When Michael Brandt launched his third MSP venture in late 2023, he knew he wanted to do things differently. After selling his previous MSP in 2020 and running a national sales team at another, Michael understood that sustainable growth requires systematic processes from day one.

“I wanted to actually apply things I learned and do best practices from day one rather than try to figure it out as I go,” Michael explains.

Starting Fresh with a Strategic Approach

Michael’s approach was methodical. He joined 7 Figure MSP™’s programs for sales and marketing coaching and another for technical backend support.

In late October, he added the Leads Mastery Program with a clear goal: building a scalable lead generation system. And the first step was finding the right talent. While many MSPs opt for overseas talent or quick hires, Michael took his time finding someone who could grow with the company. After a thorough search, he hired his first dialer.

Creating a Structured Daily Operation

The daily operation runs like clockwork:

• Dialer begins at 8:30 AM in the target time zone
• Daily Leads Mastery huddle participation
• 30-minute strategy discussion post-huddle
• Calls continue until 4:00-4:30 PM
• Ongoing communication via Teams

Early Results Show Promise

Within the first month of consistent calls, the system began showing results. “We’re averaging one and a half to two first-time appointments a week now,” Michael shares. While these numbers might seem modest, they represent consistent, predictable lead flow – something many MSPs struggle to achieve.

Keys to Early Success

1. Vertical Focus – Instead of trying to be everything to everyone, Michael’s team focused initially on the nonprofit sector. This allowed them to refine their message and really understand their target market’s needs.
2. Systematic Training – “We’re focusing not just on the talk tracks but what’s important to the nonprofit,” Michael explains. This deep understanding of the vertical market has been crucial to their success.
3. Full Team Engagement – The dialer attends all first-time appointments, creating a warm handoff and learning opportunity. “It gives them a chance to see… we immediately talk after every first-time appointment,” says Michael.

Michael’s approach to growth is both ambitious and measured. Rather than trying to scale too quickly, he’s focusing on building reliable processes that can be replicated as the company grows.

“Marketing is really a 360-degree, 24×7 effort,” he notes. “Being in the program has made it feel much more manageable.”

Advice for Other MSPs

For MSPs looking to build their own lead generation system, Michael emphasizes the importance of not trying to reinvent the wheel. Use available resources, stay engaged in the process, and focus on one step at a time.

By focusing on proper training, consistent execution, and continuous improvement, Michael has created a foundation for long-term success.

“You don’t have to do this by yourself,” Michael concludes. “You never work a deal by yourself, you don’t have to generate a lead by yourself… we’re already doing it with you and for you and beside you.”

If you’re ready to hire your first (or next) dialer so you can delegate lead generation, consider enrolling in Trailblazers Leads Mastery.