Selling Managed Services: Key Strategies to Increase Sales

With more companies leaning into remote work, there are a lot of opportunities for managed service providers to grow their client base. But the MSP sector is competitive, and if you want more clients, you need to refine your process for selling managed services.

Whether it’s automated patch management, ensuring compliance, or real-time remote monitoring, the key to selling managed services is to explain your value. You need to understand each target client’s needs and show them how you can make their lives easier.

How MSP pros can develop essential sales skills

Most MSP pros are techies, not salespeople, so the idea of selling managed IT services can feel unnatural. Before you start actively selling, polish your sales skills to increase your chances of success.

Here are some tips to get you started:

Understand how your services tie into client’s needs

Knowing how your services relate to your ICP’s needs helps you highlight specific services. For example, you might identify a law firm that needs to ensure data availability and quick recovery if their system fails. You can highlight how your backup solution ensures data is secure and available, and how your 24/7 monitoring prevents critical system failures.

Demonstrate ROI

Show potential clients how your services can lead to cost savings and smoother operations. Use case studies and testimonials to illustrate success stories — even better if you can add stats and figures.

Before proposing any solutions, assess the client’s current IT costs, productivity levels, and pain points — this provides a benchmark for comparison. You can then use industry-specific metrics to calculate the total cost of ownership (TCO) over time.

Build trust through education

Position your MSP as a trusted advisor by offering free webinars, workshops, or consultations that educate potential clients about IT best practices and emerging trends.

Keep in mind that not everyone is tech-savvy, so write some blog posts about basic topics, like how to use data validation in spreadsheets, or how to take a screenshot on Mac and Windows devices.

Understand the MSP sales process from start to finish

Unlike consumer goods purchases, which are often impulse-driven or based on immediate needs, MSP services involve a more complex decision-making process. Multiple stakeholders may be involved in the purchasing process, and they may be looking for specific features or value.

These tips can help you make a persuasive case for your services at any stage of the buyer journey:

1. Prospecting and lead generation

Start by building a strong foundation for finding MSP clients.

• Identify ideal client profiles (ICPs). Think about who your best clients are. What industry are they in? How many employees do they have? What do your best clients have in common? Answering these questions will help you target prospects.
• Lean into networking and referrals. Talk to everyone. Go to local business events and join your local chamber of commerce. Ask happy clients if they know anyone who needs IT help — people trust recommendations from friends. Consider implementing an MSP referral program to generate more like-minded leads.
• Develop your digital presence. Ensure your website explains what you do, in terms that are easy to understand. List your product on sites like G2 and Capterra, share industry knowledge on LinkedIn, and offer helpful content on YouTube.

2. Initial contact and qualification

Once you’ve identified your ICP and found some prospects, it’s time to see if they’re a good fit.

• Craft compelling outreach messages. Show an interest in your ICP’s pain points. Instead of saying “We can manage data backup for you,” try, “I noticed your company is growing fast. Are you struggling to keep up with IT demands? I’d love to chat about how we’ve helped similar businesses.”
• Host discovery calls. When you get a prospect on the phone, ask questions. What IT problems are they facing? What’s their budget? What’s their timeline?
• Qualify prospects. Not every lead is a good fit. If their needs don’t match your services, or if they don’t have the budget, it’s OK to politely end the conversation.

3. Needs assessment and solution design

You’ve found a good prospect — now it’s time to dig deeper.

• Carry out thorough assessments. While senior leadership will ultimately decide whether to partner with you, it’s important to talk to people who do the everyday work. Listen for phrases like “This always breaks,” or “We waste so much time on this,” because a CMO may not have those insights.
• Tailor your managed service offerings. Don’t offer a one-size-fits-all package. Based on what you’ve learned, put together a custom plan that addresses their specific needs.

4. Proposal and presentation

Now it’s time to show leads how you can directly improve their current setup and operations.

• Create value-focused proposals. Don’t just list services and prices. Show how your services will solve their problems and help their business grow. Use simple language and clear examples to illustrate your point.
• Deliver engaging presentations. If you can, deliver your presentation in person, or via video call. Use plenty of visuals, and don’t overwhelm people with excessive text. Encourage questions, and be ready to share additional material, if needed.
• Explain the next steps. At the end of your presentation, be clear about what you’ll do next, and when. For example, instead of saying, “I’ll send over that information you requested about website migration,” say, “I’ll email you our one-sheet that explains website migration by 3 p.m. Eastern Daylight Time.”

5. Negotiate and close

You’re in the home stretch now!

• Handle pricing discussions. Be confident in your pricing. Explain the value the prospect is getting. If they push back, consider offering a small discount or extra service rather than slashing your price.
• Finalize contracts and service level agreements. Make sure everything is clear. Explain any technical terms and set realistic expectations about what you’ll deliver and when. Give the client a few days to thoroughly review the contract before following up.

Break up sales tasks based on resources and individual strengths

You don’t need to be a career salesperson to support the sales process. Figure out how people on your team can help you close deals, based on their skills and personality.

Ask your most outgoing team members to help run product demos, deliver proposals, and handle Q&A sessions. Invite a senior technician to join you on a sales call and explain how you handle support requests. If anyone on your team has design skills, ask them to create graphics for your proposal.

Get ready to close more deals

Selling managed services is more than just offering technical support — it’s about building lasting relationships with clients. Demonstrate your understanding of every prospect’s pain points. Present your services as solutions. Make decision-makers feel confident in partnering with your business.

Check out our free webinar for more tips on how you can refine your sales strategies to grow your client base.

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