Let’s talk about the elephant in the sales room:
Most MSPs don’t want to be salespeople. But if you want to grow, you’ve got to figure out how to sell—consistently, confidently, and without the chaos.
In our most recent monthly webinar, RingLogix brought together sales leaders Jonathan Vaudreuil (Director of Business Growth) and Albert Diaz (CEO) to share what really drives MSP sales performance. It wasn’t fluff. It wasn’t “just hustle harder.” It was real, tested advice from people who’ve done the work—backed by systems that scale.
The Big Picture: Why Most MSP Sales Hit a Wall
Plenty of MSPs win early deals through referrals and reputation. But then the well runs dry.
“You get to a point where your network isn’t enough anymore,” said Jonathan. “You need a process—not just a pipeline.”
The takeaway? Relying on what used to work won’t get you to the next level. Top-performing MSPs have structure: a system to bring in leads, qualify them fast, and close with confidence.
5 Shifts That Separate the High Performers
This isn’t theory. These are moves MSPs are making right now to win more deals:
1. From Guessing → To Targeting
Successful MSPs don’t chase everyone. They know their Ideal Customer Profile (ICP) and pursue specific verticals.
“If your best customers are law firms or clinics, go find more of those. Stop guessing and start pattern matching,” Jonathan said.
2. From Selling Products → To Solving Problems
Don’t pitch features. Find the pain.
“The best sales conversations aren’t about tech. They’re about outcomes,” said Albert. “Your client isn’t buying VoIP—they’re buying peace of mind when they’re short-staffed and the phones still ring.”
3. From Running Blind → To Running a Process
Repeatable stages. Clear handoffs. Sales visibility.
“Without a process, you’re just hoping,” Jonathan said. “With one, you can measure, improve, and grow—without guesswork.”
4. From Demos First → To Discovery First
One of the most common mistakes? Skipping discovery.
“If you’re not asking about things like CRM or Teams integrations, you're missing real land-and-expand opportunities,” said Jaime Norris, Partner Solutions Manager.
5. From Scrambling → To Structured Follow-Up
Whether they buy or not, every prospect needs a follow-up strategy.
“You lose more deals to no decision than to your competitors,” Jonathan pointed out. “That’s why your follow-up game has to be strong—and automated where possible.”
Slide Spotlight: The MSP Sales Engine
One of the most visual moments from the deck was Jonathan’s breakdown of the sales engine stages. Here's the abbreviated version:
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Attract: Use thought leadership, LinkedIn, and partnerships to get attention from the right buyers.
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Qualify: Set disqualification criteria early. Know who you don’t serve.
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Discover: Ask business-driven questions. Understand the real challenges.
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Propose: Tailor the solution. Show ROI—not features.
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Close: Make the next step clear. Always know your “ask.”
“We built the RingOS quoting system to support this exact process,” Albert added. “It’s about speed and control.”
Why Tools Matter (But Only If They Support the System)
Technology isn’t the solution—but it does help you run the system faster.
“You’re not in control if your billing, quoting, and activation tools all live in different places,” Albert said. “You’ll lose time, you’ll lose deals, and worst of all—you’ll lose margin.”
That’s where RingOS comes in: a white-label platform designed to give MSPs complete control over quoting, billing, and supporting customers under their own brand.
Final Thoughts: Want More Wins? Start With the System
This wasn’t a “how to be a better closer” session. It was about how to set up your business to generate and convert the right deals over and over again.
“You don’t need to be a natural salesperson to succeed,” said Jonathan. “You just need a system that works even when you’re tired, busy, or focused on service.”
👉 Watch the Webinar Replay
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