I brought back my friend Dori Spade, founder of Call to Action, to talk about something most MSPs quietly struggle with: you spend money on marketing, hire a sales rep or two, and still only close a few deals a year. Dori walks me through how she has helped MSPs move from the industry standard 25 percent close rate up to 70 percent by closing what she calls the “trust gap” that prospects feel when every provider sounds the same. We talk about turning around a struggling acquisition region that was losing clients and staff, why proposals should read like they were written for one specific business, and how bringing in technical and client success folks during the sales process actually pays for itself when you win just a couple more 5K MRR deals. We also get into real world scenarios: a 10 person MSP with only 10 good leads all year, big shops averaging just 2 to 3 solid leads a month, and the friction owners feel about “pulling” techs into sales meetings. Dori explains her Seamless Sales Delivery Model in plain English, shows how the same framework powers both retention and expansion, and shares why MSPs should use it to operationalize AI offerings the same way they did with cybersecurity. If you are a one person shop wearing every hat or a multi region MSP trying to get your team rowing in the same direction, this episode will give you a practical blueprint to turn the pipeline you already have into real, predictable revenue. Chapters 00:34 May Money Marketing Growth Series 02:54 Military to Tech Journey 04:37 Boosting MSP Close Rates 06:49 Turning Retention Into Sales 12:32 Closing the Trust Gap 15:15 The Seamless Sales Model 20:35 Why Better Conversion Pays 25:38 Simplifying Roles and Handoffs 30:34 AI and MSP Alignment 33:33 Preparing MSPs for AI === Guest: Dori Spade, Call To Action LLC Website: https://calltoactionllc.com LinkedIn: https://www.linkedin.com/in/dspade === SPONSORS: Livestream Partner, ThreatLocker: https://www.itbusinesspodcast.com/threatlocker Technology Partner, NetAlly: https://www.itbusinesspodcast.com/netally/ Technology Partner: Bvoip: https://www.itbusinesspodcast.com/bvoip Travel Partner: TruGrid: https://www.itbusinesspodcast.com/trugrid Digital Partner, Designer Ready: http://itbusinesspodcast.com/designerready === SHOW MUSIC: Item Title: Upbeat & Fun Sports Rock Logo Item URL: https://elements.envato.com/upbeat-fun-sports-rock-logo-CSR3UET Author Username: AlexanderRufire Item License Code: 7X9F52DNML === Connect with Uncle Marv🌐 Website: https://www.itbusinesspodcast.com/🎙 Host: Marvin Bee🛒 Uncle Marv’s Amazon Store (gear & tools I recommend): https://amzn.to/3EiyKoZ☕ Support the show: https://ko-fi.com/itbusinesspodcastIf you found value in this episode, share it with another MSP, IT provider, or tech entrepreneur. Your support helps keep practical, no-nonsense IT business conversations coming every week.

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