If you’re a VoIP reseller or MSP, you’ve probably been there: you send one email, leave one voicemail, and expect the deal to fall in your lap. Spoiler — it doesn’t. In fact, data (and my own experience) tells us it takes 12 to 15 touches before most deals close. And no, that doesn’t mean spamming someone with 15 emails.
What we’re talking about is a strategic, multi-touch, multi-channel approach that gives prospects multiple opportunities to connect with you — in the way that works best for them. Sales cycles in the MSP and VoIP space are longer, more nuanced, and much more about relationship-building than quick wins.
The problem? Most resellers stop too soon.
Key Takeaways
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MSP and VoIP sales cycles are long by nature — expect 12–15 touches to win a deal.
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Touches aren’t just emails — calls, social engagement, and ads count too.
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Consistency beats luck — most reps fail because they give up too early.
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Multi-channel outreach increases your odds of getting a reply.
The 12–15 Touch Reality
The MSP and VoIP reseller space isn’t transactional. You’re often selling to business owners or decision-makers who are juggling a hundred priorities — your offer might not be top of mind, even if they’re interested.
As I said in the session:
“If you’re stopping after one or two touches, you’re losing deals to the person who kept going. It’s not that they’re better than you, it’s that they stayed in the game.”
Touches can be anything from:
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Email outreach
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LinkedIn comments or direct messages
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Retargeting ads
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Sharing helpful, relevant content
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Inviting them to an event or webinar
The magic is in the variety. You can’t just send 12 emails and call it a day — it’s about creating multiple, authentic reasons to show up in front of your prospect.
Avoiding “Email Fatigue”
One of the biggest mistakes I see MSPs and VoIP resellers make is burning through their list too fast. Bombarding someone with three emails a week makes you look desperate, not helpful.
In the webinar, Albert and I shared a sequence that spaces touches over seven weeks, mixing channels so prospects never feel overwhelmed. For example:
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Early touches: informational, no hard sell
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Midway: nurturing emails paired with calls
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Final stretch: clear call-to-action
Spacing out your outreach gives prospects room to breathe while keeping you top of mind.
Why This Works for VoIP Resellers
Selling VoIP or UCaaS is not just about the product — it’s about trust. A business is essentially handing you control of their communications, and that’s not a decision they make in one conversation.
Your sequence is as much about building confidence as it is about getting a “yes.” Every touchpoint should move them one step closer to believing you understand their needs, their industry, and the challenges they face.
“You can’t fake patience in this business. If you want high-margin, long-term customers, you need to invest in a long-term sales process.”
Final Thoughts
If you’re a VoIP reseller wondering why deals are stalling, it might not be your pitch — it might be your persistence. The real win comes from structuring your outreach so you can stay consistent without burning out.
Don’t stop at touch three. Don’t even think about stopping at touch seven. The deal might be sitting right there at touch 12 — and if you’re not there, someone else will be.
Watch the Full Session Series:
