In this guide you will gain a completely transparent insight into the sales process we implement here at MSP Sales.
Winning new business as an MSP in the UK can be challenging, but a well-rounded sales prospecting strategy makes all the difference. In this guide, we share our proven approach for building trust, establishing industry credibility, and ultimately converting prospects into loyal clients.
Start with Content to Build Trust in MSP Sales
At the heart of our strategy is a commitment to delivering value through content. By sharing our expertise via LinkedIn newsletters and targeted email marketing campaigns, we demonstrate our deep industry knowledge and foster trust with potential clients. This content-first approach not only positions us as thought leaders in the MSP space but also opens the door to more personalised interactions later on.
This is key for MSPs too. To embed yourself as a thought leader for your niche, it has to come with content-first. Consider the fact that 70% of the buyer’s journey is complete before they even reach out to a sales rep, a vast portion of their opinion of your business is going to be made up before you even get a chance to speak.
Engage on LinkedIn
LinkedIn is one of our most effective tools for reaching decision-makers for MSPs. Here’s how we make the most of the platform:
- Newsletters: We create and distribute regular newsletters that highlight industry trends, insights, and practical tips for managing MSP services.
- Voice Notes: Personalised voice messages help us break through the digital noise, offering a human touch that resonates with busy professionals. This is much more effective than automated messaging, trust us.
- Content Engagement: By actively engaging with prospects’ posts and joining relevant discussions, we build relationships long before a formal sales pitch is made.
Leverage Email Marketing
In tandem with LinkedIn, our email marketing strategy is designed to add value at every touchpoint. We send carefully crafted, value-add emails that share actionable insights and relevant industry updates. This not only reinforces our expertise but also keeps us top of mind when prospects are ready to explore new partnerships.
Follow Up with Direct Communication
Once our content has captured the attention of our target audience, we take the next step by initiating more direct contact:
- Direct Emails & LinkedIn Voice Messages: These follow-ups are tailored to the prospect’s interests, sparked by their engagement with our initial content. They allow us to address any queries and offer bespoke solutions.
- Direct Calling: For those who show strong interest, a timely phone call can help clarify any remaining concerns and move the conversation forward. Our calls are designed to be consultative rather than pushy, focusing on solving the client’s challenges.
Timing is key as your decision makers are all busy people, if you catch them whilst visiting your website, reading your content, or reviewing their current IT contract, you’re chances to book in a call are tenfold.
Strategic Use of B2B Direct Mail
Not all communication is digital. We also incorporate B2B direct mail techniques, such as sending a well-designed postal gift box (often referred to as lumpy mail), to create a tangible connection. This physical touchpoint serves as a memorable reminder of our services and helps us stand out in a crowded market.
Harnessing Prospecting Tools for MSP Sales
To support our multi-channel approach, we utilise Apollo—a powerful tool that streamlines prospect research and contact management. By combining data-driven insights with our hands-on follow-up efforts, Apollo ensures that we’re targeting the right leads at the right time.
The best part? Apollo is completely free to use if you’re just starting out. The key to successful prospecting in 2025 is not quantity, it’s quality. Reaching out to 100 of the right clients, using the right timings, with the right content is absolutely paramount. Far superior to emailing 1000 leads in a scattergun approach.
With Apollo, you can setup your prospecting sequences on autopilot. There will be a task associated with each prospect depending on how far along your sales process they are. This is an invaluable asset which ensures efficiency and structure to your sales strategy.
Additional MSP Prospecting Tools to Consider
Other free, or low cost, tools I would recommend for MSP Sales in addition to Apollo:
- Apollo Web Extension: Automate your LinkedIn tasks with ease. Saving you incredible amount of time for LinkedIn prospecting.
- Lusha: Discover contact details of your ideal prospects easily
- Hunter.io: Find and verify email addresses quickly. Its free plan is perfect for small-scale prospecting.
- Snov.io: Offers email finding, outreach automation, and verification features on a free tier.
- FindThatLead: Another handy email prospecting tool with cost-effective plans for startups and SMEs.
- Clearbit Connect: A free Chrome extension that helps you uncover contact details directly from your inbox.
- HubSpot CRM: A robust, free CRM that streamlines contact management, pipeline tracking, and integrates with many outreach tools.
- Mailchimp: Use its free tier to run targeted email campaigns and nurture leads.
- GMass: A Gmail add-on that enables mass email campaigns with personalisation features, great for low-cost outreach.
- Trello or Asana: These free project management tools help you organise your prospecting activities and follow-ups.
- Google Alerts: Set up free alerts to stay informed about industry news and potential client developments.
- Canva: Create professional-looking content and marketing materials with its easy-to-use, free design platform.
The truth is, not all tools are as useful as others. As is always the case. It will take a year to try all these on to see what fits but we’ve done this process for you.
We’d happily sit in on a call to build out your prospecting tech stack based on your requirements and goals.
MSP Sales Prospecting Summary
Our prospecting strategy for UK MSPs is a carefully orchestrated process:
- Content Creation: We start by proving our expertise through high-quality content on LinkedIn and via email.
- Initial Engagement: Prospects engage with this content, signalling their interest.
- Personalised Follow-Up: We follow up with direct emails and LinkedIn voice messages tailored to their specific needs.
- Manual Outreach: Based on the responses and logged activity, we further qualify prospects with direct calls and a memorable postal gift box.
This methodical approach ensures that every touchpoint adds value and builds the foundation for a strong, trust-based relationship.
Are you ready to take your MSP sales prospecting to the next level? Let’s connect and explore how our strategies can drive your success in the competitive UK market.