.
- Ensure a smooth handover to onboarding.
The Sales Tech Stack Every MSP Needs
- CRM Systems – HubSpot, Pipedrive, Zoho (tracks leads & automates follow-ups).
- Email Automation – Mailchimp, ActiveCampaign (sends nurture sequences).
- Scheduling Tools – Calendly, Microsoft Bookings (reduces friction).
- Live Chat & Chatbots – Drift, Intercom (engages website visitors).
- "A CRM isn’t optional - it’s a must-have for any MSP serious about scaling," says Tim.
Avoiding Common Sales Mistakes
- Selling Without a Standardised Offering ➝ Define a clear service catalog.
- Inconsistent Follow-Ups ➝ Use automation tools to stay on track.
- Focusing Only on Cold Leads ➝ Nurture warm leads and upsell existing clients.
- Not Tracking Sales Metrics ➝ Measure response time, conversion rates, pipeline velocity.
Final Takeaways
- Dedicate 20% of your time to sales – consistently.
- Implement a CRM to track and manage leads.
- Follow up (a lot) – most deals take multiple touchpoints.
- Invest in SEO, PPC, and referrals for lead generation.
- Refine your process – small tweaks = big results.
Shifting from technical expert to sales leader isn’t about becoming a different person. It’s about applying structure, persistence, and a system to generate consistent revenue.
The best MSPs don’t just rely on referrals or hope for word-of-mouth—they build a repeatable sales engine that drives predictable growth.
Now it’s your turn.
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