#11 – Don’t Be That Guy - MSP Sales Management - Effort vs Results (Ryan Alter)

In this edition of the Don’t Be That Guy series, Josh Peterson and Ryan Alter tackle one of the toughest challenges in MSP ownership—sales management. They dive into why most MSPs hit growth plateaus between $1M and $3M and struggle to build effective sales teams. The discussion reveals how success requires more than hiring charismatic salespeople; it demands systems, accountability, and leadership discipline.

This episode challenges owners to evolve from being their company’s best salesperson to becoming an effective sales manager. It emphasizes managing activities rather than people, separating effort from results, and understanding that consistency and emotional connection drive sustainable growth.

To explore related sales and growth topics, check out our guides on solving MSP profitability challenges, building scalable service infrastructure, and identifying profitable verticals for growth.

For more episodes and insights, visit the BMK Vision Podcast main page →

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Episode Highlights

• 00:01:20 – Most MSPs get stuck at $1M–$1.5M relying on referrals and community presence.
• 00:03:10 – Repeated hiring-firing cycles stem from weak sales infrastructure.
• 00:11:50 – Manage sales activities, not people—set clear effort expectations.
• 00:24:00 – Outsourced cold calling fails due to lack of emotional connection.
• 00:35:50 – Sales is simple but hard work: consistent prospecting and trust-building.
• 00:45:40 – Track sales activities to coach effectively and diagnose problems.
• 00:52:00 – Bridge the sales-service divide through owner-led collaboration.

About the Guest

Ryan Alter is a former MSP owner from Missoula, Montana, who grew his company from a one-person break/fix shop to a thriving 25-person MSP before selling it. Today, he helps other MSPs understand the financial and human dynamics of scaling service and sales teams.

🌐 Connect with Ryan on LinkedIn →

About the Host

Josh Peterson is the CEO of Bering McKinley and host of the BMK Vision Podcast. Through the Don’t Be That Guy series, Josh explores real-world lessons from MSP leaders, tackling the operational and human challenges that shape business success.

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