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An MSP’s Guide to Cold Calls That Win More B2B Sales Deals

In today’s highly competitive world of B2B sales, cold calling remains a powerful tool for MSPs (Managed Service Providers) looking to win more deals. Despite its reputation for being outdated (who makes phone calls anymore?), cold calling can still be an effective way to connect with potential buyers and close sales. And it’s the perfect antidote to curing a reactive revenue slump.

In this guide, we will explore:

  • Strategies for crafting the perfect cold call pitch
  • How to resonate with your ideal buyer
  • The benefits of incorporating cold calls into your MSP’s quote-to-cash cycle 
  • How to establish a cold call script that gets results

Strategies for Crafting the Perfect Cold Call Pitch

When it comes to cold calling, your pitch can make or break the conversation. Before crafting the cold call pitch, research your prospect’s industry, pain points, and specific challenges. This knowledge will allow you to tailor your pitch and show them that you understand their unique needs.

One effective way to research your prospect is by leveraging online resources such as:

  • Industry reports
  • News articles
  • Social media profiles

By diving deep into their industry, you can gain a comprehensive understanding of the trends, challenges, and opportunities they face. This research will help you craft a more personalized pitch and allow you to speak their language and demonstrate your expertise.

Another valuable research tactic is to analyze your prospect’s competitors. By understanding what their competitors are doing, you can identify gaps in their current strategies and position your MSP as the solution to fill those gaps. Highlighting how your services can give your prospect a competitive edge will make your pitch even more compelling.

Next, focus on the value your MSP can provide. Highlight your specific solutions and benefits and how they can help your prospect overcome their challenges. It’s essential to articulate this value clearly and concisely, as you only have a short window to capture their attention.

When emphasizing the value of your services, consider using case studies or success stories to illustrate how your MSP has helped similar companies. You can build credibility and trust with your prospect by showcasing real-world examples of how your solutions have made a positive impact.

In addition to value, building rapport is crucial. Start the conversation with a friendly and professional introduction, and be genuinely interested in your prospect’s needs and goals. Remember, building trust is the foundation of any successful sales pitch.

To establish rapport, you can also find common ground with your prospect. Look for shared interests, experiences, or connections that can help create a sense of familiarity and trust. “Common ground” can be as simple as mentioning a mutual acquaintance or discussing a recent industry event you both attended.

Furthermore, actively listening to your prospect’s concerns and challenges during the call can help you build a stronger connection. By demonstrating empathy and understanding, you show that you genuinely care about their success and are committed to finding the best solution for them.


I approach every sale with more curiosity than I do a mentality of, ‘I’m going to close this deal,

Jan Karlo Manuel, Sales Manager at Quoter

Lastly, remember to follow up after the initial cold call. Sending a personalized email or scheduling a follow-up call shows your commitment and dedication to helping your prospect. It also provides an opportunity to address any additional questions or concerns they may have.

By implementing these strategies, you can craft a cold call pitch that captures your prospect’s attention and establishes a solid foundation for a successful business relationship.

Never miss another follow-up opportunity again. You can schedule personalized follow-up emails with Automated Quote Reminders from Quoter. 


How to Craft Cold Calls That Resonate With Your Ideal Buyer

Resonating with your ideal buyer is critical to closing the deal. You must speak their language and understand their pain points to do this. Begin each cold call by addressing a specific challenge your prospect might face. Demonstrating deep knowledge of the prospect shows that you’re not just another sales representative but someone who genuinely understands their unique situation.

For example, imagine you’re reaching out to a small business owner struggling with outdated technology. You can start the conversation by acknowledging the difficulties they may be experiencing due to their current systems. You might say, “I understand that managing your business with outdated technology can be frustrating and time-consuming. Many of our clients faced similar challenges before they partnered with us.”

Another effective way to resonate with your ideal buyer is sharing success stories or case studies from similar businesses or industries. People like to hear stories of how others have successfully overcome similar challenges. By sharing these stories, you can instil confidence in your prospect that your MSP has the expertise and track record to deliver results.

Let’s continue with the example of a small business owner struggling with outdated technology. You can share a success story of another small business in a similar industry that faced similar challenges and how your MSP helped them overcome those obstacles. You might say, “We recently worked with a small business in your industry. They were also dealing with outdated technology that hindered their growth. However, after partnering with us, we helped them implement a modern IT infrastructure that increased their efficiency and productivity by 30%. They are now thriving in their industry, and we believe we can do the same for you.”

Lastly, personalize your cold call. Use the prospect’s name and reference any previous interactions or connections you may have. This personal touch demonstrates that you’ve taken the time to research them specifically, further building trust and credibility.

Continuing with our previous example, if you have any prior knowledge of the small business owner, such as attending the same industry conference or being introduced by a mutual contact, you can mention it in your cold call. For instance, you might say, “John, it was great meeting you at the XYZ Conference last month. I remember our conversation about the challenges you’re facing with outdated technology. I wanted to reach out today and share how we’ve helped other businesses like yours overcome similar obstacles.”

By personalizing your cold call, you show the prospect that you value their specific needs and are genuinely interested in helping them find a solution. This approach increases the chances of building a meaningful connection and closing the deal.


9 Benefits of Incorporating Cold Calls Into Your MSP’s Sales Strategy

Cold calls offer several unique benefits for MSPs looking to increase their sales. Here are nine benefits to consider. 

  1. Cold calling is proactive. This proactive approach gives you control over the sales process and allows you to target specific prospects that would be an ideal fit for your MSP.
  2. You’ll get honest conversations to help your MSP grow. Unlike email or other forms of written communication, cold calls facilitate personal connections. Questions or concerns can be addressed in real-time. This personal touch can go a long way in building trust and credibility, ultimately increasing your chances of closing the deal.
  3. Cold calls = more touch points. By not relying solely on one method, such as email or digital advertising, you can reach prospects through multiple channels and increase your overall reach.
  4. Cold calls encourage feedback. When you engage in a conversation over the phone, you can gauge their level of interest, identify their pain points, and tailor your pitch accordingly. This real-time feedback is invaluable in refining your sales approach and making necessary adjustments to increase your chances of success.
  5. Your expertise is easier to demonstrate. While emails and other written materials can convey information, a phone call will enable you to show your understanding of the prospect’s industry, challenges, and how your MSP can provide solutions. By actively listening and engaging in a meaningful conversations, you can position yourself as a trusted advisor and differentiate your MSP from the competition.
  6. You never know where a cold call could lead. Sometimes, prospects may not be actively searching for an MSP, but through a well-executed cold call, you can pique their interest and create a need for your services. You can turn a cold lead into a warm prospect by effectively communicating the value and benefits of partnering with your MSP.
  7. It’s an opportunity to learn more about your market. Through conversations with potential buyers, you can gain insights into industry trends, competitors, and pain points that can inform your overall sales and marketing strategy. This firsthand knowledge can help you tailor your messaging, target specific verticals, and refine your value proposition.
  8. It’s cost-effective. While digital marketing and advertising can be expensive, cold calls require minimal investment in terms of equipment and resources. With a well-trained sales team and a targeted list of prospects, you can generate leads and nurture relationships without breaking the bank.
  9. It’s personal. Engaging in a meaningful conversation can build rapport and leave the prospect with a positive perception of your MSP. Relationships can lead to referrals, recommendations, and future business opportunities.

Establishing a Cold Call Script That Gets Results

A well-crafted cold-call script is essential to any successful cold-calling strategy. A good script provides a clear structure and ensures that you cover all the necessary points during the call.

Start your script with a captivating introduction that grabs your prospect’s attention. Be concise and avoid jargon or technical terms that might confuse them. Clearly communicate who you are, what your MSP offers, and why they should be interested.

The body of your script should focus on the key benefits and solutions your MSP can offer. Highlight how your services can address their pain points and help them achieve their goals. 

Remember to use storytelling techniques and share relevant success stories or case studies to illustrate your value further.

Finally, wrap up your script with a solid call to action. Communicate the next steps, such as when the prospect can expect to see an emailed quote from you and highlight how easy it will be for them to take action on your quote

It’s old-school, but it works: cold calling can be a powerful tool for MSPs looking to win more B2B sales deals. 

By crafting the perfect cold call pitch, resonating with your ideal buyer, incorporating cold calls into your MSP’s quote-to-cash strategy, and establishing a cold call script that gets results, you can effectively leverage this traditional method and succeed in today’s competitive business landscape. 

Pay attention to the power of the phone and start dialing for success!

Cold calls & lightning-fast quotes from Quoter are the perfect match. See a demo

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