I get this question all the time from MSP owners: "Joe, cold calling doesn't work anymore, right?"

Wrong. Dead wrong.

Cold calling isn't dead, your script is. And here's the real kicker: most MSP sales teams blow it in the first 90 seconds because they're talking about themselves instead of the prospect. They launch into a pitch about their "24/7 monitoring" and "proactive support" before the person on the other end even knows why they should care.

The first 90 seconds of a cold call aren't about closing a deal. They're about earning the right to have a conversation. And if you can't do that, you've already lost.

Here's how to write a cold call script that actually books meetings for your MSP, one that works inside our MGEN! (Managed Lead Generation) program and has helped dozens of MSPs fill their pipelines with qualified appointments.

The Cold Reality: You Have Less Time Than You Think

Before we dive into the script, let's get real about what you're up against.

When you cold call a business owner or IT decision-maker, they're not sitting around waiting for your call. They're in the middle of something. Their inbox is exploding. Their phone is ringing. Someone just walked into their office asking about printer toner.

You get about 7-10 seconds before they mentally check out. Maybe 30 seconds if you're lucky and catch them at the right time.

That's why the first 90 seconds are make-or-break. You need to disarm them, establish relevance, and create enough curiosity that they agree to a meeting, all before they lose interest or their next crisis hits.

Sound impossible? It's not. But it requires a script that's built on psychology, not product features.

Breaking Down the 90 Seconds: A Three-Act Structure

Think of your cold call script like a three-act play. Each section has a specific job to do, and if you skip one or phone it in, the whole thing falls apart.

Act One: Seconds 0-30 (The Permission-Based Opening)

The biggest mistake MSPs make is launching into a pitch immediately. "Hi, this is Brad from TechSupport Solutions, we provide managed IT services and I wanted to talk to you about, " click.

You lost them.

Instead, start by acknowledging the elephant in the room: this is a cold call, and you're interrupting their day.

Here's what works:

"Hi [Name], this is Joe with RedVine Operations. I know you weren't expecting my call, do you have about 30 seconds for me to tell you why I'm reaching out?"

What just happened? A few things:

• You used their name (assuming you did your homework and got it from LinkedIn or their website)
• You were upfront about being a cold caller, no fake "just following up" nonsense
• You asked for permission and set a time expectation (30 seconds, not 20 minutes)
• You gave them perceived control, which reduces resistance

Most prospects will say "Sure" or "Go ahead" because you've been respectful and direct. You've earned your 30 seconds. Don't waste them.

Act Two: Seconds 30-60 (Context and Relevance)

This is where most scripts go off the rails. They start talking about themselves.

"We've been in business for 15 years, we have 47 certifications, we monitor networks 24/7, we use AI-powered threat detection…"

Stop. Nobody cares yet.

Instead, lead with their world, not yours. Show you understand their business and their pain points. Make it about them.

Here's an example:

"I work with MSPs and IT service companies across [region/industry], and one thing I keep hearing is that owners are buried in day-to-day technical work when they should be focusing on growth. They want more qualified leads, but their sales process is either non-existent or inconsistent. Does any of that sound familiar?"

Notice what just happened:

• You referenced other companies like theirs (social proof)
• You named a specific pain point (being buried in technical work vs. growth)
• You mentioned managed services lead generation and pipeline challenges
• You asked an engaging question that gets them talking

This is not a yes/no question. It's an open-ended setup that lets them tell you whether you're on the right track. If they say "Yeah, that's exactly where we are," you've got them hooked.

Act Three: Seconds 60-90 (The Meeting Request)

You've got their attention. You've shown relevance. Now ask for the meeting.

Do not, I repeat, do not, try to pitch your services on this call. Your job is to book a meeting, not close a deal.

Here's how you transition:

"That's exactly why I called. We run a program called MGEN!, Managed Lead Generation, specifically for MSPs who want to build a consistent pipeline without relying on referrals alone. I'm not trying to sell you anything today, but I'd love to grab 15 minutes next week to show you how we're helping companies like yours book 4-8 qualified meetings per month. Do you have your calendar handy?"

What's working here:

• You positioned the meeting as low-pressure ("I'm not trying to sell you anything today")
• You quantified the outcome (4-8 qualified meetings per month)
• You made it easy (just 15 minutes)
• You asked for the calendar directly (don't leave it vague like "Are you interested in learning more?")

If they say yes, great: book it right there. If they hesitate, handle the objection and offer flexibility ("How about Wednesday at 10 or Thursday at 2?").

The key is to end with a specific call to action. No mushy "I'll send you some information" nonsense. Get the meeting or get a firm no so you can move on.

What Makes This Script Actually Work (Hint: It's About Them, Not You)

Let's talk about why this structure succeeds where most cold call scripts fail.

1. It's permission-based, not pitch-based.

You're not forcing anything down their throat. You're asking if they have time, acknowledging the interruption, and giving them control. This lowers resistance and makes them more likely to hear you out.

2. It focuses on their pain points, not your features.

Nobody wakes up thinking "I need better network monitoring." They wake up thinking "I'm drowning in support tickets and I need more revenue." Lead with the problem they actually care about: growth, time, predictability: and you'll get their attention.

3. It uses social proof and context.

When you mention that you work with other MSPs or companies in their industry, you're borrowing credibility. They think, "If other companies like mine are working with this person, maybe I should pay attention."

4. It asks for a small commitment, not a big one.

You're not asking them to sign a contract or even take a demo. You're asking for 15 minutes. That's manageable. That's low-risk. And once you get in the room (or on Zoom), you can prove your value.

The Keywords That Matter for Lead Generation for MSPs

If you're reading this, you're probably searching for better ways to drive managed services lead generation. You've tried referrals (inconsistent). You've tried paid ads (expensive). You might have even tried networking events (exhausting).

Cold calling: when done right: is one of the most scalable and cost-effective ways to fill your pipeline. But here's the thing: it only works if your script is built for lead generation for MSPs, not generic B2B sales.

That means understanding the unique challenges MSPs face:

• Long sales cycles
• Technical buyers who are skeptical of sales pitches
• Competitive markets where everyone sounds the same
• The need to demonstrate expertise before trust is established

Your script needs to acknowledge these realities. It needs to speak the language of IT decision-makers and business owners who've been burned by bad vendors before.

How MGEN! Fits Into Your Growth Strategy

Inside our MGEN! program, we don't just hand you a script and wish you luck. We build the entire lead generation engine for you:

• Targeted prospect lists based on your ideal customer profile
• Customized scripts that reflect your unique value proposition
• Trained callers who understand the MSP space (not generic offshore teams)
• Weekly reporting and pipeline management
• Appointment setting and qualification: so you're only talking to prospects who are actually ready

The first 90 seconds script I just walked you through? That's the foundation. But there's a lot more that goes into making managed services lead generation work consistently month after month.

Because here's the truth: one appointment per 20 calls is the industry benchmark. That means if you want 8 meetings a month, you need to make 160 calls. Are you doing that? Is your sales team? Probably not: because they're too busy putting out fires and closing existing deals.

That's where we come in.

The Bottom Line

Cold calling works. But only if you respect the first 90 seconds and build a script that's about them, not you.

Start with permission. Lead with their pain. Ask for the meeting. And for the love of all things holy, stop pitching your features before you've earned the right to be heard.

If you want help building a lead generation system that consistently books qualified meetings for your MSP: without you having to do the dialing: let's talk. We've built the MGEN! program specifically for managed service providers who are ready to grow but don't have the time or team to execute on their own.

Reach out here and let's see if we can help you fill your pipeline the right way.

: Joe Lamb
CEO, Business Coach, RedVine Operations