The MSP's Ultimate Guide To Cold Calling

Cold calling is all about starting relationships and creating conversations that turn cold calls into warmer calls and warmer calls into hot opportunities. But you can’t start reaping the benefits of that process unless you start making cold calls.

MSPs and IT service providers largely ignore cold calling as a marketing tool, though. According to a recent survey of MSPs conducted by Barracuda MSP, only 22 percent reported that they are currently using telemarketing or cold calling as part of their marketing strategy. A full 43 percent say they don’t plan to start using it in the future. 

That’s short-sighted. Even though most people don’t enjoy making cold calls, it’s still a rewarding way to generate leads and keep your pipeline full. And, with fewer calls muddying the waters, it’s more effective than ever.

Cold calling takes patience and persistence, though. According to recent research, it takes 18 dials to connect with a buyer.

But the payoff is worth the wait. You have a 56 percent greater chance of reaching your sales goals if you engage buyers before they reach out to a seller, and the first vendor to reach a decision maker and set the buying vision has an average close ratio of 74 percent.

Remember, no conversation is ever a waste of time, and a successful pitch will always get you one step closer to the sale.