Let’s be honest—selling MSP services isn’t easy. The market is crowded, competition is fierce, and 99% of prospects already have an IT provider. So, how do you stand out and win new business?
1. Know Your Niche
Trying to sell to everyone means you’ll struggle to attract anyone. Instead, focus on a niche—whether it’s estate agencies, legal firms, or healthcare providers. When you speak their language and understand their pain points, you become the obvious choice.
Without jumping ahead to my fifth point, social proof is the single biggest weapon in your arsenal. Gaining endorsements from recognisable brands is one of the most powerful ways to convert a hesitant prospect. Trust is everything in MSP sales, and in today’s competitive UK market, it’s more crucial than ever.
2. Lead with Value, Not Tech Jargon
Ever had a prospect’s eyes glaze over as you explain “proactive monitoring” and “RMM tools”? Instead, focus on what matters to them: “We’ll keep your team productive and your data secure—without the headaches.” Business owners care about outcomes, not technical details.
3. Be Present Where Your Clients Are
Your ideal clients are on LinkedIn, attending industry events, or reading specific trade publications. Make sure your brand is visible in these places. Share success stories, post valuable content, and engage with prospects rather than just selling to them.
4. Follow Up (And Then Follow Up Again)
Sales don’t happen in one call. In fact, 80% of sales require at least five follow-ups (HubSpot). If you’re not staying in touch, your competitors are. A structured follow-up process—whether via email, LinkedIn, or calls—keeps you top of mind and increases conversion rates.
5. Build Trust with Social Proof
Why should a prospect trust you? Because others already do. Showcase case studies, testimonials, and success stories from businesses like theirs. “Don’t just take our word for it—here’s what our clients say!” is far more convincing than any sales pitch.
After reading this, take a critical look at your website. How much client proof do you have? If you rely solely on text-based quotes, does that truly reflect the quality of your IT services?
In 2025, social proof is the key to success in MSP sales—especially in a trust-based industry like IT services.
Final Thoughts
Standing out in MSP sales isn’t about being the loudest—it’s about being the most relevant, valuable, and trustworthy option. Focus on your niche, communicate in business terms, and nurture relationships. The deals will follow.
Ultimately, success in MSP sales comes down to getting the basics right, doing them consistently, and executing with precision.
Looking for help with MSP sales? Let’s chat!