The Golden Circle Will Make your MSP Sales Pitch Memorable

The key to making a memorable pitch as an MSP is the Golden Circle. It's not hard, but it does require a few minutes of your time to get it right on paper.

Simon Sinek developed the Golden Circle concept and here’s a video in case you prefer to get the explanation directly from him.


The concept explains why some businesses are able to differentiate themselves, and why others don’t. 



Everyone in your MSP knows and understands very well what they do, 100%. You offer managed IT services to small businesses--easy peasy.

Some people in your company know how you do the work you do; in other words, which projects your technical team is great at, how remarkable your onboarding is, which vendor products you specialize in implementing, etc.

But I bet very few people in your firm really know why you do all this. And by “why” it’s not good enough to say “to make a profit,” but rather, what your true cause or belief is; why you get up every morning to do this "IT work" in the first place, what really drives your team to do remarkable work?

The Golden Circle in Action

If Apple's marketing pitch was like every other electronic company's pitch, their commercials would go something like this:

  1. What - “We make great computers”
  2. How - “They are beautifully designed and user-friendly”
  3. Why - “Wanna buy one?”

But Apple isn’t like everyone else. They are market leaders in their industry and it’s largely because of their marketing. Their marketing messages start with “why” and end with “what.”

  1. Why - “Everything we do, we believe in challenging the status quo, we believe in thinking differently.”
  2. How - “The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly.”
  3. What - “We just happen to make great computers, wanna buy one?”

Apple followed the Golden Circle in their messaging and it inspires the crap out of people.

Sinek says it twice in his talk.

“People don’t buy what you do, they buy why you do it”

How MSPs Can Apply The Golden Circle

People have a hard time differentiating MSPs because most describe themselves the same way. "We sell proactive managed IT!" or "We sell cybersecurity!" or "We have the best people, the most awards!"

BORING! Throw those words away.

Instead, follow Apple's example and write your own Golden Circle pitch. 

If you found this idea was helpful, please share your pitch in the comments below and I'll happily provide feedback.




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