Objections aren't rejection — they're conversation. Most objections are reflexive, not real. Your job: keep the conversation going.
1. The LAER Framework
L
Listen
Let them finish
A
Acknowledge
Show you understand
E
Explore
Ask clarifying questions
R
Respond
Address real concern
2. MSP-Specific Objections & Responses
"We already have an IT provider."
"That's good — most companies I talk to do. I'm not asking you to switch. I'd just like to understand what you have and see if there's anything we could do better. Sometimes a second opinion is worth it."
"We're happy with our current provider."
"That's great. What do they do really well? And is there anything you wish they did differently?"
"We handle IT internally."
"Got it. How's that going? Is your IT person able to stay on top of everything, or are there things falling through the cracks?"
"We're too small."
"Actually, smaller companies are our sweet spot. We work with businesses from 5 to 50 employees. What matters is whether IT is causing headaches you'd rather not deal with."
"It's not in the budget."
"I understand. What we usually find is that the cost of IT problems — downtime, lost productivity — is higher than preventing them. Would it help to see what you're actually spending now?"
"Just send me some info."
"Happy to. Before I do — what specifically are you trying to solve? I want to send something relevant, not generic brochures."
"Call me back in a few months."
"Sure. Just so I'm calling at the right time — what's happening in a few months? Contract renewal? Budget cycle?"
"How much does it cost?"
"It depends on a few things — number of users, what you need covered. Most clients pay $X-$Y per user per month. Can I ask a couple questions to give you a real number?"
Pro Tip
Key Takeaways
- →Use LAER: Listen, Acknowledge, Explore, Respond
- →Most objections are reflexive — keep the conversation going
- →Practice until natural — role-play with colleagues