The podcast powered by the MSP Marketing Edge Welcome to this week’s episode of the MSP Marketing Podcast with me, Paul Green. This is THE show if you want to grow your MSP. In this episode I reflect on what it really means when a prospect says “no”.  Often it actually means “not yet”.  Building trust over time through multiple touchpoints can transform rejections into future opportunities.  (jump to) I also face the truth that I’ve lived over half my life – this has sparked an urgency in my business practices. What if you had just one year to achieve your goals? This motivates me to act decisively, how about you?  (jump to) In my chat with Brian Gillette, we explore how lunch and learn events effectively turn attendees into clients by focusing on relationship building over direct sales.  Have you tried these events for your MSP?  They’re challenging but worth it.  (jump to) Lastly, I tackle a question from Ryan, who owns a fairly new and fairly small MSP in Chicago, about valuing employees when budgets are tight. I suggest non-monetary ways to value employees, like recognising efforts, providing personalised rewards, and offering growth opportunities – enhancing team morale and loyalty.  (jump to) Join me as we unpack these topics and learn from some triumphs and trials in the MSP world. Oh, and don’t forget to join me in the MSP Marketing Facebook group. READ FULL TRANSCRIPT What it really means when a prospect says no In the competitive world of business, especially in sales, a “no” from a prospect often stings, feeling like a personal rejection. This reaction isn’t just common among entrepreneurs – it’s practically universal, and understandably so. Many of us see our businesses as extensions of ourselves, so a refusal can feel deeply personal. However, in my experience, a “no” often means “not now – I don’t trust you yet,” rather than a flat-out rejection. Trust is the linchpin in the relationship between clients and MSPs. Prospective clients are acutely aware that a wrong choice in MSP can lead to catastrophic outcomes for their business, which makes them extremely cautious. They often stick with underperforming MSPs simply because of familiarity, which feels safer than venturing into unknown territory. To turn a “no” into a future “yes,” it’s essential to build trust long before the sales pitch. This means engaging with potential clients through multiple touchpoints – social media, newsletters, emails, and more. Each interaction is a step towards building a relationship that fosters trust. Consider a prospect who has interacted with your brand 30 to 40 times before seriously considering your services. They’ve consumed your content and know your ethos. By the time they’re ready to switch MSPs, you’re not just another option; you’re a familiar, trusted entity. This doesn’t guarantee conversion, but it significantly enhances your chances. Ultimately, every decline – whether due to concerns about cost, service suitability, or company size – boils down to a lack of trust. Effective MSPs must focus on becoming known and reliable long before the decision