Let’s cut to it: Most MSPs pitch VoIP the wrong way.
They lead with features. Talk about crystal-clear call quality. Maybe throw in some buzzwords like “UCaaS” or “softphone.” And then wonder why the prospect ghosts them after the demo.
If that sounds familiar, you’re not alone. The problem isn’t your product. It’s how you’re framing it.
So let’s fix that.
The Real Reason MSPs Struggle to Sell VoIP
You're not selling phones. You’re selling outcomes. But most pitches don't reflect that.
When you walk in talking about desk phones, call routing, and voicemail-to-email, the only thing your prospect hears is cost and complexity.
What they want to hear is how you're going to make their life easier, help them retain customers, or drive more revenue. If you don’t connect the dots between your service and their business results, you’ve already lost them.
As Jaime Norris said during a recent session:
“I don’t like to put people in certain boxes with products. But building an experience for a customer? That’s really cool.”
And that is what makes you stand out.
Reframe Your Pitch Around Customer Experience
Here’s what most MSPs miss: VoIP isn’t just a utility—it’s a customer experience tool.
When you reframe the conversation around outcomes, you start selling solutions instead of specs. Try this:
Instead of saying:
“We offer HD audio and voicemail transcription…”
Say:
“We help your team respond faster, work from anywhere, and never miss a customer call—no matter what device they’re on.”
Instead of saying:
“We include a web portal where you can manage users…”
Say:
“You’ll have full control. Add users, check logs, and fix call routing without waiting on us—or anyone else.”
People don’t buy features. They buy outcomes. They buy clarity. They buy control.
What Actually Gets Their Attention
Use real business triggers to shift the conversation.
Here are phrases your prospects say that should set off alarm bells—and give you a chance to reframe your pitch:
-
“We keep missing customer calls.”
→ Pitch Call Flow Tracking: “We can show you exactly where calls are going—and where they're falling through.” -
“We have no idea if our reps are doing their jobs.”
→ Pitch Supervisor Scopes + Reporting: “You'll know exactly who's answering calls and how long it's taking.” -
“Our current provider takes forever to respond.”
→ Pitch Customer Ownership: “You call us, we handle it. No middlemen. You’re in control.”
One of the biggest levers you can pull? Shifting the conversation from tech to transformation.
The 3-Part Fix for Your VoIP Sales Pitch
1. Focus on the Outcome First
Lead with how your service helps their business run smoother, not how it technically works.
Bad:
“We offer call center scopes and CRM integrations.”
Better:
“We help your team track inbound calls, spot coaching opportunities, and follow up faster—so you close more deals.”
2. Speak to the Right Pain Points
Nobody wakes up thinking, “I need UCaaS.” But they do think:
-
My support team is dropping the ball.
-
We’re losing leads because nobody’s answering.
-
I don’t know if I need to hire more people.
Speak to those. That’s where your VoIP solution comes in.
3. Pitch the Experience, Not the Setup
Most providers can provision a phone. Few can help a client feel supported.
MSPs win when they focus on:
-
Real-time reporting that keeps supervisors in the know.
-
Listen/Whisper/Barge that helps with coaching and compliance.
-
Custom branding that makes them look like the hero.
The Wrap-Up: Sell the Win, Not the Wiring
Your VoIP solution might be top-tier. But if you're not leading with how it helps your prospect win, you're not closing the deal.
So here’s your new playbook:
-
Drop the specs. Lead with business impact.
-
Focus on customer experience, not infrastructure.
-
Turn pain points into talking points.
-
Make your client the hero—your platform is just the tool.
Because when you shift from selling phones to selling what phones can do for a business, your whole pipeline changes.
