On Demand Webinar: Tips for Microsoft Partners to Improve Sales Performance and Win More Deals

In a recent webinar, TekStack co-founder Marc DiGiorgio sat down with Enzo DiMichele, Principal Consultant at R40 Performance, who shared invaluable insights on how Microsoft partners can improve their sales performance, close more deals, and differentiate themselves in an increasingly competitive ecosystem. Here are the key takeaways from their discussion.

1. Assessing Your Sales Team: Where to Start?

When working with Microsoft ecosystem partners, whether ISVs, VARs, or MSPs, Enzo starts by analyzing two key aspects:

• Sales Process Review: Every organization has a sales process, whether it’s documented or not. The first step is a collaborative, interactive session to map out how the team sells.
• Fact-Based Analysis: Data-driven insights into win/loss rates, close ratios, and sales cycle patterns help pinpoint areas of improvement.

This two-step process takes just a few weeks and involves structured discussions that reveal hidden inefficiencies and best practices.

2. The Key Traits of High-Performing Sellers

Not all sales teams are created equal, and Enzo identified three major difference-makers that separate top performers from the rest:

1. A Defined and Purposeful Sales Process – Successful sellers follow a structured approach rather than winging it.
2. The Ability to Teach the Buyer Something New – Providing insights beyond the technology itself adds value to the conversation.
3. Access to Decision-Makers – Top sellers proactively engage with key stakeholders, overcoming common fears that prevent others from reaching out.

Organizations that focus on these three areas tend to have higher win rates and stronger pipeline performance.

3. The Impact of Microsoft’s Changing Partner Landscape

With Microsoft’s evolving partner model, competition is fiercer than ever. More companies are entering the ERP and CRM space, leading to increased pressure on traditional partners. Microsoft’s partner ecosystem now includes over 300,000 companies, generating billions in revenue but also creating a more crowded marketplace.

So, how can partners stand out?

4. Differentiating Your Business in a Crowded Marketplace

To rise above the noise, Microsoft partners must refine their differentiation strategy. Enzo emphasized that most partners rely on generic value propositions such as:

• “We have great products.”
• “We’re Microsoft-certified.”
• “We have experienced people.”
• “We care about our customers.”

While these are valid, they don’t provide a competitive edge since most partners say the same thing. Instead, differentiation should be:

• Outcome-Focused: How will the customer benefit?
• Industry-Specific: What unique expertise or approach do you bring?
• Buyer-Centric: How does your process ensure their project’s success?

A well-articulated differentiation strategy immediately sets a partner apart in the sales process.

5. Why Research Matters in Sales Calls

A common mistake among sales reps is showing up unprepared. Research shows that most sellers spend only 5–10 minutes researching a prospect before a call, if at all. This lack of preparation leads to generic conversations that fail to engage buyers.

Instead, sales teams should:

• Understand Industry Trends: A simple AI-powered search on trends affecting a prospect’s industry can provide critical insights.
• Frame Questions That Matter: Starting with open-ended, thought-provoking questions (rather than focusing on BANT criteria) creates more engaging conversations.
• Leverage First-Call Impact: The first impression sets the tone for the entire sales cycle. Sellers should aim to differentiate themselves from competitors immediately.

6. Overcoming Sales Fears and Building Confidence

One of the biggest blockers in sales is fear—fear of rejection, fear of upsetting gatekeepers, or fear of asking the wrong question. Enzo highlighted how leadership can help sellers overcome these fears:

• Coaching and Role-Playing: Managers should work with reps to practice high-impact conversations.
• Sales Tools and Playbooks: Providing structured frameworks ensures reps have a clear plan before engaging with prospects.
• Accountability Through Fact-Based Conversations: Using deal reviews with documented steps and insights ensures reps follow a structured approach.

Watch the Webinar

Watch the full webinar below or at this link.