Beyond Referrals—How a Sales Partner Can Scale Your MSP
Ready to stop struggling with sales?
The Challenge of Growing an MSP
Why do so many MSPs struggle to grow beyond referrals?
Most MSP business owners start as technical experts, leaving behind the corporate or MSP world to work for themselves.
And while their technical expertise is top-notch, running and growing a business requires more than just solving IT problems.
It demands leadership, strategy, and—most importantly—sales.
For many MSPs, referrals are the #1 (and often the only) sales method.
Referrals are great but unreliable for consistent growth.
They work as a starting point but rarely provide the scale needed to grow a business.
If your MSP is stuck, it’s likely not because you lack technical expertise.
It’s because you’re relying on a sales strategy that isn’t built for scale.
Why Sales Feels Like a Struggle
How confident do you feel about selling?
For many MSP owners, sales feels awkward and overwhelming.
And it’s no surprise: Selling isn’t something most of us are taught.
Society often paints sales as pushy or insincere, and so we avoid it.
If you’re like most MSP owners, you’d much rather solve technical problems than market or sell.
But here’s the truth: if you’re running a business, sales is a non-negotiable.
It’s the engine that drives growth.
The good news?
You don’t have to master sales yourself.
What you need is a partner who thrives on sales–while you focus on IT.
Ready to stop struggling with sales?
Let’s dive in.
The Power of Partnerships: Examples of Winning Collaborations
Partnering with someone who complements your skills is the secret behind history’s most successful businesses.
Steve Jobs and Steve Wozniak (Apple)
Dynamic: Jobs (the visionary marketer and salesman) and Wozniak (the technical genius and inventor).
Impact: Jobs transformed Wozniak’s engineering brilliance into a lifestyle brand, laying the foundation for Apple’s rise to global dominance.
Bill Gates and Paul Allen (Microsoft)
Dynamic: Gates (sales and strategy) and Allen (the technical innovator).
Impact: Gates’ business acumen and Allen’s technical ingenuity propelled Microsoft to become the software giant it is today.
Larry Page and Sergey Brin (Google)
Dynamic: Page (technical innovator) and Brin (visionary strategist).
Impact: Their synergy revolutionized search engines and digital advertising, turning Google into an industry leader.
These examples prove that the right partnership can transform any business.
The same principle applies to MSPs.
The Playbook: How to Find and Work With a Sales Partner
Step 1: Understand Why You Need a Sales Partner
To eliminate blind spots: As a technical expert, you may overlook opportunities to connect with prospects or grow your business.
It helps you divide and conquer: With a partner focusing on sales, you can dedicate your energy to delivering excellent service and solving problems.
To scale faster: A sales partner brings new clients and revenue, making growth sustainable and predictable.
Step 2: Assess Your Readiness
Before bringing in a partner, ensure your business is prepared:
Do have the money? You’ll need capital to hire a partner or offer equity.
Are you starting fresh? Equity can attract talented partners without requiring upfront cash.
Already Established? Your cash flow should support a competitive salary or other compensation.
Step 3: Structure the Partnership
A well-structured partnership sets clear expectations and builds trust. Here’s how to create a strong foundation:
Earn-In Agreement: Allow your partner to earn equity over time, ensuring alignment and long-term commitment.
Legal Contract: Define roles, responsibilities, and expectations to avoid misunderstandings and protect both parties.
Set Measurable Goals: Agree on clear metrics, like client acquisition or revenue targets, to track progress and stay accountable.
Step 4: Learn to Hire and Evaluate a Partner
Finding the right partner requires a clear process to ensure alignment and long-term success.
To do this, you'll need:
Proven Hiring Techniques: Use frameworks like Geoff Smart’s Who to assess candidates objectively.
A Long-Term View: Choose someone who aligns with your values and goals.
A Coach: A business coach can help you and your partner build a strong, collaborative relationship from day one.
Conclusion
No great business was ever built alone.
From Apple to Amazon, the most successful companies have been powered by partnerships that combined complementary strengths.
As an MSP owner, bringing on a sales partner can help you scale faster, eliminate blind spots, and create a sustainable growth engine.
Don’t wait for referrals to run dry.
Find a sales partner who can take your business to the next level.
With the right strategy and collaboration, your MSP can become a powerhouse in the industry.
Are you ready to take the first step?
Let’s start building your partnership strategy today
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