Road to recurring revenue

Use this 5-step motion to move prospects from first conversation to paid deployment in a more structured, repeatable way.

The process starts with prospecting, where the goal is to set a discovery meeting by leading with a relevant stat, question, or risk-led message. From there, the discovery call helps qualify the opportunity, identify pain points, and decide whether to move forward with a Human Risk Report or free trial.

The Human Risk Report stage is designed to demonstrate risk. The key is to book the follow-up meeting during setup, then use the results to create urgency and guide the next conversation. If the risk is already clear, MSPs can often skip the trial and move straight to onboarding. If more proof is needed, a short free trial can help demonstrate value before conversion.

The final stage is converting to paid. At this point, the conversation should focus on liability reduction, compliance simplicity, and why acting now reduces existing exposure, rather than on features alone.

This motion is especially useful for MSPs introducing Human Risk Management for the first time or looking to grow recurring revenue across existing accounts.