Make more net profit from your MSP (and take more holidays at the same time)
Hi, my name's Paul Green.
I don’t own an MSP. This is a strength not a weakness, as it gives me the power of perspective (and I work with 645 MSPs so I really understand our world).
I understand that owning and running a business can be sheer joy and sometimes pure hell at the same time.
Before I started working with MSPs in 2016, I grew and then sold a successful B2B marketing company.
Understand this: You’re not going to get to the end of your life, look back, and wish you’d spent more time closing tickets because your techs 'forgot' to...
I started the business in 2005 after having an ‘entrepreneurial seizure’ and quitting my job in the media (I was a newspaper reporter, then a radio presenter for 13 years. Great fun).
But the story really begins at 6.15pm on Sunday 18th July 2010.
It was a hot Sunday afternoon. And with just one hour’s warning, my wife went into labour and gave birth to my child, Tilda.
She was an incredible 15 weeks’ premature. And the Special Care Baby Unit doctors warned us she might not survive the night.
I’d been a business owner for five years at that point. The business was doing OK – I was making a living – but the personal price I was paying was way too high.
I was working stupid hours, 6 days a week, to try to grow the business. I had two staff. But it seemed like nothing really happened unless I personally did it:
- I had to market the business
- Sell to clients
- Lead the delivery
- Worry about cash flow
The staff got paid before I did (sometimes I went months without pay). Work/life balance was way out of whack.
Sound familiar? It’s a position many business owners find themselves in. But in the long-term it’s not healthy.
Instead, you’ll wish you’d spent more time with your children. Or other half. Or just having more fun – hang gliding; golf; whatever your thing is.
For three months after Tilda’s birth, I focused on my family. I kept in contact with the business, but I wasn’t there – mentally or physically.
Tilda amazed the doctors with her progress, and today is a healthy 11-year-old.
Back to 2010. The day I returned to work after a 3 month break, I was dreading it.
Would there be a viable business to return to? Or would it have taken a massive step backwards?
Actually, it was the complete opposite. My two staff had stepped up to the mark, and had replaced me! They were keeping the marketing going, selling to clients and delivering. And do you know what… the business was running more efficiently than when I had been there for 12 hours a day.
I remember feeling a little hurt at first. After all, as business owners, our identity is tied up with our business, right? But I quickly realised how exciting this was.
Because now I had space. To stand back, and work ON the business, rather than IN it.
I stopped going into the office so much, and started working from McDonalds, Costa and Starbucks (anywhere I could get power and Wi-Fi became my office).
I took more time off. I went on more holidays, including a three week cruise with zero internet or phone contact (bliss). In 2012, we moved to a new home an hour away from the office. And I started only going in on Thursday mornings.
Suddenly, I had a business that was there for me. Rather than the other way around.
And the growth was impressive every year. From 2010 to 2011 the business grew its turnover by 47%. The year after it grew by 67%.
On the 24th March 2016 I sold the business to a fast growing digital marketing agency for an undisclosed sum.
So what did I actually do to grow the business to the point it could be sold as a profitable, ongoing concern?
That’s simple. I focused all my attention on systemising effective marketing, sales and delivery. That’s it.
Now I work with the owners and managers of 605 MSPs around the world.
People who want to grow turnover and net profits at the same time. And have a dramatically better work/life balance.
The MSP business model is beautiful, isn't it? Crazy good retention, and tons of Monthly Recurring Revenue.
The only downside of this is it makes many MSPs lazy with their marketing. They do little or no marketing. Perhaps your business is like that?
The thing is, there is a real opportunity in every marketplace for one or two MSPs who get really good at marketing.
And you don't have to be world class. You just need to be better than 2 or 3 of your closest competitors. You'll generate more leads, prospects and clients than they will. Which is the route to a great net profit, and ultimately a better work/life balance.
Here's what some of my MSP clients say
(from Google Reviews)
Here are some of my recent guest appearances
In spring of 2021, I was interviewed at length by Luis Giraldo of N-Able. He was in Bryan Adams' studio in Canada (yes really) and I was in a posh hotel in Windsor, UK.
The resulting interviews are now live as part of N-Able's incredible educational series called Studio.
Another appearance with Adam Walter of Managed Services Platform. This time we took an MSP's website apart and made a series of suggestions to improve it.
How to get 100 leads in the next 90 days, a fun panel led by Shannon Murphy.
Rapid Fire Tools
This was a Sherlock Holmes-themed webinar about creating your MSP marketing strategy.
An enjoyable interview with Harry Brelsford. Needs a better thumbnail though... we're both much more attractive in real life 😃
This was totally unscripted. Along with Zomentum's Shannon Murphy, I did a full critique of an MSP's marketing strategy and website.
SuperOps.ai Super Summit
Talking about the number one marketing channel for MSPs in 2022.
There's only one Ian Luckett. And it was great fun appearing on his podcast.
MSP Voice by MSP360
This was a vibrant one with Doug Hazelman.
Another webinar for my friends at IT Glue, this time about the marketing fundamentals you must get right in your MSP. Be aware that clicking the link or video thumbnail will open a new tab, and the video plays on IT Glue's website.
When Karl asked me to contribute a video to his Cheeky Sales Coach series, I created something new. I show how winning a client is as much about what you do before and after the sales meeting, as it is during the meeting.
Brian Doty interviewed me about how to generate more leads using LinkedIn. There's a LOT packed into this 40 minutes...
Great two-parter podcast with Adam Walter from Managed Service Platform.
MSP Growth Doctor
A very solid interview focused on marketing your MSP, with Carly and Stephen from Managed Services Platform.
This was such fun with Matt Solomon and Kevin Lancaster, talking about growing MSPs and making marketing easier - especially building your email database.
Todd Kane's Evolved Radio
This was a very enjoyable hour talking about the MSP marketing fundamentals.
Great interview with Dan Albaum about our world. Did you know that the MSP market is projected to reach $350 billion in the next five years?
This was fun - a webinar for Kaseya's Unitrends about the four marketing problems most MSPs have - and how to avoid them.
Delighted to take part in a panel discussion about MSP marketing challenges and opportunities.
Really enjoyed this website tear down and rebuild with Domotz.
I think this is one of the best webinars I've done so far this year. 45 minutes on creating more Monthly Recurring Revenue, for IT Glue. Be aware that clicking the link or video thumbnail will open a new tab, and the video plays on IT Glue's website.
This is a quick one - delivering the first ever "nearly to time" One Minute Wednesday for Datto 😃
Marvin Bee welcomed me onto the Podnutz Pro podcast, episode 333.
Luis Giraldo from N-Able invited me to join him in his Café Con Luis live webinar. We covered a LOT of MSP marketing stuff in just one hour.
I was delighted to be invited onto this Connecting IT podcast, with Kaseya's Dan Tomaszewski.
How MSPs should market
What DOA really means in marketing
And LinkedIn tips that will help you sell, including the 3 Cs
This was my second appearance on the Domotz webinar. We did a live lead generation consultation for an MSP - with no prep. Now that's my idea of a fun evening...
MSP Growth Hacks
With Kevin Clune of MSP Growth Hacks, discussing whether you should hire someone to manage your Pay Per Click (PPC), or DIY.
LOVED being interviewed by Karl Palachuk for his podcast. It's about the unique MSP marketing opportunities created by Covid-19.
A live MSP marketing webinar with Steve Taylor of Rocket MSP.
MSP Growth Hacks
Interviewed by the brilliant Kevin Clune of MSP Growth Hacks, about how to make cold approaches to prospects.
This was a great interview about getting new clients, with Jeff Halash of MSP Unplugged.
Making MSP marketing easier than you think: Appearing on James Vickery's Infinite Scale podcast.
An MSP marketing special edition of Purechannels' Channel Drop In.
And some articles on MSP news websites and blogs
I'm a member of CIPR, the Chartered Institute of Public Relations.
This means I technically have letters after my name. Means nothing to me, but makes my mum proud.
I'm also a member of the FSB. That's the small business association, not the Russian KGB.