Cold calling is a valuable yet underutilized tool for MSPs (Managed Service Providers) to generate leads and keep their sales pipelines full. Despite its challenges, such as the need for persistence and dealing with rejections, cold calling offers a 56% greater chance of reaching sales goals if done effectively. The guide emphasizes the importance of overcoming common excuses like lack of time or tools, and suggests focusing on the process rather than outcomes. Success hinges on preparation, engaging conversations, and consistent follow-up, making cold calling a critical component of a comprehensive sales strategy.

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