“The biggest problem in communication is the illusion that it has taken place” – William H. Whyte. This goes for MSP sales as well.

Sales is all about communication! It’s about understanding your clients deeply and building lasting relationships that turn into more business for you.

For your MSP staffing company, effective communication can increase revenue when applied to the sales funnel. It’s all about listening, understanding, and responding in a way that shows you’re not just selling a product, but offering a solution that matters to your MSP staffing client. 

msp sales

The great news is that these concrete skills can be learned, applied, and reproduced for tangible results that improve your MSP sales performance.

For Managed Service Providers (MSPs) like yours, this resource can be a goldmine – it walks you through the complete journey of finding and turning potential leads into happy, paying clients, with useful examples and resources.

Lead Generation for MSPs

Lead sourcing, also referred to as “outbound marketing” or “lead generation” stands for identifying the potential clients for your MSP staffing company, and finding the best way to contact them. The process aims to convert the “leads” into paying customers or keep them engaged and interested in your offer.

To identify potential clients who fit your MSP’s target market you need to know your ideal customer profile:

  • Are you targeting B2C or B2B?
  • What industry are you targeting?
  • What are their pain points?
  • Who are the decision-makers?
  • How do they like to be communicated with best?

Once you have an idea of your ideal MSP customer profile you can start sourcing and hopefully converting your MSP leads! Here’s how:

  1. New leads for your MSP sales strategy can be acquired through networking, marketing, referrals, industry events, “cold calling”, social media, and more…with your ideal client profile, you can utilize the tools and channels that fit their profile the best!
  2. Use tools to prioritize and manage leads. This will bring more clarity, speed up the process, and help in increasing conversion rates.
  3. Make a strong first impression.
  4. Become a consultant to your MSP potential clients to reap the benefits of knowing your customers deeper, generating more value for them, and solidifying a trustful relationship. 
  5. Customize your MSP staffing services solution, engage your USP (unique selling point), and demonstrate clear ROI (return of investment) for your client.
  6. Present your MSP services offer effectively and become a master at proposals.
  7. Deal with objections, worries, and bumps in communication professionally.
  8. Adopt the best closing techniques for your MSP.
  9. Care for your MSP staffing clients post-sale with smooth onboarding, service delivery, and feedback channels.
  10.  Build long-term client relationships to help you generate more leads and revenue!

In more simple terms – find your potential clients, engage with them (via call, email, and social media), propose the service, deal with objections, seal the deal, and maintain a good relationship. 

Each of these steps will make you confidently step up your sales game and convert leads into clients.

Optimize Lead Generation for Your MSP Services

  • Importance of sales calls in MSP staffing services business growth
  • Focus on strategies that effectively generate leads
  • Use tools to manage and prioritize leads for higher conversion rates

Now that you know your ideal customer profile, you will know how to reach out to them. Sales calls are a true and tested method of qualifying prospects for your MSP staffing company and are a great starting point.

Cold Calling for MSP Sales

Yes, it sounds scary and it can be – people can be rude, and you’d face some uncomfortable questions or rejection. However, the benefits of cold calling for your MSP are immense! 

  • First of all, it’s free and easy! 
  • You can have an honest conversation about your services and your client’s needs.
  • Insight about how you can improve your services or pitch.
  • Know the market better.
  • It’s proactive, reaching your potential clients where they feel already comfortable.
  • Shows you really believe in the value of your services.
  • You can get new clients!

Prepare for Your MSP Sales Cold Calling:

  1. Research the company’s pain points.
  2. Prepare a script to aid you if you get lost.
  3. Have your FAQs ready.
  4. Utilize previous feedback to improve on your weak points.
  5. Always aim for an honest conversation, offering consultation rather than pitching a service!

More in-depth info can be found in N-able’s article on cold calling for MSPs.

Now, you can also use this beneficial communication technique to up-sell or get referrals! Your MSP staffing company can benefit greatly from keeping in touch with existing clients as part of your MSP sales process.

  • Do a customer satisfaction survey call.
  • Ask for referrals if they are satisfied with your MSP service and would like to help others benefit.

Strategies to Generate MSP Leads

Successful MSP staffing companies differentiate themselves through strategic lead generation, employing a mix of online and offline tactics:

  1. Website Optimization: Enhance your website with valuable content, social proof, and interactive elements like live chatbots.
  2. SEO: Implement a robust SEO strategy with targeted keywords and Google My Business listings.
  3. Social Media Engagement: Utilize platforms like LinkedIn and Facebook to share content and engage with your audience.
  4. Email Marketing: Develop segmented, personalized email campaigns to nurture leads.
  5. Lead Magnets: Offer valuable resources in exchange for contact information.
  6. PPC Campaigns: Complement organic efforts with targeted paid ads.
  7. Client Referrals: Encourage referrals through incentives and referral programs.
  8. Cold Outreach: Employ cold calling and emailing with personalized pitches.
  9. Networking: Attend events and meetups to connect with potential clients.
  10. LinkedIn Outreach: Use personalized messaging to engage decision-makers.
  11. Partnerships: Form strategic alliances with non-competing businesses.
  12. Direct Mail: Stand out with targeted direct mail campaigns.

Effective MSP marketing requires a blend of strategies to attract and convert leads, emphasizing the importance of a streamlined sales process for optimal conversion.

Tools to manage and prioritize leads for higher MSP sales conversion rates

To keep an MSP sales engine running smoothly, it’s crucial to keep an eye on key performance indicators. This involves regularly checking in on metrics to pinpoint areas for enhancement and drive ongoing growth.

Key indicators for MSP sales success encompass:

  • Recurring Revenue Average: This figure represents your typical income over a set timeframe.
  • Contract Value Average: The mean worth of agreements you finalize.
  • Average Closure Duration: The typical time span required to finalize a deal.

For a deeper dive into these and additional metrics critical for evaluating your MSPs effectiveness, refer to our detailed guide on crucial KPIs for MSPs.

msp lead generation

Make a Strong First Impression

  • Craft impactful initial communications to set the stage for a productive relationship.
  • Choose the right channels and tailor your message to resonate with potential clients

Do the research: Make sure to know your prospect and their pain points to present yourself in the best light and fulfill their needs in your MSP sales approach.

Personalize Your Approach: Address potential clients by name and reference specific challenges they may face.

Highlight Value Early: Quickly articulate how your MSP  can solve their problems or improve their operations.

Choose the Right Channels

Identify Preferred Platforms: MSPs like yours can se insights from your target market research to determine whether to reach out via email, social media, professional networks like LinkedIn, or through direct calls.

Leverage Multi-Channel Strategies: Don’t rely on a single method. Combine email campaigns with social media engagement and personalized outreach for broader MSP sales impact.

Tailor Your Message

Speak Their Language: Use industry-specific terms and examples that resonate with your MSP staffing potential client’s business.

Showcase Success Stories: Briefly mention case studies or testimonials from similar clients to build credibility and trust in your MSP services.

This MSP sales approach sets a solid foundation for a productive relationship by ensuring your first impression is both memorable and relevant to potential clients.

Adopt a Consultative Selling Approach

  • Engage in consultative selling to deeply understand client needs.
  • Conduct a thorough needs analysis to align your MSP solutions with client pain points.

Engage in Consultative Selling

Listen First: Prioritize understanding over selling. Ask open-ended questions to uncover the client’s true needs and challenges.

Educate and Advise: Position yourself as a trusted advisor by sharing insights and knowledge that address their specific concerns.

Conduct a Thorough Needs Analysis

Identify Pain Points: Use discussions to pinpoint exactly where clients feel their current solutions are lacking.

Align Solutions: Clearly demonstrate how your MSP staffing services directly address these pain points, offering tailored solutions rather than a one-size-fits-all approach.

This strategy ensures that your MSP’s offerings are perfectly matched to your clients’ needs, establishing a foundation of trust and expertise from the outset.

Tailor Solutions to Client Requirements

  • Customize your services to meet specific client needs.
  • Highlight unique selling propositions and demonstrate clear ROI.

Think of it this way: no two clients are the same, right? So, we dive deep into what makes each client tick. It’s like crafting a bespoke suit; every detail matters to ensure it fits perfectly.

Show Off What Makes You Special

Here’s where we shine a spotlight on what sets us apart. It’s not just about what we do; it’s how we do it differently and better. Plus, we’re all about showing you the numbers. Demonstrating clear ROI isn’t just nice—it’s essential. “We want you to see the bang you’re getting for your buck!”

Master Effective Presentation and Proposal Skills

  • Use persuasive techniques and clear proposals to present solutions.
  • Leverage visual aids and demonstrations to enhance understanding and engagement.

Persuasion is Key

Imagine weaving a story where your solution is the hero. It’s about painting a picture so vivid that your MSP service clients can see their future success with your services. Use persuasive techniques like storytelling, focusing on benefits over features, and the classic problem-solution approach

Crystal-Clear Proposals

Your proposal is your promise. Make it clear, concise, and compelling. Use bullet points to break down services, timelines, and costs. Don’t forget to include testimonials and case studies for that extra trust factor. Tools like Proposify can help you craft winning proposals.

Visual Aids and Demonstrations for MSP Sales

A picture is worth a thousand words, and a demo can seal the deal. Use infographics to simplify complex data, videos to show your solutions in action, and interactive demos to engage and impress. Platforms like Canva and Prezi offer great tools to create engaging visual content.

By mastering these skills, you’ll not only capture attention but also build confidence in your solutions, making it easier for clients to say “yes” to your proposals.

Overcome Objections with Confidence

  • Develop strategies to address common sales objections.
  • View objections as opportunities to further clarify and tailor your solutions.

Strategize Against Objections in your MSP Sales

Think of objections not as roadblocks but as a chance to refine and reinforce your MSP sales pitch. It’s all about preparation. Have responses ready for the common hesitations, and use them as a springboard to dive deeper into how your services can truly benefit the client. A great resource to get you started is this article on handling objections with finesse.

Turn Objections into Opportunities

Every objection hides a question or concern that, once addressed, brings you closer to a “yes.” Listen carefully, empathize, and then respond with tailored information that speaks directly to the client’s needs. It’s your chance to shine by showing how adaptable and attentive your MSP staffing company can be.

Embracing objections as part of the journey not only showcases your confidence but also demonstrates your commitment to truly understanding and meeting your clients’ needs.

Employ Strategic Closing Techniques

  • Recognize buying signals and employ effective closing techniques.
  • Communicate the next steps to ensure a smooth transition.

Spot the Buying Signals

Keep an eye out for cues that your client is ready to proceed, like asking about pricing details, implementation timelines, or specific outcomes. These signals are your green light to shift gears towards closing.

Effective Closing Techniques for MSP Sales

The Assumptive Close: Act as if the client has already decided to proceed, gently steering the conversation toward the next steps.

The Summary Close: Recap the key benefits and how they align with the client’s needs, reinforcing the value of your solution.

The Question Close: Ask a question that assumes a positive response, such as “When would you like to start seeing results from our service?”

Smooth Transition Communication for MSP Sales

Once a client shows interest in moving forward, clearly outline the immediate next steps. Whether it’s signing a contract, scheduling an onboarding call, or preparing a project kickoff meeting, make sure they know exactly what to expect and by when. This clarity not only builds trust but also maintains the momentum towards finalizing the deal.

msp client onboarding

Prioritize Post-Sale Engagement

  • Ensure a seamless onboarding and service delivery process.
  • Regularly follow up to maintain client relationships and gather feedback.

Seamless Onboarding & Service of your MSP Clients

Welcome your clients with open arms, guiding them through each step of the onboarding process. It’s like the warm, reassuring hug they need to feel confident in their decision to choose you.

Keep the Conversation Going

Regular check-ins aren’t just courteous; they’re crucial for a successful MSP sales process. It’s your way of saying, “We’re here for you, no matter what.” Plus, gathering feedback is like gold dust—it helps you sparkle even brighter in the future.

In essence, post-sale engagement is about nurturing the relationship, ensuring your clients feel valued and heard long after the ink has dried on the contract, and bringing referrals or up-selling.

Build Long-Term Client Relationships

  • Focus on nurturing long-term relationships for sustained business growth.
  • Regularly evaluate and update your strategies to meet evolving client needs.

Nurture for Growth

Think of each client relationship like a garden; it needs regular care and attention to flourish. Your commitment to their growth fuels your own.

Stay Agile in Your MSP Sales

Keep your strategies as dynamic as your clients’ needs. Regular check-ins and updates show you’re in tune and ready to adapt.

In short, the key to lasting success is building relationships that grow stronger with time, adapting as you go to keep meeting your clients right where they need you.

Conclusion: Boosting MSP Revenue Through Strategic Sales

For MSP sales, the secret to increasing revenue lies in embracing the sales process with a focus on communication and relationship-building. It’s about understanding client needs and offering tailored solutions. 

By refining your sales approach and prioritizing client relationships, you not only enhance revenue but also set the stage for sustained growth. Embrace each step of the sales journey as an opportunity to demonstrate value and earn trust, paving the way for long-term success!

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Kristina @ Support Adventure

Hi there! I'm Kristina Antic, the voice behind the articles you've been enjoying on the Support Adventure blog.Welcome to the crossroads of travel, transformative career advice, and all things MSP!Since joining the team in 2020, I've been weaving my experiences from traveling across Europe and Asia into stories that resonate with tech enthusiasts and wanderlust-filled souls alike.From the world of translating and IT customer service to teaching, I’ve worn many hats, all of which I now bring together to help you navigate the exciting remote landscape.Whether you’re looking to kickstart your career in tech, dreaming of digital nomad life, or seeking the best MSP practices and staff, I’m here to share what I’ve learned in a way that feels like we’re just chatting over coffee.See you on the blog!


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