TubbTalk 186: Better MSP Sales: No Hard Sell, Just More Confidence

Kristian Walker is an Account Executive – New Business at Huntress. Huntress are one of the world’s leading cybersecurity organisations. Kristian has been making waves sharing some great advice on MSP sales through his online videos.

An Interview With Kristian WalkerWhy MSPs Struggle with Sales

Many MSPs start life as a tech or engineer, and then move into being a business owner. And sales is hard, says Kristian, because they’ve never done it before. “You can’t get a degree in it, although there are techniques you can learn. But if you’ve never done it, it will feel unnatural.

“When you say that you’re a salesperson or you start doing more sales, there’s a stigma and a reputation about salespeople that they’re untrustworthy or are going to try to hoodwink you into something you don’t really want. 

But ultimately, sales is about solving a problem, and understanding that problem so you can work out how you’re the person to fix it. As soon as you move away from ‘how many can I sell you?’ to ‘how can I solve your problem?’, the easier it gets. Especially for tech guys, who are problem solvers by nature.”

How to Demonstrate the Real Value of MSP Services

As MSPs operate at the coal face, they tend to think of the value of their services in terms of the immediate solutions they deliver. But to really communicate that value to your clients, you need to step back much further. Kristian explains:

“You need to think in terns of a strategic vision for your clients. There’s more to what you provide than just cable management and fixing things under desks. Start to have more consultative conversations with your client base about their goals and how you can help them get there. Then you become taken seriously as a trusted advisor.

“Yet many MSPs tell me that they give their clients advice and it falls on deaf ears. It baffles me, because I’ve never ignored advice from a lawyer, accountant or doctor. If you’re paying an MSP for a service, why would you ignore their advice? Is it because it’s pitched as a new product they need, rather than something helpful?”

The Biggest Mistake MSPs Make with Sales

Kristian says that MSP owners should build a sales team to do their selling for them. “But as the business owner, spend time educating your customers more. For example, cybersecurity is a big problem, but SMEs still don’t fully understand the risks.

“So if you really educate a client on the potential issues and how they can be fixed with software and so on, it’s going to help them see why they need to invest in a solution that will keep them safe. But as soon as you can, outsource that to someone else.

“As the MD or CEO, you don’t have time to sell software, so you need to find different strategies to take your offerings to market. You could run opt-out campaigns, or mandating cybersecurity software to current clients. There are easier ways to sell things than speaking to people on the phone.”

Tips for Better Sales Conversations

When it comes to having sales conversations, it’s always a good idea to put yourself in the shoes of the person you’re talking to. We’ve all been sold to, so think about how it makes you feel when that happens.

“But my biggest advice is to disqualify as quickly as possible. Lots of people sit there thinking of reasons why a customer will buy from you. Instead, think about why they won’t buy from you. Be open with that customer, and they’ll feel more heard and valued.

“Because everyone’s first instinct when talking to a salesperson is to say no. So if you meet their objections head-on, you can have a more honest discussion. You can dig into features and benefits after that, and give people more time to research your product in detail. Or do what Huntress do, and give people a free trial with full access.”

How Kristian Started Making Videos for LinkedIn

Most people with LinkedIn accounts will watch videos but not comment or engage. “I did the same, but I also thought I’d like to give it a go. And I had a bit of imposter syndrome – thinking people didn’t want to hear what I had to say.

But I took the plunge one day and I got really positive feedback. I got a lot of support internally at Huntress as well. And I can see from my stats that people are watching, even if they don’t leave a comment. So my advice is obviously landing with people.

“In fact, I was speaking to a Dutch MSP the other day and when I joined the call he said, ‘good to see you again’, which sounded odd! But it turns out that he’s been watching my videos for weeks, so he feels like he knows me. And that makes it all worthwhile.”

Where to Focus When it Comes to MSP Sales

Kristian has a simple piece of advice when it comes to MSP sales: “Focus on solving problems rather than selling units. In this industry it’s easy to be distracted by a new shiny thing that you want to introduce to your clients immediately.

“Instead, look at the breadth of your client base and look for similar challenges. Then, try to solve as many as you possibly can. That often leads to a sale, whether that’s software or a new service.

“Because ultimately you’re solving the client’s problems and making their life easier. And it helps them to grow. So my advice, for this year and beyond, is to solve the problem. That’s how you develop relationships with your clients so you’re their trusted partner.”

How to Connect With KristianHuntressFollow Huntress on TwitterLike Huntress on FacebookFollow Huntress on LinkedInConnect with Kristian on LinkedInHow to Connect With MeSubscribe to TubbTalk RSS feedSubscribe, rate, and review TubbTalk on iTunesSubscribe and rate TubbTalk on SpotifyFollow TubbTalk on iHeartRadioFollow @tubblog_msp on InstagramMentioned in This EpisodeIT solutions: DattoAuthor and speaker: Karl PalachukMSP community: GTIASales development leader at Huntress: Tracie OriskoVP Ecosystem Evangelism at ConnectWise: Arlin SorensenSales engineer at Huntress: Sasha RoshanMSP community: The Tech TribeVideo platform: BonjoroYou Might Also be Interested inPodcast: How to Become the go-to Threat Ops Expert for MSPs10 Content Ideas to Make Your MSP a Media CompanyPodcast: How MSPs can Overcome Their Fear of Sales and Win Clients