Most MSPs have a tight system for ticketing, billing, and support. But when it comes to sales? That’s where things fall apart. You wouldn’t dream of running your operations without a PSA—but you're probably still winging your sales process. That’s a problem. Today’s VoIP resellers need structure, precision, and consistency to win. Because the old playbook—spray and pray, pick up the phone, hope they answer—is dead. Let’s break down what modern sales success actually looks like.
Buyers need 12–15 touches before they engage—your sales process needs to reflect that.
Multi-channel sequences are now table stakes, not nice-to-haves.
Generic lists and messaging won’t cut it. Start ruthlessly targeting based on ICPs.
Your sales operation should be just as sophisticated as your support systems.
It takes 12 to 15 touches before a prospect will even talk to sales.
“I remember when it was, ‘if they don’t pick up the phone or respond to your email within 5 or 6 touches, move on.’ Now we’re in a world where the average is closer to 15,” I said in our most recent webinar, "Scaling Smarter Boosting Growth and MRR for MSPs and Resellers Part 2". That’s not just hearsay—it’s backed by data.
Why? Because today’s buyers are bombarded. Ads. Social. Cold emails. Texts. Trade shows. You name it.
If you're not building awareness and trust before you ask for anything, you're toast.
Want to survive as a modern VoIP reseller? Get your messaging across multiple touchpoints. I’m talking about email, LinkedIn, phone, ads, maybe even direct mail.
The point isn’t to overwhelm people—it’s to create frequency. As Albert put it, “20 years ago, people needed to see your brand three times to recognize it. Now, with all the distractions we have, that number could be 12, 15, 20.”
So mix it up. Don’t just spam the inbox. Be present in ways that feel natural. “Some of those touches aren’t even about conversion,” Albert said. “They’re just about recognition. Familiarity.”
Your problem isn’t that you don’t have enough leads. It’s that you haven’t defined who’s actually worth your time.
“Don’t start by buying a list,” I said. “Start by identifying who your best-fit customers are. Build your Ideal Customer Profiles (ICPs) around the accounts where you win most often.”
You should know:
What tech stack your ideal customers use
What problems they’re facing (that you solve)
Who the actual decision-makers are
How long it usually takes to close them
This is what separates the pros from the spray-and-pray amateurs.
Albert shared a look at our actual sales and marketing blueprint, and yeah—it’s detailed. Every touch, task, and trigger is mapped.
“We don’t have a black box of activity,” he said. “We have a machine.”
That’s the mindset MSPs need to bring into their VoIP reseller business. Don’t wing it. Don’t guess. Build systems. Start simple—four to six steps is fine—and improve from there.
Even the way you ask for a meeting should change. “My favorite question isn’t ‘Can we meet?’” I said. “It’s ‘Are you curious to hear how we helped someone with this problem before?’”
That small shift changes everything. You’re now a helpful expert—not just another salesperson asking for time.
What we’re doing here—what this whole series is about—is helping MSPs shift their mindset.
You can’t sell VoIP like it’s 2015 anymore. Buyers are savvier. The market’s more competitive. And the only way to win is to show up consistently, with messaging that speaks to the right audience, in the right way.
“Generic is a commodity,” Albert said. “And commodity doesn’t win.”
Nail your process. Know your audience. Track your funnel. And stop leaving revenue on the table.
Check out the full part 2 webinar recording for a deeper dive into building your sales machine—plus real examples of sequences, tools, and ICP mapping in action.
🎥 Watch the session here
Missed part 1? No worries we got you covered! Watch How Smart MSPs Scale: A Growth Playbook for MSPs and Resellers now!