In this episode, our Brian and Tim talk about Risk Based Selling an how it can drive a more consultative discussion where customers can make a more informed decision about projects and services.

We discuss that the biggest reason that customers do not want to engage in meetings like QBR's is often because it is treated like a sales call by the MSP vs. an opportunity to learn and grow a relationship. Risk based selling can change the narrative.

When leveraging risk based selling process you need to first understand how the customer views risk in their business and then match your discussion to their viewpoint.

We need to help them understand the risk factor and what the cost to be to their business if that risk is realized. This will arm them with the proof points they need make a decision they feel confident about when choosing technology initiatives to move forward.