Fix Your MSP Sales Pitch Today!

So, you think you can sell managed services?

How many of you (the MSPs) reading this content piece have come across the question and been considered as an exception?

Well, our heart goes out to you! And we completely understand that HOW to sell is not what you have signed up for. Questions like ‘Why should I work with you’, etc. sounds frustrating. Even if you know why you are better, convincing your client is an equal art. 

But this entire process of black magic can be a lot simpler when you start answering one important question: ‘How can you transform your client’s business?’. You know the answer to this question, better than your client. So, when you answer the question as an experienced or a rookie, hit the core to develop a better sales conversation.

Be clear & interesting (like a movie poster, maybe)

Just like how to-the-point movie posters are, your sales pitch must also be, in fact, sharper than that. When you are communicating with your prospect over an email, provide them with a tagline that describes your services the best. Add a pinch of visual representation to justify the tagline and provide them with a call-to-action (CTA), always. 

Do not prepare for elevator pitches because the trend is adverse for the MSPs. So, trailers are not required. Until the business owners have a serious network issue, they would not invest time in getting back to you. So, keep crisp sentences ready to introduce your services at important events and conferences (just an introduction and not a sales pitch). 

To have a better idea of factors that need to be considered while creating an MSP sales pitch, go through the MSP guide

Avoid the jargon and fancy talk 

Instances when you are starting from scratch, avoid using words or phrases that the client is unaware of. Not in all cases, the client might have background information on what MSPs do. And that’s when you are your own hero. Skip the jargon, talk less, give a simple introduction and proceed further to the pitch. 

But, how can you pitch in when you don’t have any information about the client’s problems? 

Well, this is the stage where the word ‘pitch’ translates to a healthy conversation with respect to the business. You ask the owner about the problems he faces and how it can be resolved. Just a conversation. A simple pitch. No sales!

The goal of your sales call 

Of course, we know the answer is to ‘sell’. And probably, your answer would be vague if you are questioned abruptly. But when you are going in for a sales meeting, always try to answer the question ‘The goal of the sales meets’ in your mind. When you force your mind to come up with an answer to this question, your conversation will surely sail better. 

There can be situations where an ad hoc change takes place, for example, you realize only halfway through a meeting that the person you’re talking to is not the decision-maker. Don’t get overwhelmed by the changes that you start to stumble. Relax and portray your business in its best outfit. 

Streamline, practice & start a conversation 

Before you ace your sales pitches, make sure you handwrite the content and practice before presenting. It is very important that you include certain words or phrases which can emit the interest of your hard work better. Use sentences like,

  1. The software keeps changing, I’ ll keep up the technology for you. 
  2. I’ll take all the time (but quick) to understand your business better
  3. I’m not here to sell you software or my services, in fact, I’m here to help you increase your productivity
  4. I’ll be working with you as a part of my own organization
  5. You need to understand the concept of migration, how we’ll be migrating your data and why is it important? And I will help you understand the process of migration before I begin. 

After you have your content ready, do some homework about your new client. Include the conclusion of your homework in your sales pitch. Sometimes backstories are charismatic! But make sure to not ignite their pain point. 

Identify cross-selling opportunities 

When you give your clients an option to choose from, you can expect a better result in the end. Most of our MSPs have been following the old school technique of pitching about their services. But the trend today is cross-selling. 

You sell your main service and also give them options for additional services that you provide. But always remember to bundle your service in a better way. Don’t just bundle anything and everything together. And also, do not offer every option of yours to your clients. Scrutinize depending on your homework that which client might be interested in which options. 

And when you present your cross-selling opportunities to the clients, don’t seem hungry and don’t push the customer in buying a bundle. Just offer and educate the customer about your services. If they seem willingly interested, pitch in, but don’t force in. And if they stick to not wanting to know about your cross-selling options, drop it! 

Create better customer experiences while talking about your cross-selling options. List the advantages, price, and support of all the features you are pitching about. Leave no stone unturned!

Get ready to answer the two most frequently asked questions by your customers 

‘Why should I change anything when my computers are working fine & why would I pay you more than I do now?’ These are two most asked questions by a client when an MSP pitches in. So, what do you do now? 

Countering the first question is kind of technical. Ask your customers, how can they parameterize ‘fine’. Could they provide you the number of tickets which get raised in a month? And upon receiving an answer, try to idealize the number to that of your services guaranteed. 

Now, while answering the second question, call your client’s attention to the amount of money wasted on downtime. Even after spending on availing the services from an MSP, an organization also has to bear with the downtime. In accordance with this question, have your services and your advantages pointed out. Draw your customers towards their pain points and ways in which they can overcome it. 

Lastly, flexibility is the key to building a rapport

This isn’t done to give up on planning and preparation. Of course, you must have a plan. But sometimes, when the customer is trying to have a conversation apart from work, try to get into the character to ace the moment. Don’t just cut him and get on with your pitch. Be flexible to your customers and take advantage of unexpected opportunities. 

Give your customers experiences that are not just friendly but also seamless. Be flexible, available and understanding to their queries. Avoid being rigid! 


Now, you have some great tips at your fingertips. These points listed above might just look like any other feature you probably have, but their implementation is mostly forgotten by the MSPs. These are your key to having a great conversation and a solid sales pitch. The more you focus your attention on the details, the better your sales pitch would be, while it is in the draft and when in action.