#3 – Don’t Be That Guy - MSP Dispatch That Actually Works (Ryan Alter)

In this episode of Don’t Be That Guy, Josh and Ryan tackle one of the most misunderstood functions in an MSP: dispatch. They argue that dispatch mistakes reverberate through every layer of the business, from gross profit to technician morale to client satisfaction. To fix this, MSP leaders must understand which dispatch model fits their culture—and commit to it.

Three models are unpacked: self‑dispatch, where techs answer calls and pick tickets at will; centralized dispatch, likened to air‑traffic control, where a dedicated dispatcher orchestrates ticket flow and resources; and priority‑based dispatch, which assigns each technician a prioritized queue and relies on disciplined status updates. The hosts explain why self‑dispatch limits scale, how centralized dispatch delivers the best utilization but demands cultural change, and why priority‑based dispatch can be a pragmatic middle ground.

The webinar also examines the human side of dispatch. Dispatchers are too often treated as expendable; instead, MSPs should hire ambitious customer‑service professionals and train them as career dispatchers. AI and automation can assist with triaging and scheduling but cannot replace the empathy and communication skills of a great dispatcher. To optimize dispatch, MSPs must document processes, train technicians on time entry and status updates, and respect dispatchers as integral to operations.

For more on building profitable MSP operations, see our guides on Dispatcher Accountability and Hiring a Dispatcher. You can revisit earlier webinars: Episode #1 (Managed Services Sucks) and Episode #2 (You Suck at Managed Services – Fix It).

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Episode Highlights

• 00:02:50 – Dispatch mistakes damage profitability and client satisfaction—dispatch is a core lever.
• 00:05:03 – Self‑dispatch (techs answering their own calls) limits consistency and growth.
• 00:10:40 – Centralized dispatch (air traffic control) is ideal for efficiency but requires cultural change.
• 00:22:25 – Priority‑based dispatch balances autonomy and oversight with technician‑specific queues.
• 00:33:13 – AI and automation can triage tickets but can’t replace human empathy in dispatch.
• 00:36:42 – Dispatch roles suffer high turnover; invest in training, clarity and respect.
• 00:48:30 – Great dispatchers often come from high‑pressure customer‑service backgrounds.

About the Guest

Ryan Alter is a former MSP owner from Missoula, Montana. Over two decades he grew a one‑man break‑fix shop into a 25‑person MSP. Ryan championed disciplined dispatch and hybrid billing models, helping others recognize dispatch as the foundation for scaling.

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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 demystifies MSP operations and teaches owners how to drive profitability through rigorous metrics and operational discipline.

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