Scaling a business isn’t about more hustle—it’s about more focus. And in today’s market, if you’re trying to grow as a VoIP reseller without a clearly defined Ideal Customer Profile (ICP), you’re setting yourself up for missed opportunities and wasted effort.
You can have the best quoting tool, fastest onboarding, and slickest tech stack, but if you're selling it to the wrong audience, none of it matters. Defining your ICP is the foundation of any serious sales process. Not your tech. Not your pricing. Your ICP.
Key Takeaways
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Your ICP isn’t a “nice to have”—it’s the foundation for growth.
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Generic outreach = commodity pricing. Targeted outreach = high margins.
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Multiple ICPs are not only okay—they're necessary.
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The smaller and more specific your list, the better your close rate.
Why Most VoIP Resellers Struggle to Scale
Most MSPs and VoIP resellers I meet can walk me through their entire support process in detail. They’ll talk through PSA automations, RMM alerts, SLAs, ticket escalations—you name it. But when I ask about their sales process, the tone changes.
I usually get:
“Well, we did some Google Ads last year. My guy’s doing social media. I bought a list once.”
Translation? There is no sales process—just random acts of marketing. That’s a problem. Because scaling isn’t about doing more. It’s about doing the right things for the right people.
And it starts with knowing exactly who you're trying to sell to.
The Difference Between ‘Small Business’ and a Real ICP
Saying “we sell to small businesses” is like saying “we do IT.” It doesn’t tell me anything. Small business could mean a 3-person law firm or a 100-seat urgent care center. Those two customers have nothing in common—and you can’t pitch them the same way.
You need to go narrower. Start by asking:
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What industries do I know well?
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Where do I consistently win and make money?
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Who values what I do most?
We like to say that a good ICP is like a bullseye. If you’re just throwing darts at the board, you’ll never hit anything meaningful. But when you know exactly where to aim—your hit rate skyrockets.
Why You Must Have Multiple ICPs
Let me be clear: you must have multiple ICPs.
If you only have one, your messaging is going to be watered down. You’ll sound like everyone else. And in this market, sounding like everyone else is a fast track to losing deals—or worse, discounting your way into unprofitable ones.
Think of your ICPs like swim lanes. You don’t want to build a campaign that speaks to “every SMB.” You want one that speaks to urgent care centers, and another for managed IT providers that are breaking up with their VoIP wholesaler, and another for legal firms trying to clean up their communication stack.
The more specific you are, the more your messaging will hit.
Real Talk: Most VoIP Resellers Get This Wrong
This is the part where I could tell you about persona worksheets or marketing templates—but that’s not how real ICPs get built.
Real ICPs come from the field. From seeing which deals close fast. Which customers onboard smoothly. Which ones scale with you. Which ones don’t call support five times a week.
“We started with 4 steps. Now we’ve got a machine.”
That’s how RingLogix grew. We didn’t start with a perfect sales engine. We started with what we knew—and we refined it based on real-world results. Now we’ve got clear ICPs, mapped sequences, and an actual strategy behind every campaign we run. That’s the difference between activity and a system.
ICPs in Action: It’s Not About Volume
I’d rather have a list of 50 right-fit targets than 5,000 randoms. This isn’t high-churn, spray-and-pray sales. It’s about precision.
Take a page from our playbook:
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One ICP is MSPs who are currently reselling VoIP through a wholesale platform but want more margin and control.
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Another is IT firms frustrated with their current UCaaS provider’s lack of billing visibility.
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A third might be newly launched MSPs who don’t have legacy baggage and are ready to grow fast.
Each of those has different pain points. Different messaging. Different sales cycles. But once you know what to say—and who to say it to—your close rate jumps dramatically.
The Wrap-Up: Focus Wins. Broad Loses.
If you’re serious about scaling as a VoIP reseller, start by getting laser-focused on your ICPs.
Forget the vanity metrics. You don’t need a massive list. You need the right 50. Build messaging that speaks to their exact problems. Run campaigns that feel like they were designed just for them. And watch your pipeline get more qualified—and more profitable.
“If you’re selling to everyone, you’re selling to no one.”
You don’t need more leads. You need more alignment. Start there.
🎥 Want the Full Deep Dive?
This blog just scratched the surface. To hear the full conversation and see exactly how we build, define, and execute our ICPs at RingLogix, watch the full session on YouTube.
🎬 Missed Part 1? Watch it here.
