How even beginner MSPs can close 1-2 clients a month

To close 1-2 new clients per month, even as a beginner MSP, the first step is changing how you view sales and marketing. You must embrace these functions rather than pushing them away. Most MSPs keep technical work close while distancing themselves from sales and marketing because it’s uncomfortable or unfamiliar.

Just as you learned technical skills without formal education, you can learn sales and marketing. The key is becoming a growth-focused business owner where sales, revenue, and cash flow take priority. Being good at sales doesn’t diminish your technical expertise – that’s expected, just as we expect dentists to be skilled at dentistry while also running a business.

Creating a Strategic Plan

Start with clear goal-setting before execution. Define your Monthly Recurring Revenue (MRR) targets and develop a comprehensive plan to reach them. Everything you do from a marketing perspective should align with these revenue goals.

The Multi-Channel Approach

While social media is important for visibility and reach, it’s just one piece of the puzzle. You need multiple channels:

Cold calling
Webinars
Live events
Speaking engagements
Educational content

The key is driving prospects somewhere they can learn from you and ultimately book that first appointment.

Solving Real Problems

Your marketing must address specific problems your target clients face. For example, CPA firms now need to comply with FTC safeguards rules. Don’t just promote “cybersecurity” – nobody cares about that broad topic. Instead, speak directly to the challenges your ideal clients face using their language.

The Power of Niching Down

Start with one niche rather than trying to serve everyone. Good examples include:

CPA firms
Wealth managers
General contractors
Nonprofits
Elderly care facilities

“Focus on solving specific problems within your chosen niche. For instance, many businesses now face cybersecurity mandates from insurance companies but don’t know how to comply”

Inbound vs Outbound Marketing

While inbound marketing (social media, SEO, content) helps build your brand, you can’t control when prospects come to you. Outbound lead generation through cold calling and active prospecting gives you more control over results.

Our Lead Mastery clients see an 8% response rate on cold calling – far above industry norms. But achieving this requires consistent effort over time.

Embracing Imperfection

You have to normalize being imperfect at first. Be willing to “look like a fool to look like a genius.” Everyone starts somewhere – even looking back at our first videos is cringe-worthy. But you have to push through that initial discomfort.

The Formula for Success

Choose one niche to start
Identify and solve their specific problems
Educate extensively – give away your knowledge freely
Implement both inbound and outbound marketing
Follow a proper sales process without skipping steps
Maintain consistency even when results aren’t immediate

The competitive advantage comes from having a proper process. When clients choose you despite higher prices, it’s often because you followed a structured approach (like requiring security assessments) while competitors just quoted prices.

Don’t give up, market consistently, and trust the process. Success comes from sustained effort over time.