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Are You Winning New Clients, or Are You Still "Practicing?"

You’ll never be able to handle an objection, think about that question, or solve that complex problem in a sales meeting if you don’t practice. You’ll never be successful if the only time you practice is in front of your prospect. It's not the best company that wins, it's usually the best salesperson.

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Study. Drill. Clarify.

The MSP Dojo has three parts to its weekly rhythm.


Every week we pick a 4 minute section of the sales process to practice. You get instruction and real-life examples of how to do it well, from experts in the industry.


Topics include everything from standard selling tactics, to objective handling, negotiation, referral farming, and every other part of the sales process.


The Drill is a 60 minute virtual meeting where you'll get the chance to practice what you've learned. You'll drill with other MSP sales people and business owners in a high-pressure, low-risk environment that simulates a real sales meeting. You'll test your sales skills against someone who knows exactly what you're doing, and see how they do it as well.


Finally you have as-needed access to a window of open “office hours” where you can drop in to ask any questions you have about the drill, or sales in general. This is a great time to bring up objections you’ve stumbled through recently, ask for advice about your specific situation as a sales leader, and review subjects you might want to see featured in an upcoming drill.

Practice Counts Twice.

When I started in MSP sales, I knew nothing. I literally had never had any training in sales, and no real experience. Three years later I had sold $1.2 million in recurring revenue. There are lots of reasons for my success, but very little of that success was talent. High-producing salespeople are built, not born. This is more important in the MSP world than perhaps any other industry.

Talent counts, but practice counts twice.

While I received an incredible amount of training, mentorship, and opportunity… The most important part of my professional development was practice. Drilling, role-play, whatever you personally call it. I had the opportunity to practice the things I was learning in a high-pressure, low-risk environment. This was my personal passkey, the secret combination of factors that made me a top performer.


We sell in a world where prospects don’t have the ability to tell a good MSP from a bad one. We all look and sound the same (to them). And if we all look and sound the same, they might as well choose the cheapest. Studies show it’s not the best company that wins: it’s the best sales person. 

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Image by Nathan Dumlao

Even Blackbelts Roll

Have you ever noticed that in every sport, the most experienced practitioners still practice? In fact, the people who are at the top of their game tend to increase their practice as they grow into their fame. Even in a martial arts studio, the blackbelts tend to get on the mat and "roll" with the students... because they know the only way to stay good is to keep on rolling. 

I created the MSP Dojo because practice continues to be the most important and effective part of developing a sales person. It’s the one thing everyone needs. It doesn’t matter if the owner does the selling, or if they have sales people on staff. It doesn’t matter how many opportunities they get, their annual revenue, or whether opportunities come from referrals or marketing. The best sales person in the room will always be the one that has the most practice.

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Practicing with us means that you’ll close more new clients, generate more new opportunities, and have much better success hiring and training new sales people.

Apply now to be a member of the MSP Dojo, and make sure that you’re at your selling best for every prospect.

  • Why is it called the MSP Dojo?
    Every sport, art, science, martial art, branch of the military, etc. has a time and place for practice. One of those places (in Judo) is called a Dojo. It's a place where students and masters alike can come and test their knowledge. In the same way, every martial art has some form of “Kata.” A Kata is a series of movements practiced over and over until they become habit, second nature. Only after the movement becomes habit, can the practitioner focus on the fight, and not just the movement. It works the same way in sales. Practicing the tactics is what makes them habit. Then, you’re no longer focusing on what to say when, or which question to ask. This is how we can become excellent sales people who are proud of what we do, instead of desperate sales people with “commission breath” that lose, and lose painfully.
  • How much does this cost?
    $500 per month, per person.
  • Exactly how much TIME is this going to take?
    The absolute bare minimum is that you do nothing, but keep in mind that the results tend to match the effort. For the rest of us, the learning component should only take about 20 minutes per week. The drill is about 60 minutes, and the open office hours are optional. If you skip a week here and there and won’t be a big deal either. We all get busy. I would however, recommend that you make the effort to attend the Office Hours if you have the time. The Q&A typically covers a wide range of sales and marketing advice, and if no one else shows up you get 2 hours of free consulting.
  • Is this for MSP Owners or Salespeople?
    Every MSP needs to have a black belt in sales. The best salesperson is the one that wins, not the best company. The Dojo is meant for whoever is responsible for consistently bringing in new client revenue. New Client MRR is the only thing that truly grows an MSP. It’s the hardest part of the job. The difference between a “pretty good” and “great” can be pretty small in terms of actual skill and experience; but people who are just a little better at sales win a lot more business.
  • What if I don't want to participate in the drills?
    That would make you normal. No one wants to do that. It’s the “eating your vegetables” of sales. Drilling, role play, practice, sparring…. whatever you call it. It’s never fun. It is however the best (and probably only) way to get really good. If you never practice outside of selling to a potential client, that means you are practicing ON your potential clients. That is expensive, inefficient, and usually embarrassing.
  • If I can't make it to a drill, can I watch the video?
    No, not a chance. If you miss a day at the gym can you watch it on YouTube later? The learning happens in the room, working with others. Mike Tyson famously quotes, “Everyone has a plan until they get punched in the mouth.” You can't know if your plan sucks (or if you even have one) until you test it, in the room. Plus, sparring with others is vulnerable, and no one wants to have a permanent record of that.
  • Why do I need this? I already pay for coaching, a program, training, boot camp, etc.
    The MSP Dojo is not meant to replace any of that. The Dojo is meant to be a safe place where you can turn that knowledge into actual skill by trying it yourself. All that stuff you learn is incredibly valuable, but it's useless to you until you make it yours. If you suck at sales, how will you know? Who will tell you?

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© 2023 Reclaiming Sales. 

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