MSPs often rush through sales cycles, chasing quick wins while ignoring what actually makes deals complex.
Behind every sale is a web of people, each with their own priorities and influence. Miss even one, and the deal can quietly stall or collapse. Here are five common mistakes MSPs make in complex sales — and how to avoid them.
1. Ignoring the Stakeholder Web
Buyers don’t act alone. Most sales teams still aim at one or two contacts, often the perceived decision maker, and assume that’s enough. But more often than not, the final decision lies with a group, not an individual.
Overrelying on one contact is risky. It narrows your influence and increases the chance of being blocked by unseen decision makers. You miss vital objections that could surface later and derail the deal entirely.
Start with stakeholder mapping.
Chart out who will be involved, directly or indirectly. Look for influencers, blockers and champions. Build relationships across that web, not just with the loudest voice.
2. Reading the room wrong
Not all stakeholders are equal. Some hold more sway than others. Some might appear agreeable, but lack influence. Others may be quietly opposed, yet critical to the outcome.
Treating all contacts the same means you risk wasting time with people who can’t help you or ignoring those who can block a decision.
Failing to read the room weakens your position and clouds your strategy.
Assess each person’s stance on your services and their influence.
Are they on board, neutral or resistant? Do they carry weight in the decision? Prioritise engagement based on both influence and attitude.
3. Overlooking people’s agendas
Even within one buying group, motivations differ. Operations, HR, finance and IT each see value differently. If you pitch a one size fits all message, you’re unlikely to connect. Pushing only your product’s general benefits misses the mark. Stakeholders want to know: how does this help me and my team?
Pushing only your product’s general benefits misses the mark. Stakeholders want to know: how does this help me and my team?
Tailor your message.
Show each stakeholder how your solution addresses their specific challenges. Then tie that value back to a broader business goal. It’s about individual relevance and collective vision.
4. Cut time wasting
Many sales teams sink weeks or months into deals that never had a real shot. Often, this becomes clear too late after internal pushback, budget cuts or ghosting.
Hoping attitudes will shift on their own is wishful thinking. The data shows lost deals take longer to close than won ones. That time adds up and drains resources.
Qualify early and honestly.
If key decision makers remain firmly resistant, consider stepping back. Focus your time on deals where you have a real opportunity to influence the outcome.
Contact
