Unlock the Power of Effective
Business Outreach
In the ever-evolving landscape of business development and client
acquisition, the art of telephone communication remains a potent tool.
Whether you're just starting your outreach journey or seeking to refine your
strategies, this worksheet is your gateway to mastering the art of cold, warm,
and hot calling. It also includes templates you can steal for cold and warm
emailing to get responses and grow your leads.
Still to this day, cold calling is the fastest way to bring in a new deal, and the
tools, templates, and strategies provided in this eBook are designed to
produce the highest results possible.
Within these pages, you’ll find meticulously crafted templates tailored to
different stages of the sales process. From establishing initial connections
with cold prospects to nurturing warm leads, and finally, sealing the deal with
hot prospects, our templates provide a roadmap to engage potential clients
effectively.
Within these pages, you’ll find meticulously crafted templates tailored to
different stages of the sales process. From establishing initial connections
with cold prospects to nurturing warm leads, and finally, sealing the deal with
hot prospects, our templates provide a roadmap to engage potential clients
effectively.
Prepare to kick your business outreach into overdrive and let’s dive into the
world of cold, warm, and hot calling/Emailing, where each conversation
brings you one step closer to achieving your sales goals and building lasting
relationships with your clients.
Prepare to kick your business outreach into overdrive and let’s dive into the world
of cold, warm, and hot calling/Emailing, where each conversation brings you one
step closer to achieving your sales goals and building lasting relationships with
your clients.
Before we dive in let’s clarify some things.
Cold = Never heard of you or your company
Warm = May have met once in the past or seen an ad, your website or something
else less than 2-3 times.
Find out what works for you. Use your first and last name to sound more
professional but use only first name to sound more friendly. The same goes with
clients and in many cases first name is all you need especially when it comes to
gate keepers. If you think they use an abbreviation like Mike instead of Michael use
that it a much easier way to build rapport.
Hot = Someone who knows you, your company, and what you do and wants to learn
more.
(Highlighted area is a very important question to get past the gatekeeper)
When going through these cold calling scripts watch the associated video
provided, I dive deeper into each so you can adjust and tweak it to your style and
personality.
When making these calls, either be upfront about it being a sales call near the
beginning or make it feel like a genuine conversation, like a friend asking about
their company's well-being and inquiring if there's anything you can do to
enhance productivity. If they decline your offer and their business is thriving, ask
if they know anyone whom you may be a better fit for. Additionally, ask if you can
mention their name when reaching out to these other businesses. Referrals are
invaluable. When you call, make sure to reference the other business.
Cold Calling Scripts for MSP
Sales Outreach
1 . Introduction and Pain Point:
"Hello, this is [Your Name] from [Your Company]. We've been working with
businesses in [Industry/Location] to address their IT challenges. I noticed that
many are struggling with [Pain Point]. I'm curious, is that something your business
is dealing with?
If so Could you please direct me to the best person to talk about [Prospect's Pain
Point]?
(Note: When you get past the gatekeeper and are talking to the decision-maker, try
to incorporate a pain point story or really emphasize and appeal to emotions. For
example, a current customer of mine called me one night, expressing his inability to
access his work computers, and he was terrified that he might lose his clients or,
worse, his business due to this issue. We managed to restore his servers, but
unfortunately, he didn't have any backups, resulting in the loss of all his data. If we
had been working with him beforehand, we would have had backups of all his files,
and we could have prevented the servers from going down in the first place. The
last thing I want is to receive one of those distressing phone calls again, where I
hear about the potential loss of a car, a home, or even a business. I am here to
provide preventative maintenance to ensure that you can work and access your
computers, day or night and provide peace of mind.)
2 . Industry Insight:
"Hi, this is [Your Name] with [Your Company]. I've been closely following the trends
in [Industry] and wanted to share some insights with you. We've been helping
companies like yours stay ahead by implementing advanced IT solutions. How are
you currently adapting to the changes in the industry?
Who would be the right person to discuss how we can do the same for [Prospect's
Company]?"
3 . Security Focus:
"Good [Morning/Afternoon], I'm [Your Name] from [Your Company]. [insert story
into here], and I wanted to discuss how we've been assisting businesses like yours
in strengthening their defenses against cyber threats.
Could you guide me to the appropriate person for this?
4 . Efficiency Improvement:
"Hello, this is [Your Name] calling from [Your Company]. We specialize in optimizing
IT infrastructure to improve operational efficiency.
Who would be the best person to speak to regarding this manner.
5 . Cost Reduction:
"Hi there, I'm [Your Name] from [Your Company]. We understand that IT expenses
can be a burden. Our approach involves tailoring solutions to reduce costs while
maintaining quality. Would you be open to discussing your IT infrastructure?"
If so Could you please connect me with the individual responsible for [Relevant
Department]?
6 . The Friendly
"Hey, is [Target Prospect] floating around the office.
If the gate keeper answers: “I met him last week at a [Make up event | Chamber of
commerce meeting] and told him, I would reach out.”
If Target Prospect Answers: “Hey [Target Prospect] This is a sales call. Can I take
two minutes of your time to tell you why I am calling?"
This disarms them and will actually open up the floor to tell you why you’re
calling, and they now know it’s a sales call. You have nothing to lose and more
often than not they are happy to have a conversation.
Warm Calling Scripts for MSP
Sales Outreach
1 . Building on the Previous Conversation:
"Hello [Prospect's Name], this is [Your Name] from [Your Company]. We spoke
briefly earlier about [Previous Conversation Topic]. I wanted to continue our
discussion about how [Your Company] can be a fit for your company’s specific
needs. Would you be open to setting up a day for me to come to visit your office?"
(if you don’t meet in person “Can we set up a day and time for a Zoom call?”
2 . Reference to Shared Insight:
"Hi, this is [Your Name] with [Your Company]. I've been closely following the trends
in [Industry] and wanted to share some insights with you. We've been helping
companies like yours stay ahead by implementing advanced IT solutions. How are
you currently adapting to the changes in the industry?
3 . Solution Highlight:
"Hello [Prospect's Name], this is [Your Name] with [Your Company]. I wanted to
build on our previous conversation and dive into the solution we offer that directly
addresses [Prospect's Need]. Could we discuss how this might align with your
goals?"
4 . Problem Highlight:
"Hello [Prospect's Name], this is [Your Name] with [Your Company]. I wanted to
build on our previous conversation and dive deeper into the [problem you
previously mentioned] to me. Do you have some time we can carve out one day
this week to go over how we might be able to help?
5 . Testimonial Reinforcement:
"Hi there, it's [Your Name] from [Your Company]. We touched on [Customer
Success Story] in our last interaction. This success story mirrors your situation in
some ways, and I believe we could replicate those results. Would you be open to
exploring how we can make that happen?"
6 . Resource Sharing:
"Hello [Prospect's Name], I'm [Your Name] calling from [Your Company]. I recently
came across a resource that could be very relevant to your IT goals. I'd love to
share it with you and discuss how our expertise can amplify its impact for your
business. Can we chat about this?"
7 . Referral:
"Hello [Prospect's Name], it’s [Your Name] I know [referral’s name] mentioned we
should speak, and we have touched base in the past. If you’re open to it, I would
love to grab some time on your calendar and go over your IT infrastructure.”
8 . Open Conversation:
"Hello [Prospect's Name], it’s [Your Name] I know we spoke in the past about your
IT situation. I am not sure what your week looks like, but I would love to come by
and sit down and we can talk about tech. This isn’t a sales appointment because I
don’t even know if we could do business together but at the bare minimum, I would
love to tell you if you’re doing the right thing and add some value. When works best
for you?”
Hot Calling Script for MSP
Sales Outreach
Remember if it’s a hot call they already know you. There is
no need for small talk. They should be fairly interested in
what in what you have to offer by this point.
1 . Book a Meeting ASAP:
"Hey [Prospect's Name], it's [Your Name] from [Your Company]. I know we have
spoken in the past about your IT situation. When does a meeting work for you and
we can iron out the details.
2 . Feeling it out:
"Hey [Prospect's Name], it's [Your Name] from [Your Company]. I don’t want to be a
pain, but I know you mentioned your IT issues in the past and we have talked a few
times about it. Can we grab some time on the calendar and go over your needs. It’s
not a sales meeting, it’s just a meeting to see if we could be a good fit for each
other. If not no pressure at all and if at the end you think it’s worth a proposal, you
can let me know. Sound fair enough?
3 . The Follow-Up:
" Hey [Prospect's Name], it’s [Your Name] from [Your MSP Company]. We spoke a
while ago about your IT needs. How have things been going on your end? [Let
prospect respond] Have there been any changes or challenges in your IT
infrastructure that are being a thorn in your side? If so can we grab some time on
the calendar this week/next week?"
4 . The Problem Solver:
" Hi [Prospect's Name], it's [Your Name] again from [Your MSP Company]. Last time
we talked, you mentioned some concerns about [specific issue or pain point they
discussed previously]. I wanted to circle back and see if you've made any progress
with getting those resolved or they are being a real pain. If so when is a good time
to get together."
5 . The Update:
" Hey [Prospect's Name], this is [Your Name] from [Your MSP Company]. I hope
you've been well since we last spoke. I wanted to let you know about some exciting
updates on our end. We've recently implemented [mention a new service,
technology, or improvement] that I think could be a game-changer for your
business. Can we schedule a time to discuss how this could benefit you?"
Closing Call Scripts for MSP Sales
1 . Kickoff Preparation & Final Questions (BEFORE the
proposal is signed):
"Hey [Prospect's Name], Do you have a few minutes to chat. I would like to go over
the proposal and discuss any last questions you might have. I also want to go over
our onboarding process with you. I know we have already spoken about it in the
past but wanted to finalize details and start dates assuming you decide to move
forward. Sound fair enough?”
2 . 1. Kickoff Preparation & Final Questions (AFTER the
proposal is signed):
"Hey [Prospect's Name], [Your Name] from [Your Company] We are super excited
to get started with working with your company. Before we begin, I wanted to go
over a few things if you have 10 minutes.”
[Yes]: “Awesome thank you and I will make this quick. Before I dive in, do you have
any additional questions that you would like answers to. I think I probably covered
them all already but if anything has come up, I am happy to answer them. [Go Over
Questions] Then let them know about your onboarding process.”
[No] “No worries can I send you a link to my calendar and we can set up a quick
meeting. Its just to go over any final questions you may have and tell you about the
timeline for our onboarding process.” [Send The Link]
Cold Emails for MSP Sales Outreach
Cold emailing secret. If you put the time in, it will pay off. One thing I have seen
work surprisingly well is custom first line emails. If you can spend 5 minutes doing
research on the person, their job and what they do and craft a first line in the email
your conversion rates will shoot through the roof. Additionally, if you have a link to
your calendar include it in your emails to make it easier for someone to book time
with you.
If you want to take it further include a resource to a case study or blog post about
the specific industry you’re targeting.
Lastly, as a more powerful strategy use a platform like lemlist or Instantly for email
automation. These tools allow you to send many more cold emails and allow you to
A/B test subject lines and body text to yield the highest results.
1 . Problem Solution Approach:
Subject: Enhance Your Business IT Efficiency with [Your Company]
Hi [Prospect's Name],
I noticed that managing IT infrastructure can be a challenge for businesses. At
[Your Company], we specialize in providing tailored Managed IT Services that
optimize efficiency, reduce costs, and ensure seamless operations. Would you be
open to a brief conversation about how we can help your business thrive?
Best regards,
[Your Name]
[Your Contact Information]
2 . Industry Insight Approach:
Subject: [Industry] IT Landscape: Are You Prepared?
Hi [Prospect's Name],
In the rapidly evolving world of [Industry], robust IT solutions are becoming nonnegotiable. At [Your Company], we've successfully empowered businesses with
customized IT strategies that align with industry trends. Can we explore how we
can bolster your IT infrastructure?
Regards,
[Your Name]
[Your Contact Information]
3 . Security Concerns Approach:
Subject: Strengthen Your Business Against Cyber Threats
Hi [Prospect's Name],
Cybersecurity is a top priority for every business today. At [Your Company], we're
experienced in fortifying businesses against cyber threats with our comprehensive
security solutions. (you can also rewrite this and leverage what happened in Vegas
and the casinos getting hacked) Would you be interested in discussing how we can
safeguard your digital assets?
Best regards,
[Your Name]
[Your Contact Information]
4 . Productivity Enhancement Approach:
Subject: Boost Productivity with Proactive IT Management
Hi [Prospect's Name],
Is your business hindered by IT issues that disrupt productivity? At [Your
Company], we specialize in proactive IT management that prevents downtime and
maximizes efficiency. Let's chat about how we can elevate your operational
performance.
Regards,
[Your Name]
[Your Contact Information]
5 . Cost Savings Approach:
Subject: Cut Costs and Improve IT Performance
Hi [Prospect's Name],
Managing IT costs without compromising quality is a challenge. With [Your
Company], you can experience streamlined IT operations that save costs and
enhance performance. Can we explore the potential savings for your business?
Best regards,
[Your Name]
[Your Contact Information]
6 . Under The Radar (need to have a mutual connection on
LinkedIn or some other platform):
Subject: Quick Question
Hey [Prospect's Name],
Do you have a few minutes to jump on a quick call?
[Mutual Connection] mentioned we should speak.
Thanks,
[Your Name]
Warm Emails for MSP Sales Outreach
Only email if you can’t get them on the phone. Phone calls are FAR more valuable
than any email or text. An email should only be sent if they don’t answer their
phone and after you have left a voicemail. In the voicemail, you should include you
will follow up with an email.
1 . Post-Interaction Follow-Up:
Subject: Great Chat! [Your Company] Can Help [Prospect's Company]
Hi [Prospect's Name],
It was wonderful speaking with you earlier about your IT needs. At [Your Company],
we take pride in delivering tailored solutions that align with your goals. I would love
to continue the conversation and see if we would be a good fit for one another.
Best regards,
[Your Name]
[Your Contact Information]
2 . Recent Industry News (try to write your own
article/Industry Trend if possible):
Subject: [Recent Industry Trend] and Your IT Strategy
Hey [Prospect's Name],
I wanted to share this insightful article about [Recent Industry Trend] and its
impact on IT strategies. Given our expertise at [Your Company], we could discuss
how to leverage these trends to your advantage. Would you be interested in a brief
conversation?
Regards,
[Your Name]
[Your Contact Information]
3 . Solution Overview:
Subject: Streamlined IT Operations: [Your Company] Can Help
Hi [Prospect's Name],
Your business deserves an IT strategy that aligns with your goals. Our solutions at
[Your Company] can help streamline your operations and bolster efficiency. Grab
some time on my calendar and we can dive deeper on your IT needs. [Link to your
calendar]
Best regards,
[Your Name]
[Your Contact Information]
4 . Customer Success Story
Subject: Success Story: How [Client's Name] Transformed with [Your Company]
Hey [Prospect's Name],
I thought you might be interested in how [Client's Name] transformed their IT
operations with [Your Company]'s assistance. If you're curious about similar results
for your business, let's connect and explore the possibilities. [Link to your calendar]
Regards,
[Your Name]
[Your Contact Information]
5 . Exclusive Webinar Invitation:
Subject: Invitation: Exclusive Webinar on IT Optimization
Hi [Prospect's Name],
We would like to invite you to an exclusive webinar we're hosting on IT optimization
strategies for [Industry/Topic]. Join us to gain valuable insights and explore how
[Your Company] can contribute to your success. [Webinar Link]
Best regards,
[Your Name]
[Your Contact Information]