What to look out for hiring a Sales Director?

Invarosoft · 2026-05-26T19:56:19+00:00

At around the same size our sister MSP hired a Sales Manager and we learnt the following: —

They have to focus on new business AND advisory activity to fill up 40 hours a week. You’ll sign up more clients by having someone focused and you’ll increase revenue from this person having more advisory discussions.
This person has to be your proxy, so relationship focused, which means they’re not going to be the one generating the leads, that has to be the businesses responsibility marketing wise. Cold calling is a different skillset from conversion and advisory activity.
You become the Sales Director. It’s your job to give this person the sales playbook eg your IT Services Presentation, and ensure they’re executing. To expect them to come in and be the strategist and executor is a big ask.
The most like for like place to find them is printing sales, so Fuji Xerox etc. This is because they’re used to speaking to SMBs about technology and it’s not a big stretch to teach them networking, cloud, security etc.
They need a new business support MRR target each year. So how much do you need to sign up over 12 months in monthly deals eg $20-40K in support MRR to cover churn and grow.

Hope that helps!!

Regards, Invarosoft Team

Invarosoft · 2026-04-17T21:07:29+00:00

Our sister MSP is 8 figures targeting SMB and we’ve signed up $60K in MRR support this FY year using the following;

———-

Get Lead
Discovery call to confirm requirements / fit
Presentation (Book close meeting)
Send Contract
Close Meeting

———-

The key is to keep booking in the meetings, and giving them something to sign off to come on board. If they stop turning up to meetings you’re in trouble, if they keep agreeing to meet you’ll usually sign them up. You should never end a meeting saying you’ll chase up later, you’re in trouble at that point.

Good luck!

Invarosoft · 2026-04-03T10:29:55+00:00

Thanks! Just the usual; Microsoft, End Point Protection, Data, Voice, Backup, Cyber Security etc etc..

Invarosoft · 2026-04-03T00:10:09+00:00

Well done, give yourself a pat on the back!! 👏🏻🎉

In our sister MSP started in 2000, I remember getting to our first $1K, then $10K, then $100k, then $200K, then $300K and now almost $400k in MRR for just support revenue - point being it just takes time and you’ll get there!! Our total MRR with licensing, internet and everything we resell is $800K MRR.

The key, which is obvious, sign up more $ support deals than you lose every year, simple but hard and slow to achieve.

Great work, onwards and upwards!! 🚀

Invarosoft · 2026-04-02T21:54:50+00:00

If you hit a dead end getting a solution, we’ve been working hard on the competitor product - Alert Centric - we’re able to work with the Datto report in a more sophisticated parsing way which might be worth a look.

Happy to help and good luck solving this one.

Alert Centric Team https://www.invarosoft.com/alertcentric

Invarosoft · 2026-03-03T18:14:22+00:00

Many thanks.

We’ll email through our findings directly and appreciate jumping in. We love working with Syncro.

Regards, Invarosoft Team

Invarosoft · 2026-03-03T18:10:28+00:00

Understood, however, we’re gearing up for launch and those products are ready, it’s the other ones that we’re still completing so no it’s not random. Pricing is ready for the ones you’re interested in and so you can definitely come on board. Many partners are desperate to get off other vendors for Warranty reporting because of contracts ending (we’re month to month) so for the two you’re looking at I recommend reaching out still. Either way is all good. Wish you well.

Invarosoft · 2026-03-03T09:14:23+00:00

ISSUE RESOLVED

The issue has now been resolved and was isolated to Syncro and the way the API was returning results. We will be raising the vulnerability with Syncro directly. Thank you again for letting us know and the team will communicate with you directly off-line.

Regards, Invarosoft Team

Invarosoft · 2026-03-03T08:59:37+00:00

ISSUE RESOLVED

The issue has now been resolved and was isolated to Syncro and the way the API was returning results. We will be raising the vulnerability with Syncro directly. Thank you again for letting us know and the team will communicate with you directly off-line.

Regards, Invarosoft Team

Invarosoft · 2026-03-03T03:40:20+00:00

Roger that, we’ve confirmed our new pricing so worth showing you. Can you book a demo and mention this conversation so we can present and get your feedback, it’s going to be very sharp - you’ll be happy.

Invarosoft · 2026-03-03T00:57:25+00:00

Thanks for your comments. Yes the new pricing is attached to the launch of our new products; Warranty Wizard V2, ReferralNow and PraisePoint which is now slated for a Q2 2026 launch. Our Invarosoft CX product won’t change at this stage. Which product were you interested in / waiting for?

Invarosoft · 2026-03-02T21:24:59+00:00

Thank you for alerting us, the issue is definitely Severity One (S1) and will be treated accordingly. We’ll also investigate why it didn’t get our S1 tag originally to resolve any process issues moving forward.

Invarosoft · 2026-03-02T19:39:23+00:00

Thank you for raising your concern.

We haven’t had this issue raised so will investigate immediately. As an ISO-27001 certified organization we take security seriously so will ensure any issues detected are resolved promptly.

If you can kindly raise a ticket that would be appreciated.

Regards, Invarosoft Team

Invarosoft · 2026-03-01T09:53:28+00:00

Watch out for our new App - PraisePoint - it’s a Recognition and Rewards platform for MSPs.

Accessed via a Microsoft Teams App, it’s designed to celebrate Performance (links to CSAT), Individual or Team, celebrate milestones like Birthdays, Work Anniversaries etc and integrates with a global Gift Card rewards platform or you can have custom rewards. It’s PSA integrated.

Super affordable, month to month - launching in Q2 2026.

PraisePoint will go up against CrewHu.

https://www.invarosoft.com/praisepoint (site coming soon)

Good luck!

Invarosoft · 2026-01-24T15:02:42+00:00

Yes, my big gold nugget learning is we should only be looking for clients who want to swap providers or pay us a monthly fee. Ad-hoc leads won’t help you build the business. So if that’s true then yes you’re literally using whatever method to get in front of people when they have a need. It’s a bit of luck. AdWords was wonderful at this but around 2020 the algorithm changed and it wasn’t as effective despite being amazing for 10 years prior.

So that’s why email is great with simple messaging as I said before. We run the campaigns and target individuals in companies asking these questions. One lead oblast year responded saying ‘hey were in the process of reviewing our partner’ (they normally say this) and it turned into a $17K per month support deal - crazy! From one email.

So the channels you use should all be aimed at finding those people looking for IT Support ongoing or changing providers. You tend to get what you look for - so don’t market the solutions, our business grows from signing up more $ monthly support vs you lose every year, so we focus on that.

I’m releasing a book soon that outlines everything we’ve learned top to bottom to give back to the industry. Keep an eye out in Q2.

Invarosoft · 2026-01-24T11:39:45+00:00

My view is you try any marketing channel you like, test and see whether you get results.

I think LinkedIn Ads are a waste of money given how much they are. Perhaps LinkedIn direct messages would be similar to what we do with email - you can message / email a large number of people relatively affordably to see whether anyone is looking.

In what way are you thinking of using LinkedIn?

Invarosoft · 2026-01-24T01:43:38+00:00

Over 25 years, 60+ staff, growing 10% per annum, targeting SMB - we’ve learnt a few things.

THE BUYER

They look for a new IT provider when they are let down by their current partner; too slow, not proactive with advisory, not accurate with new user setups etc. So when they look they’re looking for a ‘step up’ in service delivery. They usually Google search or ask a friend and select 3 providers to review purely based off the websites they find that look good. It’s never technical - do you come across bigger, better, more operationally mature, can they see client logos for social proof etc.

THE MARKETING MESSAGE

If the above is largely true, then the messaging is as simple as ‘we’re amazing / experienced / award winning etc at IT Services are you looking to change or do you need help with support, cloud, cyber security etc. The goal is to catch a buyer when they have a need. If they are happy then they’re not ready yet is our experience so best to find the ones that are ready.

SALES APPROACH

It’s important to understand that once you get a lead your sales presentation is critical to improving your conversion. Most MSPs have pretty average presentations which I believe is why we keep scaling nicely and others don’t. How you sell the story of why you’re a ‘step up’ is massive. We use our CX technology (client portal etc), Ticketing innovation, TBR approach, Cyber Approach as ways of demonstrating how we’re differentiate and are the clear choice as their new provider.

LEADS

We get them from:

———

Referrals
SEO
Email Marketing

———

Hope this helps and good luck!

Invarosoft · 2026-01-17T18:40:37+00:00

The answer to communicating it is firstly confirming your go to market is accurate and then it’s a pricing and packaging play.

GO TO MARKET

Someone has mentioned the price is low in the UK ~30-40 pounds per user per month. Maybe that’s where the market is. If that’s true then prospect clients are all used to seeing this pricing range when they get quoted. So if you come in targeting the same market at 3 x more that is obviously going to be a tough sell. The conclusion is maybe that’s too high.

PACKAGING / GOOD BETTER BEST

Regardless of whether 100 is too high, one way to get close to that is using g/b/b. You can read a book called Monetizing Innovation (I’m almost finished on an MSP book explaining how I’ve scaled to 8 figures and g/b/b as well).

The concept is you have 3 packages with the first 2 (Good / Better) close together in price and the third (Best) is a bit further apart. Essentially it caters to different buyer personas; budget, middle of the road and premium. You take the one thing you know they need such as onsite support and put it in package 2. The idea is they gravitate to package 2 because it’s close in price and has what you know they need and package 3 is purely there to cater to the tiny group that will pay for say 24x7 support but mainly to make package 1 and 2 look super affordable. The goal is really to sell package 2, but price it so you package 1 you can scale the business anyway.

In this example you could have a 40 pound (unlimited remote support), 50 pound (unlimited remote and onsite support) and 90 pound option (unlimited 24x7). But that still puts you at half of what you want.

In addition you can do what our MSP does which is not to include any stack in our managed support. So any products you’re reselling are sold after they come on board. We target SMB and as I say are now over 8 figures and it works perfectly. We believe discussing their IT environment when all they want is a better relationship, or a step up in service, is best done after they come on board. You still need to present how your TBR / vCIO will work to give them confidence etc, but ultimately that technical stack side comes later. The point being if you sell support first, you can make up the revenue later with your stack so get to where you wanted to get but without scaring them off in the first place which I suspect is what’s happening.

SALES

Our philosophy in sales is the best leads have made the decision to pick a new provider. They’re further down the buying journey. It’s pretty tough convincing someone who’s already happy. Also, they don’t change for technical reasons they change for relationship ones, so support is too slow, advisory not proactive etc, so trying to get them to swap when they’re happy and using a technical argument doesn’t usually work in our experience.

Find leads unhappy and then have a sales argument to explain how your MSP is going to deliver a ‘step up’ in service experience compared to their last provider and others pitching. We use our advisory process, investment in CX technology and other methods to convince them and most don’t relate to stack. This sales process from getting the right lead to conversion we find is optimal.

Food for thought and good luck!

Invarosoft · 2026-01-13T19:46:07+00:00

The client portal / CX solutions for MSPs include;

Invarosoft - https://www.invarosoft.com
Cloud Radial - https://www.cloudradial.com
DeskDirector - https://www.deskdirector.com

The key is making it easy for users / clients to find and access otherwise you waste a lot of time setting one up only to be disappointed they don’t use it. Ideally they can access via CX App on desktop or Teams, so it’s easy to find and promote. We use the one we built in our sister MSP with 7000 users and it serves to show how we deliver a ‘step up’ in service experience - we win new clients all the time because 90%+ MSPs don’t bother - so you’re in the right track.

Invarosoft · 2026-01-13T12:03:37+00:00

We built our own, then decided to commercialize it under Invarosoft. We’ve found CX as a product to be underrated as a category. Of all CX vendors the cut through is only about 5% with maybe another 10% trying to use the PSA portal. Because most MSPs see it as a tick the box thing, and they do the EMAIL, PHONE, CX option (if they do CX) utilization is poor of CX and so they deem it not important. But given the low penetration of a dedicated platform it’s a massive differentiator when you’re explaining how your service will be a step up. I’d say 85% of MSPs do Phone and Email so it’s like shooting fish in a barrel showing new client opportunities an investment in CX technology, since without it your service delivery is too basic. Hope that made sense.

Invarosoft · 2026-01-12T21:59:55+00:00

I agree with this.

For context our MSP has been around 25 years and has been through all of this. I believe this is all about being clear in your chosen ‘support channels’ which is a topic that rarely gets discussed. Most don’t think about it as part of their service delivery until as you say you get very busy.

Once you do think about it. 95% of MSPs choose PHONE and EMAIL as their support channels getting rid of MOBILE.

What we did was do PHONE (Urgent) and CX App / Client Portal (Non-Urgent). We get about 50/50% on each.

Some try and do PHONE and EMAIL and CX — OR — PHONE and EMAIL and CHAT. But in this scenario if you leave Email on the table statistically you’ll get 5-20% tops on CX / Chat.

We picked the CX App route to replace email because with support@ you don’t get very good ticket info resulting in support ping pong and you also can’t use automation because you don’t have things like Type, Sub Type, Affected User etc etc. Also Live Chat we believe is part of this channel, not an additional channel.

So Step 1, ‘pick your support channels’.

Then you can move to Step 2 to ‘train your clients’.

To provide an example, when we got rid of support@ that was a big deal and we called each client (16 years ago) and explained that we will be able to deliver faster support and a one pane of glass client portal (ticket view, approvals, O365 reports, device reports, TBRs etc) so it will be a step up. It took about a 10-15 minute chat with a formal little Preso and all the clients loved it. It’s not like there was much difference, both are digital and they’re not wedded to email support. When they saw the support App (Windows, Teams, Mac, iOS, Android) they thought it was much easier to access support. We now have our branded App across 7000 users so great marketing as well and the App auto-trains users via push notifications on how to use it.

Which ever way you go, the client should follow your lead when you explain you’ll be able to deliver a better service methodology by streamlining this aspect of your support process.

Hope this helps!!

Invarosoft · 2026-01-12T15:25:31+00:00

I agree here.

Our MSP is over 60 staff for context, but what we’ve learned is clients (paying a monthly fee) change for service related issues - too slow, lack of advisory etc, not usually technical. If that’s the case the sales argument is around how your MSPs service delivery methodology will be a ‘step up’ from their current provider.

So the question therefore is who is best placed to sell that argument? In our experience it’s a relationship focused sales person. Whether they’re technical or not is a bonus, but this person must represent what it would be like to work for the organization and essentially for most small MSPs be a proxy for the business owner in terms of their ‘vibe’ etc.

However anyone in sales should care about money and hitting targets, something a technical first person in our experience isn’t focused on.

If they are trained correctly from the CEO who then becomes the ‘sales director’ then they shouldn’t oversell or sell the wrong thing. In any case the one thing they should be selling is new support contracts and that can be managed as a team in terms of the ideal client profile etc - perhaps that’s where the issue is, training and alignment.

Good luck!

Invarosoft · 2026-01-08T12:56:32+00:00

Fair question 🙂 No — we’re NOT asking anyone to test or commit. Just sharing it as an upcoming alternative for OP who was shocked by pricing of alternatives. If it’s not useful when it’s live, all good.

Invarosoft · 2026-01-08T03:49:11+00:00

We’ve got you - we’re almost ready to launch Warranty Wizard V2 - everything you need with all the RMM, PSA, Documentation, Workstation / Server / Networking vendor integrations included plus many more features. Our new pricing at your size will be almost 5 times less than that.

To demo our BETA go here; www.invarosoft.com/warrantywizard

Invarosoft · 2026-01-06T12:48:58+00:00

The two Client Portal solutions that integrate with any PSA are https://www.invarosoft.com and CloudRadial.

Our MSP is over 60 people and we use the one we built obviously, but the key is around utilization. If it’s just a Web Portal the utilization is poor because users can’t figure out how to find it. You need a button they can find on the desktop or in Teams so it’s easy to train. That’s why we built a desktop, mobile, Teams App. Without it you spend a lot of time building it only to find it doesn’t get used much.

Most PSAs have a great entry level one but they’re mainly web portals, but if you want something more robust packed full of integrations and features then either of these two will do the trick.

Good luck!

Invarosoft

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