Grow MSP Business Without Cold Calling: A Step-by-Step Guide with Insights from Daryl D’Souza
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A Process to Grow Your MSP Business With Cold Calling
- 1. Mindset Shift: Focus on Value, Not Sales
- 2. Ideal Client Profile and Targeting
- 3. Automated Outreach Strategy
- 4. Personalized Value-First Engagement
- 5. Consultative Approach to Discovery Calls
- 6. Conversion to Clients
- 7. Seamless Handoff to Service Delivery
- 8. Automation and Efficiency in Service Delivery
Daryl D’Souza Signs New MRR Deals Every Month Without Cold Calling
Sales and marketing tools and processes are changing rapidly to incorporate new tools and changing attitudes. The businesses that thrive are those that adapt, innovate, and scale their operations strategically. Daryl D’Souza, the managing partner of Technique, has successfully scaled his Managed IT Services business without cold calling by refining his lead generation and client acquisition strategies. By focusing on value-driven engagement, leveraging cutting-edge tools, and automating processes, Daryl has built a growth engine that consistently attracts and converts high-quality clients.
Daryl’s Quote: “I realized the real value today isn’t in the tool stacks we’re selling, but in how we help businesses grow by leveraging technology.”
This is not a Fox and Crow process, but that doesn’t mean we don’t want you to try it out! We analyzed and broke down the process, and today we’ll explore the step-by-step approach Daryl used to grow his business—from mindset shifts to automation, personalized outreach, and long-term growth strategies. Each section includes direct quotes from Daryl, insights from reputable sources, and actionable steps for Managed IT Services providers (MSPs) who want to grow without cold calling.
You can listen to Daryl D’Souza on The Win Podcast on any major podcast platform, but we’ve embedded it here for your convenience:
Disclaimer:
Like every sales process – there are pros and cons to trying and using it. A process poorly executed can be expensive and ineffective. Not every industry or geography responds well to every kind of outreach. We did not create or test this process, so proceed with caution – your mileage my vary.
Remember: Daryl spent eleven months iterating and improving his outreach process before it began performing. There is no magic bullet when it comes to business development, and this is no exception. With that being said, let’s get on to the process!
1. Mindset Shift: Focus on Value, Not Sales
Daryl’s Quote: “Every call isn’t a financial transaction. It’s not about, ‘What can I sell today?’ It’s about giving value for free and building trust.”
Daryl’s mindset aligns with modern sales strategies that focus on long-term relationship-building over short-term sales. According to Harvard Business Review, companies that focus on building relationships see a 47% higher customer retention rate compared to those emphasizing short-term transactions.
Best Practice:
Shift your focus from selling to offering value. When you engage with prospects, the goal should be to help solve their problems, not just sell your services.
Actionable Step:
On every call or interaction, aim to offer free advice or guidance that builds trust rather than pushing for an immediate sale.
Build Trust:
Transparency and approachability are essential to make potential clients feel comfortable. When they trust you, they’re more likely to come to you when they’re ready to buy.
Actionable Step:
Offer no-strings-attached consultations. Helping solve minor issues for free fosters trust and sets the foundation for long-term business relationships.
Potential Repercussions:
Remember, implementing a single sales or marketing tactic without a defined strategy is ill-advised.
If the mindset shift is done poorly, with hidden sales motives, it can backfire. Customers today are highly sensitive to disingenuous approaches, and 91% of consumers say they are more likely to buy from an authentic brand. If prospects feel that the “value” being offered is just a sales tactic in disguise, it can lead to a loss of trust and hurt your brand’s reputation.
2. Ideal Client Profile and Targeting
Daryl’s Quote: “I’ve set up an ideal client profile using Sales Navigator. It filters down to exactly the types of businesses I want to target.”
Gartner reports that companies using data-driven targeting techniques see a 2x improvement in conversion rates compared to those that rely on generalized outreach. Daryl’s targeted approach with LinkedIn Sales Navigator reflects this best practice, helping him focus on the right clients.
Define Your Ideal Client:
Having a clear vision of your ideal client allows you to tailor your approach and messaging for maximum relevance.
Actionable Step:
Use LinkedIn Sales Navigator to filter potential leads based on:
- Location
- Industry
- Job Title
- Company Size
Competitors:
- Hunter.io: Finds email addresses associated with LinkedIn profiles.
- Apollo.io: Combines LinkedIn prospecting with email and phone outreach.
- Lusha: Provides verified B2B contact data within LinkedIn.
(Fox and Crow Group has not evaluated or tested any of the above mentioned products, this is not an endorsement.)
Summary:
While LinkedIn Sales Navigator excels in deep prospecting within LinkedIn, Hunter.io and Apollo.io extract email contact info, and Lusha focuses on verified, enriched data for B2B outreach.
Niche Down:
Specializing in a particular niche or service allows you to understand your clients’ unique pain points, making outreach more effective.
Actionable Step:
Focus on a specific problem, such as businesses lacking DMARC records, and cater your messaging to their particular needs.
Potential Repercussions:
Incorrectly defining or narrowing your ideal client profile can result in targeting the wrong audience, which wastes both time and resources.
According to HubSpot, 50% of a salesperson’s time is wasted on unproductive prospecting, often due to a poorly defined target audience.
If your targeting is off, you risk alienating prospects and driving down conversion rates, ultimately hurting business growth.
3. Automated Outreach Strategy
Daryl’s Quote: “We use LinkedIn automation tools like Copilot AI to reach out, but the messaging isn’t about selling. It’s about offering help.”
Automation, when done correctly, can yield substantial returns. According to McKinsey, businesses that implement automation in sales see a 14.5% increase in productivity and a 12.2% reduction in overhead costs.
Leverage LinkedIn Tools:
Automating initial outreach frees up time for more personalized engagement later in the process.
Actionable Step:
Use LinkedIn automation tools like Copilot AI to send personalized connection requests and messages at scale.
Copilot AI Alternatives:
- Expandi.io: Cloud-based LinkedIn automation with safety features.
- Octopus CRM: Automates LinkedIn connections, messaging, and follow-ups.
- MeetAlfred: Multi-channel outreach for LinkedIn, email, and Twitter.
(Fox and Crow Group has not evaluated any of the above solutions and does not recommend or endorse them)
Summary:
Copilot AI focuses on personalized LinkedIn messaging, Expandi.io offers added safety for high-volume outreach, and Octopus CRM and MeetAlfred support more multi-channel automation.
Low Pressure Engagement:
Your outreach should be light and value-oriented rather than sales-focused.
Actionable Step:
In your messages, focus on identifying and addressing gaps, such as a missing DMARC record, rather than immediately pitching your services.
Potential Repercussions:
Using automation incorrectly can lead to a loss of personalization and can even get your LinkedIn account flagged for spamming. Expandi.io notes that 30% of LinkedIn accounts using automation improperly face account suspensions. Sending generic or sales-heavy automated messages can cause recipients to disengage and negatively impact your reputation.
4. Personalized Value-First Engagement
Daryl’s Quote: “I take the time to create personalized Loom videos explaining a prospect’s DMARC issues. It’s about giving value first.”
Personalized video outreach can dramatically increase engagement. Forbes reports that personalized video messages can improve response rates by 300% compared to traditional email outreach.
Create Custom Loom Videos:
Personalized videos grab attention and build trust by offering actionable insights specific to the prospect’s business needs.
Actionable Step:
Record short, clear Loom videos that explain how the prospect can solve a particular issue, such as email spoofing. Tailor the video to their domain registrar for added personalization.
Loom Competitors:
- Vidyard: Business-focused video platform for sales and marketing.
- BombBomb: Video messaging for email-based outreach with tracking.
- CloudApp: Offers video, GIF, and screen recording options for quick messaging.
(Fox and Crow does not use personalized video messaging and has no opinion on any of the tools mentioned here.)
Summary:
Loom is great for fast, simple video messaging, while Vidyard and BombBomb offer more advanced video tracking and integrations for sales teams. CloudApp provides flexible media options but lacks the deeper sales features.
Invite for a Call:
After delivering value, follow up with a low-pressure invitation for a call.
Actionable Step:
Send a friendly message asking if the prospect needs help or clarification, keeping the tone conversational to avoid appearing pushy.
Potential Repercussions:
Overusing personalized videos or using them without understanding the prospect’s actual needs can come across as disingenuous.
A report from Forrester indicates that 70% of buyers will disengage with a brand if they feel that the personalization isn’t meaningful or authentic. Sending videos that don’t address specific pain points or seem like a generic template can backfire, resulting in lower response rates.
5. Consultative Approach to Discovery Calls
Daryl’s Quote: “The goal isn’t to sell; it’s to understand their business. Once I know their goals, I come back with a technology action plan.”
Daryl’s approach reflects what Harvard Business Review identifies as consultative selling, where the focus is on understanding the client’s pain points and aligning solutions to their business goals. This approach can increase deal closure rates by 20%.
Best Practice:
Make the call about their business growth. Use open-ended questions to uncover their pain points and technology challenges.
Actionable Steps:
Try these open ended questions for better results in sales discovery.
- “What are your key business goals over the next 1-3 years?”
- “What are your biggest technology challenges?”
Create a Technology Action Plan:
After the call, Daryl sends a customized action plan that links the client’s business needs with specific solutions.
Actionable Step:
Avoid using technical jargon. Instead, focus on how your solutions can drive business outcomes and ROI.
Potential Repercussions:
If the consultative approach feels forced or superficial, clients will quickly notice. Gartner reports that 88% of buyers feel that salespeople don’t understand their business problems, often because they focus too much on pushing a solution rather than truly understanding the client’s needs. Failing to tailor recommendations to the client’s specific situation can cause prospects to lose trust, reducing the likelihood of closing deals.
(Fox and Crow Group does not recommend creating a proposal or technology action plan prior to conducting a thorough sales discovery that qualifies the prospect and determines budget and timeline)
6. Conversion to Clients
Daryl’s Quote: “We don’t talk about price upfront. We focus on how the investment will help the business grow.”
According to a McKinsey report, positioning services as an investment rather than a cost can increase close rates by 17% and improve customer lifetime value. Clients want to see how your service will generate long-term benefits, not just solve immediate issues.
Investment Framing:
Rather than discussing price right away, Daryl positions his services as a long-term investment in the client’s business growth.
Actionable Step:
Use phrases like, “This investment will help secure your email systems, preventing costly security breaches.”
Close When the Time is Right:
Allow the client to lead the conversation about pricing.
Once they inquire, share the pricing and emphasize the value over the cost.
Potential Repercussions:
If the value proposition is poorly communicated or not aligned with the client’s goals, it can lead to sticker shock. Price Intelligently found that 60% of buyers will disengage if the perceived value does not match the price.
Failing to demonstrate how your service solves their specific problems or grows their business can result in clients seeing your service as a cost rather than an investment, leading to lost sales.
7. Seamless Handoff to Service Delivery
Daryl’s Quote: “We make sure every client has a service coordinator who manages the onboarding process, so they always know what to expect.”
According to Forbes, companies with strong onboarding processes can improve customer retention by 82%.
The first 30 days of a client relationship are crucial for setting expectations and building trust.
Dedicated Service Coordinators:
Assigning a service coordinator to each new client ensures smooth onboarding and clear communication.
Actionable Step:
Use tools like HubSpot Service Hub to manage client interactions during onboarding.
Hubspot Service Hub Competitors:
- Zendesk: Comprehensive support platform with ticketing and live chat.
- Freshdesk: Helpdesk software for customer support teams.
- Intercom: Conversational support via chat, email, and automation.
Summary:
HubSpot Service Hub integrates well with the HubSpot ecosystem, while Zendesk and Freshdesk are more specialized in ticketing and support. Intercom shines in live chat and real-time support features.
(Fox and Crow has not tested or evaluated any of the above solutions – we are vendor agnostic on everything but CRM solutions, and our CRM of choice is Membrain.com)
30-Day Onboarding Plan:
Set clear expectations for both your team and the client, ensuring a smooth transition.
Actionable Step:
Use tools like Trello or Asana to track onboarding tasks and timelines.
(Unlike the previous software solutions, we have tested project management solutions, and we’re fond of both ClickUp and Notion.)
Potential Repercussions:
A poorly managed onboarding process can create frustration and lead to early churn.
According to Wyzowl, 88% of customers believe that companies could do a better job onboarding new clients, and businesses with poor onboarding processes face double the churn rate compared to those with structured plans.
Clients who feel neglected or confused during onboarding may lose confidence in your services and seek alternatives.
8. Automation and Efficiency in Service Delivery
Automated Service Delivery:
Automating service delivery allows Daryl’s team to scale without compromising quality.
Actionable Step:
Automate key tasks such as ticketing and monitoring.
Tool: ConnectWise Automate
Competitors:
- NinjaOne: Simplifies endpoint monitoring and management.
- Atera: All-in-one remote monitoring and management (RMM) tool.
- Kaseya VSA: Enterprise-level IT automation.
Summary:
ConnectWise Automate offers deep IT service automation, while NinjaOne simplifies monitoring and Atera combines RMM with professional services automation (PSA). Kaseya VSA is designed for large-scale IT management and automation.
(Fox and Crow remains vendor neutral when it comes to recommending ITSM platforms)
Potential Repercussions:
Over-relying on automation without proper human oversight can lead to errors going unnoticed. Gartner reports that 64% of users experienced failures in their automation processes due to inadequate monitoring. Automation should enhance service delivery, not replace the need for human intervention. If misconfigured, automated systems may miss key issues or provide incorrect responses, damaging client trust and satisfaction.
How Can The MSP Sales Process Help You Grow Your MRR?
FoxCrow Group has worked with top Managed IT Service providers like Daryl to optimize their lead generation and client acquisition strategies. If you’re looking to scale your business, don’t hesitate to reach out or explore more of our content on scaling MSPs.
The team at Fox and Crow Group has worked with over 1000 Managed IT Service providers like Daryl to optimize their lead generation and client acquisition strategies. Carrie and Ian Richardson have spent the last two years documenting all of the processes they used to achieve success, and have build enablement content and training courses to help MSPs of any size take control of their sales growth. For free 30 day access to The MSP Sales Process, and a trial of the customized CRM solution that all of the processes are built into, schedule some time to chat with Carrie Richardson.
If you’re looking to scale your business, don’t hesitate to reach out or explore more of our content on scaling MSPs.
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