This MSP cold calling script is designed to help you confidently navigate cold calls, qualify leads, handle objections, and build relationships effectively. The structure is based on proven strategies and insights for managed IT service providers (MSPs). Credit goes to Carrie Richardson in a recent youtube interview for the outline of this template.

Step 1: Preparation

Before the call, ensure you have basic information:

  • The company name.
  • A phone number to contact.
  • General knowledge of your services.

Step 2: Introduction

Keep it simple and professional.

Script:

You: “Hi, this is [Your Name] from [Your Company]. Who should I speak to about providing a quote for IT support?”

Possible Responses:

  1. They transfer you. Proceed to Step 3.
  2. They ask for clarification. “We specialize in IT support for businesses like yours. I’d like to understand how we could assist you with your IT needs.”
  3. They say they’re not interested. “That’s completely fine. Many of our clients already had IT support before working with us. I’d love to learn more about what’s important to you for future reference.”

Step 3: First-Point Lead Qualification

Once connected with a decision-maker (or someone who can answer basic questions), ask direct, non-invasive questions.

Script:

You: “To make sure we’re a good fit, can I ask a couple of quick questions? How many computers do you have at your company?”

If They Answer:

  • Less than your target size: “Thanks for sharing. It sounds like we might not be the right fit, but I’d be happy to stay in touch in case your needs grow.”
  • Within your target size: “Great, that aligns well with the companies we typically work with. Who is currently managing your IT support?”

Follow-Up Questions:

  1. “When does your current IT support contract expire?”
  2. “What do you like about your current provider? What would you like done differently?”

Step 4: Handling Objections

Expect and prepare for objections.

Objection: “We don’t need IT support.”

“I understand. Many of our clients felt the same way before working with us. Most already had IT providers, but we offered additional value, such as faster response times or cost savings. Out of curiosity, what’s most important to you in an IT provider?”

Objection: “We already have IT support.”

“That’s great to hear. Most of our clients already had IT providers before partnering with us. It’s always nice to have someone you can call at 3 a.m. if something goes wrong. If nothing else, I’d love to know—what do you value most in your current provider?”

Objection: “We don’t take sales calls.”

“I completely understand. I’m not here to sell you anything today—just to see if there’s a fit in the future. May I ask, who would typically handle conversations like this in your company?”

Step 5: Building the Relationship

If the lead isn’t ready to buy, focus on building a connection.

Script:

“I understand you’re not looking for IT support right now. We specialize in supporting businesses like yours, and I’d love to keep in touch. Would it be alright if I added you to our newsletter? It’s focused on [specific topics like IT trends, cybersecurity tips, etc.].”

OR

“What challenges are you currently facing? I may have someone in my network who can help.”

Step 6: Closing the Call

Wrap up with clear next steps.

Script (Qualified Lead):

“Thanks for sharing that information. It sounds like there could be a fit in the future. When would be a good time to follow up—perhaps closer to your contract renewal?”

Script (Unqualified Lead):

“Thank you for your time today. I’ll make a note to check in down the road. In the meantime, let me know if there’s anything I can assist you with.”

Step 7: Follow-Up Process

After the call, update your CRM with:

  1. Key details (e.g., number of computers, renewal date, decision-maker names).
  2. Next steps (e.g., follow-up date, additional actions like sending a newsletter).

Additional Tips

  • Keep the tone professional but conversational. Avoid sounding robotic.
  • Listen actively. Prospects will often reveal their pain points if you ask open-ended questions.
  • Be consistent. Success comes from persistence and follow-through.

By following this template, you can approach cold calls with confidence and turn them into a powerful tool for growing your business.