Why Most MSPs Waste Time Networking (And How to Turn It into Real Revenue)

Before we became a cloud provider, we ran a successful seven-figure MSP. One of the biggest lessons I learned back then? Most MSPs are wasting their time at networking events…

You’ve probably experienced this. You show up, grab a drink, chat with a few folks, maybe walk away with a handful of business cards. Then what? Nothing. No follow-up. No real connections. No new business!

All you’re left with is a vague sense of, “well, I showed up… so that’s something.” But showing up isn’t enough if you want to convert prospects to clients!

Over the years, I figured out a better way to turn networking into real revenue, so read on for the strategies we used to make networking work for us.

Stop Pitching, Start Listening

The biggest shift we made was realizing that networking isn’t about handing out a pitch. We created what I call a “purposeful conversation framework.” It’s not a script, but more so a way of approaching conversations with more intention.

When we showed up to events, we didn’t lead with our services. We started with open-ended questions: things that got the other person talking about their work, their challenges, and their clients. Simple stuff like “How’d you get started in your business?” or “What’s something that’s keeping you busy lately?”

As they talked, we’d listen for what I called “the signal.” Maybe they mentioned being overwhelmed with technology. Or that their systems were running slow. Or that they were reacting to problems instead of preventing them. That’s your moment!

When that happened, I would say something like, “You know, we helped a CPA firm in town who was having that exact issue. We moved their systems to the cloud and it totally changed how they operate.” Just a quick story, relatable and relevant.

Then I’d invite the next step. Nothing aggressive, just, “If it ever makes sense to explore what that might look like for your business, I’m happy to help.” That was it. Light, casual, but clear!

Always Come Prepared

I never walked into a networking event empty-handed. Not literally, but mentally. I always had something in my back pocket: a ransomware case study, a cool win from a recent client, a compelling insight. I didn’t always use it, but having it gave me confidence!

And I didn’t wing it. I’d think about what kinds of industries would be there. A CPA? I knew their pain points. A nonprofit? I had stories ready. We didn’t memorize anything, but we prepared enough to guide the conversation if it turned serious.

The Silent Killer: No Follow-Up

You know the biggest reason most MSPs walk away empty-handed from events? No follow-up. And I’m not talking about a single email two weeks later saying, “Nice to meet you.” I mean intentional, strategic follow-up that builds real connections!

We followed a simple but consistent process:

1. First, within 24 hours, we’d send a personalized message. Just a quick “Hey, great chatting at the event, loved our convo about [whatever]. Would love to continue that over coffee.”
2. A few days later, we’d send something useful based on what they said:a blog, a case study, anything relevant to their issue.
3. About two weeks later, we’d check in. “Hey, just following up: has anything changed with that challenge you mentioned?”

Afterwards, we kept the door open for future touchpoints such as newsletters or follow-up calls!

This Stuff Works (If You Put The Work In)

A recent stat I saw said 65% of small and midsize businesses choose IT providers based on local presence and referrals rather than ads. That means showing up and doing it right matters more than ever!

Before your next event, think about how you want to engage. Write down a couple of thoughtful questions. Pick an industry you’d like to talk to. And most importantly, have a follow-up plan (even if it’s just a calendar reminder).

I’ll leave you with a quote that guided how we built relationships:

“You can have everything in life you want, if you will just help other people get what they want.” — Zig Ziglar

Have a great week!