IT Services Cold Calling Script
The exact IT services cold calling script that converts 6% of conversations to assessments. Includes MSP scripts, objection handlers, voicemail script, and tips from IT sales reps.
1The Opener
Hi, is this {{prospect_name}}?
Great! This is {{your_name}} with {{your_company}}. I'm reaching out because I work with {{similar_companies}} in the {{industry}} space, and we've been helping them {{main_benefit}}.
Do you have just a minute? I'm not going to pitch you—I just want to see if there's a fit.2Discovery & Pitch
Perfect. So let me ask you a quick question: how are you currently handling your IT needs? Is it all in-house, outsourced, or a mix?
[LISTEN carefully]
[If in-house:] Got it. How's that working out? Are you finding you have the resources to handle everything, or are there projects that keep getting pushed back? [Listen] That's something we hear a lot. What we do is handle {{services_offered}} so your team can focus on the strategic stuff. Would it be worth exploring if we could take some of that off your plate?
[If outsourced:] Okay, so you're working with a provider. Are you happy with the responsiveness and quality? [Listen] The reason I ask is that a lot of companies come to us because their current provider was {{common_complaint}}. We specialize in {{differentiator}}. Would a second opinion be worth 20 minutes?
[If mix:] Makes sense. Which parts are outsourced and which are in-house? [Listen] Interesting. We've helped companies like yours streamline that by {{solution}}. Would you be open to a conversation about how we might be able to help?3Objection Handlers
Click an objection to see the response. Practice these until they're automatic.
Your Response
I figured you might. Most businesses I talk to do. The question is whether they're being proactive or just reactive. Are they bringing you ideas to improve efficiency and security, or just fixing things when they break? [Listen] That's worth exploring. Would a second opinion hurt?
4Closing Options
Would {{day}} at {{time}} work for a quick 20-minute call?
Let me set up a time to learn more about your setup. Do mornings or afternoons work better?
We offer a free IT assessment—it takes about an hour and you'll get a full report. Want me to schedule one?
How about a quick discovery call? I'll come with some questions, and we can see if there's a fit.
Voicemail Script
Hi {{prospect_name}}, this is {{your_name}} with {{your_company}}.
We've been helping {{similar_companies}} {{main_benefit}}, and I thought there might be an opportunity for {{prospect_company}}.
I'd love to learn about your IT setup and see if we can help.
Give me a call back at {{your_phone}}. Again, {{your_phone}}. Thanks!Variables to Customize
{{prospect_name}}Prospect's name{{your_name}}Your first name{{your_company}}Your company name{{prospect_company}}Their company name{{similar_companies}}Similar companies you've helped{{industry}}Their industry{{main_benefit}}Main benefit you provide{{services_offered}}Services you offer{{common_complaint}}Common complaint about other providers{{differentiator}}What makes you different{{specialized_services}}Specialized services you offer{{min_company_size}}Minimum company size you serve{{price_range}}Typical monthly investment{{solution}}Your solution for their situation{{day}}Suggested day{{time}}Suggested time{{your_phone}}Your phone numberPerfect For
- MSPs prospecting new clients
- IT services companies doing outbound sales
- Managed IT providers targeting SMBs
- VARs and IT consultants building pipeline
- IT companies expanding into new markets
- Break-fix shops transitioning to managed services
Not Ideal For
- IT companies without clear service offerings
- Providers without response time guarantees
- Companies targeting enterprise (different approach needed)
- IT shops without case studies or references
Pro Tips
Lead with their pain, not your services
Ask about their current IT setup early to qualify
Mention specific security threats and compliance requirements in their industry
Offer a free assessment or audit to get your foot in the door
Have specific examples of companies in their industry you've helped
Follow up with an email containing a relevant case study
Track which industries and company sizes convert best
Common Mistakes
Getting too technical too fast—speak in business terms first
Not asking about their current situation before pitching
Assuming they know they have IT problems—many don't
Not differentiating from their current provider
Forgetting to mention security and compliance risks
Giving up when they say they have IT handled
Practice Exercises
Practice your opener until it takes under 25 seconds
Role-play the 'we already have an IT company' objection
Develop 3 industry-specific pain point questions
Practice explaining your differentiator in 30 seconds
Record calls and listen for opportunities to ask better questions
Tone & Delivery
Consultative and professional, not salesy. You're an IT expert offering to help, not a vendor pushing services. Show genuine curiosity about their setup. When they mention challenges, dig deeper before offering solutions. Use simple language—avoid jargon unless they're technical. Position the meeting as a discovery conversation, not a sales pitch.
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