Want to grow your VoIP business without spinning your wheels? You’re not alone. Thousands of resellers hit a ceiling—not because their product isn’t good, but because their systems can’t keep up. In this guide, we’re pulling back the curtain on what the smartest resellers are doing differently. From high-margin service expansion to owning the customer relationship and running smarter sales plays, it’s all here. These aren’t generic growth tips—this is the real playbook built by RingLogix leaders who’ve helped scale reseller businesses from the ground up.
Overview: Why VoIP Resellers Need More Than Just a Good Product
You can’t scale a VoIP business on product alone. Even the best features fall flat without systems that support profitable growth. That’s the hard truth many resellers face as they try to move beyond referrals and break the cycle of reactive sales.
This post is for VoIP resellers who are ready to build a business—not just a side hustle. Based on insights from RingLogix’s leadership team, this guide lays out what growth really looks like: expanding smart, selling sharp, and owning every part of the customer relationship.
The Expansion Mindset: Why Adding Services Isn’t Optional Anymore
Staying in your lane used to work. Now it’s a fast track to irrelevance.
“MSPs that expand strategically don’t just survive market shifts—they turn them into opportunities,” said Jonathan Vaudreuil, Director of Growth at RingLogix.
When you expand your service portfolio, you:
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Increase customer retention by becoming a one-stop provider
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Drive higher ARPU with high-margin, high-value add-ons
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Create competitive insulation—the more integrated you are, the harder it is for competitors to win your accounts
But not every service is worth adding.
The Right Way to Expand Your Portfolio:
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Financially: Is it profitable? Does it offer 60-70% margins?
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Operationally: Do you control delivery, support, and pricing?
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Strategically: Does it align with your existing base or a niche where you already win?
If the answer isn’t “yes” to all three, it might be a distraction.
Owning the Customer Relationship
Too many VoIP resellers operate like agents. That means:
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Someone else sets the price
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Someone else handles support
“You’re doing the work, but someone else owns the revenue. That’s not scale—that’s servitude,” said Albert Diaz, CEO of RingLogix.
Real growth comes from owning the full relationship:
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Your branding
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Your billing
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Your support
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Your margin
When a customer has a problem, they call you. If you can’t solve it—because your vendor is slow or unresponsive—your brand takes the hit.
That’s why RingLogix was built as a white-label platform that gives resellers full control. From quoting to provisioning to billing, it’s all under your name. Because you should be building your business, not theirs.
ABM-Driven Sales: The Reseller Advantage
Let’s talk sales.
Most VoIP resellers operate on referrals and word-of-mouth. That works—until it doesn’t.
“When referrals dry up, most MSPs don’t have a real sales system to fall back on,” Jonathan explained.
That’s where ABM (Account-Based Marketing) comes in. ABM flips the script by identifying and targeting the exact businesses that fit your model—not just whoever stumbles onto your site.
ABM in 5 Simple Steps:
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Define Your ICP – Know exactly who you want to work with.
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Identify Roles – IT managers, office admins, decision-makers.
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Craft Targeted Messaging – Speak to their actual problems.
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Use Tools Like Surfe + LinkedIn – Build smarter lists, not longer ones.
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Run Multi-Touch Outreach – Email, ads, DMs, calls. In that order.
The result? Fewer tire-kickers. More right-fit deals. And a pipeline you can actually control.
Discovery That Closes: Why the First Call is the Most Important
ABM helps you get the right leads. But what you do on the first call determines if they close.
“Most MSPs either rush the pitch or talk features,” said Jonathan. “But discovery isn’t about pitching—it’s about qualifying.”
Ask the right questions:
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“What’s prompting the change now?”
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“How are you handling [billing/CRM/Teams] today?”
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“What happens if this doesn’t get solved in 3-6 months?”
This isn’t just about closing the sale—it’s about finding the fit. Because if they’re not right for your model, they’ll become a support nightmare later.
System Design > Sales Hustle
“It’s not about being a rockstar—it’s about making the system the star,” said Albert.
The best VoIP resellers don’t grind harder. They build operational engines that:
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Onboard customers faster
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Automate billing and collections
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Catch revenue leaks before they happen
That’s why RingLogix launched the RingOS Marketplace—with native integrations like QuickBooks Online—to make scaling less manual and more profitable.
The Takeaway: Control Drives Growth
If you’re a VoIP reseller trying to scale, remember this:
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Expand your services, but do it smart
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Own the customer from quote to invoice
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Sell with precision, not hope
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And stop relying on hustle—build the engine that runs with or without you
Want to see how RingLogix helps resellers do all of that?
👉 Watch the Webinar Replay
📥 Download the Sales Deck
📅 Not yet a partner? Book a Demo
