How I Learned Cold Calling For MSPs

Cold Calling For MSPs

Cold calling for MSPs is still working, and it's winning new logos for MSPs every day.

Date Published: Feb 25, 2025 Date Updated: March 2, 2026

Executive Summary

Cold calling for MSPs still produces new business when it is executed through a structured and repeatable process.

Many MSP owners think they need expensive sales consultants or outsourced lead generation to grow, but this post shows that disciplined execution of a proven MSP sales process generates qualified leads and new logos without high cost. The real differentiator is following a defined outbound process consistently.

Questions This Post Answers

• Does cold calling for MSPs still work and generate results?

• How can MSPs grow without outsourcing sales or buying leads?

• What makes an effective cold calling process for MSPs?

• How do MSPs build a repeatable outbound sales pipeline?

• Can MSP owners using online training and scripts win new business?

• Why is a structured MSP sales process important for cold calling?

• What common objections should MSPs be prepared for when cold calling?

Growing a Managed Service Provider (MSP) business can be challenging, especially when sales training and lead generation services come with high price tags. But the reality is, you don’t need to spend thousands of dollars to grow your MSP.

Success in sales comes down to following a repeatable, proven process that works—without the need for expensive sales consultants or outsourced lead generation.

That’s where the Fox & Crow Group MSP Sales Process comes in. Designed specifically for MSPs of all sizes, this process helps you** learn how to cold call for MSPs**, land new clients, and build a sustainable sales pipeline—all at an affordable price.

Cold Calling for MSPs: A Real-World Success Story

Many MSP owners struggle with sales, believing they either need a natural talent for selling or a big budget to outsource it. But that’s simply not true. Take Brian Best of BestMacs, for example.

Like many MSPs, Brian was hesitant about cold calling.

He spent years trying different sales strategies, often investing in outsourced services that didn’t deliver results.

Everything changed when he discovered Carrie Richardson’s online videos about cold calling for MSPs!

Brian Watched Three Hours of Cold Calling Videos and Used Our MSP Cold Calling Script - and got a qualified lead the first day he tried it!

After watching** just a few hours** of training, he applied the techniques and quickly landed new prospects—without spending a dime on coaching, consulting, lead generation firms or hiring employees!

"I went from dreading this activity to I can't wait to do more later today." – Brian Best, BestMacs

If a few hours of watching Carrie's video content could transform Brian’s sales approach, imagine what’s possible when you follow a structured, affordable MSP sales process designed to help you grow your business.

Check out this post on MSP Sales Prospecting Strategy - it includes the framework for handling the five most common gatekeeper objections.

The Fox & Crow MSP Sales Process: The Right Fit for Any MSP

One of the biggest myths about MSP sales is that you need a massive budget to make it work.

The Fox & Crow MSP Sales Process is designed to be effective for businesses of all sizes, whether you’re a solo MSP looking to** grow your MSP** steadily or a larger provider aiming to scale.

Here’s what makes it different:

• Affordable and Practical – Unlike expensive sales courses or outsourced lead generation services, Fox & Crow offers an MSP-specific sales process that works on any budget.

• Tailored for MSPs – Many generic sales programs miss the nuances of selling IT services. This process is built exclusively for MSPs.

• Proven to Deliver Results – As Brian Best’s experience shows, following a** repeatable cold calling process for MSPs** leads to real results—without being a sales guru.

Why Learning to Cold Call for MSPs is Essential

A common mistake MSPs make is trying to avoid sales altogether, hoping they can rely solely on referrals or outsourcing their sales efforts. The truth is, learning how to cold call for MSPs can be a game-changer.

Carrie Richardson, co-founder of Fox & Crow Group, explains it best:

"Sales isn’t magic, it’s not hard, but it is very process-driven. You have to follow the process to get the results, and you actually have to do the work."

Once you understand how to make cold calling work for your MSP, everything changes.

You’ll no longer fear sales; you’ll be able to confidently connect with potential clients, schedule meetings, and close deals.

Cold Calling for MSPs: Why the Right Process Matters

Many MSP owners believe that outsourcing sales or buying leads is the easiest way to grow. They forget that lead generation agencies have the same challenges as they do - hiring, training and managing employees. This is compounded by MSP lead generation agencies paying lower than average BDR salaries, experiencing constant employee churn, and managing a revolving door of MSP clients with misaligned expectations.

As Carrie points out:

"Nobody wants to be a telemarketer. Everyone hates it so much we had to give it a fancy name to trick people into taking the job."

The key to successful MSP sales isn’t about finding a magic shortcut—it’s about learning how to cold call for MSPs the right way.

The Fox & Crow Sales MSP Sales Process teaches MSPs how to generate leads, build relationships, and grow their MSP in a way that’s sustainable and cost-effective.

Start Growing Your MSP with an Affordable, Proven Sales Process

The Fox & Crow Group MSP Sales Process isn’t just another sales consulting service.

It’s a practical, affordable sales solution for MSPs who are serious about growth.

Whether you're a solo MSP or a growing team, this process is designed to help you master sales for MSPs and take control of your sales pipeline. When you grow out of calling yourself, you'll have the tools you need to educate, manage and coach your first sales hire - and the one after that....

A Proven MSP Sales Process Built By Over 5 Million MSP Cold Calls!

Brian Best proved that you don’t need to be a natural salesperson or spend thousands on outsourced sales to win new business.

Now it’s your turn.

Are you ready to take control of your MSP growth without spending a fortune? Learn more about the Fox & Crow MSP Sales Process today.

Learn More & Get Started

If Brian can do it, so can you.

Sales doesn’t have to be hard—you just need the right process.

If you want to try cold calling for MSPs, start with learning how to handle the five most common MSP sales objections using our handout.

You can download it here:

Frequently Asked Questions

Does cold calling for MSPs still work?

Yes, cold calling for MSPs still works when it is executed through a structured MSP sales process. MSPs that follow a repeatable cold calling process consistently generate qualified leads and new business.

Can an MSP grow without outsourcing sales?

An MSP can absolutely grow without outsourcing sales if the MSP follows a disciplined, repeatable cold calling process designed specifically for MSP services.

What makes an MSP outbound process effective?

An MSP outbound process is effective when it is structured, repeatable, tailored specifically for MSP services, and executed consistently over time to build pipeline and qualification insight.

Is there an affordable MSP sales process that works?

Yes, the Fox & Crow MSP Sales Process is an affordable MSP sales process built specifically for MSPs and proven through millions of cold calls and practical results.

Why is structured outreach important in MSP lead generation?

Structured outreach is important in MSP lead generation because it ensures consistency, provides a repeatable approach, and helps MSPs gather meaningful feedback and qualification data from every call.

How does cold calling build a sales pipeline?

Cold calling helps MSPs build a sales pipeline by creating consistent outbound volume, allowing MSPs to engage new contacts, uncover needs, and move prospects into the sales funnel over time.