EP137 - Why MSP Sales Decisions Aren't as Rational as You Think with Marino Vigliotti
About this episode
Marino Vigliotti discusses the psychological factors influencing MSP sales decisions and the differences between B2B and B2C buying behaviors.
Marino joins the podcast to discuss decision-making psychology for MSPs, emphasising that B2B buying differs from B2C because decisions require justification to others and are shaped by different goals. He describes common friction caused by misalignment between what MSPs pitch as "gains" and what business owners perceive as "losses," highlighting loss aversion, status quo bias, and sunk cost effects (including attachment to existing tools and the implied threat of admitting past mistakes). Using a probability-and-reward example, he explains biases in cognitive decision-making and how statistics can be misread without context. The conversation covers how asking too many questions increases cognitive load, why multi-quote requests often signal weak differentiation of the MSP (not just price), and why prescriptive sales scripts can feel inauthentic; trust, fit, and practice through more conversations are stressed. Marino recommends Kahneman's "Thinking, Fast and Slow" and Phil Agnew's "Nudge" 00:00 Welcome and Topic Setup 01:13 B2B vs B2C Decisions 02:26 Client Utility and Friction 06:11 Cognitive Biases Explained 10:39 Loss Aversion and Framing 14:26 Status Quo and Sunk Costs…
More episodes of It's a Numbers Game
- EP136 – How I F'd Up Three Acquisitions: Lessons From Apple MSP M&A with Justin Esgar
- EP135 – How MSPs Can Get Paid Faster with Tom Pope
- EP134 – The MSP M&A Landscape in 2026 with Paul Vanstone
- EP133 – The Compliance Revenue You're Missing with Dom Haughton and Alastair Goodwin
- EP132 – Rehearse the Chaos — Why every MSP should be running tabletop exercises with their clients — with Adam Pilton, Heimdal Security
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