“You can’t learn to ride a bike at a workshop.”
Dave Sandler, author of several best-selling sales books and creator of the Sandler Sales methodology, said it. And he was right. But he left something out… you’re not going to become a sales expert just by reading one book, either.
The truth is, sales is hard, especially when done wrong. It’s uncomfortable, unpredictable, and often gross. But when you build an MSP process, run the play, and iterate like your close rate depends on it (because it does), sales gets a whole lot easier… and honestly, way more fun.
Let’s talk about why.
Here’s the big misconception, people think building a sales process means becoming someone else. The truth is, if it feels gross, you’re doing it wrong.
This isn’t about memorizing someone else’s lines or doing a bad impression of a sales coach on stage. It’s about building something that’s authentic. Something repeatable. Something that works because it’s rooted in outcomes, not gimmicks.
If something I say doesn’t feel natural coming out of your mouth, don’t say it. The process matters more than the script. The outcome matters more than the exact words.
We’ve spent so long convincing ourselves that sales is some black magic, something you’re either born with or not. That’s all bullshit. It’s an insult to the people who’ve spent years practicing and refining their craft.
Most objections you face aren’t clever tests from savvy buyers, they’re signs that you screwed up earlier in the process. Real objections usually mean poor qualification, bad data collection, or a weak delivery.
You don’t need Jedi mind tricks. You need a better sales process.
Here’s the thing nobody tells you even with the best playbook: you’re going to screw it up sometimes. You’re going to lose deals. You’re going to forget to ask about the board. You’re going to email the quote instead of booking the meeting.
That’s the point.
You learn by doing. And if you’ve built a repeatable sales process, you can review what went wrong, adjust it, and get better next time. If you’re not doing that, you’re not improving. Period.
Just like an athlete doesn’t train for game day by sitting on the couch, you don’t get better at selling MSP services by “winging it.”
Roleplay the process. Deliver it to your team. Present it to a friend. Say the words out loud until they feel comfortable coming out of your mouth. If your spouse says, “That doesn’t sound like you,” take that seriously. Authenticity wins.
This kind of consistent practice is much easier to maintain when you have a dedicated system for it. Commitment to practice is the heart of a strong learning culture, turning raw skill into professional mastery.
It’s going to feel awkward at first. Good. That means you’re growing.
When I finally sold my MSP after 16.5 years, I rarely lost a deal that was a good fit. When I did lose, it was always because I broke the process. Every. Single. Time.
Known inputs produce known outcomes. That’s as true in sales as it is in tech.
So here’s the play:
That’s how you win. That’s how you grow. And that’s how you stop getting ghosted after “great” meetings that go nowhere.
It’s not about chasing some magic script but about building a real system, one that empowers you to own the conversation and the data to get better every single time.
Ready to stop winging it and start winning? Schedule a strategy call with our team, and we'll help you build a repeatable sales engine that works for you.