Why Most MSPs Lose Deals at the First Call (and How to Fix It)

Are you tired of losing out on new business when a first call fizzles to nothing?

If you’re like many managed service providers, you know that sinking feeling when a warm lead suddenly goes silent two weeks later, without explanation. Then, your team’s technical prowess never gets a chance to shine.

Why does this happen? Because a broken, inconsistent first-touch experience put off the prospect.

To fix this, a proven method of systematising your first call, better qualifying leads, and building trust is highly effective. No more operating blindly and delivering inconsistent results!

Our MSP Manifesto details precisely how to achieve predictable, repeatable outcomes.

The Hidden Danger: Why the First Call Matters More Than You Think

Most MSPs overlook the importance of the first interaction with a sales prospect.

Even though a deal might only happen after several meetings, the first impression sets the tone. The business relationship's direction is guided by it, much like a ship's rudder. New prospects are highly sensitive to early indicators of competence, care, and clarity.

A prospect does not know you or your team yet. Building confidence through consistency precedes service delivery. A consistent experience from the MSP – from the first interaction to subsequent phone calls and site visits – must convey a professional approach.

Then the prospect begins to feel:

• “They know what they’re doing.”

• “They clearly understand our needs.”

• “Teaming up with them, our life will be easier.”

Not following a consistent structure on first calls generates unnecessary friction and doubts!

These create impediments that even the best salesperson struggles mightily to overcome.

The Common First Call Mistakes MSPs Make

Winging It Without a Plan

MSPs often attempt to get through a first call by ad-libbing or using gut feel.

Success is hit and miss. It depends on the salesperson’s skill to sense “the vibe” during a phone call. Building a sustainable business is impossible with inconsistent sales results.

What’s needed is our Opportunity Template. It provides essential qualifying questions, such as:

• How did the company find our business?

• What’s their most pressing pain point?

• How sizable is their business, and what’s their attitude toward growth?

Without a guided approach, each employee handles first contacts differently. This leads to inconsistent prospect experiences and unpredictable sales results.

Asking Impertinent, Off-putting Questions

Prospects are instantly put off when asked the wrong questions, and they are too direct. Blurting out questions about company turnover, technology budgets, or current IT pain points is too much, too soon.

Salespeople with an enviable track record understand what to ask and when to do so. Timing is everything! New team members often try to emulate them, yet lack the subtleties necessary to do so correctly.

Instead, set the goal of building rapport with the prospect. This avoids creating discomfort or resentment. Create a connection. Do not pepper them with questions.

Failing to Pre-Qualify the Prospect

Some people say, all publicity is good publicity. Our MSP perspective is that not every lead is a good lead.

When a prospect despises change, dislikes IT spending, or is slow to trust, they’re a terrible fit. And the longer the business relationship lasts, the more evident it becomes.

Pre-qualifying red flags include:

• Solely communicates over email.

• Talking to multiple MSPs to find the lowest-cost provider.

• Defensive communication or closed body language (crossed arms, minimal eye contact).

When failing to qualify new prospects properly, an MSP loses weeks (or longer) pursuing the wrong clients.

Talking About Tech Instead of Business Impact

Prospects who focus on technology issues, rather than how these problems affect sales, operations or their customers’ brand experience, get lost in the tall grass.

A tactical focus – seeing the implications to the operation – conveys an understanding of the business impact.

For example: Hand scanner broken → Dispatch delays → Missed SLAs → Lost brand confidence.

Redirecting the conversation toward how problem resolution improves operational excellence is more productive.

How to Fix It: The SOS Framework Approach

Systemise the First Touch

1. Create an Opportunity Template that each team member follows.

2. Capture vital, non-intrusive prospect information on the first call.

3. Record everything communicated, ensuring no prospect must repeat themselves. This builds credibility because companies frequently fail at this.

Focus on Endearing Questions, Not Interrogations

Use our Curious Questions Template to ask meaningful questions that don’t feel intrusive.

Below are some example questions:

• “What’s the main thing your clients appreciate about your business?”

• “Is there something in your IT setup today that seems overly difficult?”

• “So, what exciting projects are upcoming?”

Well-aimed questions demonstrate genuine interest. Prospects feel heard and respected – no one appreciates being sold to. People are more likely to buy from people they like.

Pre-Qualify Early

Detect signals earlier in the conversation:

• Does business growth still excite them?

• Do they enjoy new technology or find it troublesome?

• Is technology a strategic asset to propel the business forward or only a tolerated, necessary evil?

If they’re not excited by growth, new technology or striding ahead of their competition, it’s going to be a long, hard journey. It’s better to pass on the opportunity to serve them rather than have your salespeople endlessly spinning their wheels.

Pre-qualify faster. Look for any negative indicators. Trust that there are better prospects.

Zoom Out to Understand Business Impact

When a prospect highlights a current technical issue, avoid getting sidelined. Refocus the conversation on the business impact.

Ask big-picture questions, such as:

• “In what way does this issue impact your business operations?”

• “Are there ripple effects emanating from the problem? What other connected issues are affected too?”

Despite an initial focus on a top-of-mind problem, prospects want MSPs who think about their business at the 10,000-foot level. A troublesome hand scanner or a password login issue are merely immediate concerns.

Play the Long Game

Salespeople must accept that not all first, second or third calls work out. Some hopeful prospects ghost you. It’s a business decision; they’re not throwing shade.

Do not get emotional about sales. Anger or frustration is unhelpful.

Focus on keeping in touch and providing value to them. These “value touches” are remembered. For example:

• If you discover a technical issue they’re having, share an article with several suggested solutions.

• Congratulate them on positive company news.

• Occasionally, check in with them. See how things are going? Do so without trying to sell any services.

Remember that each interaction builds trust. They may initially choose a different MSP. However, business is a long game, not a short one. Depending on a different MSP's subpar performance and the trust you've built, they might change course later.

Conclusion

Flashier marketing, deeper discounts, or more tech certifications are not the answer. Better first conversations win more MSP deals than anything else.

Build effective systems for your teams. This creates dependable consistency.

Create early rapport and grow trust by answering appropriate questions at the right time.

Pre-qualify prospects early. Businesses that avoid change or dislike technology are a poor fit for most MSPs.

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