Cold calling can be intimidating, even for the most seasoned marketer. Unfortunately, it’s also an effective strategy for generating new business and strong leads. MSPs looking to scale their service and expand their reach should most definitely not overlook the potential of sales calls. However, it’s also important to realize that effective marketing is the product of the dedicated investment of time and energy. For this reason, simply picking up the phone isn’t always the best approach.


To drive conversions and maximize revenue, it’s important to perfect the art of sales calls. You might be thinking, it’s just a conversation, how hard can it really be? Follow our six steps to mastering sales calls and you’ll be good to go.


Do your research


Lesson number one is that every sale is different. That’s why it’s essential to do your research about each prospective client before picking up the phone. You need to familiarize yourself with the prospect, their business, and how your service can address their needs.

If possible it can be extremely beneficial to schedule an initial discovery call in which you scope out the prospective client, ask specific questions, and gain a deeper insight into what they’re looking for.


Using your findings, you should be able to craft a bespoke sales pitch that is specifically tailored to who you’re talking to. A thoroughly researched and well-prepared sales presentation will be far more effective in highlighting the value you’re offering, pre-empting any negative responses, and ultimately, driving conversions.


On the flip side, you also need to know the ins and outs of your own service and how to explain it to a prospect. Though this may sound overwhelmingly obvious, it’s easy for MSPs to get caught up in industry-specific jargon or forget to highlight key aspects of their own offering. Hone this down so that you hit all the marks on the actual call.

First impressions matter


When you’re ready to make the call just remember you only get one chance to make your first impression. As soon as your prospective client picks up the phone, you need to be ready to sell. But don’t jump straight into your pitch, make sure to build a rapport with the prospect – remember this is a conversation not a one-sided lecture.


Build trust & set expectations


Equally, before launching into your presentation, it’s good practice to outline a structure or agenda for the call. This helps to clearly set expectations, adds a level of professionalism, and should also help to keep the conversation organized and on-topic.


Contextualize your service


When it comes to selling your service, remember, it’s not just about what you’re offering, but how it could help your prospect. That’s why contextualizing your IT services within the prospective clients’ organizational needs and structure is so important. You should make it clear why they need your service by selling your value, not just your objective services or capabilities.


Often, this is a question of educating the prospect about exactly what it is you’re offering and why it’s important. If they don’t have an IT background, it may not be immediately obvious why they should pay you for your service. This is why it’s so crucial not to be pitching a generic presentation, but one that is relevant and tailored to who you’re talking to.


Follow up


If you get a positive reception, make sure to follow up consistently (without being too keen). You should reinforce the success of your initial sales pitch with an offer of a more in-depth presentation outlining your specific services, answer any remaining questions, and outline the main takeaways from your call.


Learn from your mistakes


Unfortunately, not all sales calls will go your way. But that’s part of the process. These aren’t total failures, though. Failed sales calls are a rich opportunity to learn from your mistakes and refine your technique for next time!


Automate & make your life easier


Since sales and marketing can be such a grind in themselves, it’s worth streamlining your internal workflows as much as possible. Using a RMM software like Atera that’s designed specifically for IT departments and MSPs can make your life a whole lot easier.


Manage your customers


Using a unified and consolidated MSP software like Atera is the best way to keep all your key information in one secure place. You can manage all your key client information via your Atera dashboard, send out custom contracts and provide your customers with key support when something goes wrong.


Identify upsell opportunities


Atera’s Network Discovery automatically identifies lucrative upsell opportunities across your existing client base. This helps to maximize your CLV and draw the most value possible out of the clients you’ve worked hard to acquire.


Onboard your customers


Atera also helps to simplify the onboarding process, making sure it’s a smooth and quick process. You’ll gain full visibility over their IT environment, get crucial understanding of what needs to be done, and ultimately, need less time to get used to working with your new clients.

Was this helpful?

Related Articles

How to upsell to your customers and get them to pick a more inclusive plan

Read now

Managed IT service provider guide 2023

Read now

How to put multiple operating systems on a flash drive

Read now

How to make your MSP business thrive in these uncertain times

Read now

The IT management platform that just works

Atera is the all-in-one platform built to remove blockers, streamline operations, and give you the tools to deliver results at any scale.