How mcrIT Improved Sales Conversations to Define Long-Term Customer Journeys

For more than 30 years, mcrIT has been providing responsive, reliable, and effective IT services for a wide range of Australian businesses. The company sources and manages technology solutions that improve performance, solve problems, and reduce downtime for customers. 

After completing the Sales Play On-Ramp program, we sat down with mcrIT Senior Account Manager Kaveh Ghezel to talk about his experience.

Here’s what he had to say.

What Challenges Did mcrIT Face Before Improving Sales Conversations?

Before starting the Sales Play On-Ramp™ program, mcrIT needed a way to formalise its processes and elevate the conversations it was having with customers. Kaveh had previously spent 11 years at the University of Sydney, so he also needed a way to renew and refocus how he would sell mcrIT services.

The team was looking forward to accessing tools that could help build the structure and process they needed.

How do you improve sales conversations with customers?

For mcrIT, it started with putting a clearer structure and process around how conversations were planned and led.

What Was mcrIT’s Initial Reaction to the Program?

The Sales Play On-Ramp program was recommended to Kaveh, so he already expected it to be worthwhile. Rather than overanalyse it, he preferred to get started and learn through the process.

That is exactly what he did.

Were There Any Hesitations Before Starting?

Yes. mcrIT was in the middle of a busy period, so balancing workload was a real consideration.

What made the program manageable was the flexibility around momentum catch-ups and online meetings. Even when a 1:1 coaching session had to be missed, there was another opportunity to reconnect, which made it easier to stay on track and complete the course without feeling left behind.

How Did the Program Help mcrIT Define a Long-Term Customer Journey?

I enjoyed the program more and more as I went along.

As the program progressed, the early stages helped mcrIT get back to basics. But as the units became more focused, that is when the biggest lightbulb moments started to happen.

The most valuable part was learning how to elevate customer conversations. The program helped the team take a different view of what they were selling, step back, and focus on what the customer actually needed and what outcome should follow.

That shift also created a flow-on effect. Because mcrIT could focus on what customers really needed and reduce peripheral activity, the team was able to win more work with the leftover budget. As a result, their value as a provider continued to grow.

How do you define a long-term customer journey?

mcrIT’s experience shows that it starts with understanding what the customer truly needs, clarifying the intended outcome, and then shaping the relationship around that journey over time.

They now understand what mcrIT is trying to achieve for them, and what that mutually beneficial relationship looks like in the future.

What Were the Biggest Business Impacts?

Kaveh explained that he started applying what he learned every day in sales pitches, and it gave customer conversations a real boost.

Talking about professional services from a value or outcome position can be difficult, but the program helped mcrIT elevate those conversations and bring customers along on the journey.

As a result, customers understood more clearly what mcrIT was trying to achieve for them and what a mutually beneficial relationship could look like in the future.

The team was also better able to identify customer needs, focus on them, and define what the customer journey looked like together.

How do you sell professional services from a value position?

For mcrIT, it meant shifting the conversation away from generic service descriptions and toward customer outcomes, needs, and long-term value.

What Impact Did the Program Have on Microsoft-Related Sales?

mcrIT reported that Microsoft sales had been rising strongly over the previous 12 months. The article highlights Microsoft Teams Voice in particular as an area that was becoming “hot property.”

The program helped the team explain the value of the product, what customers could achieve with its functionality, and the real benefits they would see. From there, it became easier to explore the broader flow-on effects and create a roadmap for what the future could look like across the customer’s suite.

The team says it has been getting great results from Teams Voice for customers.

How do Microsoft partners sell Teams Voice more effectively?

mcrIT’s example suggests that better value communication, clearer customer outcomes, and a more forward-looking roadmap make the sales conversation stronger.

Final Takeaway

Kaveh’s recommendation is clear: for any Microsoft Partner that needs to refocus sales effort or make its Sales Play more impactful for the customer, this program gives teams the tools and process to make conversations “night and day different.”

The core lesson from mcrIT’s story is that when you improve sales conversations, clarify customer needs, and define the long-term customer journey, customers are more likely to understand the value you are trying to create with them — and to keep coming back for more.

To any Microsoft Partner that needs to refocus sales effort or their Sales Play to be impactful to your customer – this program is for you. Once you have these tools and the process behind them, your conversations will be night and day different – and your customers will keep coming back for more.