A full-time caller on your MSP’s pipeline.
You stay the closer.
MSP lead generation by outbound appointment setting. A dedicated caller works your territory full time on US Eastern business hours. The caller books meetings with owners, office managers and IT decision makers at small and mid-size businesses, each with a written brief. Calling starts in month 1, once you approve the criteria and script in writing. Programs start at $4,500 a month plus a fee from $250 per held meeting. No-shows, cancellations and mismatches are never billed.
Never billed: no-shows, cancellations, mismatches · stop at the end of any month · pilots end on their own
Many MSPs grow on referrals until the referrals slow down. Then the owner, often still the main closer, has to choose: prospect between client work, buy leads, or pay an agency retainer. Published figures put per-lead MSP programs at about $300 to $350 a lead (TopLead and Intelemark, 2026) and outbound appointment setting for MSPs at $5,000 to $10,000 a month (Abstrakt, checked October 2026). This works differently: you fund a dedicated caller at a price fixed before you sign, and the meeting fee is charged only for held meetings that match your written criteria.
Director-led: a director sets the territory and targeting with you, checks call quality and reviews every meeting against your written criteria before it reaches your calendar.
You pay for the caller, and for meetings you accept
The price has 3 parts and no other fees: a monthly program fee, a one-time launch fee in month 1, and a fee for each held meeting that matches your written criteria.
- Dedicated outbound caller: full time on US Eastern business hours, recruited, trained on your services and stack, and supervised by us
- Contact data and compliance: business lists for your service area, direct dials and mobile numbers for owners and office managers, email verification, do-not-call and litigator scrubbing of every mobile
- Calling and LinkedIn: click-to-dial seats with no autodialer, US calling minutes, LinkedIn Sales Navigator seats with manual messages only
- Supporting email: inboxes on separate sending domains, warmup, placement tests, your postal address and a working opt-out in every email
- Program management: qualification review of every meeting before you see it, call quality checks, a weekly report, and data handling set out in writing
Your account list built for your service area and the industries you serve, the sending domains, recruiting your caller and training them on your services and stack, and the call script and written qualification criteria for your approval.
Set by your market and buyer, and confirmed on a short scoping call. It includes the caller’s commission. No-shows, cancellations and mismatches are never billed.
Under a spending cap you set. Total fees never pass it unless you raise it in writing, and the pilot ends on its own, with no auto-renewal.
What you get
- A caller dedicated to your MSP: full time on US Eastern business hours, live and manually dialed, trained on your services and stack before the first dial, and working from a script you approved.
- Criteria in writing before the first call: the size band in employees, users or endpoints, your industries and service area, an attendee who controls the IT budget, the current setup (in-house IT, break-fix or a named provider), and a reason to talk, such as a contract renewal within 12 months, a security or compliance requirement, service problems, growth or a move.
- A written brief with every meeting: who is coming and their role, their current IT setup and provider, the contract renewal date if they shared it, what they said they need in their own words, and how each criterion was checked.
- Your accounts kept to you: we never call your accounts for another MSP, and that exclusivity is written into the agreement.
- Your main domain kept out of it: supporting email goes out from separate sending domains, warmed up and placement-tested, with your postal address and a working opt-out in every message.
- A weekly report: dials, connects, conversations, meetings booked, held and accepted, and the notes from our call quality checks.
You can stop at the end of any month
- Minimum one month. Either side can stop at the end of any month with 7 days’ notice.
- A pilot runs 30 or 60 days under a spending cap you set and ends on its own, with no auto-renewal. Continuing takes a new signed order.
- The monthly fee is paid before each month starts and is not refunded once the month starts. If calling stops for more than 5 business days on our side, those days are credited.
- The meeting fee is charged only for held meetings that match your written criteria. No-shows, cancellations and mismatches are never billed.
- You have 5 business days after a meeting to dispute it. An upheld dispute is settled by credit or refund; a replacement meeting is only ever your choice.
- You approve the criteria, the call script and every email in writing before outreach starts.
- We never call your accounts for another MSP. How we handle your data is in writing too: who can access it, and what is deleted when the program ends.
- Some states regulate business calls. Before calling starts, you confirm in writing whether you must register in Arizona, Utah, Washington, Mississippi or Texas. Until you do, those states stay off your list.
Three questions to ask any appointment-setting vendor
Ask these before you sign with anyone. Our answers are on this page, in writing:
- “What does my monthly fee pay for?” A retainer with nothing listed behind it is hard to judge. Here: a dedicated caller, contact data and do-not-call scrubbing, calling and LinkedIn tools, supporting email and program management.
- “Do I pay for leads, booked meetings or held ones?” Sellers define a lead in different ways, and paying per booking means paying for no-shows. Here: the meeting fee applies only to held meetings that match your written criteria.
- “How do I stop?” Here: at the end of any month, with 7 days’ notice. A pilot ends on its own.
Ask us all 3 on the call. A vague answer to any of them means do not buy, from us or anyone.
Frequently asked questions
How much does it cost?
The price has 3 parts: a monthly program fee, a one-time launch fee in month 1, and a fee for each held meeting that matches your written criteria. Programs start at $4,500 a month and the meeting fee starts at $250. Both depend on your market and buyer, so we confirm them on a short scoping call. A pilot runs 30 or 60 days under a spending cap you set.
How many meetings will we get?
We do not promise a number. Volume depends on your territory, your services and how many businesses fit your criteria. On the scoping call we give you a planning estimate, never a guarantee, and the weekly report shows the real numbers as they come in.
We paid a call center per booking once. The meetings were never going to buy.
Junk meetings usually come from billing per booking with no written spec. Here your criteria are written down and approved before the first call, every meeting arrives with a written brief showing how each criterion was checked, and you have 5 business days after a meeting to dispute it. An upheld dispute is settled by credit or refund, and no-shows and mismatches are never billed.
Per-lead firms charge about $300 a lead. Why pay a monthly fee?
Because the caller, the data and the tools cost the same whether a month goes well or not, and a lead is not a meeting. The monthly fee pays for a dedicated caller, contact data and do-not-call scrubbing, calling tools, supporting email and program management, and the meeting fee is charged only for held meetings that match your criteria. For comparison, published estimates put an in-house SDR at about $700 to $1,822 per meeting (SalesHive and CIENCE, 2026).
Your caller is not an engineer. Can they talk IT with our prospects?
Enough to book the meeting, which is the job. The caller never sells, quotes or diagnoses. Before the first dial they are trained on your services, your stack and the industries you serve, and on the topics that move small businesses to talk, such as Microsoft 365, backup, endpoint security, cyber insurance questionnaires, HIPAA and CMMC. You approve every script, a director reviews every meeting before it reaches your calendar, and your closer runs the technical conversation.
Will you call the same businesses for another MSP, or reuse our data?
No to both, and both are in the agreement. Exclusivity is set at the account level: we never call your accounts for another MSP. The agreement also sets out who can access your data and what is deleted when the program ends.
What will the caller say on our behalf?
Within the first 10 seconds of every call: the caller’s real first and last name, your company’s name and the reason for the call. After that, the caller sticks to the script you approved. The caller books meetings and never quotes prices, closes or takes payment, and never implies they are the prospect’s IT provider, Microsoft or a security alert. Calls show a number you are authorized to use that rings back to a live person, and no call is recorded unless everyone on it agrees.
How do you handle do-not-call lists and business mobiles?
Small business owners often list a personal mobile, so we call main lines and published direct dials first, scrub every mobile against the National Do Not Call Registry at least every 31 days and against a litigator list, and honor every stop request at once. Calls go out only from 9am to 7pm in the prospect’s time zone, Monday to Friday, never on holidays, with no more than 3 attempts on a number in 24 hours. We never use an autodialer, a prerecorded or AI voice, ringless voicemail or texts.
What do you need from us to start?
Your ideal client profile, your service area, your closer’s calendar and a short call to agree the criteria. Your closer needs room to take meetings within 4 days of booking, because meetings booked further out are held far less often (Cognism, State of Outbound 2026). In month 1 we build the account list, set up the sending domains, recruit your caller and train them on your services and stack, and send you the script and written criteria to approve.
Tell us who your best clients are and where you serve them, and we will tell you whether outbound calling fits your territory and what a 30 or 60 day pilot under your cap would cover. We confirm both fees after the call.
Never billed: no-shows, cancellations, mismatches · stop at the end of any month