One of the biggest mistakes MSPs make in sales is acting like, well, salespeople. And let’s be honest—people don’t trust salespeople. In fact, salespeople rank right down there with members of Congress on the list of least-trusted professions. That’s not exactly the company you want to keep when you’re trying to position yourself as an expert.
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The key to closing more deals isn’t about pushing harder or having the slickest pitch. It’s about shifting how you present yourself—moving from “just another IT salesperson” to a trusted authority. The difference? Authorities don’t chase clients. Clients seek them out.
What Is Diagnostic Selling And Why Does It Work?
The foundation of this shift is something called diagnostic selling. It’s a simple but powerful approach based on the idea that supposing is good, but knowing is better. Instead of pitching services and hoping they stick, you guide the prospect through a structured process to diagnose their actual needs.
There are three essential components to diagnostic selling:
- Asking the right questions – Not just any questions, but carefully designed diagnostic questions. For example, when a lead comes in, one of the first things you should ask is: Who is your current IT provider, and why aren’t you calling them? That one question alone can uncover dissatisfaction, lack of service, or even an opportunity to highlight your strengths.
- Self-assessment tools – These help the prospect recognize their own pain points. It might be a security risk assessment or a checklist of IT vulnerabilities.
- A controlled diagnostic test – This is something you issue and oversee, like a cybersecurity audit or network assessment. This lets you present clear, data-backed insights instead of just making claims.
Having all three elements in place is ideal, but at minimum, you need at least one. The goal? Position yourself as a consultant uncovering real problems—not a salesperson just trying to make a sale.
Why People Distrust Salespeople (And How To Avoid The Trap)
Salespeople have a well-earned reputation for being pushy, self-serving and overly eager to close a deal. When you act like a salesperson, your prospects will instinctively resist—because they feel like they’re being sold to rather than helped.
Think about how people react to an unexpected visitor at their home. If they weren’t expecting someone and suddenly a stranger shows up at their door, they’re immediately suspicious. In many ways, that’s exactly how prospects react when a salesperson calls or walks into their office.
Your goal is to avoid setting off those alarms. Instead, you want to elevate your status so that prospects see you as a trusted authority—someone they are eager to work with.
The Top Mistakes That Make You Look Like a Salesperson
If you’re doing any of the following, it’s time to fix them:
- Being too available – If you answer every call and email immediately, it sends the message that you’re not busy and in demand. Even if you’re small, have someone screen calls or schedule appointments.
- Wearing logo-branded shirts to sales meetings – This makes you look like a technician, not an expert. Experts dress like professionals. If you’re meeting with bankers, wear a suit. At the very least, a jacket and collared shirt.
- Using “salesy” brochures instead of authority-building materials – Salespeople hand out brochures. Experts hand out books, white papers or research reports.
- Caving on fees, terms, or advice – If you’re truly in demand, you won’t negotiate your prices or let a prospect push you around on terms.
- Being too eager to close the deal – People sense when you’re desperate for the sale, and it kills trust.
- Avoiding price discussions – If the first time a prospect sees your pricing is in an emailed proposal, you’re doing it wrong. Confident professionals talk about price early in the conversation.
- Using weak, “salesy” language – Stop calling it a quote or a proposal. Instead, use terms like action plan or report of findings. That’s how consultants talk.
- Skipping the diagnostic process – If you start selling without first diagnosing, you’re acting like a salesperson rather than an expert.
How To Elevate Your Status And Close More Deals
Instead of positioning yourself as “just another MSP,” shift how you approach sales:
- Be selective with your time – Make prospects see that your time is valuable. The best consultants don’t take every meeting—they work with the right clients.
- Dress the part – Appearances matter. If you look like a technician, people will treat you like one. If you look like a consultant, people will trust your advice.
- Educate rather than sell – Share insights, reports, or case studies that showcase your expertise. Prospects should feel like they’re learning from you, not just being pitched.
- Control the sales process – Don’t let the prospect lead. Take them through a structured diagnostic process that highlights their problems and positions your solutions as the logical answer.
- Talk about money confidently – Successful professionals don’t get nervous discussing fees. Be upfront and direct about what it costs to work with you.
- Create demand for your services – When prospects see that working with you is a privilege (not just a purchase), they’ll want to work with you even more.
Final Thoughts
The best sales process doesn’t feel like selling at all. By shifting your approach from salesperson to trusted authority, you’ll not only close more deals—you’ll attract better clients who value what you do.
So, take a hard look at how you present yourself in sales conversations. Are you positioning yourself as a respected consultant, or are you giving off salesperson vibes? Make the right adjustments, and you’ll see a dramatic difference in your results.
