Dave Sutton: The Anti-Stack Approach to Selling
Dave Sutton, founder of Wingman Agency, on selling outcomes instead of a vendor list. He argues for conversations with existing customers before more spend on hunting new logos.
- → Talk to current customers before buying more leads
- → Anti-stack: outcomes rather than a vendor list
- → Why a standard QBR often fails
- → Ticket history as a guide to what to talk about
What You’ll Learn From This Episode
“People will always forget. And you don’t want to ram it down their throats, but you wanna communicate enough that they remember that you can sell printers.”
01:00 · Dave Sutton“Most MSPs have not got millions of customers. Because it will be a fairly modest number on average, it can be quite focused so that you can spear fish the messages.”
12:00 · Dave Sutton“There’s probably gold dust in your ticket system. Look at the last 12-18 months - what are the nature of requests you’ve received? Use this data to inform your marketing campaigns.”
18:20 · Dave Sutton“I’m very anti stack. Vendors have built up this stack model because it’s neat for them to sell products. Instead, sell in a way that your customers sell their services.”
39:10 · Dave SuttonDave Sutton
Dave Sutton
Founder, Wingman Agency
Dave Sutton is a sales professional who learned marketing as an aid to sales rather than starting in marketing. He has nearly 10 years of experience across three businesses delivering managed services in the MSP industry, giving him practical experience in the trenches selling services.
Connect with Dave on LinkedIn →Ready to Unlock Revenue From Your Existing Clients?
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