The Complete
MSP Sales Kit
A curated collection of resources to help MSPs sell cybersecurity with confidence, close more deals, and build a scalable recurring revenue engine.
Access the Kit
What’s Inside
We created the Sales Kit to equip MSPs with the tools and insights to bridge the gap between technical details and business value, helping you speak directly to any prospect’s core needs.
Expert-Led Videos
Short, tactical sessions from industry leaders covering the full cybersecurity sales cycle, from building a sales team to objection handling and closing.
Guides & Cheat Sheets
Quick-reference materials you can pull up before a call, bring into a meeting, or share with your team to sharpen every conversation.
Worksheets & Templates
Structured tools for qualifying deals, scoring prospects, mapping your ICP, and building a pipeline that performs consistently.
Featured Videos
Cybersecurity sales insights from the experts
GTM Academy Sales Workshop
Learn to position cybersecurity as a business enabler, lead strategic sales, and overcome objections.
High-Performance Sales Culture
Learn proven strategies to instill a performance-driven sales culture and drive sustainable growth for your MSP sales team.
Reframing Security Sales Objections
Learn to shift objections into business conversations that drive buying decisions.
Sales Kit Library
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MSP Sales Best Practices
Get proven best practices to sharpen your MSP sales operation.
Breaking the Adversarial Sales Complex
Identify and break the habits that make sales feel like a battle.
The Feel-Good Close: Tactics That Work
Learn closing tactics that get to yes while leaving clients feeling good.
The Technical Founder’s Sales Mindset
Bridge the gap between technical expertise and a sales-first mindset.
Full Interview: Brian Gillette on MSP Sales
Explore Brian's full approach to MSP sales mindset and closing.
Full Interview: Tracie Orisko on Sales Pipeline
Explore Tracie's full playbook for building consistent MSP sales teams.
How Cybersecurity Deals Are Won
Learn why relationships, not presentations, are what close MSP deals.
Community Is Your Growth Engine
Discover how MSP community-building creates trust and long-term revenue.
Building a Predictable Sales Engine
Create a repeatable process that drives predictable MSP pipeline growth.
Why MSP Sales Pipelines Fail
Identify the root causes that stall MSP sales pipelines and growth.
Managing Performance & Sales Mindsets
Learn to address client's performance gaps and shift mindsets for MSP growth.
The Tough Questions MSPs Must Ask
Discover the critical questions MSPs need to uncover client needs.
The Right Sales Mindset
Adopt the mindset shifts that drive MSP sales performance.
Full Interview: Heather Johnstone on Partner Relationships
Explore Heather's approach to sales mindset and MSP leadership.
Full Interview: David Primor on Founder-Led Sales
Explore David's journey from technical founder to sales-driven CEO.
Full Interview: Melissa Loehwing on Partner Success
Learn how Melissa applies an educator's mindset to MSP sales success.
Full Interview: Tim Coach on MSP Sales Process & Closing
Explore Tim's proven framework for MSP sales process, closing, and more.
Full Interview: Shane Deegan on Sales Leadership
Explore Shane's strategies for MSP sales leadership and growth.
Selling to Technical Stakeholders
Scripts and discovery questions to engage IT and security leaders.
Selling to Business Leaders
Scripts and discovery framework to position cybersecurity as a business enabler.
GTM Academy Sales Workshop
Learn to position cybersecurity as a business enabler, lead strategic sales, and overcome objections.
Getting to Yes: Consultative Selling
A framework for MSPs to build trust and close cybersecurity deals.
Upsell & Cross-Sell Playbook
Strategies to expand services, increase margins, and grow client revenue.
Deal Qualification Worksheet
Use this structured scorecard to evaluate cybersecurity opportunities quickly.
Sales Pipeline Optimization Worksheet
Evaluate pipeline quality and forecast predictable MSP growth.
Understanding Your ICP
Define ideal cybersecurity and compliance clients to improve targeting and growth.
Handling Security Sales Objections
Comprehensive guide to turning cybersecurity objections into strategic conversations.
Revenue Insights with Cynomi
Turn client risk gaps into measurable cybersecurity revenue.
Security Sales Objections Cheat Sheet
Quick responses to common cybersecurity sales objections.
Sales Outreach Email Templates
Ready-to-use email templates to start cybersecurity and compliance conversations.
Common Sales Mistakes to Avoid
See how simplifying your portfolio, aligning on client needs, and communicating authentically helps build lasting client trust.
High-Performance Sales Culture
Learn proven strategies to instill a performance-driven sales culture and drive sustainable growth for your MSP sales team.
The Cost of Doing Nothing
Help prospects quantify inaction costs and plan proactively to avoid unexpected expenses.
When and How to Close
Learn to identify buying signals and align service costs with client impact.
Improving MSP Sales Process
Integrate security assessments and business impact analyses early in the process to reduce churn.
Improving Close Rates
Strategies for improving close rates through team learning and training.
Building Trust in the Sales Process
Lead with a business-first approach to build trust and become a trusted partner.
Defining Your Ideal Client
Focus on your ideal client profile using data and market analysis.
Buyer Triggers
What motivates the adoption of cybersecurity services.
Identify Key Business Drivers
Learn how your prospects operate and generate revenue to identify what's important to them.
Compliance vs. Security
Understand the difference between compliance and security.
Selling Outcomes Instead of Tech
Focus on benefits instead of features, like revenue, cost savings, and risk.
The Hardest Part of Selling as an MSP
Understand the common mishaps and challenges that hinder success in sales efforts.
Handling Sales Objections
Overcome objections with confidence and build trust with prospects.
Motivating Your Sales Team
Inspire your sales team by sharing the vision, celebrating wins, and emphasizing their role in success.
Validating Product-Market Fit
Validate your product-market fit by aligning solutions with real client needs and feedback.
Sales Advice for Technical Founders
Didi recommends that technical founders find a trusted advisor.
How Cynomi Found Its Audience
Why Cynomi pivoted to the MSP channel to unlock new sales opportunities.
Sales Lessons for Technical Founders
Bridge the gap between technical expertise and sales by aligning mindsets and managing expectations.
Moving Beyond Fear-Based Selling
Position cybersecurity as a business enabler, not just a defense, to drive client value and sales success.
Selling in the Early Stages as a Founder
Learn how to build trust and navigate the unique challenges of selling as a founder in the early stages of your business.
Meeting Partners Where They Are
Melissa shares how an educator's mindset helps MSP sell with clarity and confidence.
Security Sales Misconceptions
Discover why short lessons, repetition, and company-wide enablement are the keys to building a high-performing sales team.
How MSPs Can Scale Profitably
Understand the building blocks that drive faster sales cycles and committed clients.
Sales Enablement Best Practices
Discover how micro-sessions and consistent team huddles build a sharper, more confident sales team.
The Power of Open-Ended Questions
Asking better questions leads to better outcomes.
CRM Tactics for MSP Sales Success
Learn best practices for using your CRM to track client context, build shared roadmaps, and prepare for every sales conversation.
Sales Advice for MSP Leaders
Get actionable tips to build sales strategies, align your pipeline with your ICP, and foster lasting client relationships for MSP growth.
Mastering Relationship-Driven Sales
Uncover the secrets to relationship-driven selling that help MSPs close deals and retain clients.
Effective Use of Sales Decks
Master the art of using concise, visual sales decks to communicate value and simplify technical discussions with prospects.
Closing the Deal: When and How
Starting early conversations and building trust helps MSP sales teams close deals confidently.
Why Hospitality Talent Excels in Sales
Recruiting talent from hospitality strengthens sales teams with adaptability and customer focus.
Reframing Security Sales Objections
Learn to shift objections into business conversations that drive buying decisions.
Meet the Experts
A recognized cybersecurity channel leader, Shane brings deep experience driving revenue growth and building high-performing sales teams, helping MSPs scale and succeed.
A well-known MSP sales leader and community advocate, Tracie helps service providers grow pipeline, increase MRR, and build stronger partner relationships.
A former MSP sales leader and founder of Feel-Good MSP, Brian helps service providers build scalable, high-performing sales engines through trust-driven strategies.
Founder of Cynomi and former national cyber defense leader in Israel, Didi brings decades of experience helping organizations strengthen their cybersecurity and resilience.
A partner enablement leader, Melissa helps Cynomi partners scale and grow their cybersecurity services and is passionate about driving partner success.
Former MSP owner and industry expert, Tim brings real-world experience to cybersecurity services and is passionate about helping MSPs grow and deliver greater client value.
Heather is a results-driven sales and business development leader with 10+ years’ experience driving revenue, closing deals, and building strong client relationships.
