The MSP Sales Podcast

By Brian GilletteTechnology

The MSP Sales Podcast episodes

October 05 Episode 62 - From Zero to $20 Million in Six Years (w/ Juan Fernandez)
Most MSPs say they don't want to compete on price.
Then they spend the entire sales conversation talking about technology, comparing stacks, and trying to prove why they're worth more.
Juan Fernandez took a very different approach.
He built an MSP from zero to $20 million in six years by focusing less on what he was selling and more on whether he could actually solve the client's problem.
In Episode 62 of The MSP Sales Podcast, Brian Gillette sits down with Juan, Chief Encouragement Officer at MSP As A Service, to break down how he thinks about discovery, pricing, positioning, and winning the right clients.
They dig into:
→ How to find out if there's actually a fit before you start pitching
→ Why "fake yeses" happen in discovery
→ Why most objections and "no's" walk into the meeting with you
→ How Juan uses a "soft close" built around guaranteed outcomes

The bigger lesson?
You don't have to win the price fight if you stop putting yourself in one.
If you're tired of price objections, stalled deals, and prospects treating your MSP like every other IT provider, this conversation will give you a very different way to think about how you sell.

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Learn more about Juan Fernandez via his LinkedIn.
Learn all about Feel-Good MSP and our end-to-end MSP sales training, growth and development program at: www.FeelGoodMSP.com

Brian's book "How To Sell a Sh*tload of Managed Services (without selling your soul)", is now available in both hard-copy and audiobook format!
It’s your roadmap to build repeatable growth, higher margins, and stronger client relationships without compromising values.
Get it now at Amazon.com https://a.co/d/hJKoFxg

1 hr 4 min
September 28 Episode 61 - Utility vs Asset: Selling Who They Become in MSP Sales
If you look under the hood of a stalled MSP sales call, you will often find a parts list.
Backup cadence. Delta files. Portal logins.
The client is nodding, but nothing is landing.
That is the lowest level of connection.
It leads straight to the price objection, and you have nothing left to say.
In Episode 61, Brian Gillette closes out the Feel-Good Close Foundations series with pillar three: build connection.
This solo lecture centers on the connection chart.
The shift is simple.
Stop explaining what the service does.
Start speaking to who the client wants to become.
→ Buyers see MSPs at the convenience or need level, so price gets questioned
→ Empathy in discovery is the antidote to FUD
→ Put the prospect in the driver's seat and act as the guide
This one is for MSP owners and sales leads who keep losing the conversation at price.
You will leave knowing where your buyer sits on the chart.

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Learn all about Feel-Good MSP and our end-to-end MSP sales training, growth and development program at: www.FeelGoodMSP.com

Brian's book "How To Sell a Sh*tload of Managed Services (without selling your soul)", is now available in both hard-copy and audiobook format!
It’s your roadmap to build repeatable growth, higher margins, and stronger client relationships without compromising values.
Get it now at Amazon.com https://a.co/d/hJKoFxg
.
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#MSP #MSPSales #ManagedServices #ManagedServiceProvider #TechSales #MSPCommunity #ITServices #ManagedIT #CloudServices #ITConsulting #MSPSalesTraining #SalesProcess #BusinessStrategy #BusinessGrowth #MSPMarketing #SalesTraining #LeadGen

38 min
September 21 Episode 60 - Sausage Making: The MSP Sales Habit That Kills Trust
If you look under the hood of a stalled MSP sales call, you'll find the same habit every time.
Too much talking.
Not enough asking.
Most discovery calls still run product-forward. XDR, RMM, endpoint detection.
That's sausage making.
Nobody wants to buy sausage by hearing how it's made.
They care about what happens after they hire you.
Brian Gillette continues the Feel-Good Close lecture series with pillars one and two.
Focus on the solution.
Fight for authenticity.

He reframes discovery from product-forward to need-forward, and shows why curiosity, not charm, builds trust.
He also unpacks the gap between forced honesty and real authenticity, and why disqualifying bad fits early is a responsibility, not an inconvenience.
→ Need-forward discovery leads with curiosity and surfaces it
→ Authenticity means aligning intent with words, not just being blunt
→ Selective hearing hides the red flags already in front of you

This one's for MSP owners and sales leads ready to stop pitching and start building trust.
You'll walk away with sharper questions, a check on your own selective hearing, and a way to lead every call with the buyer's problem.

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Learn all about Feel-Good MSP and our end-to-end MSP sales training, growth and development program at: www.FeelGoodMSP.com

Brian's book "How To Sell a Sh*tload of Managed Services (without selling your soul)", is now available in both hard-copy and audiobook format!
It’s your roadmap to build repeatable growth, higher margins, and stronger client relationships without compromising values.
Get it now at Amazon.com https://a.co/d/hJKoFxg
.
.
#MSP #MSPSales #ManagedServices #ManagedServiceProvider #TechSales #MSPCommunity #ITServices #ManagedIT #CloudServices #ITConsulting #MSPSalesTraining #SalesProcess #BusinessStrategy #BusinessGrowth #MSPMarketing #SalesTraining #LeadGen

31 min
September 14 Episode 59 - One of Three: Why Great MSP Closers Still Lose
There is a reason prospects lie to you before the pitch starts.
It is not because they are bad people.
It is because selling trained them to defend themselves.
Most sales advice is tactics. Overcome objections. Handle pushback. Close harder.
None of that explains why buyers show up guarded in the first place.
This episode opens the Feel-Good Close Foundations series.
Brian steps out of the interview chair to break down the adversarial sales complex, the pattern that turns sales conversations into a standoff.
He names FUD as the fuel behind it, and empathy as the fix.
→ Why buyers default to the fake, take, escape pattern
→ Why fear, uncertainty, and doubt keep replacing trust in MSP sales
→ The one shift that breaks the adversarial cycle for good
This one is for MSP owners and sales reps tired of feeling like the villain in their own pitch.
Walk away with a name for the pattern working against you, and the first piece of what replaces it.

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Interested in attending ScaleCon 2026? Register here with code FeelGood50 for a $50 discount: https://cvent.me/e9BBxL

Learn all about Feel-Good MSP and our end-to-end MSP sales training, growth and development program at: www.FeelGoodMSP.com

Brian's book "How To Sell a Sh*tload of Managed Services (without selling your soul)", is now available in both hard-copy and audiobook format!
It’s your roadmap to build repeatable growth, higher margins, and stronger client relationships without compromising values.
Get it now at Amazon.com https://a.co/d/hJKoFxg
.
.
#MSP #MSPSales #ManagedServices #ManagedServiceProvider #TechSales #MSPCommunity #ITServices #ManagedIT #CloudServices #ITConsulting #MSPSalesTraining #SalesProcess #BusinessStrategy #BusinessGrowth #MSPMarketing #SalesTraining #LeadGen
22 min
September 07 Episode 58 - How to Break the Ice at Your Next Networking Event
You walk into a networking event and start selling.
That is the fastest way to leave with nothing.
MSPs treat these rooms like a numbers game, pitching everyone and hoping something sticks.
People feel the agenda and shut down before you finish your sentence.
In this solo episode, Brian breaks down how he actually breaks the ice, at events and on cold calls.
The reframe: you are not there to close.
You are there to earn a second conversation.
→ Invite yourself into a conversation circle instead of hovering
→ Ask two or three follow up questions before you pitch anything
→ Run cold calls on three things: your objective, your motive, how they win
This one is for any MSP owner who dreads walking into a room full of strangers.
Walk out with the confidence to break the ice and build warm pipeline.

--------------------------------------------------------------------------------------------
Interested in attending ScaleCon 2026? Register here with code FeelGood50 for a $50 discount: https://cvent.me/e9BBxL

Learn all about Feel-Good MSP and our end-to-end MSP sales training, growth and development program at: www.FeelGoodMSP.com

Brian's book "How To Sell a Sh*tload of Managed Services (without selling your soul)", is now available in both hard-copy and audiobook format!
It’s your roadmap to build repeatable growth, higher margins, and stronger client relationships without compromising values.
Get it now at Amazon.com https://a.co/d/hJKoFxg
.
.
#MSP #MSPSales #ManagedServices #ManagedServiceProvider #TechSales #MSPCommunity #ITServices #ManagedIT #CloudServices #ITConsulting #MSPSalesTraining #SalesProcess #BusinessStrategy #BusinessGrowth #MSPMarketing #SalesTraining #LeadGen

25 min
August 31 Episode 57 - Fire Fast, Grow Faster: Taher Hamid's Team-Building Playbook (w/ Taher Hamid)
If you look under the hood of a stalled MSP, you rarely find a bad market.
You find one lead source, one excuse, and zero accountability.
Most owners want one channel to save them.
When SEO does not hit in three months, they blame the tactic.
When leads come in and they cannot close, they blame the agency.
Taher Hamid is back on the podcast - our first repeat guest!
He runs MSP Camp, the Apex agency, and the ScaleCon conference.
He and Brian break down why growth ceilings are almost always self-imposed. Not the market. Not the vendor. The owner.
→ Give SEO and AEO twelve months before you judge the channel
→ Run several lead sources at once, never rely on one snare
→ Fire fast when someone cannot keep pace with the team's standards
This one is for MSP owners waiting on one channel or one hire to fix their growth.
You’ll walk away knowing exactly where your ceiling comes from.

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Interested in attending ScaleCon 2026? Register here with code FeelGood50 for a $50 discount.
Learn more about Taher Hamid via his LinkedIn.
Learn all about Feel-Good MSP and our end-to-end MSP sales training, growth and development program at: www.FeelGoodMSP.com

Brian's book "How To Sell a Sh*tload of Managed Services (without selling your soul)", is now available in both hard-copy and audiobook format!
It’s your roadmap to build repeatable growth, higher margins, and stronger client relationships without compromising values.
Get it now at Amazon.com https://a.co/d/hJKoFxg

1 hr 2 min
August 24 Episode 56 - What One Man Can Do: Rebuilding an MSP After Losing It All (w/ Sergey Poltev)
If you look under the hood of an MSP that never grows, you will usually find one owner trying to do it all. That was Sergey Poltev, and it almost cost him everything.
He was overworked, stuck in the tickets, and running his life on empty. The burnout cost him his marriage and his house. Then, a bad partnership deal collapsed and cost him half of his clients, leaving him with barely enough to survive.
If you are an MSP owner, there is guaranteed to be something you can relate to in Sergey's story. He is a computer science grad who had to learn the hard way that a technical ego is the ultimate bottleneck to business freedom.

He rebuilt from absolute scratch by shifting his entire operational philosophy. Instead of micromanaging tasks, he started delegating by outcomes. Today, he runs two multi-million dollar MSPs and a global virtual staffing agency. He breaks down how he let go, why virtual talent is the cheat code for scaling, and how pairing AI with a VA multiplies your leverage.
We cover:
→ Why most owners hand their team tasks instead of outcomes
→ Why you must treat offshore talent like full employees
→ How to do a proper "time study" to figure out what only you can do
→ Rejection proofing: How a stand-up comedy course can fix your sales
Whether you are drowning in tickets or trying to make your first hire, Sergey's story shows what is waiting on the other side of letting go.

--------------------------------------------------------------------------------------------
Learn more about Sergey Poltev via his LinkedIn.
Learn all about Feel-Good MSP and our end-to-end MSP sales training, growth and development program at: www.FeelGoodMSP.com

Brian's book "How To Sell a Sh*tload of Managed Services (without selling your soul)", is now available in both hard-copy and audiobook format!
It’s your roadmap to build repeatable growth, higher margins, and stronger client relationships without compromising values.
Get it now at Amazon.com https://a.co/d/hJKoFxg

53 min
August 17 Episode 55 - These Six Sales Myths are Killing Your Results
If you look under the hood of a stalled MSP sales process, you'll usually find the same six pieces of advice.
Advice that sounds right.
Advice that's been recycled from forum posts and LinkedIn threads until nobody remembers where it came from.
Most MSPs never test it.
They just repeat it, and it slowly caps their growth.
In this solo episode, Brian pulls apart six sales myths making the rounds in the MSP space right now.
This one's for any MSP owner who's been quietly following advice they never actually stress-tested.

Walk away knowing which of these six myths have been sitting in your sales process, and what to do instead.
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Learn all about Feel-Good MSP and our end-to-end MSP sales training, growth and development program at: www.FeelGoodMSP.com

Brian's book "How To Sell a Sh*tload of Managed Services (without selling your soul)", is now available in both hard-copy and audiobook format!
It’s your roadmap to build repeatable growth, higher margins, and stronger client relationships without compromising values.
Get it now at Amazon.com https://a.co/d/hJKoFxg
.
.
#MSP #MSPSales #ManagedServices #ManagedServiceProvider #TechSales #MSPCommunity #ITServices #ManagedIT #CloudServices #ITConsulting #MSPSalesTraining #SalesProcess #BusinessStrategy #BusinessGrowth #MSPMarketing #SalesTraining #LeadGen

33 min
August 10 Episode 54 - Overthinking to Clarity: Life Engineering for MSP Owners (w/ Gabriela Embon)
If you look under the hood of a stagnant MSP, you will find a dysregulated owner.
Not a broken sales process.
Not a bad tech stack.
MSP owners carry a level of pressure that shows up on their faces, in their bodies, and inside their teams.
When stress goes unmanaged, it does not stay at the office.
It drives micromanagement, fractures relationships at home, and builds a team that depends on you instead of functioning without you.
Treating work and life as two competing forces makes it worse.
Gabriela Embon is a certified professional coach and chemical engineer who was sought out by MSP conference leaders because of one pattern they kept seeing: personal dysregulation is an epidemic in the channel, and it is costing operators more than they realize.
In this episode, she reframes the work-life balance myth, explains why connection is the most underused performance tool in an MSP owner's toolkit, and walks through a practical transition protocol that anyone can start using today.
We discuss how:
→ Overthinking is a coping mechanism for lack of trust
→ Work-life balance creates two competing forces.
→ When you come home dysregulated, you micromanage, disempower your team, and build dependency
→ Connection, not distance, is what actually regulates your stress
→ Tiny, intentional steps compound

This episode is for the MSP owner who knows stress is affecting their performance but does not know where to start.
You will walk away with a a reframe, and a reason to take the first step.

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Learn more about Gabriela Embon via her website.
Learn all about Feel-Good MSP and our end-to-end MSP sales training, growth and development program at: www.FeelGoodMSP.com

Brian's book "How To Sell a Sh*tload of Managed Services (without selling your soul)", is now available in both hard-copy and audiobook format!
It’s your roadmap to build repeatable growth, higher margins, and stronger client relationships without compromising values.
Get it now at Amazon.com https://a.co/d/hJKoFxg
.
.
#MSP #MSPSales #ManagedServices #ManagedServiceProvider #TechSales #MSPCommunity #ITServices #ManagedIT #CloudServices #ITConsulting #MSPSalesTraining #SalesProcess #BusinessStrategy #BusinessGrowth #MSPMarketing #SalesTraining #LeadGen

1 hr 1 min
August 03 Episode 53 - 7 MSP Investments to Make Before Marketing
If you look under the hood of a stalled MSP pipeline, the wiring problem usually isn't marketing.
It's everything sitting underneath it.
Ads and outbound only work as well as the foundation holding them up.
Bad lighting on a sales call, no real CRM, no owned data list. These quietly cap what any campaign can do.
In this solo episode, Brian Gillette walks through seven investments, each under $1,000, that build trust and confidence before a single pitch happens.
None of it is more marketing spend. It's what marketing can't fix on its own.
For MSP owners frustrated with their numbers and ready to look underneath the marketing,
this episode is seven concrete, sub-$1,000 moves you can make this month.

** Access the link mentioned in this episode http://feelgoodmsp.com/apollo
_____________________________________________________

Learn all about Feel-Good MSP and our end-to-end MSP sales training, growth and development program at: www.FeelGoodMSP.com

Brian's book "How To Sell a Sh*tload of Managed Services (without selling your soul)", is now available in both hard-copy and audiobook format!
It’s your roadmap to build repeatable growth, higher margins, and stronger client relationships without compromising values.
Get it now at Amazon.com https://a.co/d/hJKoFxg
.
.
#MSP #MSPSales #ManagedServices #ManagedServiceProvider #TechSales #MSPCommunity #ITServices #ManagedIT #CloudServices #ITConsulting #MSPSalesTraining #SalesProcess #BusinessStrategy #BusinessGrowth #MSPMarketing #SalesTraining #LeadGen

This episode is seven concrete, sub-$1,000 moves you can make this month.
29 min

About The MSP Sales Podcast

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The MSP Sales Podcast digs into the philosophy, strategy, sales training, and techniques that allow a managed service provider to meet their maximum sales potential. For managed service providers who…