Grow the Book of Business. Keep the Technicians Who Run It.
Most MSP owners are small business operators first. They sell the agreements, hire the technicians and take the escalations. Chris Sund is a keynote speaker for MSP conferences, IT channel events and managed services peer groups, with practical help on the two things that decide how big an MSP gets: selling more, and keeping good technicians. He adds practical AI from his work as COO of Nebula, an AI talent-sourcing tech company.
Built for the People Who Own the MSP
A vendor’s partner summit is run by a technology company for the partners who sell its product. An MSP or IT channel conference is a different room: owners and operators comparing notes on their own businesses, often with no single vendor at the center.
Chris speaks to that room as a fellow operator. He runs companies where growth depends on selling well and on hiring and keeping good people faster than the market, which is exactly the problem most MSP owners describe.
Selling Managed Services
LOCKS for the owner who is still the top salesperson, and for the first sales hire who has to learn to sell an agreement instead of a project.
Keeping Technicians
How Chris hires for traits, develops new leaders and keeps good people, so the techs who know your clients stay and grow.
Practical AI
Take Back Your Time with AI: everyday AI for proposals, follow-up and preparation, so owners and techs spend time on clients instead of paperwork.
Owner to Leader
Moving from doing the work to leading the people who do it, without the business stalling every time the owner steps away.
LOCKS for Selling Managed Services
A signed agreement closes like a combination lock: every tumbler has to turn. LOCKS names all five, so when a prospect goes quiet after the assessment, the owner knows which one to go back to.
Love the Product
Do they want what a managed agreement gives them, or are they still comparing you to a break-fix invoice?
Own Belief
“Will this actually work for a company like ours?” Show a client who started where they are and what changed.
Confidence in You
They are handing you the keys to their network. If they do not trust you, they buy the same service from someone down the street.
Kickoff Plan
What happens in the first thirty days: onboarding, who does what, and when they will notice the difference.
Stakes
The cost of staying as they are. Two honest twelve-month paths, not scare tactics.
For the objection that surfaces when a tumbler sticks, Chris pairs LOCKS with the LAARC method. For owners selling against a lower price, see How to Handle Price Objections.
Practical AI for MSP Owners and Their Teams
Chris is COO of Nebula, an AI talent-sourcing tech company, and teaches Take Back Your Time with AI as a keynote or working session. He delivered it at the MICA Fall Business Meetings. For an MSP audience that already knows the technology, the session stays practical: where AI saves an owner and a service team real hours this month, and where it does not. See also AI keynote speaker.
- Turning notes from a site visit or assessment into a clean proposal faster
- Drafting follow-ups and client updates so they actually go out
- Preparing for sales and quarterly business review conversations
- Writing technician job posts and interview plans
The Brewery Buyer Who Called It Paper Clips
Before healthcare, Chris was head of sales and marketing for a brewery. The beer was in every major store in its market except one: the biggest retailer in the country. Every store manager he asked gave the same answer. They did not decide. One buyer did. So Chris called that buyer. Then he called again, and kept calling.
When the buyer finally picked up, he told Chris he was persistent, then asked whether he knew how many items were in his stores, and whether he bought paper clips. To him, the beer was a paper clip: one more item in a building full of them. Chris did not argue about how good the beer was. He explained what not carrying it was costing the retailer. It was a top seller in its category, every competitor stocked it, and its fans were loyal enough to drive to a competitor to buy it and do the rest of their shopping there.
The buyer’s reply: “Get me your best sellers, every store, and I want a display.” Persistence got Chris the call. Stakes got him the order. MSP owners selling against a cheaper option recognize the move: persistence earns the conversation, and showing the cost of doing nothing earns the agreement.
- Selling an agreement instead of a project
- Persistence that earns the conversation instead of burning the relationship
- Making the cost of doing nothing visible to a small business owner
- Hiring technicians for traits, not only certifications
- Keeping good people by leading them well
- Practical AI that gives owners and techs time back
Where the Session Fits on an MSP Conference Agenda
Chris shapes the session around your program and your members.
Keynote
45 to 60 minutes for the full room on selling more and keeping good people, built around your theme.
Breakout
A deeper session on LOCKS for owners and sales hires, or on practical AI for service teams.
Half or Full Day
An in-person working session for a peer group or owners’ track, where attendees work their own live deals and hiring plans.
Proof: Rooms Chris Has Spoken To
Chris delivered You Are Capable of More: Sales at the Definitive Healthcare sales kickoff in Boston to more than 800 sellers, taught objection handling at the emPower Breakfast, and has spoken on AI to business and recruiting audiences.
Chris would be an incredible addition to any live audience. I’ve had the privilege of seeing Chris speak a few times now, including at our company’s Sales Kickoff in front of 800+ people — which he crushed. Each time he finds a unique way to connect with his audience on both a personal and professional level, keeping everyone engaged and attentive.
Chris demonstrated exceptional knowledge and expertise in using AI in recruiting, captivating the audience with his engaging delivery and insightful content.
Having Chris Sund as a Sarpy County Empower Breakfast speaker was a breath of fresh air. He was amazing — brought up all the things that make us all a little crazy and gave us new ways of handling objections. Definitely a great start to a day. I would always be happy to recommend Chris.
Programs for MSP and IT Channel Audiences
Every session is customized to your members, your theme and what owners are dealing with this year.
You Are Capable of More: Sales
The flagship sales keynote, built on LOCKS, with the brewery story and the habits of producers who keep raising their own ceiling.
Take Back Your Time with AI
Practical AI for the tasks eating everyone’s week, from proposals to follow-up, taught by an operator running an AI company.
People Quit People, Not Companies
For owners and managers: why good people leave, and what the leader closest to them can do about it.
Sales Training Workshop
A half or full day in person where reps work their own live deals through LOCKS and practice the conversations.
Who Books This Session
Related pages: Sales Kickoff Keynote Speaker · SaaS Sales Kickoff Speaker · Tech Company Keynote Speaker · Company Kickoff Speaker · Partner Summit Speaker · The LOCKS Framework · How to Plan a Sales Kickoff · Sales Kickoff Themes and Ideas · Revenue Kickoff Speaker · Cybersecurity Sales Kickoff Speaker · Fintech Conference Speaker · Small Business Conference Speaker · Sales Training for Small Business
What MSP and Channel Event Planners Ask
How is this different from a vendor partner summit keynote?
A partner summit keynote is built for a technology company’s partners and connects back to that vendor’s product. An MSP or IT channel conference keynote is built for the owners themselves: how they sell their own managed services, lead their own teams and keep their own technicians.
Is Chris a fit for MSP owners who are not full-time salespeople?
Yes. Many MSP owners sell because they have to. LOCKS gives them a simple way to see why a prospect has not signed, without turning them into someone they are not. It also gives a first sales hire a shared language with the owner.
Does the session cover hiring and keeping technicians?
Yes. Chris shares how he hires for traits, develops new leaders and keeps good people. He built Uniti Med while earning a Fortune Best Workplaces award and Best Places to Work recognition across multiple programs.
What is the practical AI session?
Take Back Your Time with AI shows owners and teams realistic ways to use AI for proposals, follow-ups and preparation. Chris teaches it as COO of Nebula, an AI talent-sourcing tech company, and delivered it at the MICA Fall Business Meetings.
What formats are available?
A keynote for the general session, a breakout, and half-day or full-day workshops for a peer group or owners’ track. All workshops are in person.
You Are Capable of More
The bestselling book behind the keynote: an Amazon bestseller and the 2026 Paris Book Festival winner in the How-To category. For MSP owners, its core idea is familiar: the distance between the business you have and the one you could build is mostly habits and belief.
A signed copy for each attendee keeps the conference in front of them long after it ends. Bulk orders are available.
An Operator Speaking to Operators
Chris is President & COO of Uniti Med and GQR Healthcare and COO of Nebula, an AI talent-sourcing tech company. He helped grow Uniti Med 10x in revenue in two years, earning #3 on the Inc. Regionals list of the fastest-growing companies in the Midwest, along with a Fortune Best Workplaces award and Best Places to Work recognition across multiple programs.
He started in sales as head of sales and marketing for a brewery, and today leads teams that sell, recruit and deliver every day. He is the Amazon bestselling author of You Are Capable of More, winner of the How-To category at the 2026 Paris Book Festival, and he writes for Forbes and Inc.
He has been a guest on WOWT Omaha, 10/11 Lincoln, Bloom on WFLA Tampa, Studio 512 on KXAN Austin, My KC Live on KCTV5, Iowa Live on WOI and Dakota News Now. See media.
Stages I Have Spoken On
Where Business Audiences Have Heard Chris
Sales kickoffs, AI sessions and business conferences where Chris has spoken.
Definitive Healthcare SKOBoston, MA · 800+ sellersemPower Breakfast LincolnOct 2026 · Handling ObjectionsMICA Fall Business MeetingsTake Back Your Time with AILeadingAge IllinoisPublished the LAARC MethodNAHCR 2026 Annual ConferenceMilwaukee, WICalifornia Staffing ProfessionalsCSP ConferenceAlso: Partner Summits · AI Keynote Speaker · All Sales Speaking · See all speaking engagements →
Bring Chris to Your MSP or Channel Event
Tell Chris your dates, who is in the room and what your members are wrestling with this year. You’ll get a fast, straight answer on fit and availability.
Check AvailabilityResponse within one business day · Speaker kit, bio & headshots