3 Hidden Reasons MSP Owners Struggle with Sales–and How To Fix It
Simple shifts to help MSP owners sell better and grow faster.
Most MSP Owners Struggle with Sales – Here’s Why
Most people hate sales.
Yet, it’s the one thing that moves your business forward more than anything else.
If you’re like most MSP owners, you didn’t start as a salesperson—you started as a technician.
You mastered the technical side of IT but never learned how to master the art of selling.
And that’s why selling feels like foreign territory for so many MSPs.
It’s no wonder most MSP’s rely on referrals or the occasional lucky phone call to land new clients.
But here’s the hard truth:
Without intentional sales efforts, your business growth stalls.
Here’s what most MSP owners get wrong about sales:
They think technical smarts are enough.
If you’re smart enough to troubleshoot a server outage, you should be able to figure out sales, right? Wrong. Sales is about connection, not configuration.
They miss social cues.
Being great at solving technical problems doesn’t mean you’re great at reading people. Many MSP owners struggle with social interactions, creating blind spots in conversations with prospects.
They treat sales like a problem-solving exercise.
Sales isn’t about diagnosing IT issues—it’s about creativity, storytelling, and showing value. If you approach every conversation like a technical challenge, you’ll miss the emotional connection that drives decisions.
They avoid it altogether.
Let’s be honest: you’d rather troubleshoot a network outage at 3 a.m. than make cold calls or send follow-up emails. Sales feels uncomfortable, so you avoid it.
These four challenges can cripple your ability to grow.
But here’s the good news:
The problem isn’t with tactics or scripts—it’s with mindset.
Let’s break down the three hidden reasons MSPs struggle with sales and what you can do to fix them.
Reason 1 – Conflicted Beliefs About Selling
Do you feel weird about selling?
Most MSP owners do—and it’s costing them clients.
If you don’t feel good about selling, it’ll show.
Whether it’s hesitation in your tone or avoiding the conversation altogether, your conflicted beliefs about selling are holding you back.
To sell confidently, you need to feel good about two things:
Selling itself.
Asking for the sale.
But how do you change that?
By practicing connection.
Share your skills online—through text, video, or comments.
The more you interact with people, the more natural selling will feel.
Take action today:
Pick a social platform and start commenting on posts in your network.
Start talking with the people around you and people you meet.
Start recording yourself talking on video and see how you look to others.
Selling starts with connection, and connection starts with showing up.
Reason 2 – Lack of Conviction in Your Product
If you don’t believe in what you’re selling, why should anyone else?
Lack of conviction in your product is a silent sales killer.
Your clients can sense it—in your words, your body language, and your tone.
Here’s a reality check: If you’re offering a generic, hard-to-explain service, like “we’re your IT department,” you’re likely losing potential clients.
Small businesses want clarity and simplicity, not buzzwords.
Focus on creating a product that your customers love.
Make it simple, focused, and easy to explain.
For small businesses, a clear offer beats an abstract concept every time.
Ask yourself:
Would I buy this product if I were in my client’s shoes?
If not, it’s time to refine your offer.
Reason 3 – Lack of Self-Confidence
Your confidence could be the difference between closing a deal or losing it.
Selling requires more than knowing your product—it requires believing in yourself.
Confidence allows you to challenge and coach clients, helping them make decisions that are right for their business.
Here’s the secret: Confidence comes from doing.
The more you practice outreach, conversations, and authentic engagement, the more comfortable you’ll feel.
Learn how to talk to people without sounding desperate.
Be yourself, drop the guard, and focus on solving problems—not just making a sale.
Talking to people is one thing.
Being good at it, is another.
Challenge yourself to:
Practice actively listening during 80% of your conversations.
Send five authentic outreach messages this week.
Look in the mirror every day this week and tell yourself "I love you".
Practice builds confidence, and confidence builds sales.
Wrapping It All Up – Your Sales Checklist
Ready to sell?
Answer these three questions first:
Are you actively talking to prospects online daily (posting/commenting)?
Do you have a product that customers love?
Are you putting yourself out there confidently?
Sales is both the hardest and easiest problem to solve.
It’s hard because it requires stepping out of your comfort zone.
But once you get it, everything changes.
Don’t overthink it—just start.
Whether it’s posting, refining your product, or practicing conversations, action beats hesitation every time.
You’ve got this.
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