In this episode of "All Things MSP," Justin Esgar and Eric Anthony are joined by Trevor Thomas, VP of Sales from Zen Contract. The trio delves into the complexities of the MSP sales cycle, emphasizing the importance of understanding a client's business beyond the technical aspects. Trevor shares insights on verticalization, tailored solutions, and the significance of addressing real business pain points. The hosts discuss a three-call approach to discovery, anchoring pricing, and the hierarchy of solutions that move beyond mere pain point resolution to revenue and profitability enhancement. The conversation emphasizes the need for continual learning and staying informed about various business tools to offer comprehensive solutions. Listeners gain valuable insights into refining their sales processes and providing tailored, value-driven services to clients.