Tenant security review
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Talk to a hundred MSP owners and eighty of them will tell you they're bad at sales. I don't buy it. I've met these people at every conference from Phoenix to Tampa. They're sharp, they're honest, and they can explain a complicated system to a confused business owner better than most professional communicators. Those are sales skills.
What they don't have is anything to sell with.
Most MSP owners were engineers first. They started fixing things, got good at it, hired a second tech, and woke up one day owning a company. Nobody handed them a proof mechanism along the way. So when it's time to grow, they reach for the only tools the industry offers: a services brochure, a vendor's co-branded deck, and the phrase "we're proactive."
Proactive is an unprovable claim. So is responsive. So is secure. A prospect cannot verify any of it before signing, which means the deal comes down to likability and price. That's a coin flip against the incumbent and a race to the bottom against the guy down the street.
Compare that to how other trusted professions sell. A doctor doesn't tell you she's proactive. She shows you your bloodwork. A structural engineer doesn't say he takes foundations seriously. He shows you the crack, the measurement, and the photo. Evidence first, recommendation second, engagement third. Nobody calls that selling, but that's exactly what it is, and it closes at rates a brochure never will.
The MSP version of bloodwork is tenant data. Real findings from the prospect's real environment: the admin account without MFA, the forwarding rule nobody created on purpose, the app grant from four years ago with permissions nobody remembers approving. Put those in front of a business owner and you don't need a sales personality. You need to be able to explain what you found and what fixing it looks like, which is the thing MSP owners are already great at.
Stop hiring for charisma. Stop buying sales training that teaches you to mirror body language. Get evidence, learn to present it calmly, and let the findings do the persuading. The sales problem was never a personality defect. It was a missing input.