I recently joined Jeni and Nick Clift on the MSP Mastery Podcast for a wide-ranging conversation about the changing role of the MSP and what it takes to move beyond selling technology to delivering the outcomes and building customer trust. We explored the role the channel plays in bridging the gap between the technology a vendor creates and the outcome a customer actually needs, as well as how MSPs can get more value from their relationships with vendors and distributors.
We also discussed why product knowledge alone is no longer enough to become a trusted adviser, the importance of asking better discovery questions, why specialisation can make an MSP more valuable, and what “win-win” negotiation really means. Along the way, I shared a few stories and lessons from my book Everything I Know About Selling, I Learned From a Tennis Racquet, and we even touched on where AI can help – and where human judgement still matters.
You can listen to the podcast HERE.
And you can learn more about the book HERE
