B2B sales expert Ray Green (pictured above) launched a new MSP sales training consultancy this month focused exclusively on IT service providers. The company, MSP Sales Partners, helps MSPs implement sales systems that:
- Drive predictable, repeatable revenue growth.
- Create enterprise value for eventual exit.
- Support scaling from $5M to $50M+ in revenue.
- Convert more leads without needing more marketing.
Previously, Green has served as managing director of the U.S. Chamber of Commerce and has led sales as CEO for investor groups and family offices. Through his work as a sales leader, he’s turned around eight sales teams and directly led sales of more than $250M. Green is also an expert in residence for TMT, the largest IT business coach globally. At TMT, where he led sales, Green coached and consulted 250+ MSPs and IT businesses.
MSP Sales Partners in an independent affiliate of TMT, where Green will continue to provide services. His offerings through MSP Sales Partners are open to all MSPs.
Targeting Where MSPs Need Sales Help
“The ideal IT company for me is somebody who is actively marketing,” Green says. “They’re running their campaigns and they’re at the very beginning, or in the process, of starting to build out their sales organization to maximize return on the marketing. That’s where we come in.”
The consultancy is coming out of the gate with two main offerings for MSPs: SDR Sales Champions/Fractional Sales Management and a proprietary 360° Sales Audit.
SDR (sales development reps) Sales Champions aims to address a key pain point for MSPs, Green says. “The biggest problem is people hire a salesperson and either don’t have the time to support and coach them or simply don’t know how. The SDR or appointment setter is left to figure things out on their own. But even experienced salespeople need systems, coaching, and reinforcement.”
Failure to provide guidance and implement sales processes ends up costing an MSP business owner more money. Good salespeople will leave, and they’ll have to start the hiring process all over again, or underperformance goes on longer than it should, Green notes.
Another challenge for MSPs with one or two salespeople is determining whether your sales rep is outperforming or underperforming, and why. In the SDR, both the SDR and the MSP business owner have the benefit of seeing a shared dashboard to see how they stack up and where the bottleneck is.
A Look at the MSP Sales Training Offerings
The program includes:
- Weekly live sales meetings with peers led by veteran sales managers
- Regular call reviews and sales coaching with targeted feedback
- 2x weekly morning huddles for accountability and training
- Shared performance dashboard of activity and results of all the SDRs
- Sales support in a private forum from coaches and the community
- Sharing of best practices on what’s working best to create opportunities
“Your SDR or your salesperson gets the benefits of joining a sales team,” Green explains. “So they’re sharing best practices for continual improvement. We’re providing the essentials for the busy business owner who can’t do the sales management or doesn’t know how to do the sales management.”
The program also provides feedback to the MSP business owner, reporting on the participant’s progress and identifying any red flags.
MSP Sales Partners’ other main offering is the 360° Sales Audit, which Green describes as “a four- to eight-week deep dive into all of your growth systems—your marketing, your data, your sales process, your sales team, your scripts, your key growth KPIs.”
From there, Green’s group will build out a road map for growth, essentially as a chief revenue officer would.
MSPs that are a good fit for the audit are typically a bit more mature in their systems than those in the SDR Sales Champions program, Green says, with revenue of $5M or more. One common problem Green has identified in these audits is that the business may have the right components in place to scale, but they’re not working cohesively across departments. “They’re lacking a clear sales process, or they’re not adhering to the sales process, or they’re not using the data that they have sitting in front of them to make better decisions,” Green explains.
At the end of the audit, MSPs receive clear road map to hit their targets.
The Program Details
There is a one-time charge for the audit. The SDR Champions and Fractional Sales Management are billed as a monthly service.
For more information, go to MSP Sales Partners.
Read Ray Green’s article on crushing your sales goals.
