MSP Sales Tips: Using the Right Words

Richard Tubb

pile of wordsHave you taken a good look at your marketing material lately?

One of the biggest mistakes that IT Solution Providers and Managed Service Providers (MSP’s) make with their marketing material - be it brochures, web-sites, e-mail or social media - is that they talk in language that they are familiar with, but not their intended audience.

Messages that showcase technical skill will never resonate with potential clients as much as messages that speak to the pain a prospect is experiencing in language they understand.

Address Their Pain

For instance, if you were a car salesman, would you focus on the fact the car you are selling is built in an award winning manufacturing plant, has an efficient engine and uses materials that are hard wearing? Or man grimacingwould you talk about the fact the buyer can expect a smooth ride, low running costs and a high degree of reliability - saving them time and money with on-going repairs?

One message focuses on what is of interest to those within the car industry, the other message focuses on the value the car would bring to the prospect.

In IT terms, this means that you don’t sell a client a new e-mail server with MS Exchange connectors, spam filtering and message logging. You sell them a solution to their slow and unreliable e-mail. You sell them a solution that will save their time waiting for e-mails to arrive. Update your MSP sales pitch to give them a solution that will make them money by never missing an e-mail with a new business opportunity.

Talk in Their Language

Whenever you are creating prospect or client facing marketing material, you should talk in the clients language.

You want your prospects to read your web-site or brochure where you describe the pain they might be experiencing and for them to think “That’s exactly me!”.

man whisperingIn a sales meeting, you want to use the type of language that the prospect responds to by saying “You took the words out of my mouth!”.

To talk in a prospects language you need to understand their industry and motivations.

For instance, if you’re working with an Optometrist practice - instead of talking about the pain they experience when a customer fails to arrive for a meeting, you talk about how their patient needs reminding to make their appointment.

These subtle but important differences in language can make the difference between a prospect dismissing your message and listening to it.

When to Talk About How Good You Are

Most MSP’s lead a sales conversation with why the prospect should work with them. Check out your MSP web-site. Does it talk about why YOU are so good at IT, or why YOUR business is the one to work with?

There is a time and a place to sell your technical prowess and extensive industry knowledge - but it’s only after you’ve explained that you understand the prospects problem, and that you can help them to solve it.

Your web-site should express how you understand the typical pain they are experiencing and the impact it has on them. Then, you can talk about how you can solve that problem for them.

In short, you talk about the value you will provide to them in working with you.


When you talk to prospects in their own language about the pain they are experiencing - they’ll listen.

It’s then ok to talk about how good you are, but only once the prospect has indicated that they know you understand them and their challenges.

Putting yourself in your prospects shoes and talking in their language will help differentiate you from the competition - and result in you winning more business.

Still Looking for More Ways to Win Business?

Listen to our June webinar record where Richard shows you how to create and develop a lead generation plan for your MSP?

Listen today!

As the former owner of an award winning IT Managed Service Provider, Richard Tubb works with MSPs to help them increase sales, take on employees and build up relationships with key industry contacts. You don't have to do it alone any more - contact Richard and have a chat about your needs and how he can help you.


Follow Richard Tubb on Google+ and for more news and advice for MSPs subscribe to Tubblog.