Oct 5, 2026 · 41 min · 10 segments
Josh Peterson opens with a claim most MSP owners will recognize: the owner who says he can't sell and the owner who says he's great at it often end up with the same pipeline. The difference, Josh…
Josh PetersonHostGary BoyleGuest
So the thing everyone has to understand, if you don't understand this, you know, I'm so happy you've been able to sell anything without understanding this if you don't understand it.
But I wonder, in all your exposure to all the Barry McKinley material and our time as client and consultant, do you have any recollection, I'm putting you on the spot, of what the order of selling means in this context? I knew you'd ask me this.
The framework you've given me, the order of selling and the exact spec on it, I couldn't feed back to you right now, which is probably why I'm not great at sales.
Well, the good news is, you know, many, many, you know, owners who sell kind of do this organically.
That order of selling is we sell ourself first, the company second, and the goods and services third.
You might be thinking, what does it mean to sell myself? What does it mean to sell my company? Well, I'll tell you what, don't try to define those.
Focus on that third one of selling goods and services should be the last thing we do.
And what I want you to do is think about On my last few sales calls, how quickly did we start talking about solutions and their technical needs on that meeting? And for many people, that's going to be it.
What it means is the rest of the sales process is going to go differently than if you were able to sell yourself first and the company second.
So the thing everyone has to understand, if you don't understand this, you know, I'm so happy you've been able to sell anything without understanding this if you don't understand it.
But I wonder, in all your exposure to all the Barry McKinley material and our time as client and consultant, do you have any recollection, I'm putting you on the spot, of what the order of selling means in this context? I knew you'd ask me this.
The framework you've given me, the order of selling and the exact spec on it, I couldn't feed back to you right now, which is probably why I'm not great at sales.
Well, the good news is, you know, many, many, you know, owners who sell kind of do this organically.
That order of selling is we sell ourself first, the company second, and the goods and services third.
You might be thinking, what does it mean to sell myself? What does it mean to sell my company? Well, I'll tell you what, don't try to define those.
Focus on that third one of selling goods and services should be the last thing we do.
And what I want you to do is think about On my last few sales calls, how quickly did we start talking about solutions and their technical needs on that meeting? And for many people, that's going to be it.
What it means is the rest of the sales process is going to go differently than if you were able to sell yourself first and the company second.
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