Building a True MSP Sales Engine (EP 809)

This episode of Uncle Marv’s IT Business Podcast features Robert Gillette, founder of MSP Dojo, who brings a fresh perspective on what it really takes to grow an MSP beyond just marketing. Robert shares his journey from leading sales at a Bay Area MSP to coaching competitors and ultimately creating MSP Dojo—a platform where MSPs practice sales with each other in a high-pressure, low-risk environment. He explains why most sales training falls short and how the 73-38-55 rule (words, tone, and body language) is a game-changer for closing deals.

Listeners will hear why relying solely on marketing or referrals isn’t enough, and how many MSP owners unknowingly abdicate responsibility for sales. Robert discusses the concept of latent risk and churn, urging MSPs to build a true sales engine rather than flipping a “sales switch” only when needed. The conversation is packed with actionable advice, honest insights, and a few spicy opinions on the realities of sales in the IT world.

MSP Dojo and the Power of Practice: Robert explains how MSP Dojo was born from the need for realistic, peer-driven sales practice, creating a safe space for MSPs to sharpen their skills and get honest feedback.

The 73-38-55 Rule in Sales: Discover how only 7% of communication is words, while tone and body language make up the rest—crucial for MSPs looking to improve their sales conversations and close more deals.

Why Marketing Alone Isn’t Enough: Robert challenges the belief that more leads are the answer, highlighting the importance of proactive sales and not abdicating responsibility to marketing or outsourced sales teams.

Latent Risk and Churn in MSPs: The episode explores the hidden dangers of client churn and why steady growth through referrals can mask underlying risks that threaten long-term stability.

Building a True Sales Engine: Learn why most MSPs lack a real sales engine and how to start building one that delivers consistent results, rather than relying on luck or occasional referrals.

Links of companies, products, and books mentioned:

• MSP Dojo: https://www.mspdojo.net
• ConnectWise: https://www.connectwise.com
• Stride Accounting: http://stride.services
• Never Split the Difference (Book by Chris Voss): https://amzn.to/4cxIWuZ

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