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#11 – Don’t Be That Guy - MSP Sales Management - Effort vs Results (Ryan Alter)
Learn how to stop “re-hiring your first salesperson” and finally build a repeatable sales engine for your MSP. Josh Peterson (Bering McKinley) and former MSP owner Ryan break down the activities-first management approach that scales beyond founder-led selling.
✅ Enjoyed this episode?
Like, subscribe, and share your biggest takeaway below.
https://beringmckinley.com/bering-mckinley-podcast-blog
If you’ve been burned by a failed sales hire, this episode gives you the operating system to try again—proper tracking in your PSA/CRM, true time entry for sales, and a phased progression from prospecting → first meetings → proposals → closed deals. Josh explains why outsourced appointment setting rarely works (no emotional attachment to your brand) and how owners can avoid multi-month “gaps” that reset pipeline. You’ll hear practical tactics for quality over volume without abandoning the volume you need, plus a playbook for uniting service and sales—service reviews every proposal, sales respects dispatch, and the owner kills the “us vs. them” narrative. Close with a humane approach to performance management that helps the right reps win and the wrong reps exit quickly, freeing your company to grow.
Guest: Josh Peterson, CEO at Bering McKinley, with guest Ryan (former MSP owner).
👉 Why most MSPs stall at $1–2.5M and what changes to reach $3M+
👉 “Manage activities, not people”: quotas for prospecting, first meetings, proposals
👉 Effort vs. results matrix: hire slow, fire fast; celebrate effort to create momentum
👉 Prospecting that actually works (cold calling, human LinkedIn, real-world networking)
👉 Bridging sales & service: proposal sign-offs, dispatch etiquette, shared accountability
Visit https://beringmckinley.com for more MSP resources.
🔗 Resources & Links
• Ryan Alter Silvertream AV: https://www.silverstreamav.com
• Bering McKinley MSP Consulting: https://beringmckinley.com
⏱️ Chapters
00:00 – Welcome & why MSP sales stall
00:01 – The million to $1.5M plateau (and beyond)
00:02 – What it really takes to reach $2–3M
00:03 – The “I hate salespeople” loop & how to break it
00:10 – Where to find the full series on YouTube
00:11 – Manage activities, not people
00:12 – Goal alignment and effort expectations
00:16 – Effort vs. results matrix (coach or cut)
00:20 – Humane, timely exits for misfit reps
00:23 – Prospecting that works (cold calls, human LinkedIn)
00:27 – Why outsourced appointment setting fails
00:29 – Phasing: prospecting → first meets → proposals → closes
00:30 – Never allow gaps in sales headcount
00:31 – Owner mindset shifts for sales management
00:37 – AI in outbound: quality vs. volume
00:39 – Perfect practice beats raw dials
00:43 – Track activities in PSA/CRM
00:46 – Have sales enter time (diagnose wins/losses)
00:51 – Stop unstructured onboarding
00:52 – Bridge service & sales (proposal sign-off)
00:54 – Budget-first scoping with service
00:56 – Celebrate effort; results follow
00:58 – Final takeaways & next steps
🔍 Primary Keywords
msp sales, msp prospecting, sales management for msps, managed services growth, connectwise sales process, msp pipeline, sales activity tracking
🔍 Secondary Keywords
cold calling for msps, sales vs service alignment, proposal sign off, dispatch best practices, msp quota, psa time entry, outsourced appointment setting, sales kpis
#️⃣ Hashtags
#beringmckinley, #bmkvisionpodcast, #msp, #managedservices, #mspsales, #mspgrowth, #salesmanagement, #prospecting, #coldcalling, #connectwise, #dispatch, #proposalmanagement, #psa, #pipeline, #operations, #serviceleadership
View all episodes
By Josh PetersonLearn how to stop “re-hiring your first salesperson” and finally build a repeatable sales engine for your MSP. Josh Peterson (Bering McKinley) and former MSP owner Ryan break down the activities-first management approach that scales beyond founder-led selling.
✅ Enjoyed this episode?
Like, subscribe, and share your biggest takeaway below.
https://beringmckinley.com/bering-mckinley-podcast-blog
If you’ve been burned by a failed sales hire, this episode gives you the operating system to try again—proper tracking in your PSA/CRM, true time entry for sales, and a phased progression from prospecting → first meetings → proposals → closed deals. Josh explains why outsourced appointment setting rarely works (no emotional attachment to your brand) and how owners can avoid multi-month “gaps” that reset pipeline. You’ll hear practical tactics for quality over volume without abandoning the volume you need, plus a playbook for uniting service and sales—service reviews every proposal, sales respects dispatch, and the owner kills the “us vs. them” narrative. Close with a humane approach to performance management that helps the right reps win and the wrong reps exit quickly, freeing your company to grow.
Guest: Josh Peterson, CEO at Bering McKinley, with guest Ryan (former MSP owner).
👉 Why most MSPs stall at $1–2.5M and what changes to reach $3M+
👉 “Manage activities, not people”: quotas for prospecting, first meetings, proposals
👉 Effort vs. results matrix: hire slow, fire fast; celebrate effort to create momentum
👉 Prospecting that actually works (cold calling, human LinkedIn, real-world networking)
👉 Bridging sales & service: proposal sign-offs, dispatch etiquette, shared accountability
Visit https://beringmckinley.com for more MSP resources.
🔗 Resources & Links
• Ryan Alter Silvertream AV: https://www.silverstreamav.com
• Bering McKinley MSP Consulting: https://beringmckinley.com
⏱️ Chapters
00:00 – Welcome & why MSP sales stall
00:01 – The million to $1.5M plateau (and beyond)
00:02 – What it really takes to reach $2–3M
00:03 – The “I hate salespeople” loop & how to break it
00:10 – Where to find the full series on YouTube
00:11 – Manage activities, not people
00:12 – Goal alignment and effort expectations
00:16 – Effort vs. results matrix (coach or cut)
00:20 – Humane, timely exits for misfit reps
00:23 – Prospecting that works (cold calls, human LinkedIn)
00:27 – Why outsourced appointment setting fails
00:29 – Phasing: prospecting → first meets → proposals → closes
00:30 – Never allow gaps in sales headcount
00:31 – Owner mindset shifts for sales management
00:37 – AI in outbound: quality vs. volume
00:39 – Perfect practice beats raw dials
00:43 – Track activities in PSA/CRM
00:46 – Have sales enter time (diagnose wins/losses)
00:51 – Stop unstructured onboarding
00:52 – Bridge service & sales (proposal sign-off)
00:54 – Budget-first scoping with service
00:56 – Celebrate effort; results follow
00:58 – Final takeaways & next steps
🔍 Primary Keywords
msp sales, msp prospecting, sales management for msps, managed services growth, connectwise sales process, msp pipeline, sales activity tracking
🔍 Secondary Keywords
cold calling for msps, sales vs service alignment, proposal sign off, dispatch best practices, msp quota, psa time entry, outsourced appointment setting, sales kpis
#️⃣ Hashtags
#beringmckinley, #bmkvisionpodcast, #msp, #managedservices, #mspsales, #mspgrowth, #salesmanagement, #prospecting, #coldcalling, #connectwise, #dispatch, #proposalmanagement, #psa, #pipeline, #operations, #serviceleadership