Robin Robins

Robin Robins is the CEO and Founder of, the largest sales and marketing consulting firm in the IT channel, specializing in sales-generating marketing campaigns for MSPs, VARs, and solution providers. To date, over 7,000 IT services firms have enrolled in one or more of her programs. Click here for more information and to request a free one-on-one marketing consultation and marketing roadmap for your IT services firm.
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Recent Posts

Robin Robins: Let’s Talk About Price $$$$$

Posted by Robin Robins on May 3, 2017 2:45:45 PM

I’m about to make somebody (you?) a lot of money because I’m about to give you an idea for raising your fees that will allow you to prove to yourself you’re leaving a LOT of money on the table. First, a story to set the table …

I’m planning on having carriage-wood garage doors put in the house, and I reach out to a company locally for a quote. First of all, it takes them two weeks to respond with pricing — TWO WEEKS! Second, they don’t come by to talk about what I need, want, etc. They E-MAIL ME a very poorly scanned document that has some various styles, wood types, and windows, asking me to pick one. (Wait, it gets better.)

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Topics: Sales Process

Robin Robins: How your thoughtless political rants are hurting your business

Posted by Robin Robins on Mar 22, 2017 9:30:00 AM

A news report I overheard but missed the source of: Employees are now wasting an average of two hours a day reading political news on Facebook and creating drama, stress, and resentment in their workplace as they argue over their respective viewpoints. “Unrest” doesn’t even begin to describe what’s going on. The news stations are, of course, having a heyday and feeding off of and FUELING conflict, as it has the EXACT effect they want: more people watching and reading news stories. Never, ever forget that media outlets are businesses that are highly motivated to make a profit.

As a marketer, I selfishly love Facebook. But make no mistake — all of the social media sites, online games, and news feeds are your mortal enemy in your battle to keep yourself and your employees focused and productive. It IS addictive, and constantly checking your Facebook feed, Twitter account, e-mail, etc., is HIGHLY unproductive behavior. Employees wasting ANY time on Facebook are not only stealing from their employers by taking paid time for non-work-related PERSONAL activities, but they are also hurting the entire company’s profitability and their own personal effective rate because the funk of resentment lingers and spills over into drama in the workplace.

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Topics: MSP Marketing

Robin Robins: How do I monetize thee? Let me count the ways …

Posted by Robin Robins on Feb 13, 2017 12:18:57 PM

My friend Michael Attias runs a catering-software business that helps restaurant owners generate a significantly higher profit margin in their business by selling catering. The other day he was explaining a new done-for-you online marketing service he was about to launch that would drive new catering business to the restaurant, but that many restaurateurs would consider “pricey.” 

He argued (backed up with logic and reasonable business math) that while the first order may be break-even, they could easily make that back from the repeat purchases made over time — and therein lies the hair in the proverbial butter with his argument. MOST restaurateurs don’t track sales metrics like this and don’t have a CLUE what the average client is worth, how often they repeat purchase, what their referral activity is (or isn’t). Because of that, I predict he’s going to have a TOUGH time selling this service, even if he can logically demonstrate the long-term ROI.

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Topics: Growing Your MSP Business

Robin Robins: The 9 pillars of trust-based selling

Posted by Robin Robins on Jan 11, 2017 11:30:00 AM

If you’re struggling to close sales, this is my New Year’s gift to you. Below is a list of nine ways you can specifically build TRUST to close more sales. My suggestion would be to take one at a time and work on incorporating it into your sales and marketing processes.

But first, a quick refresher on salesmanship. When selling “IT services,” get it in your head that what you’re REALLY selling is trust. Not contracts. Not bundles. Not features. Not monitoring 24/7/365. TRUST. Clients largely have no idea what should or shouldn’t be included in a managed services agreement, and cannot tell if you’re good, bad, or somewhere in between (welcome to the world of selling intangibles). Therefore, sales are largely based on who the prospect feels they like and who they can TRUST to do the job well.

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Topics: Sales Process

Robin Robins: Marketing not working? Read this...

Posted by Robin Robins on Nov 30, 2016 11:30:00 AM

Before you try to implement any new marketing campaigns, I thought I would give you a brief refresher on REALITY so you can better appreciate the difficulty of the task of acquiring new customers.

  1. You are GROSSLY IGNORANT to expect success in marketing simply because you’re good at what you do, because you care, because you desperately need more money and therefore decided recently to get hot ‘n’ bothered about marketing, or because you sent out a couple flyers.
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Topics: MSP Marketing

Robin Robins: What to do when you suddenly find yourself in a dark room in a commodity business

Posted by Robin Robins on Oct 26, 2016 10:00:00 AM

First off, if you find yourself selling a commodity product or service, you only have yourself to blame. YOU chose your business and your customers; so if you truly are selling a commodity where margins are thin and clients are only loyal to the person giving them the cheapest price, GET OUT. I’m not trying to be hurtful, but the reality is you can choose. Sometimes you have to identify the big, stinking pile of dung in the middle of the room instead of throwing a rug over it and spraying some perfume to try and hide it. 

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Topics: Growing Your MSP Business

Robin Robins: Back-to-school sales lessons for MSPs

Posted by Robin Robins on Sep 7, 2016 10:00:00 AM

“Two things are infinite, the universe and human stupidity, and I am not yet completely sure about the universe.”   —Albert Einstein

BACK TO SCHOOL LESSON: Is it laziness or stupidity? On a recent sales call with a company that will remain nameless, I stumped the salesperson with the very first question I had about how her software compared with the company we were currently using (but were unhappy with) and with one other competitor we were considering. Not only did she not know how to answer that, but she wasn’t even familiar with either of the companies I mentioned, both of which are very well-known, direct competitors to her.

My second question was, “Show me how this integrates into the CRM we’re currently using,” which is a very basic question that most prospects would have due to the nature of what she is selling. Again, she was completely clueless other than to say, “Yes, it integrates,” but she couldn’t show me more because their demo site wasn’t working.

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Topics: Sales Process

Robin Robins: MSPs need to make “the second effort”

Posted by Robin Robins on Aug 3, 2016 11:30:00 AM

Vince Lombardi loved to talk about the concept of the second effort. In fact, it’s the basis of a short sales training movie created in 1968 that is still showed to sales teams in training programs today. Lombardi is famous for showing his players football clips of receivers who almost caught the ball but let it slip through their fingers. Then he’d show clips of players who made the second effort; same situation, but when they realized the ball was slipping through their fingers, they dove and caught the ball just before it hit the ground. Other clips were of running backs who were almost crushed but managed to somehow wiggle free and made the touchdown.

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Topics: Growing Your MSP Business

Robin Robins: Are you willing to pay the price necessary to succeed?

Posted by Robin Robins on Jul 7, 2016 10:00:00 AM

“An entrepreneur is the greatest contradiction of our world; it’s someone who will work an exhausting 80+ hours a week, dealing with a heap of problems, aggravation, and stress, putting their financial a** on the line for less pay than they can make working for someone else just so they can have more freedom in their life.” — Robin Robins

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Topics: Growing Your MSP Business

Robin Robins: How much is your time really worth?

Posted by Robin Robins on May 25, 2016 10:00:00 AM

I got a very funny e-mail inquiry a while back from a VAR right down the street from our office. Not funny “ha-ha,” but instantly funny to me because he wrote: “I have heard quite a bit about you from Harry Brelsford. Your office is actually less than 1 mile from mine. We have called many times and asked about hiring you on an hourly basis to come help us, but your staff keeps rejecting us or not connecting us to you. I would think that a nice paying ‘filler’ gig next to your office would be a great idea, but someone there doesn’t. The Technology Toolkit is a bit more than I need, even at the current price, since we do not have a full-time sales or marketing person.”
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Topics: Saving Time

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