When most VoIP resellers think about growing revenue, their instinct is to do more: more leads, more tools, more campaigns, more everything. The result? A bloated, tangled mess of a sales process that burns time, eats budget, and still doesn’t convert.
Here’s the truth: scaling doesn’t come from throwing more at the wall. It comes from starting simple, focusing on the right actions, and layering in complexity only when you’ve mastered the basics.
You don’t need the “perfect” sales machine on day one. Start small, start now.
Overcomplication kills momentum — test one thing at a time.
Choose messaging that’s relevant, not just “templated.”
Track performance and make changes based on real data, not guesses.
Albert Diaz, CEO of RingLogix, has seen it happen over and over:
“If you start complicated, it’s almost impossible to simplify. You need to start simple. Learn what you can learn, figure out where you become an expert, and then accelerate and add fuel to that.”
Too many resellers try to design a fully automated, multi-layered sales system before they’ve even booked their first consistent month of demos. They buy every sales tool under the sun, build massive workflows, and burn out before they’ve proven a single repeatable motion.
And here’s the kicker — in marketing, unlike customer onboarding, early mistakes don’t sink the ship. You can test, tweak, and relaunch tomorrow. Which means there’s zero excuse to stall because you’re “still perfecting the plan.”
Jonathan Vaudreuil, RingLogix’s Partner Growth Manager, breaks messaging into three levels:
Templated – broad, generic, “could send to anyone.”
Targeted – tailored to an industry, role, or pain point.
Tailored – custom-built for a specific company or person.
“The sweet spot for scale is combining templated with targeted. You get efficiency without sounding like every other pitch in their inbox.”
If you’re a VoIP reseller and you’re still blasting out one-size-fits-all outreach, you’re losing deals to competitors who speak their prospect’s language from day one.
Both Albert and Jonathan hammered this point: don’t try to fix everything at once.
“If you change five things at a time, you’ll never know what worked. Pick the weakest link in your process, test one change, and measure the result.”
Start with the metric that matters most for your bottleneck. If your open rates are low, focus there before worrying about your demo-to-close ratio. If your meetings are booked but no one converts, fix the pitch before spending another dollar on ads.
The real growth advantage for VoIP resellers isn’t a secret sales hack. It’s building a process that you control, improving it one step at a time, and resisting the urge to overcomplicate.
Your goal isn’t to have the most intricate tech stack or longest sequence — it’s to have a sales motion that works, and works repeatedly.
If you’re serious about growing your MSP or VoIP reseller business, grab a coffee, hit play, and take notes — this series is packed with real strategies, real examples, and the exact frameworks we use at RingLogix.