SALES STRATEGIES
Unlock What Really Sells:
How to Discover a Prospect’ s True Buying Criteria
Struggling to close MSP sales? Learn how to uncover what your prospects actually care about— beyond price— during the discovery meeting so you can tailor your proposal, win more deals, and never get ghosted again.
Sitima Fowler Expert in Residence Sales & Sales Management, TMT Sitima Fowler turned her small MSP from zero growth and profits to a multimillion-dollar MSP generating over a million in net profit. She then merged with a group of other MSPs to form Iconic IT, where she headed marketing and sales, growing to over $ 25 million before it was sold to Integris. Today, she teaches MSPs how to close big, profitable managed services agreements with ease.
Ray Green, Expert In Residence Sales & Sales Management, TMT Ray Green has been an operator for investment groups, including CEO of a PE-backed company and other contract C-level roles. He was also managing director of small and midsize business at the U. S. Chamber of Commerce. Ray has helped some of the world ' s most successful business coaches execute world-class sales and marketing strategies. He has also coached dozens of solopreneurs on productizing and packaging their services to win better clients at higher rates.
What do prospects really want in an IT provider? Sure, price is always important, but your prospect may also value rapid response, industry experience, or superior customer service.
But you won’ t know unless you ASK. That’ s why uncovering a prospect’ s buying criteria during the discovery meeting is critical.
The discovery meeting is step 2 of the 5-Step Process to Closing an MSP Sale. Sitima Fowler and Ray Green, MSP sales experts who teach this process, explain how to guide prospects to discover their own buying criteria with you, allowing you to create a tailor-made proposal.
If you missed the previous installment on how to use the wedge technique during the discovery meeting to separate yourself from the competition, see the April / May issue, page 30, by scanning the QR code or go to: MSPSuccess. com / april-may-2025-issue.
Why You Need to Know Your Prospect’ s Buying Criteria
Salespeople may feel awkward probing for buying criteria. But if you don’ t gain that knowledge, you won’ t be able to give the prospect exactly what they’ re looking for. And if you lose the sale, you won’ t know why.
He Said: Asking questions about who your competition is or how the prospect is going to choose their provider may feel uncomfortable. But ask yourself: Does the discomfort of strategically asking these questions outweigh the discomfort of getting ghosted after calls?
Also, be sure to have this conversation face to face; it’ s much harder after the discovery meeting.
She Said: Often, less experienced salespeople will automatically assume that the prospect is going to decide on price. Be sure not to project your own assumptions onto the prospect.
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