Script library: by industry
For managed service providers calling business owners, operations managers and practice managers about IT support and contract renewals. Every line is ready to use: replace each {{placeholder}}, read it aloud a few times, then make it sound like you.
Quick answer
Almost every business you call already has someone looking after their IT. That changes the job of the script. You are not creating a need from nothing; you are finding the businesses where the current arrangement is ending, slipping or quietly annoying the person who signs the invoice.
The person you need is usually not technical. A practice manager, a finance manager or the owner carries the IT problem because nobody else will. Talk about downtime, response times and what happens when someone leaves, not about stacks and platforms.
Six parts, in the order buyers expect them. The note under each part explains why it is written that way.
Hi {{first_name}}, it's {{your_name}} from {{your_company}}. We look after IT for businesses around {{suburb_or_city}}.
This is a cold call. Have you got 30 seconds for me to explain why I rang, and then you can tell me to go away?
Why it works: Local and plain. Owners of small businesses respond to a neighbour more than a vendor, so mention the area if you genuinely cover it.
I'm ringing businesses your size in {{industry}} because a lot of them are coming up to the end of a support contract, or they've grown past the person who set everything up.
I'm not assuming that's you. I'm just trying to find out who looks after your IT at the moment.
Why it works: The question at the end is the real opener. Asking who looks after their IT is easy to answer and tells you everything about the account.
Who looks after your IT today, an outside provider or someone in-house?
How long have you been with them, and when does the current agreement come up?
When something breaks, how quickly does it actually get fixed?
If you could change one thing about the setup, what would it be?
Why it works: The contract end date is the most valuable thing you can learn on this call. Write it in the CRM even if they say no today, and call back three months before it.
That's common. When we take over from another provider, the first thing most clients notice is {{result}}.
We also give you one fixed monthly number, so there are no surprise invoices for small jobs.
Why it works: Owners buy predictability. One concrete change they will feel plus one commercial point is enough.
What we usually suggest is a free 30-minute review. One of our engineers looks at your setup with you and tells you honestly what's fine and what isn't, whether you move or not.
Would {{day_time_1}} or {{day_time_2}} work?
Why it works: A review has a clear output and doesn't ask them to leave their provider. That is easier to accept than 'a meeting to discuss our services'.
Perfect. I'll book {{agreed_time}}. Will it be you, or should {{stakeholder}} join so we can see the setup properly?
I'll send the invite to {{email}} now. Anything specific you want the engineer to look at?
Why it works: If the person who knows the passwords isn't in the review, it becomes a sales chat. Get them invited on this call.
Swap one of these in for the opener above when the situation fits.
Hi {{first_name}}, {{your_name}} from {{your_company}}. I'll be upfront: I'm calling because a lot of IT support agreements in your industry renew around {{renewal_month}}, and I wanted to ask when yours comes up. Is that something you'd know off the top of your head?
When to use it: Use in a renewal-heavy period or when you're building a contract-date list for future calls.
Hi {{first_name}}, it's {{your_name}} from {{your_company}}. I noticed {{prospect_company}} has {{trigger}}. When businesses add people or sites that quickly, IT is usually the thing nobody planned for. How's it holding up?
When to use it: Use when you've seen a new site, a merger or a burst of hiring.
For when reception or an assistant answers. Be honest about who you are and ask for help.
More gatekeeper scriptsHi, it's {{your_name}} from {{your_company}}. Who's the best person to speak to about how your IT support is set up? Is that the owner, or someone like a practice or operations manager?
Acknowledge, ask one question, then offer a smaller step or let them go.
All objection responsesGood to hear, that's not always the case. Can I ask, when does your agreement with them come up? I'll make a note and only call back if it's close, rather than chasing you before then.
Why: Happy customers still have renewal dates. Respecting the relationship while capturing the date is how MSPs build next year's pipeline.
That's handy, and it usually works well until he's on holiday. What happens if something goes down while he's away? Is there a backup plan?
Why: Don't criticise the family member. Ask about the gap. If there isn't one, move on politely.
Understood. Most are. When does it end? If it's within the next six months, a review now gives you something to compare against when they send the renewal.
Why: A locked contract is a dated opportunity. Positioning the review as negotiating ammunition is useful even if they stay.
Fair enough. Most owners only think about it when something breaks. Can I ask one question: when did you last test restoring your backups?
Why: One pointed, honest question about risk often reopens the conversation. If it doesn't, you've lost nothing.
That's a fair thing to say, plenty of providers sound identical on the phone. The only way to tell is to see what we'd change in your setup. That's what the review is for, and you keep the notes either way.
Why: Agreeing disarms it. The review is the proof, so point back to it rather than claiming you're different.
Under 30 seconds. Skip voicemail on the first attempt and pair it with an email the same day.
12 more voicemail scriptsHi {{first_name}}, it's {{your_name}} from {{your_company}}. We look after IT support for {{industry}} businesses around {{suburb_or_city}}. I'm calling to ask when your current support agreement comes up, nothing more. My number is {{phone}}. I'll try you again on {{day_time_1}}.
Send it the same day as the call or voicemail. It identifies you and includes a working unsubscribe.
Subject: IT support at {{prospect_company}}
Nousu has not published an IT and MSP benchmark row. Use the all-dials averages as a reference and track contract dates captured as your own leading indicator.
Australian cold calling statistics| Measure | Published figure or what to track |
|---|---|
| Dials that reach a live person | 14% |
| Dials that become a conversation with a decision maker | 6% |
| Decision-maker conversations that book a meeting | 22% |
| Meetings per 100 dials | 1.3 meetings per 100 dials, against 0.3 for offshore teams |
These are Nousu's all-dials averages from 218,000+ dials into Australian businesses, November 2024 to April 2026. Nousu has not published a separate figure for this segment, so treat them as a reference point, not a target.
To see how many dials your own meeting target needs, use the meetings per dial calculator.
General information only, not legal advice.
Australian cold calling lawsThis script is a starting point. The free cold call script generator builds a version around your offer, buyer and market, with your own objection responses, voicemails and follow-up emails. It runs in your browser and nothing you type is stored or sent.
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