Paul Green's MSP Marketing Podcast

• Don't miss out: Hot new MSP sales book

  The podcast powered by the MSP Marketing Edge Welcome to Episode 315 of the MSP Marketing Podcast with me, Paul Green. This week… Don’t miss out: Hot new MSP sales book: If sales is one of the biggest headaches within your MSP, then heads up, you need good advice and a solid plan… and I’ve got just the solution. The worst advice for MSPs: MSP growth strategies should vary dependant on context. Do you know which plan is right for you? Let’s find out… How an MSP built £8m of recurring revenue: Let me introduce you to an MSP owner who built his business from nothing to £8m annual recurring revenue. He reveals the marketing that’s worked the best for him and what he would do today if he was growing an MSP from stratch. The Marketing Minute: Don’t miss this simple trust building tip that’ll win you more clients. Don’t miss out: Hot new MSP sales book If sales is one of the biggest headaches within your MSP, then heads up, you need good advice and a solid plan. And of course, there’s a lot of noise out there with a lot of conflicting advice on how to improve your MSP’s sales. Let me introduce you to a true expert who has some of the best sales advice out there. How do you plug his knowledge into your MSP? Well, he’s written a brand new book, let me tell you about it, and the difference it’ll make to your MSP sales. Most MSPs I meet really don’t love selling. But here’s the thing, if you can’t sell your services confidently, you are always going to be a step behind. Now, a couple of months ago, I was lucky enough to be at ScaleCon ‘25 in New Orleans, which by the way is a fantastic city. Slightly dangerous, but it is a really, really fun city. And the event was packed with about 400 smart MSPs. So we had loads of great conversations. There were so many ideas, I got loads of ideas and I know the MSPs there got loads of ideas about marketing and growing your business. And while I was there, I bumped into a whole bunch of people that I know, some based in the UK and a lot of the people I know in the channel are in the US or Canada or other countries. So I bumped into someone I’ve only met in real life once before, but I know him really well. He’s been on my podcast a number of times. His name is Brian Gillette. And he handed me a copy of his brand new book. I did actually wonder at the time if I was one of the first people on the planet outside of his team to get hold of this book. So it’s called, and it’s got a swear word in the title and I’m not going to say the swear word but bravo to Brian for being the first person I think in the MSP space to put a swear word in the title of his book, but it’s called How to Sell a Sh*tload of Managed Services (without selling your soul). I’ve got the book here, let’s have a quick flick through. I mean, this is absolutely packed with information and advice. And Brian is an absolute true genius at MSP sales. He really understands that it’s an emotional thing more than it’s a cognitive thing. He really understands how you can connect with and engage with and influence the ordinary business owners and managers that you are sitting down and having sales meetings with. So let me just flick through, have a look at some of the different things here. Here we go, so this is a good one, this is about pains and outcomes. So for example, if someone says to you, this is their pain – Our files didn’t sync, we almost submitted the wrong one to the IRS (in the UK of course that would be HMRC) – then the outcome, because in this sectio...

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• Danger! Never assume your MSP's clients are loyal

  The podcast powered by the MSP Marketing Edge Welcome to Episode 314 of the MSP Marketing Podcast with me, Paul Green. This week… Danger! Never assume your MSP’s clients are loyal: It’s hard for MSPs to win a client, but when they do join you, they stay with you for years. But what if that retention leads to a false sense of security? The reason your MSP’s marketing is so hard: MSPs often struggle, not just with knowing what marketing to do, but also with implementing it. And yet implementation is the secret sauce. Does your MSP spend this much acquiring a new client?: My special guest is a true marketing expert and he’s very good at focusing the MSPs that he works with on two figures – the cost of acquiring a new client and their average lifetime value – and how these figures affect their marketing. The Marketing Minute: Don’t miss this game changing CRM marketing tip. Danger! Never assume your MSP’s clients are loyal As an MSP, have you been lulled into a false sense of security? It’s hard for you to win a client, but when they do join you, they stay with you for years, right? But what if that retention was not because they’re in love with your service, but because it’s such a mind blowing event for them to think about switching to another MSP, so it just feels easier to stay with you. If this hasn’t happened to you yet, are you confident that right now a client isn’t secretly looking into leaving? Here’s a simple solution to proactively work on your retention without having to do tons of extra work, and you might even generate some extra revenue along the way. Most MSPs I meet are rightly proud of how long their clients stay with them. You’ll hear them say things like, Oh yeah, we’ve still got our first ever client from 10 years ago, or, Our retention rate is 98%. And on the surface that’s brilliant, but here’s the uncomfortable truth… a lot of that so-called loyalty isn’t really loyalty at all. It’s just inertia. Your clients aren’t staying because they’re wildly in love with your service, they’re staying because it feels too hard to leave. Think about it, moving to a new MSP is a massive hassle. It’s complicated, it’s risky, and they don’t really understand all of the tech side of it anyway. So even if they’re not a hundred percent happy, it’s easier to just stick with what they’ve got. That’s called inertia loyalty. And the danger is it gives MSPs a false sense of security. You might think you’re doing a great job keeping clients happy, but the moment one of those loyal clients gets a real reason to look around, they will. Maybe a competitor reaches out at just the right time. Maybe there’s a big mistake or your main contact leaves. Suddenly that inertia disappears and the client that would never leave is gone. If this hasn’t happened to you yet, I promise it will at some point. It’s horrible. None of us wants to think about it, but it’s also a wake up call. And the way I see it, we can prevent it. So what’s the answer? Well, you can’t just hope that loyalty lasts, you’ve got to work at it. You’ve got to turn those stuck clients into bonded clients, the kind who stay because they genuinely want to. And the good news is this doesn’t take huge gestures. It’s about doing small things regularly that make your clients feel valued, connected and confident that you are on their side. Here are a few ways to get you started… Number one: Schedule regular non-tech calls. So not ticket reviews,...

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• Why people don't believe your MSP's reviews

  The podcast powered by the MSP Marketing Edge Welcome to Episode 313 of the MSP Marketing Podcast with me, Paul Green. This week… Why people don’t believe your MSP’s reviews: People trust what other people say about you more than what you say about yourself. But if all your reviews sound the same they lose their power. Why your technicians won’t sell (even to help the client): One of the most frustrating things for MSPs is when your technicians won’t recommend a service you offer when talking to clients, for fear of appearing salesy. Here’s what to do… How ordinary business owners feel about AI: Let’s talk about AI attitudes of the people that MSPs want to reach. My special guest today is an expert in AI and he’s going to tell you how ordinary business owners and managers feel about it. The Marketing Minute: Don’t miss these tips to maximise your hard work in generating new leads. Why people don’t believe your MSP’s reviews People are so skeptical these days and when they’re looking at your MSP’s reviews, if they see certain words and phrases they might not believe the reviews are true. I know this sounds crazy because it’s not like you’re selling a product on Amazon and paying for fake reviews, but the reality is not all social proof is equal. You’ve got to make sure that people say the right things about your MSP. Let’s explore how to do that, how to collect social proof that always works, and the best way to guide people on what to say without your reviews ever seeming fake. Social proof is one of the most powerful tools in your marketing toolkit. People trust what other people say about you more than what you say about yourself. But here’s the catch, if your reviews all sound the same, they lose their power. Think about it, how many times have you seen a review that says great service or would recommend or very professional, and that’s all it says? I mean, there’s nothing wrong with those comments, but when every review looks like that, they stop feeling real. “Samey” kills sales and it’s the same as social proof, because these sound like copy and paste praise and prospects just ignore them. That’s what I mean by cliches in social proof. It’s those generic lines that don’t give your potential future clients any real reason to trust you. So what works better? Detailed, story-driven reviews. And I’m going to give you an example. Instead of great IT support five stars, you want something more like, Our server went down late on a Friday afternoon. We thought the whole weekend would be lost, but within 30 minutes the IT team had us back online and they even followed up on Monday morning to make sure everything was stable. That level of care is why we’ll never use anyone else. Do you see the difference between those two reviews? The second review tells a story. It shows the problem, it shows what you did to save your client and the end result, and that’s what makes it believable and therefore powerful. So how do you actually get this kind of social proof? Well, the trick is to guide your clients. Don’t just say to them, please, can you leave us a review. Instead ask them specific questions and I’m going to give you a few examples that you can use: Number 1: What was going on in your business before you came to us? Number 2: What made you decide to reach out to us instead of someone else? Number 3: Can you tell me about a specific problem that we’ve solved for you? Number 4: How did that make a...

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• Why being the cheapest MSP is a bad strategy

  The podcast powered by the MSP Marketing Edge Welcome to Episode 312 of the MSP Marketing Podcast with me, Paul Green. This week… Why being the cheapest MSP is a bad strategy: If your marketing strategy is to be the cheapest MSP around, what you’re actually doing is setting yourself up to attract the worst clients, who create the most noise and generate the least amount of profit. The #1 all time secret of epic MSP marketing: The marketing winners aren’t smarter and don’t necessarily work harder than everyone else. They just get more of the right stuff implemented really fast. DANGER: Most MSPs have confused messaging: My special guest is an expert at making messaging simple. Your eyes are about to be opened as to how confused messaging is killing your MSP marketing efforts dead. The Marketing Minute: Don’t miss this simple email signature marketing idea that can make a big impact. Why being the cheapest MSP is a bad strategy If your marketing strategy is to be the cheapest MSP around, then you’re setting yourself up for a world of pain. Lots of MSPs do this because when you’re not very good at marketing, which most MSPs aren’t, it just seems like the easiest thing to do… offer a good service, deliver it at a good price. But what you’re actually doing is setting yourself up to attract the worst clients, who create the most noise and generate the least amount of profit. If you don’t today, have the confidence to put up your prices, to be the most expensive MSP in your marketplace, let me tell you why you owe it to your existing clients, your future clients, yourself and your family to do this. On the surface, being the cheapest MSP feels like a good idea because everyone likes a bargain, but being the cheapest is not a winning strategy. It attracts completely the wrong kind of clients. The ones who are constantly haggling, they’re always looking for shortcuts and they just don’t value what you do for them. In fact, they’ll leave the moment that someone else comes along who’s a pound or a dollar cheaper than you. And that is not really a foundation that you can build a profitable stable MSP on. So instead, you kind of want to be at the other end of the scale, the most expensive MSP in town. Now, I know that you might maybe have tensed up when I said that and you might be thinking, Me, the most expensive, no way. I don’t want to be that. I don’t want to do that. But listen, just hear me out on this. The MSPs who charge the most are often the ones who are seen as the safest choice. It kind of seems crazy, doesn’t it? But actually, higher prices signal higher value. They signal better service, they signal more stability, more reliability, and guess what? The best clients, the ones who are really serious about their businesses and protecting their businesses and growing them with a proper partner, they want that reassurance. They don’t just want to spend money on a service and spend as little as they can. They want the best quality because they want a genuine partnership from someone that offers a very high quality of service. So how do you do this? Well, there are two main approaches that you can take overt and covert. So overt is where you’re very upfront about being premium. In fact, you build your whole brand around expertise, trust, and high standards. You’re never apologising for your price, in fact, you’re proud of it. But then the opposite is covert because this is a little bit more subtle. And in this with being covert, you don’t shout about being the m...

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• Is your MSP wasting time on marketing?

  The podcast powered by the MSP Marketing Edge Welcome to Episode 311 of the MSP Marketing Podcast with me, Paul Green. This week… Is your MSP wasting time on marketing?: Here’s a tactic that all pro marketers use, yet very few MSPs are even aware of. It’s going to save you time and it could even help you find a brand new client. 7 MASSIVE mistakes that stop MSPs generating leads: Most MSPs make a series of huge mistakes that hobble their lead generation. Here’s how to change that. This old MSP lead gen tactic never fails: Let’s look at an older way of finding clients for your MSP. My guest is going to explain why this still works and how you can beat the other MSPs who don’t even know that this is still a thing. The Marketing Minute: Don’t miss these two questions that will add power to your sale pitch. Is your MSP wasting time on marketing? If you want nothing more than a new client for your MSP right now, just be careful that you’re not wasting your time in the way that you go about it. Because some MSP’s marketing is a complete waste of time, often because a vital element has been missed out. Wouldn’t you love to hear about a massive time saver that all pro marketers use, yet very few MSPs are even aware of? You are going to love this because it’s going to save you time and it could even help you find a brand new client. So what I’m talking about here is repurposing content, and this of course means taking something you’ve already created, let’s say a blog post, and then you turn it into other bits of content so you get more mileage out of it. You’ve already done the hard work once, so why not squeeze every bit of value out of this? And here’s the thing, it’s something that some people frown upon, but trust me as a full-time marketer of 20 years now, it’s an essential thing to do. The only person who is consuming all of your content across all of your platforms, is you. Different people consume content in different ways. Some like reading blogs, other scroll LinkedIn, some just glance at Google when they’re looking for a new MSP. So by repurposing content, you can meet people where they already are without having to reinvent the wheel every single time. Let me give you a few practical examples of how this works. Let’s say you write a blog article about a new ransomware threat. First, you publish it on your website as a blog article, which is great because now Google can find it, it might have some SEO benefits, search engine optimisation etc. But next, you can take that exact same blog article and you can then adapt it into a LinkedIn newsletter. And that way the people who are subscribed to your LinkedIn newsletters get a notification in the feed, they also get an email copy of it as well, and it’s great for authority. You’re seen as the helpful, local, knowledgeable IT expert. Then you can take that LinkedIn newsletter and you can cut it down into a shorter version and post it on your Google business profile. Now that’s really powerful because when prospects do Google your MSP, they’ll see fresh, helpful content right there on their profile. It’s also really good for your Google Juice. In fact, I suspect that Google sees more of your Google business profile content than humans do, but ultimately, anything that helps you perform better in search results is good, right? And you could also record a short video on this same subject where you just talk through the same advice that you were giving in your blog, in your LinkedIn newsletter, and of course, in y...

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