One strategy that is often overlooked by MSPs, but incredibly effective, is what I call the “5-Around Drop.” It’s simple, cost-effective, and ideal for both new MSPs and established ones. The beauty of this method is in its simplicity—you’re essentially canvassing businesses that are in close proximity to your current clients.
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Imagine this scenario: You’ve got a client in an office building. Maybe it’s a real estate firm or a financial advisor, but regardless, they’re satisfied with your services. What do you do next? You can leverage that happy customer to generate even more leads by reaching out to their neighbors. Walk down the hall, knock on doors, and introduce yourself to the businesses right next to your client. It’s not just about making a cold call—you’re entering that conversation with a trusted name already in your pocket.
What Exactly Is The 5-Around Drop?
At its core, the 5-Around Drop is canvassing five businesses that are geographically closest to your current client. It could be five offices in the same building, five businesses in the same office park, or five companies in nearby suites. The idea is simple: you’re already there servicing a client, so why not take five minutes to introduce yourself to the neighbors?
When you walk into these businesses, it’s important to mention that you already work with their neighbor. For example, you can say, “Hi, I was just visiting XYZ company down the hall—they’re one of our IT clients—and I wanted to introduce myself.” It’s an easy icebreaker, and it immediately establishes credibility because they know and trust your existing client.
Now, let’s clarify something: canvassing is NOT selling. You’re not walking in there and asking for money or trying to close a deal on the spot. You’re simply introducing yourself and leaving behind marketing materials—maybe a business card or a flyer. It’s a softer form of marketing, but one that has proven to be highly effective.
The Origins Of The 5-Around Drop
I can’t take all the credit for this strategy. One of my long-term clients, John Tate, was the one who first brought it to my attention. John ran a successful MSP and had huge success with canvassing. He’d often focus on medical centers because they tend to cluster together, making it easier to canvas multiple businesses in one go. John shared this with me after he brought in over $250,000 in sales from new clients using this strategy alone.
How did he do it? John had a simple business card that said, “Get Out Of Computer Trouble Free.” He’d hire a college student to walk into medical offices, introduce themselves, and hand over that business card. The student would say something like, “Hi, I’m Billy Bob from XYZ IT. We service the medical center down the street, and I wanted to drop this off in case you ever run into any computer trouble.” No hard sell—just a simple introduction and a card. The beauty of this was that often the office manager would respond with, “Wow, I’m so glad you came in—we’re actually having a tech issue right now!” And just like that, they had a new lead.
John’s strategy was so effective that a lot of my other members started implementing it, and the results were similar—new clients, new business, and low marketing costs.
Why The 5-Around Drop Works
So, why does this strategy work so well? For one, it’s simple and inexpensive. You’re not investing in expensive ad campaigns or buying a list of cold leads—you’re physically walking into businesses that are already familiar with your work through their neighbor. Plus, it works particularly well in niche markets, like medical offices, where businesses are often located close to one another.
Secondly, canvassing puts a human face on your business. In today’s world of digital marketing, it’s easy to forget the power of in-person interactions. When you walk into a business and introduce yourself, you’re creating a personal connection that no email or cold call can match.
Lastly, it’s an ideal strategy for start-ups or smaller MSPs that may not have the budget for large-scale marketing efforts. If you’re just getting started and you’re struggling to build a prospect list, the 5-Around Drop is an excellent way to get your foot in the door.
How To Implement The 5-Around Drop
Now, here’s how you can implement this in your MSP business:
- Start with your existing clients: Identify clients that are located in office buildings, office parks, or commercial areas where other businesses are close by. These are your first targets.
- Prepare your materials: You don’t need anything fancy. A simple business card, a flyer, or a one-page brochure explaining what you do will suffice. If possible, create a special offer—something like a free network audit or a “Get Out Of Computer Trouble Free” card that encourages them to call you with any small IT issues.
- Walk in with confidence: Remember, you’re not there to sell. You’re simply there to introduce yourself and drop off some information. If someone is interested, great—take their card and follow up later. If not, that’s okay too. This is about building awareness, not closing deals on the spot.
- Follow up: Always, always follow up. If you collect business cards, make sure to send an email or make a call within a week. Let them know you enjoyed meeting them and ask if there’s anything you can help with.
- Rinse and repeat: This strategy is not a one-time thing. Make it a regular part of your prospecting efforts. Every time you visit a client, spend an extra 15 minutes canvassing the businesses around them.
The 5-Around Drop is a tried and true method for MSPs looking to grow their client base without spending a fortune on marketing. It’s simple, cost-effective, and—most importantly—it works. If you haven’t tried it yet, now is the time to start.
