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EP210 – How to Close Deals by Solving Problems with Mark Lambert & Ian Luckett

IT Experts Podcast with Ian Luckett

Release Date: 12/06/2024

EP229 – Ask Stuart #19 – Help! …I’m Scared of Niching My MSP Marketing with Ian Luckett & Stuart Warwick show art EP229 – Ask Stuart #19 – Help! …I’m Scared of Niching My MSP Marketing with Ian Luckett & Stuart Warwick

IT Experts Podcast with Ian Luckett

Or more accurately, the fear of niching. It’s that internal tug-of-war between wanting more leads and being scared that if you narrow your focus, you’ll somehow lose out on opportunities. So in this episode, I turned the tables and interviewed my co-host Ian Luckett, who’s been doing some seriously powerful work with our clients on this very subject over the past 12 months.  Let’s get this out in the open straight away – niching is not about turning people away or putting your business in a box. It’s about getting clear on who you help, how you help them, and making sure...

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EP228 – MSP Lead Gen Secrets with Scott Millar & Ian Luckett show art EP228 – MSP Lead Gen Secrets with Scott Millar & Ian Luckett

IT Experts Podcast with Ian Luckett

Now, for those of you who don’t know Scott, he’s been helping MSPs since 2016 after experiencing the all-too-familiar frustration of lead generation in his own MSP. As he says, once you’re in the room with a prospect, it’s usually straightforward to talk about tech, pain points and solutions. The hard bit? Getting in the room in the first place. That challenge became the mission behind IT Rockstars, and today Scott works with hundreds of MSPs around the world, transforming how they attract and engage new business.  The heart of our conversation was about practical, real-world...

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EP227 - Preparing Your People for M&A with Alison Whitfield & Ian Luckett  show art EP227 - Preparing Your People for M&A with Alison Whitfield & Ian Luckett

IT Experts Podcast with Ian Luckett

Now we all know M&A – mergers and acquisitions – can be one of the fastest ways to grow and scale your business. Once you’ve got your house in order, and you’re running at a solid EBITDA with strong operational maturity, bolting on new businesses might seem like the logical next step. But – and it’s a big but – what’s often overlooked is what that really means for your people. And if your culture, leadership, and structure aren’t ready, the train can very quickly come off the rails.  Alison brings a grounded, real-world view to this conversation. She’s been on...

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EP226 – What To Do When Your Clients Say They Can’t Afford You Anymore with Clare Elliott & Ian Luckett show art EP226 – What To Do When Your Clients Say They Can’t Afford You Anymore with Clare Elliott & Ian Luckett

IT Experts Podcast with Ian Luckett

But is that really the end of the road, or is there something you can do to keep that client, maintain profitability, and avoid unnecessary churn? In this episode of the IT Experts Podcast, I sat down with our resident finance coach, Clare Elliott, to explore what MSPs can do when faced with clients who are reconsidering their contracts.  Clare works with MSPs every day inside the Growth Hub, helping business owners understand their numbers, optimise their pricing, and make better financial decisions. One of the key takeaways from our conversation is that if a client calls you to say...

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EP225 – Inside the MSP Growth Hub – January 2025 Intensive Round Up with Stuart Warwick, Clare Elliott, Julie Hutchison & Ian Luckett  show art EP225 – Inside the MSP Growth Hub – January 2025 Intensive Round Up with Stuart Warwick, Clare Elliott, Julie Hutchison & Ian Luckett

IT Experts Podcast with Ian Luckett

I’m joined by fellow MSP Growth Hub coaches Stuart Warwick, Julie Hutchison, and Clare Elliott, as we reflect on the key takeaways from our January 2025 two-day intensive.  These intensives are the cornerstone of the MSP Growth Hub’s Scale with Confidence model, bringing together MSP owners and leaders to reflect, reset, and refocus on their business growth. The January event was centred around the theme of ‘Harnessing Ambition’—not just setting strategic goals but ensuring they are cascaded throughout the entire organisation. This is where business owners can make real...

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EP224 – What’s the Perfect Structure for an MSP? with Alison Whitfield & Ian Luckett show art EP224 – What’s the Perfect Structure for an MSP? with Alison Whitfield & Ian Luckett

IT Experts Podcast with Ian Luckett

Many MSPs start with a handful of technical people, then bolt on account management, sales, marketing, and operations as they grow. But without a clearly defined structure, this approach can create inefficiencies, miscommunication, and stalled growth.   That’s why we brought in Alison Whitfield from Cultivate People Services, a people and culture expert with a wealth of experience working with MSPs. Together, we unpack the essential components of structuring an MSP for growth, leadership development, and team alignment. Alison shares her perspective on why structure is so much more...

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EP223 – Ask Stuart #18 - The Consequence of Not Stopping! And Taking Stock with Ian Luckett & Stuart Warwick show art EP223 – Ask Stuart #18 - The Consequence of Not Stopping! And Taking Stock with Ian Luckett & Stuart Warwick

IT Experts Podcast with Ian Luckett

As business owners, we often pride ourselves on pushing forward, solving problems, and keeping things moving. But what happens when we don’t stop to reflect? What are the hidden risks of ploughing ahead without taking a moment to reassess our strategy, our goals, and even our own leadership? Stuart and I unpack exactly that in today’s conversation, and trust me, if you’re an MSP looking to scale, this is something you don’t want to ignore.  We all know the feeling of getting caught up in the day-to-day operations—whether it's handling client issues, managing your team, or...

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EP222 – STOP Attracting the Wrong People to Your MSP with Julie Hutchison & Ian Luckett show art EP222 – STOP Attracting the Wrong People to Your MSP with Julie Hutchison & Ian Luckett

IT Experts Podcast with Ian Luckett

Now, if you've ever been in the frustrating position of recruiting someone you thought was perfect for the job, only to find out they’re not the right fit at all, you’re not alone. This happens more often than you might think, and in today’s episode, we uncover exactly why MSPs keep attracting the wrong people—and more importantly, how to stop it from happening.  Julie shares a story from a recent conversation with an MSP owner who was struggling to find the right person for their team. They needed someone dynamic, open to change, and capable of taking the business forward. But...

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EP221 – Becoming B Corp… And the Difference It Made To My Business - Success Stories with Gildas Jones & Ian Luckett show art EP221 – Becoming B Corp… And the Difference It Made To My Business - Success Stories with Gildas Jones & Ian Luckett

IT Experts Podcast with Ian Luckett

For those who aren’t familiar, B Corp is essentially a certification that demonstrates a company’s commitment to social and environmental responsibility. It’s often described as the gold standard for ethical business practices, ensuring that organisations consider the impact of their decisions on employees, customers, suppliers, the community, and the planet. It’s about running a business with integrity and proving that you’re doing the right thing—not just saying you are.  Gildas explained that he’s always been passionate about running a business with strong values,...

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EP220 – Improving Service Delivery in your MSP with Michelle Coombs & Ian Luckett show art EP220 – Improving Service Delivery in your MSP with Michelle Coombs & Ian Luckett

IT Experts Podcast with Ian Luckett

One of the biggest takeaways from our conversation is that when clients say an MSP is “too expensive,” what they actually mean is that they don’t see the value in the service. This is a massive problem in the industry. MSPs often assume that if tickets are low and complaints are minimal, everything is running smoothly. But in reality, service delivery is about so much more than just fixing issues. It’s about building relationships, setting clear expectations, and continuously improving processes to meet client needs.  Michelle Coombs quickly pointed out that the traditional...

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Mark Lambert shared practical insights into why selling the tech alone won’t cut it in today’s market. Instead, he stresses the importance of focusing on outcomes that matter to your prospects, such as improving productivity, enhancing security, and solving tangible business challenges. As Mark explains, clients don’t care whether you’re using Office 365 or the latest security stack; they care about how you’ll help their business thrive. This shift from a tech-focused to a problem-solving mindset is critical for any MSP aiming to scale sustainably. 

We also discussed the right time for MSPs to invest in a dedicated sales function. For businesses under £1 million, Mark emphasised leveraging low-hanging fruit within existing accounts by deepening relationships and improving client retention. However, once an MSP is on the path to £5 million, building a dedicated sales strategy becomes a priority. This includes hiring the right salespeople, integrating them into the business culture, and aligning them with your values and goals. Mark highlighted the dangers of hiring a salesperson too early or without the proper alignment, which can lead to short-sighted sales tactics that undermine long-term client relationships. 

One of the key takeaways from Mark Lambert’s approach is the concept of consultative selling, which he believes should permeate the entire MSP—not just the sales team. Consultative selling is about deeply understanding your prospects and clients, their challenges, and their goals. Mark stressed that this isn’t the job of one person; it’s a company-wide mindset. Whether it’s your service desk collecting insights from clients, your marketing team creating educational content, or your leadership team championing values, everyone plays a role in creating a culture of trust and value-driven relationships. 

Mark and I explored the challenges of navigating cold outreach in a world where traditional methods like direct LinkedIn messages often fall flat. Instead, Mark advocates for a more tailored and personal approach. By leading with value—perhaps highlighting a productivity gap or a security concern specific to the prospect’s business—you can initiate meaningful conversations without resorting to salesy tactics. Mark shared that while cold outreach still has its place, it’s most effective when backed by thoughtful preparation and a clear understanding of the client’s needs. 

Another golden nugget from this conversation was the importance of discovery in the sales process. Mark stressed that a thorough discovery process helps uncover the true pain points of a business and builds trust along the way. He shared how asking the right questions—and going deeper when needed—can identify not only the problems but also the urgency behind them. This positions you as a trusted advisor rather than just another salesperson. Mark’s advice: don’t be afraid to ask questions and listen actively to uncover the core challenges holding businesses back. 

One of the most memorable moments of the episode was Mark Lambert’s reminder to always create urgency without applying pressure. It’s about helping prospects see the value and importance of solving their challenges sooner rather than later. By presenting yourself as a problem-solver, you’ll naturally guide the conversation to a point where prospects ask, “Is this something you can help me with?”—a clear invitation to close the deal. 

Mark’s practical tips and insights were incredibly valuable, and his perspective on embedding a consultative selling approach across the whole MSP is a game-changer. If you’re serious about scaling your MSP, this episode is packed with actionable advice to help you move forward. 

Before you go, don’t forget to check out another related episode, EP174 - Ask Stuart #12 - Why You Don’t Need a Salesperson Now… Or Ever with Ian Luckett & Stuart Warwick. It’s a brilliant companion piece to today’s conversation, exploring how MSPs can maximise their sales efforts even without a dedicated salesperson in the early stages. 

To continue the conversation with Mark Lambert or chat with him on how to get started closing deals by solving problems, book a slot directly on his calendar by clicking HERE. 

You can also connect with Mark Lambert on LinkedIn, simply click HERE. 
Or you can also check out his website HERE. 

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK 

And when you’re ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads. 

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To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE 

Until next time, look after yourself and I’ll catch up with you soon!