You're too good at fixing problems

I was coaching an MSP seller recently who had a frustrating scenario.

Someone called with an IT problem—classic break-fix situation. His team jumped on it, fixed it fast, and while they had the prospect's attention, mentioned their managed services offering.

The prospect was grateful. Everything was working. They thanked him profusely.

Then ghosted him completely.

His question: "What can I do to prevent this?"

As we dug in, I discovered this wasn't a one-off. This was happening frequently. They'd fix the problem, try to transition the conversation to proactive management, and then... crickets.

If this is happening to you, you're not alone. But you may be handling it wrong.

The Wrong Way Most MSPs Handle This

When someone ghosts after a break-fix like this, most sellers follow up once. Maybe twice if they're persistent.

"Hey, just checking in on our conversation about managed services..."

"Wanted to circle back on what we discussed..."

Then they give up.

Why? Because the prospect seems like a decent fit, but they clearly don't see the value of managed services yet. And you don't want to be pushy.

So you move on.

But here's what's actually happening: You just solved their immediate problem. They feel relief, not urgency.

You know that relief is temporary. But in that moment? They're not thinking about what could go wrong. They're thinking about what just got fixed.

The Real Problem

Most people aren’t ready to buy managed services the first time it’s introduced to them. It feels like an additional expense, and they don’t fully appreciate how it impacts the business.

They need to understand it more to truly value it. They need their mindset shifted from reactive to proactive.

And that doesn't typically happen in one conversation while you're fixing their server.

So you have two options:

1. Focus only on high-intent prospects actively looking for managed services

2. Build a system that nurtures break-fix ghosts until they're ready

Most MSPs accidentally choose option 1 by doing nothing.

Smart MSPs choose option 2.

The Content Reactivation System

Here's what I recommended to this seller—and what I'm recommending to you:

Build a 5-email sequence specifically for break-fix ghosts.

When someone ghosts after you fix their problem and mention managed services, don't chase them with generic follow-ups.

Create a sequence in your CRM so when someone ghosts, you push a button and automated emails go out every week or every other week with content specifically designed for where they are in the journey.

Here's what that looks like:

Email 1: The Case Study — A story of someone who didn't think they needed managed services... until they discovered vulnerabilities that could've destroyed their business. How switching prevented disaster.

Email 2: The Chaos Factor — How reactive IT creates a reactive, chaotic culture in the business. The hidden toll of always firefighting on the team, productivity, and morale.

Email 3: The True Cost — A full breakdown of how reactive IT actually costs more than proactive management. Real numbers. Real math. Real results. Take opportunity cost into account.

Email 4: The Strategy Gap — Why trying to be your own IT strategist—while running your actual business—is a recipe for disaster. The security risks you don't even know exist. The difficulty (and cost) of keeping up with security changes in an evolving world.

Email 5: The Disaster Story — A case study of someone who didn't make the switch. Then called you later with a massive problem on their hands that could've been prevented.

After the sequence runs, have a task automatically set to reach back out.

"Hey—how’s the server working for you? Great! Want to do a quick 15-minute assessment to catch anything else before it breaks?"

Some percentage of those people are now curious enough to have a real conversation.

The content did the heavy lifting while you were working other deals.

Why This Works (Asynchronous Selling)

Most people think of content as a top-of-funnel tool.

Post on LinkedIn. Build your audience. Generate leads.

And yes, that's a great use for content.

But the most overlooked opportunity is using content in the middle and bottom of the funnel.

This is what I call asynchronous selling. You create systems where you can scale your time and expertise without being in every conversation.

Because not everyone you talk to is ready to buy today. But with some gentle, consistent nudging? They might be ready tomorrow.

And ultimately, our role in sales is to help people make decisions—no matter where they are in the process.

You don't have to only focus on the highest-intent people. And you don't have to waste your valuable time doing all the heavy lifting on low-intent prospects.

Let content do the work for people earlier in the process. Ensure you're there when they're closer to making a decision.

Beyond Break-Fix Ghosts

Once you build this system for break-fix scenarios, you can replicate it for other sticking points in your sales process.

Getting ghosted after discovery calls? Build a sequence.

Stalling on price objections? Build a sequence.

"Need to think it over" after the proposal? Build a sequence.

Each one addresses the specific objection or concern that's causing the ghost.

You can also use this content proactively. Write an email newsletter addressing the main reasons people don't buy—like price—and use that content as the reason for reaching out.

Or an email highlighting how your expertise and services might create value in their business.

Anything but, "Just following up..."

You send: "I wrote this piece on why managed services actually cost less than break-fix in the long run. Thought you'd find it interesting given our conversation."

Now you have a legitimate reason to reconnect. And you're adding value instead of just pestering.

Make It Work For You

If you want content to do some of the heavy lifting for you or your sales team:

1. Name a specific sticking point you are addressing (ghosting after break-fix, price objections, can’t get ‘higher ups’ on board, etc.).
   

2. List your 5 best arguments of what you’d show or tell this prospect if you had the chance to shift their mindset? Case studies? Testimonials? Industry reports?
   

3. Write 5 emails—one for each of those arguments. Make them engaging and educational. Don’t ask for anything, but do have a clear way to contact you if they want to.
   

4. Set up the sequence in your CRM to automate when someone ghosts.
   

5. Track what happens when you reach back out after the sequence runs.

You'll convert more opportunities. You'll waste less time chasing ghosts. And you'll build a system that works while you're working other deals.

That's how you scale yourself as a salesperson.

Hope it help!

Adios,

Ray