If you're still opening emails with "Hi, I'm with [Insert Company] and we provide VoIP solutions..." — you're already losing.
I see it all the time. VoIP resellers fall into the trap of pitching features and hoping something sticks. The problem? That kind of messaging doesn't resonate with the person reading it. It’s generic, forgettable, and feels like every other vendor out there.
Worse, it slows down your sales process and tanks your close rate.
At RingLogix, we’ve been scaling for over half a decade — and we’ve learned that how you say it is just as important as what you’re selling. If you’re serious about growing as a VoIP reseller, you need to ditch the lazy spray-and-pray messaging and start getting strategic.
Templated messaging is killing your deals. It feels robotic and disconnected. Your prospects won’t bite.
Targeted messages outperform every time. Speak directly to their role, industry, and specific problem.
Tailored outreach is your secret weapon. When you’ve done your homework, the customer feels it — and they’re more likely to engage.
Every piece of messaging should tie to time, money, reputation, or peace of mind. If it doesn’t? Cut it.
Here’s the deal: messaging isn’t rocket science. It just requires a different mindset. As I told the audience during our session:
“Really it’s a little more complicated than troubleshooting an email server or an I server… This stuff is just new. It’s different. Right? A different set of tools and training… You just gotta get the training. So you’re confident in it.”
The difference between a struggling VoIP reseller and a top-performer often comes down to this: the top-performer has a system.
Not a guess. Not a list of cold leads. A real, repeatable, dialed-in sales machine — and that includes messaging.
Jonathan laid it out during the webinar with one of the best frameworks I’ve seen:
Templated: Generic. Basic. “I’m from X, we do Y.”
Targeted: Focused on industry, size, and common problems. Think: “Here’s what I’m seeing with MSPs that support multi-location medical offices.”
Tailored: Deep personalization. It’s only for that one person or company. You’ve researched, and it shows.
“Tailored is when you want to hunt this client,” I said. “You’re not going fishing to see what you catch. You’re going after a very particular thing… you’re spending time on their website, seeing what they do, and your message is so specific that they know you sat down and did your homework.”
You can’t do tailored for 1,000 contacts — but you should be doing it for your highest-value opportunities.
Here’s the filter I use before sending any message:
Does it tie back to time, money, reputation, or peace of mind?
If it doesn’t hit at least one of those — it’s noise. Jonathan said it best:
“People don’t want cybersecurity. They want the peace of mind that they won’t get hit with ransomware and lose $40K in downtime.”
Same goes for VoIP. No one wants ‘a UCaaS platform.’ They want:
Faster installs so their staff isn’t down for two days
Reliable call quality so they don’t look bad in front of customers
Fewer vendors to deal with
Real-time support when something goes wrong
That’s what your messaging should be focused on.
Get the full breakdown of messaging strategy, real examples, and our Go-to-Market Checklist from the session.
👉 Watch the video