This article was written by Ray Green, CEO of MSP Sales Partners.
The discovery call was going nowhere fast.
Fifteen minutes in, and Gary—an MSP owner who’d reached out about our fractional sales management program—was giving me one-word answers to the questions I was asking.
His posture screamed disinterest. Something was clearly wrong.
I had a choice: Keep following my process and pretend I didn’t notice, or address what was actually happening during the conversation.
Most salespeople would have powered through. Finished the script. Sent a follow-up email. Wondered why they got ghosted.
I stopped the call.
Then asked, “Gary, can I ask you something? Why do you seem pissed off?”
The Problem Most MSP Salespeople Won’t Admit
Here’s what I’ve learned working with dozens of MSP sales teams: Your biggest problem isn’t your pitch, your pricing, or your process.
It’s the gap between what you’re sensing and what you’re saying.
You’re 10 minutes into a discovery call. Everything the prospect is telling you screams: No budget, no urgency, no real pain. And you keep going anyway.
You mention your managed services pricing. The prospect’s body language shifts. You see it. And you ignore it.
Or, you join a call with a prospect who’s clearly disengaged—short answers, checking their phone, treating your time like it doesn’t matter. And you just smile and continue.
This creates two problems that are killing your sales effectiveness.
Problem One: You’re Wasting Your Most Valuable Asset
Time is the only resource you can’t manufacture more of.
When you ignore your gut, you waste hours—sometimes weeks—on deals that were dead before they started. You chase prospects with no real need. You get ghosted by people who were never serious. You allocate your energy to opportunities your instincts warned you about from the beginning.
And when it falls apart, you think back and realize: “I kind of knew that during our first call.”
For MSP owners, this is doubly costly. You’re not just wasting a rep’s time—you’re wasting yours. Every hour spent on a dead deal is an hour you’re not spending on operations, strategy, or real opportunities.
Problem Two: It’s Changing Who You Are
Here’s the part nobody talks about.
When you constantly suppress what you’re sensing—when you play the “nice salesperson” and avoid candid conversations because you think that’s what you’re supposed to do—it doesn’t just hurt your close rate.
It erodes your confidence.
When you sense something’s off and you say nothing? When you know a deal is sideways but you keep pretending it’s fine? When you let prospects treat your time like it’s worthless and you just accept it?
That disconnect between what you sense and what you say changes you. It chips away at how you feel about yourself and the work you do. Over time, it turns you into someone who shows up tentative, uncertain, playing a role instead of having real conversations.
And that’s an unhealthy way to build a business.
What Happened When I Called It Out
Back to Gary.
“Gary, can I ask you something?” I said. “You booked this call, and I’m sure you don’t have time to waste. But you seem frustrated. Maybe even a little checked out. Was it something I said, or is there something else going on?”
He paused. Looked at me. Laughed.
“You know what? You’re right. All these questions you’re asking—about scoreboards, processes, pipelines—they’re making me feel like an idiot. I don’t have any of that stuff. I know you’re just trying to understand where we are, but honestly? We don’t have any of this.”
“Gary, thank you for saying that. I appreciate the honesty. Here’s what we’ll do. Let’s assume the foundation isn’t there at all. Let’s treat this like we’re building on an empty lot. Just tell me what you want it to look like when it’s done. What do you really want?”
Fifty minutes later, he signed up for our program to design his sales process, build playbooks, and recruit and train his first outside sales rep.
Done.
Because I stopped pretending and started having a real conversation.
How MSP Sales Teams Can Actually Do This
This isn’t about being confrontational. It’s not about being rude or turning every call into an interrogation.
It’s about honoring what you’re sensing and addressing it with respect and curiosity.
Here’s how to implement this in your sales process:
Start with your standard process. Discovery questions, qualification, needs analysis—whatever your playbook says, follow it.
Until your gut tells you something’s off. Then stop. And address it directly with these questions:
- If someone shifts when you mention pricing: “I noticed when I mentioned the monthly investment, your body language changed. Is that because it’s higher than you expected, or are you surprised it’s less than you thought?”
- If someone’s giving you short, dismissive answers: “These questions help me make sure we can actually help you and deliver results. I’m sensing you might be rushed or holding something back. Did I ask the wrong question, or is now not a good time?”
- If a prospect seems disengaged from the start: “I want to make sure we’re using your time well. You reached out to us, but I’m sensing some hesitation. What’s really on your mind about this?”
The key is to combine honesty with respect. You’re not accusing them. You’re creating space for a real conversation.
What This Actually Gets You
When you start honoring your instincts and addressing what’s actually happening, three things change:
You earn credibility. Most prospects appreciate the candor. They’re tired of salespeople who ignore the obvious and pretend everything’s fine. When you name what’s happening, you show you’re paying attention.
You close more deals. Because you’re having real conversations instead of going through motions. You’re addressing actual concerns instead of dancing around them. And you’re qualifying out bad fits faster so you can focus on real opportunities.
You feel better about the work. This might be the most important one. When you show up authentically and respect yourself enough to have honest conversations, the work doesn’t drain you the same way. You’re not pretending anymore.
Your Challenge for This Week
Listen to your gut on every call. When something feels off, say something.
Practice doing it with respect and curiosity. Not with judgment or frustration, but with genuine interest in understanding what’s happening.
You’ll be surprised how often prospects appreciate it. And you’ll be even more surprised how much better you feel about the work you’re doing.
Because at the end of the day, building a successful MSP sales operation isn’t just about closing more deals.
It’s about building a process you can sustain without losing yourself in the process.
For more sales strategies from Ray Green, see Your Sales Model is Choking Your Growth: Here’s How to Fix It
