Pax8 Results Selling Framework Podcast

Most MSPs are making a critical mistake by sticking to traditional sales tactics in a fast-evolving industry — but Rob Rae reveals how relationship-driven selling and AI integration are transforming the game entirely. If you want to stay relevant in the AI-powered future of managed services, this episode is your blueprint for success.

Rob Rae, corporate vice president of community and ecosystems at Pax8 and a 25-year industry veteran, shares powerful insights from his career that challenge conventional MSP sales strategies. From light-hearted memories of setting computers on fire during demos to shaping industry trust, Rob emphasizes that success today hinges on building authentic relationships, leveraging technology, and preparing your team for the AI revolution. Drawing from decades of channel leadership, Rob explains why the shift from product-centered sales to outcome-based, service-led selling is accelerating—and how embracing AI can give SMBs a competitive edge over enterprise rivals.

In this episode, you'll discover:
✅ How trust and relationship-building remain the core of MSP sales, even as technology evolves
✅ The critical role of community, sharing best practices, and real human connection in a competitive market
✅ Why AI is a game-changing opportunity for MSPs, and what steps to take now to lead the AI practice
✅ The difference between being a builder or a broker in AI, and how to prepare your team for rapid change
✅ Practical strategies to position your MSP as the go-to expert for AI solutions, long before your clients ask Get ready for a transformative perspective on sales mastery in the AI era.

Whether you're a sales leader, owner, or technology provider, Rob’s insights will inspire you to rethink your strategy—before your competitors do. Perfect for MSPs committed to growth and relevance, this episode unlocks the secrets to thriving amid unprecedented industry disruption and the new human side of tech-enabled sales.

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CONNECT WITH THE HOST

Keith Marchiano | Senior Executive Coach & Program Manager for Sales Enablement | Pax8
https://www.linkedin.com/in/keithmarchiano

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CONNECT WITH GUEST

Rob Rae | Corporate VP of Community and Ecosystems | Pax8 https://www.linkedin.com/in/robtrae

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Most MSPs are wasting time and money on marketing strategies that don’t work — until now.

Pete Busam, owner of Equilibrium Consulting, reveals how mastering target audience clarity and leveraging AI-driven tactics can transform your marketing from guesswork into a powerful growth engine. If you’re tired of blending in with the competition or wasting your budget on ineffective tactics, this episode is your breakthrough.

In this conversation, Keith and Pete explain why AI only works when your messaging is built around a clear ideal client. You’ll hear why buyer personas, customer insights, and stronger content are essential for standing out and attracting better clients.

We also cover practical frameworks like the Authority Loop and Answer Engine Optimization, plus simple ways MSPs can build authority, trust, and visibility in a crowded market.

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CONNECT WITH THE HOST

Keith Marchiano | Program Manager - Academy Sales Enablement | Pax8
https://www.linkedin.com/in/keithmarchiano

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CONNECT WITH GUEST

Pete Busam | Founder | Equilibrium Consulting https://www.linkedin.com/in/petebusam/

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Unlock the secret to boosting MSP profits and safeguarding your revenue with smarter contracts—without the legal jargon. If you’re an MSP owner or sales leader, ignoring your contract strategy could be the biggest oversight costing you thousands.

This episode reveals the overlooked tools every MSP must harness—contracts that are clear, proactive, and built for growth—so you avoid revenue leakage, protect your margins, and turn your agreements into opportunities for upsell and cross-sell. Anne Hall, the “Agreement Lifeguard,” brings 25 years of legal expertise and a fresh perspective on how MSPs can craft practical, tailored contracts that are easy to understand and enforce.

Discover how a simple shift—treating contracts as living documents—can dramatically reduce disputes, clarify scope, and turn contractual conversations into revenue-building tools. You’ll learn:

✅ The critical clauses most MSPs are missing
✅ How to communicate service details clearly
✅ The optimal structure for managing multiple services
✅ Actionable tips for integrating price increases and onboarding protocols

In a competitive market, a professional, clear contract is your secret weapon—one that builds trust, streamlines operations, and unlocks new revenue streams. Don't let ambiguity or outdated documents hold your MSP back—listen now and turn your contracts into a growth engine.

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CONNECT WITH THE HOST

Keith Marchiano | Program Manager - Academy Sales Enablement | Pax8
https://www.linkedin.com/in/keithmarchiano

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CONNECT WITH GUEST

Anne Hall, Founder & CEO of IT Agree
https://www.linkedin.com/in/annehall-itagree/

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☁ Learn More About Pax8 ☁
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In this episode, Keith Marchiano chats with Max Barnhart about effective prospecting strategies, building trust with clients, and leveraging AI to supercharge sales efforts. Max shares practical insights drawn from his experience scaling MSP sales, focusing on relationship building, niche targeting, and process optimization.

🔑 Key Topics Covered

✅ The importance of building a referral circle and authentic relationships
✅ How to identify and qualify the right prospects based on industry and company size
✅ The role of trust, credibility, and understanding client needs beyond technical solutions
✅ How AI tools can streamline research, content creation, and outreach while maintaining authenticity
✅ Common pitfalls in sales processes, such as over-analysis and misusing AI
✅ Strategies for consistent closing, early qualification, and setting clear next steps
✅ The significance of outcome-based selling and storytelling with proof points
✅ Tips for managing timing, acceptance, and onboarding to avoid deals falling through

This episode is a must-listen for MSP salespeople aiming to improve prospecting, build meaningful client relationships, and leverage AI without losing their authenticity.

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CONNECT WITH THE HOST

Keith Marchiano | Program Manager - Academy Sales Enablement | Pax8
https://www.linkedin.com/in/keithmarchiano

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CONNECT WITH GUEST

Max Barnhart | Director of Growth | Integritek
https://www.linkedin.com/in/max-barnhart-16861315a/

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☁ Learn More About Pax8 ☁
Why Pax8? - http://pax8.io/9oBr50OYkpi
Explore our cloud marketplace - http://pax8.io/Pfoh50OYks1

☁ Follow Us ☁
LinkedIn - http://pax8.io/1jFu50JJ423
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In this episode of the RSF Podcast, we dive into building scalable growth systems, defining clarity around ideal client profiles, and shifting from founder chaos to founder clarity. Amy Luby, channel veteran and Pax8 Academy Executive Coach, shares her invaluable insights from decades of experience, emphasizing the importance of systems, processes, and strategic planning for long-term success.

 

🔑 Key Topics Covered

✅ The significance of clarity in defining your ideal client profile (ICP) and messaging
✅ How to create a predictable growth engine by aligning sales, marketing, and client success
✅ Overcoming owner bottlenecks by building scalable systems and playbooks
✅ Strategies for MSPs at different growth stages to separate owner involvement from sales execution
✅ How to articulate your value clearly to differentiate in a competitive market
✅ Recognizing the signs of plateau and the critical need for a go-to-market framework

📝 Resources:
🔗 NEW! Results Selling Framework landing page: https://www.pax8.com/en-us/academy/rsf/
🔗 Instructor-Led Training: Jumpstart Your Owner-Led Sales: https://www.pax8nebula.com/m/1ebfab150404c738/original/Jumpstart-your-Owner-Led-Sales.pdf
🔗 On-Demand Learning: MSP Go-To-Market (GTM) Progression Framework: From Founder-Led to Scalable Revenue Engine: https://academy.pax8.com/learn/courses/7151/msp-go-to-market-gtm-progression-framework-from-founder-led-to-scalable-revenue-engine

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CONNECT WITH THE HOST

Keith Marchiano | Program Manager - Academy Sales Enablement | Pax8
https://www.linkedin.com/in/keithmarchiano

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CONNECT WITH GUEST

Amy Luby | Executive Coach | Pax8 Academy
https://www.linkedin.com/in/amycluby/

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☁ Learn More About Pax8 ☁
Why Pax8? - http://pax8.io/9oBr50OYkpi
Explore our cloud marketplace - http://pax8.io/Pfoh50OYks1

☁ Follow Us ☁
LinkedIn - http://pax8.io/1jFu50JJ423
Twitter - http://pax8.io/AAth50JJ42u
Facebook - http://pax8.io/A4gR50JJ43f

☁ Shop Pax8 Club ☁
See our collection of softwear - http://pax8.io/YG9P50OYkun