The right training starts with knowing your model.
The way you sell depends entirely on how your business is structured. An MSP sale, an MSSP sale, and a VAR sale are not the same conversation. Select your company type below and we’ll show you exactly what applies to you.
What type of company are you?
MSP
Managed Service Provider
You sell recurring IT services under contract. Your revenue model depends on retention as much as acquisition — and almost every prospect you call already has a vendor.
- Proactive IT support, monitoring, helpdesk
- Monthly recurring revenue contracts
- Competing against an incumbent on nearly every deal
MSSP
Managed Security Service Provider
Security is your primary offering. Your prospects are driven by risk, compliance mandates, and fear — and you're often selling to people who don't fully understand what they're buying.
- SOC, threat detection, incident response
- Compliance-driven buyers (SOC 2, HIPAA, ISO 27001)
- Selling fear without fear-based tactics
VAR
Value Added Reseller
You sell technology products with services layered on top. Margins are tighter than they used to be and you're under pressure to move toward recurring revenue — but your sales motion hasn't caught up yet.
- Hardware, software, and services bundled together
- Project-based or transactional revenue
- Transitioning toward managed services or recurring contracts
CSP
Cloud Solution Provider
You resell and manage Microsoft cloud services — 365, Azure, Dynamics. The program requirements have tightened significantly and pure licensing resale no longer supports the margins it once did.
- Microsoft 365, Azure, or Dynamics licensing and management
- Pressure to justify value beyond the subscription
- Navigating Microsoft partner program requirements
IT Services
IT Services Company
You provide IT support but don't fit neatly into one of the labels above. You might be break-fix, project-based, or in transition — building toward a more predictable model but still figuring out how to sell it.
- IT support, consulting, or project work
- Revenue that's project-based or hard to predict
- Working toward recurring revenue or a more defined model
Not sure which fits?
Take the skills assessment. It routes you based on your role and situation, not your company label.
Why the label matters more than you think.
Most sales training is built for SaaS or B2C. It treats every sale as a blank slate — a prospect who has no vendor, no relationship to protect, and no technical skepticism to navigate.
That’s not the IT channel. Your prospects have an incumbent. Switching is a risk they’re being paid to avoid. The buying window is often invisible until something breaks — and by then, three competitors are already calling.
The sales motion that works for a VAR is not the same one that works for an MSSP. Generic training collapses these differences. Specific training is built around them.
01
Every prospect has a vendor
In the IT channel, displacement is the game — not filling a void. That requires a fundamentally different approach to creating urgency.
02
Retention is part of the sale
In a recurring revenue model, the close is the beginning. What happens post-signature determines whether the deal was actually profitable.
03
Technical buyers are different
IT decision-makers can see through feature pitches immediately. Authority has to be established before the meeting, not in it.
04
The buying window is invisible
Most IT prospects don’t raise their hand when they’re unhappy. You need to read signals and triggers that surface intent before they call anyone.
Not sure where your team breaks down?
The skills assessment takes eight minutes and tells you exactly which parts of your sales motion need the most work — and what to do about it.