#11 – Don’t Be That Guy - MSP Sales Management - Effort vs Results (Ryan Alter)

Josh and former MSP owner Ryan break down why most MSPs stall at $1–2M and how to build the sales infrastructure to break through. They unpack managing activities (not people), setting effort quotas, when to fire fast, and why outsourcing appointment setting rarely works. In this “Don’t Be That Guy” webinar, Josh and Ryan get real about MSP sales management—why owners can sell early on, why most plateau near $1.5–$3M, and what it actually takes to scale past that ceiling. You’ll learn the core framework of managing activities (not just people): set effort targets, separate effort from results, and coach from data (calls, first meetings, proposals) instead of vibes. They detail the progression from prospecting → first appointments → proposals → closed deals, including the tough truth that this evolution can take 24–36 months—and why gaps between sales hires create crippling scar tissue.

The conversation calls out common traps: keeping low-effort/low-results reps too long, mistaking inbound handling for selling, and over-relying on outsourced appointment setters. Expect practical guidance on field prospecting, human-first LinkedIn outreach, and turning networking into booked meetings (set targets or don’t count it). They also tackle bridging service and sales with pre-proposal sign-offs, dispatch-first scheduling for technical resources, and owner leadership behaviors that stop the “us vs. them” culture.

Ryan shares candid lessons from selling his MSP, while Josh cites community voices like Alex Farling (Lifecycle Insights, Empath) and the BMK team’s Ben Alman. If you’re ready to create consistent pipeline, coach performance, and exit the hire-fire-hibernate loop, this episode is your playbook.

For more tools, templates, and coaching to professionalize your MSP sales motion, visit https://beringmckinley.com

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