Share with the world 🙏This is the third and final post in our series on prospecting for MSPs. In the first two parts, we explored the power of telemarketing and email as tools for prospecting. Now, we shift our focus to something more personal – prospecting in a face-to-face environment.
In an era dominated by digital communication – emails, social media, video calls… face-to-face prospecting can feel like a thing of the past. But sometimes, the old ways hold the most value. Meeting people in person and having genuine conversations creates a connection that’s hard to replicate digitally. Whether it’s at events, during client visits, or simply stopping by a prospect’s office with a box of donuts, in-person interactions remain one of the most effective ways to build trust and foster long-term relationships.
For MSPs, where the competition is fierce and clients are overwhelmed with IT service options, the personal touch can be a game-changer. Some might argue that in-person prospecting is outdated, but this method taps into one of the core principles of selling: people buy from people.
Face-to-Face Prospecting: Not as old-fashioned as you think
Sure, digital marketing and sales strategies are effective, but let’s not underestimate the power of human connection. There’s something uniquely compelling about sitting down with a prospect or client and engaging them in a conversation. It allows for a level of trust and rapport-building that’s harder to achieve over a cold email or a phone call.
When you meet in person, you become more than just another sales email – they see you as someone they can relate to, someone who understands their business challenges and can offer tailored solutions. This helps build stronger relationships from the outset and often makes the decision-making process easier for the client. After all, people buy from people they know, like, and trust.
Take a classic example; let’s say you drop by a potential client’s office with some donuts or coffee. While this may seem small or outdated, it’s exactly that personal touch that could make you stand out among dozens of other IT providers. It’s not about the donuts – it’s about taking the time to connect. It demonstrates effort and investment in the relationship, which is always appreciated by busy business owners.
We’ve seen situations where we are recording a face to face testimonial at a client’s premises, where the most brilliant conversations happen between ourselves and our client AND between our client and their client. Sometimes the chance meetings are the most valuable.
Events & conferences: Your in-person playground
Industry events provide perfect opportunities for face-to-face prospecting. These events attract decision-makers and key stakeholders from across the industry, giving you a direct route to introduce your MSP to prospects who are actively seeking solutions.
At these events, you can showcase your expertise, present your services, and engage in meaningful conversations. It’s not just about handing out business cards or pitching your services, though. It’s about listening, understanding their pain points, and offering genuine value. People at these events are looking for solutions, and by positioning yourself as someone who can help – not just sell – you’re much more likely to make an impression that lasts beyond the event.
Wingman’s own Director, Dave, recently went on a tour of the U.S., attending several key events in the IT industry. During his trip, he didn’t just set up booths; he made a point of meeting clients face-to-face. These in-person meetings helped him strengthen relationships that had started online or over the phone.
We’ve shared some of Dave’s journey on our social media channels, and you might have already seen a post or two about it. His travels are a testament to the fact that in-person interactions can still hold immense value, even in a digital-first world.
As a business, we’ll continue to make these trips over the months ahead.
Current clients need face time, too
It’s not just about using in-person interactions for prospecting. Face-to-face meetings are equally important when it comes to maintaining and growing relationships with existing clients. Regular check-ins can help strengthen these relationships, create opportunities for upsells, and lead to valuable referrals.
While emails and calls are important, they can only go so far in maintaining a relationship.
Meeting a client face-to-face allows you to dive deeper into their business challenges, discuss upcoming needs, and highlight new services or technologies that could benefit them. These conversations also open up the opportunity to present yourself as a trusted partner who’s truly invested in their success. This builds the foundation for upselling additional services and ultimately generating more revenue from existing clients.
Moreover, clients who feel valued and appreciated are far more likely to refer your MSP to others. They become brand advocates, recommending your services to their own networks, whether through word-of-mouth or formal referral programs. Personal interactions play a significant role in fostering this kind of loyalty.
Helping clients to buy, not just selling to them
The secret to successful prospecting and relationship building – whether in-person or online – is focusing on helping clients buy rather than just trying to sell to them. The hard sell approach is outdated, and in most cases, ineffective. Prospects and clients alike are wary of pushy sales tactics. Instead, they want to feel understood.
They’re looking for partners who can solve their problems, not vendors trying to push a solution they don’t need.
When you meet with prospects or clients, your primary goal should be to understand their challenges, not to sell your services right off the bat. By focusing on listening and offering tailored solutions, you’ll build a foundation of trust. You want your clients to walk away from the meeting feeling like you’re a partner in their success, not just another IT provider looking for a quick sale.
Long-term success through personal connections
At the end of the day, face-to-face prospecting and client interaction are about building long-term relationships. Whether you’re meeting new prospects at an event or visiting long-time clients at their offices, personal interactions create a level of connection and trust that simply can’t be achieved through digital means alone.
As MSPs, you deal with complex challenges and high-stakes decisions. Clients want to feel confident in their IT partner, and nothing inspires confidence like sitting across the table from someone who genuinely understands their needs. Whether you’re delivering donuts or offering high-level IT solutions, the key takeaway is this: face time builds trust, trust builds relationships, and relationships build business.
So, next time you have an opportunity to meet a prospect or client face-to-face, don’t shy away from it. Embrace the personal connection, listen to their needs, and offer genuine value. It’s an investment in your long-term success that will pay dividends in ways digital communication simply can’t.
