Cold Calls Are Quietly Crushing It (And Most MSPs Have No Clue)

Let me tell you something most people won’t say out loud: cold calling still works. In fact, it’s quietly crushing it, and most MSPs have no clue!

Back when we ran our own seven-figure MSP, cold calls were a major part of how we grew. Before you roll your eyes and skip to the next shiny thing, hear me out.

Cold Calling Isn’t Dead, You’re Just Doing It Wrong

The reason cold calls feel dead is because most people, especially in the MSP space, are doing them like it’s still 1995. Robotic scripts and instant pitches make it no wonder the phone feels like a dead end.

But here’s the truth. Cold calls are still one of the most personal and direct ways to connect with potential clients! The stats back it up: cold calling has an 8 to 10 percent success rate when done well, compared to the measly 1 to 2 percent response rates on cold emails and LinkedIn messages.

It was through telemarketing that we landed some of our biggest clients. Why? Because we got to the decision-maker faster than everyone else sitting behind their keyboards hoping an ad or email would work.

We Went from Barely Any Appointment to 3-4 a Week!

Before cold calling, we were lucky to get 1 or 2 appointments a quarter. But once we nailed the process, we were setting 3 to 4 appointments a week! Cold calling gave us control over how fast we wanted to grow instead of waiting for leads to trickle in.

Now, if it’s not working for you, it’s probably because you’re making some common mistakes.

The Top Cold Calling Mistakes MSPs Keep Making

1. You sound stiff and scripted
   “Hi, is this the business owner?” screams sales call. Your tone matters. So does your opener.
2. You pitch too fast
   A cold call is not a demo. it’s a conversation. Think of it like dating. You wouldn’t propose 30 seconds into a first date, right?
3. You call at the wrong times
   Skip Mondays and late Fridays. Our sweet spots? Tuesday to Thursday, 8:30 to 10 a.m. or 4 to 5 p.m.
4. You wing it
   Without a framework, you sound unsure. Uncertainty kills trust on the call!
5. You make it all about YOU
   Talking about cloud, backup, or cybersecurity before understanding the prospect’s pain points is a no-go. Focus on them first.
6. You expect too much too soon
   You’re not closing a deal, you’re just booking a 15-minute chat! Be patient.

The Mindset Shift That Changed Everything

Once we stopped thinking like salespeople and started thinking like doctors, everything changed.

Doctors ask, “Where does it hurt?” They don’t shove a prescription at you the moment you walk in. That’s what cold calling should be. Diagnosing pain points, not pitching products.

Ask open-ended questions. Let them reflect. “What would happen if your systems went down for two hours?” “Do you have a plan?” Let them connect the dots.

Use This 30-Second Opener

We found this framework incredibly effective:

“Hey [First Name], this is [Your Name] with [Company]. I know you weren’t expecting my call. Can I take 30 seconds to explain why I’m calling? Then you can decide if we keep talking?”

This approach is respectful and gives the prospect full control. And guess what? Most people say yes.

Practical Steps to Get Started

Want to try this out? Here’s your action plan:

1. Build a Dream 100 list
   These are your ideal prospects. Not everyone, just your dream clients.
2. Listen to the pros
   Check out our podcast episode with Wendy Weiss, the Queen of Cold Calling, for deeper insights!
3. Create your script
   Write your opener and prepare industry-specific questions.
4. Set a call block
   Start with 30 minutes daily. Then bump it to an hour. Consistency wins!
5. Track your data
   Log what times work best, which openers land, and the objections you hear.
6. Practice!
   You won’t sound perfect at first. Treat it like training for a sport: repetition builds confidence.

Cold Calling Helped Us Grow Fast

We didn’t wait around for leads. Cold calling got us in front of key decision-makers faster than any referral or PPC ad ever could. Once we had a system, we even hired telemarketers to do it full-time. It was that effective!

Still not convinced?

According to HubSpot, 69 percent of buyers will accept a call from a new salesperson if it sounds human and is personalized. That’s almost 7 out of 10 prospects saying “Sure, let’s talk.” Why wouldn’t you give it a shot?

Your Challenge This Week

Block two hours on your calendar this week to prep your call strategy. Then, next week, block one hour to make just five cold calls. No distractions, no reschedules. Just five quality calls.

Once you start, it gets easier. Promise!

Today’s quote is from Walt Disney: “The best way to get started is to quit talking and begin doing.”

Have a great week!