How to Make Cold Calls and Book More Introductory Meetings

Welcome back to SKOUT’s Sales and Marketing Tips, and Happy Valentine’s weekend. We’ve talked a lot about how creating engaging content can help you draw in more prospects, but today, we’re talking about how you can format cold calls and book more introductory meetings.

To help you build a rapport with your prospect, we’re including some cheesy cybersecurity valentines for you. Scroll to the end of this guide to download your free copy.


In our research, only 13% of surveyed MSPs get most of their new prospects through cold prospecting. But that doesn’t make cold calling any less important. There’s a power in talking directly to a decision maker, and here’s how you can make the most of that advantage

Don’t spend too much time on research.

Time is money. You can do your best to learn everything about one or two prospects, but the time you spend tailoring your call script to certain people is time that you could spend dialing. It’s time you could spend on managing your cyber solutions.

So how long should you research a prospect for?

The general rule of thumb says you should go no longer than 3-4 minutes before you pick up the phone and start your call.

Balance personalization with your framework.

When you’re putting together your call script, there are times when you can use personalization to build a rapport with your prospect, but don’t forget to keep things simple. Funnel the conversation back towards your value proposition, and your objective – to schedule an introductory call.

There’s an ebb and a flow to every conversation, so if you start with something broad (like your value proposition), the call may funnel into more specific topics (such as objections). It’s important to account for this in your script.

There’s nothing more powerful than genuine passion.

Cybersecurity becomes a more pressing issue every day, and there isn’t an emergency number to call in case there’s a breach.

That’s where you come in. By selling and delivering your cybersecurity solutions, you’re protecting more end users and fighting on the front lines to stop threat actors from accessing sensitive data.

What you do is important, and you should believe in it, because it’ll give you an automatic leg up on the telemarketers spamming people’s phones.

Here’s how you can prepare for objections:

We’ve gone over some of the top pain points for SMBs, and how you can address them. But it might be best to put together a cheat sheet of the most common objections you get so you can address them immediately.

And if your prospect hits on an objection that you get stuck on, you may want to figure out a response or an explanation that can let you pivot into why you’re useful from another angle.

Need help starting a conversation?

We’ve got you covered. Enter your email below to download ten cybersecurity-themed valentines to leave in your prospects’ mailboxes this weekend.