How to Create Predictable MSP Meeting Generation Without More Leads

How to Create Predictable MSP Meeting Generation Without More Leads

Kind of a "hype" title right? Of COURSE you need more leads to create predictable MSP meeting generation, right?

Easily 80% of MSPs I talk to consider that they have a lead problem.

And while I wouldn't disagree with them wholly, I would categorize the issue as something more basic and fundamental (as most true reasons are).

Lack of Business Development execution is the real problem.

Most MSPs wouldn't even be able to tell me the difference between business development, marketing and sales let alone execute on business development functions.

So no - your problem is not that there isn't enough leads - it's that you don't know how to use them.

The Solutions is in the Basics

I recently conducted a 2-Day, live business development training for a high-level MSP up in Ohio. They had an existing business development team in place - 2 reps and a manager - but the meeting generation was inconsistent. The President correctly described to me what they feel their issue is - execution.

In my training, I covered the fundamentals:

-Getting them on the same page as far as what the business development role entails

-Getting them agreed on activity metrics and KPI's

-Teaching, drilling and live application of prospecting basics - whether in-person or remote.

-Buyer psychology & soft skills

Without changing anything else about their team - their ICP, their tools or their existing prospect list - one rep increased his bookings 650% in the 10 days following my training.

All we adjusted was data and mindset, and got the team onto the same page as a team so they could execute in a coordinated fashion.

If you are a founder-led MSP or an MSP with a growing business development team, the solution is the same: You must a) understand the role of marketing and business development, b) have a real strategic plan written out and c) know how to execute it.

Whoever Won the War Without a Strategy?

A good, well-thought out strategic plan can and will earn your company millions in revenue.

It always surprises me how business people lack a written plan - on anything that they are trying to do with their business.

Before you spend any money on lead generation - please evaluate your trailing 12 months (financials, activity metrics, kpi's, personnel, etc) and WRITE YOUR PLAN.

If you need an experienced person to come in and help, you hiring a consultant is money well very well spent if it means having a real strategic program based on the reality of your IT business, with real steps that you can do.

You must evaluate the things that are impeding your success to getting more leads, what resources you have and what you actually need.

Now - About Predictable Meeting Generation

Here's what I can tell you about predictable meeting generation in the MSP world. First, I'll show you a graph:

Do you notice any trends or date coincidences here?

What do you see right before the gross income drought?

Lack of consistency in prospecting.

The solution here is simple - you must own the business development effort, because if you aren't then nobody is. Now - you can hire someone and have them own the BD area - but you still have to manage it (until you have a manager).

This means that every week, no fail, you never let your prospecting efforts falter and stop. Because it takes 4 weeks of inconsistent prospecting to cause an income drought that requires so much more effort to get out of than would have been required in just continuing prospecting.

This is why it is so important to have someone who understands business development and is able to execute in that role, because their failure means quite literally the failure of your MSP.

How Do I Do It???

If you are reading this and are a small, founder-led MSP - I would suggest in-person canvassing and networking as your primary channel.

If you have a team, I would suggest canvassing in addition to telemarketing, social networks and event marketing.

But remember - any plan is better than no plan. Simply build your plan and then decide to execute it. And make adjustments along the way.

Need Help?

I founded Resonant Impact Systems to help MSPs put in place a better sales and marketing org, so they can win at what they do best - technology.

If you want to hear me talk about all this point live, check out my Youtube Live video where I break down in more detail this subject.

And of course, you can always book a meeting with me if you'd like to go more in depth in a one-on-one session with me.

We can look at your current situation as it stands today and build out a real BD strategy for 2026.

Best,

Alex Boots

Founder and Principal Consultant

Resonant Impact Systems.