A few years back, I picked up a book called Exactly What to Say by Phil Jones.
It’s short. You can read it in an afternoon. But I’ve gotten more mileage out of one chapter in that book than I have from entire sales courses I paid thousands of dollars for.
The chapter is about a single phrase: “I’m not sure if this is for you, but…”
That’s it. Seven words. And once you understand why they work, you’ll start seeing places to use them everywhere.
Why this phrase works
Most business owners, myself included, don’t love direct confrontation. Asking for a referral feels awkward. Following up with a ghost feels pushy. Pitching an upsell feels presumptuous.
So we don’t ask. Or we ask badly. Or we water it down until the ask disappears completely.
“I’m not sure if this is for you, but…” solves that problem. It removes the pressure before you’ve even made the ask. You’re not assuming the person wants what you’re offering. You’re leaving the door open. And that little bit of space is exactly what makes people lean in instead of back away.
It also triggers curiosity. The brain hears “I’m not sure if this is for you” and immediately wants to find out: wait, is it for me?
Here are three situations where MSPs can put this to work right now.
Situation 1: Getting referrals from existing clients
Referrals aren’t bad. Inconsistent referrals are bad. And the reason most MSPs get inconsistent referrals is simple: they never ask.
Here’s an email you can send to your client list today:
Hi [First Name],
I’m not sure if this is for you, but we’re running a promotion through the end of the month. We’re making three complimentary cybersecurity and AI audits available to businesses within our network. We have a little extra capacity right now and want to put it to good use.
If you know any business owners who might be a good fit, all you need to do is send an intro. And as a bonus, if they sign up for the audit, we’ll take $500 off your next bill.
Free for them. $500 savings for your client. No pressure, no awkward ask. Just an easy intro.
That’s referral generation without the cringe.
Situation 2: Re-engaging a ghosted prospect
You sent a proposal. They said they were interested. Then… nothing. Weeks go by. You follow up once, maybe twice, and get silence.
Most MSPs either give up or send one more desperate “just checking in” email that gets ignored.
Try this instead:
Hi [First Name],
I’m not sure if this is for you, but we’re checking back with a few past proposals to see if anyone wants to move forward in the next 90 days. For anyone who does, we’re including a free AI consultation while we’re finalizing our AI package.
If the timing’s right, it’s a good window. If not, no worries at all, just wanted to reach out.
The subject line is just their first name. That alone gets the open. The phrase does the rest.
You’re not chasing. You’re offering something with a deadline. Big difference.
Situation 3: Upselling existing clients into AI consulting
AI is everywhere right now, and most of your clients are curious about it but don’t know where to start. That’s an opportunity, if you approach it the right way.
Hi [First Name],
I’m not sure if this is for you, but we’re trialing an AI consulting package with three clients next month. The goal is straightforward: remove at least five hours of task-based work from your team every week.
If that’s something you’ve been thinking about, this would be a good time to explore it.
Let me know.
Notice what’s doing the work here. You’re not saying “buy this.” You’re saying we have limited spots, here’s the concrete outcome, and I want to know if you’re interested. The prospect qualifies themselves.
The through-line
All three of these emails share the same structure. You lead with “I’m not sure if this is for you, but…” You state what’s available. You name a specific outcome or reason to act now. You let them decide.
No pressure. No assumption. No desperation.
At Tech Pro Marketing, we work with MSPs every day who are great at their craft but uncomfortable with the ask. This phrase doesn’t fix that discomfort entirely but it lowers the barrier enough to get the words out.
If you’ve been avoiding the ask because it feels uncomfortable, this phrase gives you a way in. Use it in email, use it in conversations, use it when you’re following up on a proposal that’s gone cold. It works even better when it’s part of a consistent MSP marketing system, not just a one-off tactic.
It’s one of the simplest tools I’ve come across for MSPs who want to grow without feeling like they’re selling.
Pick up Exactly What to Say by Phil Jones if you want more of these. It’s a fast read and worth every minute.
If you want to talk through your MSP’s marketing and figure out where the real gaps are, book a free Growth Call with my team. We’ll look at what you’ve got and tell you exactly where we’d focus first.
If you want more practical, no-fluff advice like this, follow me on Instagram @natehelpsmsps where I share what’s actually working for MSPs right now. Or shoot me a note at [email protected] with the word “List” in the subject line and I’ll add you to my email list.
Photo: Pasuwan / Shutterstock
This post originally appeared on Smarter MSP.