Go-To-Market Strategy
The case for what you charge is made in the first call, on the website, and on the first page of the proposal.
Book a scoping call2.2 million
verified data points
5 days
to the first qualified leads
60+
technology leaders
2,000+
qualified Microsoft Copilot leads delivered
How it works
We rebuild what the buyer sees before the number, in the order below. Your sales team keeps the wording and uses it on the next deal.
Review the touchpoints
Review your site, the proposal template, and recordings of your last ten first calls. Mark each place where the buyer received a service list and needed a business outcome.
Write the outcome case
Write the positioning around what the client ends up with: uptime restored, an audit passed, a security exposure closed, a migration finished on the date promised.
Fix the proposal template
Fix the template so the client's problem, the cost of inaction, and a measured outcome appear before the summary. The commercial section stays where it is and stops carrying the argument.
Set the call standard
Set the questions that establish value in the first call, and the answers for a buyer who opens on cost. Your reps then use them on live deals.
Start here
Send a recent lost proposal and the reason the buyer gave. The scoping call settles which touchpoints carry the value case first.
A buyer who sees no difference between two managed service providers (MSPs) negotiates on what is left to compare. That is the number at the bottom of your document.
The value case is made in the first call, in what the buyer reads before it, and in the reference they call afterwards. The proposal confirms it.
Take your last lost proposal and read only the first page. If it opens with your company background and a service table, the buyer had little to weigh against the number.
What you charge stays the same. The buyer reaches the number having already read the problem, the cost of inaction, and an outcome.
A value case lands best with a buyer who is already evaluating. The MSP Lead Generation program puts a qualified lead in front of your sales team with the buying trigger attached.
A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history. The rep knows the trigger before the call opens and can build the outcome case around it.
If an agency has reported impressions and click counts to you with no deal behind them, this work is measured on the leads your sales team accepted and the pipeline that followed, on a public dashboard.
If you were sold by a senior name and then handed to a junior, note that a dedicated program manager runs this work for the term.
The work fits managed service providers (MSPs) selling to organizations of 100 to 2,500 seats, including MSSPs, security-led MSPs, and Microsoft-centric MSPs.
If the discounting comes from a thin account list, positioning work will not fix it, and the scoping call starts with the list.
What price-led selling costs an MSP
The xpandly guarantee
It applies to Microsoft Copilot leads, and the program page states it in full.
34%
is the average discount MSPs give away to close deals that should have been won at full value with the right positioning in place
68%
of deals MSPs report losing on 'price' are actually lost because the value case was not established before the proposal was sent
2.4x
higher revenue per managed client for MSPs with outcome-led value propositions compared to service-feature-led competitors
Common questions
Why do buyers open on price?
Because price is the one number two proposals share. When the rest of the document reads the same, it becomes the comparison, and the buyer is behaving rationally.
Should we publish our rates?
That is a commercial decision for your leadership. What matters here is that the buyer can see what the number buys before they reach it.
Can we fix this ourselves?
Yes. Rewriting the first page of your proposal template around the buyer's problem, the cost of inaction, and one checkable outcome takes an afternoon of your own time.
Does this stop discounting?
Not on its own. It moves the conversation onto outcomes earlier, which gives your reps a value case to hold when the buyer asks for a discount.