“Forget Your Tech Stack, Focus on Sales First” – with Paul Green

In this episode of the Heimdal podcast the host Jacob Hazelbaker is joined by Paul Green, founder of MSP Marketing Edge, to explore best practices defining the MSP Security Playbook.

Paul has helped hundreds of MSPs ditch random acts of marketing in favor of a systemised, scalable approach to lead generation and client conversion.

Whether you’re struggling to sell cybersecurity services to non-technical decision makers or just feeling stuck in reactive sales mode, this conversation is packed with actionable insight. Paul breaks down his 3-step marketing system, explains why MSPs must shift from technician to business builder, and shares the one thing he’d do in his first 30 days if launching a new MSP.

MSSP Sales Playbook

In an era where cyber threats evolve at breakneck speed—ransomware attacks surged 62% from 2021 to 2024, and the average data breach now costs businesses $4.88 million—organizations are turning to MSPs for protection, compliance, and peace of mind. Yet, selling cybersecurity is no simple task. It demands a deep understanding of client fears, a clear articulation of value, and a strategic approach to navigating objections and closing deals.

Whether you’re targeting small businesses grappling with phishing threats or mid-market enterprises seeking HIPAA compliance, our program offers a structured roadmap to transform prospects into loyal clients. Inside, you’ll find a comprehensive framework: how to identify your ideal customer, address pain points like regulatory pressures or limited IT resources, and position your solutions as must-have investments.

We’ll walk you through a streamlined sales process—lead generation, qualification, pitching, and retention—complete with scripts, objection-handling techniques, and metrics to track success. You’ll also discover how to differentiate your MSP in a crowded market, using case studies, compliance expertise, and partnerships with leading vendors like CrowdStrike or Microsoft.

As cyber threats and regulations shift, so must your approach. That’s why we emphasize continuous learning, from training on zero-trust architectures to monitoring competitor moves online. Whether you’re a seasoned MSP owner or a new sales rep, this playbook will help you build trust, close more deals, and protect your clients from the ever-growing digital dangers.

Let’s get started on turning cybersecurity challenges into opportunities.