Mastering Your Mindset When Cold Calling for MSPs: Insights from the MSP Sales Process
Cold calling is often seen as one of the toughest parts of sales, especially for Managed Service Providers (MSPs). The thought of picking up the phone and reaching out to a stranger can be intimidating. However, as sales expert Carrie Richardson points out, the secret to overcoming this challenge lies not in advanced sales tactics, but in developing the right mindset.
Understanding the Psychological Barriers to Cold Calling
Carrie Richardson emphasizes that the biggest obstacles to cold calling success are psychological. Issues like call reluctance, procrastination, and a deep fear of rejection are mental barriers that can keep sales professionals from realizing their full potential. “The things that’ll hold you back from being successful are all up here,” Carrie explains, highlighting the mental blocks that often hinder effective cold calling.
One of the most common challenges is call reluctance—a hesitation or outright fear of making calls. This reluctance is usually fueled by negative self-talk and limiting beliefs. Business owners new to sales often convince themselves that they won’t succeed, that potential clients won’t be interested, or that the experience will be overwhelmingly negative. Carrie stresses the importance of identifying these limiting beliefs and replacing them with positive affirmations.
Watch Carrie Richardson cold calling for MSPs here.
Reframing Cold Calling as Simple Social Interaction
Carrie simplifies the concept of cold calling by comparing it to everyday social interactions.
“If you can go to a networking event and hand somebody a business card and ask them what they do, you can cold call,” she says. Cold calling is, at its core, just another form of social interaction—no different from striking up a conversation with a stranger at a social event.
This mindset shift can be incredibly empowering.
By viewing cold calling as an extension of regular, everyday communication, MSPs can begin to dismantle the mental barriers that make it seem daunting. It’s not about delivering the perfect pitch every time; it’s about making a genuine connection.
The Power of Positive Self-Talk
One of the most effective ways to overcome cold calling anxiety is through positive self-talk.
Carrie advises sales professionals to consciously replace negative thoughts with positive affirmations. “Telling yourself positive things versus convincing yourself of negative things is your first step towards cold calling success,” she says.
This change in mindset can transform the way you approach each call, turning it from a task filled with dread to an opportunity for growth.
By fostering a positive mental attitude, MSPs can build the resilience needed to handle rejection and setbacks. Not every call will result in a sale, but each one is a chance to refine your approach and grow more comfortable with the process.
Building Genuine Connections in a Digital World
In a market increasingly saturated with forced AI interaction and automated sequence triggers, the value of human connection is more important than ever. Carrie highlights the importance of personalized, human interactions in sales, especially as AI and automation become more prevalent. “Talking to people, especially now when you have no idea whether or not you’re talking to a real human or an AI chatbot online, a big differentiator in how you sell your services is going to become personalized human connections,” she notes.
This focus on human connection is crucial in cold calling.
Prospects are more likely to respond positively to someone who takes the time to understand their needs and build rapport, rather than following a robotic script. By approaching each call with the intent to connect on a personal level, MSPs can set themselves apart from their competitors and increase their chances of successful connections.
Embrace the Challenge: You Can Do This
For those struggling with cold calling, Carrie’s message is clear: you can do this.
The first step is to change the way you think about cold calling. “Start getting all of that ick out of your head,” she advises. By approaching cold calling with a positive mindset and a focus on genuine human connection, you can overcome your fears and excel in this critical sales skill.
Cold calling may never become your favorite activity, but with the right mindset, it can become a powerful tool in your sales arsenal. Remember, the success of cold calling lies not in the technique, but in the attitude and approach you bring to each conversation.
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