Let’s skip the clichés. If you’ve been grinding to grow your MSP—juggling sales, quoting, billing, and support—you’re not alone. But here’s the hard truth: more hustle won’t get you where you want to go. In a recent partner-exclusive session, RingLogix CEO and FounderAlbert Diaz and Director of Business Growth Jonathan Vaudreuil broke down what actually works.
This wasn’t a pep talk—it was a tactical, brutally honest look at how MSPs can scale without burning out. If you’re serious about growth, this is the playbook you’ve been waiting for.
Overview
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Most MSPs don’t fail because of bad sales. They fail because of broken systems.
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Growth isn’t about hustle—it’s about leverage. And that means structure, automation, and owning your customer relationships.
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This blog unpacks everything covered in the How Smart MSPs Scale webinar with RingLogix CEO Albert Diaz and Director of Growth Jonathan Vaudreuil.
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Whether you're scaling your sales motion or tired of duct-taped billing stacks—this is your roadmap.
Let’s Kill the Growth Hustle Myth
“Real growth doesn’t come from working harder. It comes from building systems.” — Albert Diaz
Ask any high-performing MSP how they scaled, and you won’t hear fairy tales about hustle. You’ll hear about structure—quoting systems, billing workflows, automation. The MSPs that thrive didn’t just sell better. They built repeatable engines.
“You’re running five different systems just to activate a client and get paid—and it’s eating hours you’ll never get back.” — Albert Diaz
Growth, the sustainable kind, means your back office isn’t bleeding time, your brand stays in the spotlight, and your customer relationships stay yours.
Sales Tactics Alone Won’t Save You
Jonathan Vaudreuil has seen it all—direct sales, channel sales, inbound, outbound. But the MSPs he’s seen scale the fastest? They’re not magic. They just stop chasing leads and start building systems.
“MSPs often grow through word of mouth, then hit a ceiling. The problem isn’t your ability to sell—it’s that your process doesn’t scale past your network.” — Jonathan Vaudreuil
He laid out the MSP Growth Playbook in five parts:
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Attract the Right Leads
Move beyond referrals. Know your ICP and use tools like LinkedIn and Surfe to engage. -
Qualify Ruthlessly
“Every good salesperson is also a gatekeeper,” Jonathan said. Focus on fits, not volume. -
Own the Discovery Call
Ask impact questions. Always uncover integrations like Microsoft Teams or CRMs early. -
Propose With Purpose
Your quote should mirror their pain points—no generic pricing sheets here. -
Build a Follow-Up System
Whether they ghost or buy, make sure your pipeline isn’t a graveyard.
“You don’t need to sell harder—you need to sell smarter.” — Jonathan Vaudreuil
What About the Operational Bottlenecks?
Let’s not pretend quoting, provisioning, and billing are clean processes at most MSPs. RingLogix built RingOS to change that.
“If your billing stack is duct-taped together, you’re losing time and margin.” — Albert Diaz
With RingOS:
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Quoting, billing, and activation happen in one place
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70%+ margins are standard—not a pipe dream
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You own the branding, the customer, and the support experience
Because when the platform is built for MSPs, you get more money, more time, and more control.
Stop Selling Services. Start Owning the Relationship.
“You’re doing all the work, but someone else controls the revenue. That’s not scalable—and it’s not sustainable.” — Albert Diaz
Here’s what happens when you don’t own the customer:
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Bad support from your provider? You still get blamed.
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White-label fails? Your brand suffers.
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Billing problems? You get ghosted.
Own your brand. Own your pricing. Own your customer success. That’s how you build real equity—not just a commission check.
Why ABM Works for MSPs
Most MSPs don’t do outbound because it feels unnatural. Jonathan’s solution? Start with Account-Based Marketing (ABM):
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Define your ICP
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Focus on key roles (Owner, IT Manager, etc.)
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Personalize messaging to their problems
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Use tools like Surfe and LinkedIn Navigator to reach them
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Run orchestrated outreach across email, text, ads, and social
“Chasing wins is like swinging blindly. Creating better at-bats is how you win consistently.” — Jonathan Vaudreuil
This isn’t theory—it’s repeatable. It’s documented. It works.
Techniques that Close Deals
Two of the most effective sales techniques covered in the session:
The Hot Potato Technique
Instead of defending your product, flip the question.
Prospect: “Why should I go with you?”
MSP: “Great question—what’s most important to you in a solution?”
Let them tell you. Then tie everything back to their answer.
The Risk Reversal Technique
Don’t brag about features. Ask them to picture the risk.
“What happens if you lose access to customer files tomorrow?”
Suddenly, your solution isn’t a luxury—it’s a necessity.
What’s the Big Picture?
“It’s not about being a rockstar—it’s about making the system the star.” — Albert Diaz
Sales gets you started. Systems keep you growing. When you automate provisioning, integrate billing, and streamline support—you stop treading water and start pulling ahead.
“Every MSP says they want to grow. But only the ones with systems can handle what growth brings.” — Albert Diaz
Your Next Steps
If you’re tired of trying to scale with duct tape and hustle, it might be time to ask a better question:
What would it look like if your MSP business ran like a business—and not just like a job you built for yourself?
Let’s build that version together.
👉 Watch the Webinar Replay
📥 Download the Sales Deck
📅 Not yet a partner? Book a Demo
