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Overcoming MSP Cold Calling Fear: Essential Tools and Tips for Beginners

Carrie Richardson, Partner, Fox and Crow Group

MSP cold calling can be a daunting task, especially for those new to selling.

The fear of rejection, the anxiety of dialing the phone, and the psychological barriers that come with it can make the phone feel like it weighs a thousand pounds. However, with the right tools and mindset, you can conquer your MSP cold calling fears and win new business using the phone.

Here’s how:

Understand Call Reluctance

Call reluctance is the hesitation or avoidance of making phone calls, and it’s often rooted in psychological barriers. Common reasons for call reluctance include:

  • Personal Feelings About Cold Calling: You believe that cold calling is intrusive or bothersome, and you don’t like receiving cold calls yourself.
  • Limiting Beliefs: Thoughts like “I’m not good at this” or “This won’t work for my business” can sabotage your efforts before you even begin.
  • Fear of Rejection: The fear of hearing “no” can be paralyzing, making it difficult to pick up the phone.
  • Ego: Your ego might create stories to protect you from potential embarrassment or failure, preventing you from taking action.

Steps to Overcome MSP Cold Calling Fear

  1. Acknowledge and Address Your Limiting Beliefs:
    • Recognize that your limiting beliefs are just that—beliefs, not facts.
    • Replace negative self-talk with positive affirmations. For example, instead of saying “I’m bad at this,” tell yourself, “I am capable and improving every day.”
  2. Practice Self-Talk to Defeat Your Ego:
    • Have a conversation with your ego. When anxiety creeps in, tell your ego, “I appreciate the concern, but I’ve got this under control.”
    • Remind yourself of past successes and the value you bring to your potential clients.
  3. Set Realistic and Measurable Goals:
    • Break down your goals into smaller, manageable tasks. For example, aim to make 20 calls a day or have three meaningful conversations.
    • Celebrate small victories to build confidence and momentum.
  4. Create a Structured Calling Process:
    • Use a consistent script that feels natural to you. Customize it based on what works best for your personality and approach.  You don’t want to be a robot, but you do want to follow a process.
    • Prepare for common objections and practice your responses. Knowing what to say can help you stay calm and focused during calls.  Recruit your friends, family or peers to practice with.
  5. Make Use of Technology:
    • Utilize CRM systems and dialers to streamline your process. This will help you manage your calls and track your progress efficiently.
    • Use dual monitors to quickly access information while making calls, minimizing downtime and increasing productivity.  Researching for 20 minutes before you dial will kill all your available calling time, so get used to glancing at a website on one screen while you’re looking at your CRM and taking notes on the other screen.

MSP Cold Calling Tips for Beginners

  1. Be Authentic and Engaging:
    • Approach each call as an opportunity to learn and help, rather than just making a sale.
    • Show genuine interest in the prospect’s businesses, lives, and challenges. This builds trust and rapport, making prospects more likely to listen to your pitch.
  2. Respect the Prospect’s Time:
    • Always ask if it’s a good time to talk. If not, schedule a follow-up call at a more convenient time.
    • Be concise and to the point. Value their time by getting straight to how you can help them.
    • Don’t hide why you’re calling.  It’s a sales call and you want to learn how they choose new vendors.
  3. Handle Rejections Gracefully:
    • Understand that “no” is a part of the process. It’s not a personal rejection.
    • Ask for feedback if appropriate, and use it to improve your approach.

Tools for Success

  1. Use a Click-to-Dial Integration:
    • Integrating a click to dial solution with your CRM can double your dialing speed, allowing you to make more calls in less time.
  2. Track and Analyze Your Performance:
    • Regularly review your call logs and performance metrics. Identify patterns and areas for improvement.
  3. Leverage Automation Where Possible:
    • Don’t spend a lot of time writing emails nobody is reading.  Automate your information requests.  Sometimes when someone says “send me something” they’re just trying to get off the phone quickly and politely – don’t spend valuable time writing custom content for random prospects.

You’ve Got This!

Overcoming the fear of MSP cold calling is a journey that requires patience, practice, and persistence.

By understanding the psychological barriers and employing effective strategies and tools, you can transform MSP cold calling from a daunting task into a productive and even enjoyable part of your day. Remember, every “no” brings you one step closer to a “yes,” and with each call, you’re improving your skills and increasing your chances of success.

So pick up that phone and start dialing—you’ve got this!

If you don’t want to learn how to cold call, that’s okay – we can help.  Managed Sales Pros has been specializing in MSP cold calling for ten years, and we’re ready when you are!  Email us at or fill out the form below, and we’ll get back to you as soon as we can!