You’re not selling IT services. You’re selling emotional relief.
Most MSPs show up to sales calls ready to explain everything—the stack, the tools, the people, the onboarding process.
But explanations aren’t conversions.
And your buyers? They’re not looking for facts. They’re trying to survive.
Keith says it best: You’re not in a sales conversation. You’re in a trauma conversation.
What’s Inside?
The MSP Sales Pyramid (and where most get stuck)
Why "features over fears" is the fastest way to lose deals
How to speak to scars instead of specs
Emotional KPIs to guide your sales calls
A new closing strategy that shifts your position entirely
The Sales Pyramid: Where MSPs Stall
🟥 Level 1: Tools
“We’ve got great uptime and 24/7 monitoring.”
🟥 Level 2: People
“Our engineers are the best in the industry.”
🟧 Level 3: Alignment
“We align IT to your business goals.” This sounds strategic, but buyers are numb to it.
🟩 Level 4: Guidance
“We guide your company’s future and de-risk your leadership’s bet on us.”
Most MSPs never get above Level 3—and the ones that do? They own the top of their market.
Selling Features vs. Selling Fears
Most MSPs lead with features. The great stack. The clean process. The fast response time.
But your prospects aren’t buying peace of mind because of your features. They buy it because they believe you understand their pain. Their fear. The moment that keeps them up at night.
Here’s how to shift your messaging instantly:
Instead of Saying... | Say This Instead... |
|---|---|
“We offer 24/7 monitoring.” | “We prevent 2 a.m. phone calls that ruin your sleep.” |
“We assign you a dedicated account manager.” | “We spot issues before they become your next fire.” |
“We align with your business goals.” | “We de-risk your job and protect your team’s time.” |
Emotional KPIs That Actually Close Deals
Your buyers aren't thinking about uptime and acronyms. They’re thinking:
“Will this make me look stupid if something breaks?”
“What will my boss say if we get breached again?”
“How bad will this make me look if we choose wrong?”
Start guiding your discovery around these real stakes. Try these questions:
What happens if this system fails again?
Who feels the pain when things break?
What would make this decision feel like a win for you personally?
One Pre-Call Reset to Change Everything
Before your next sales call, throw out the pitch deck. Use this instead:
"I'm not here to pitch you. I'm here to help you avoid the mistake you can't afford to make twice."
Then guide the conversation through the emotional terrain of:
Fear of risk
Fear of being blamed
Desire for protection, validation, and relief
You’ll go from vendor to trusted advisor in one conversation.
Dive Deeper with Video
Whiteboard Breakdown: A deep dive into the tactics to stop getting ghosted by prospects and start winning more deals [Watch Here]
Keith Marchiano Interview: Hear Keith explain why most MSPs are getting it wrong when it comes to sales. [Watch Here]
Final Thought: Stop Selling Tech. Start Selling Trust.
Keith said it best:
"Start with the wounds, not the widgets."
You’re not here to dazzle with features. You’re here to make your buyer feel safe, supported, and certain. That’s what wins. That’s what grows your MSP.
Talk soon,
Jeffrey Newton
MSP INSIDER