#14 – Don’t Be That Guy - MSP Sales Role-Play - Practice Wins (Ryan Alter)

In this Don’t Be That Guy episode, Josh Peterson and Ryan Alter break down one of the most powerful yet underused tools in sales: role playing. They explain how consistent, structured practice—much like athletes who train 90% of the time—can transform sales performance, confidence, and objection handling within MSPs.

The conversation explores how salespeople can overcome the awkwardness of role play by focusing on short, realistic scenarios. From handling gatekeepers to overcoming objections, Josh and Ryan show that frequent, low-pressure role play sessions build skill and confidence faster than any classroom training. The message is clear: practice wins.

For additional insights on mastering MSP sales performance, explore our related articles on why nailing every sales call means you might be missing the mark, how to know when your MSP needs a sales consultant, and proven techniques for growing monthly recurring revenue through sales consulting.

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Episode Highlights

• 00:04:24 – Sales is like sports: 90% practice, 10% competition.
• 00:06:53 – Overcoming awkwardness and resistance to role play.
• 00:10:18 – Using after-action reviews for learning and growth.
• 00:20:25 – Bypassing gatekeepers through networking and connection.
• 00:26:00 – Anticipating and mastering common objections.
• 00:38:56 – Scheduling incremental role play for lasting impact.
• 00:46:48 – Humanizing conversations and connecting authentically.

About the Guest

Ryan Alter is a former MSP owner from Missoula, Montana, who scaled his business from a one-person operation to a 25-person company before exiting successfully. Today, he mentors MSP leaders on sales strategy, operational maturity, and leadership development.

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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 and his guests explore the hard-earned lessons that drive MSP growth, leadership, and profitability.

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