How Do I Establish Partnerships with Local Businesses?

Partnering with local businesses can increase your visibility, strengthen your community presence, and unlock new growth opportunities.

This guide explains how to identify and connect with local chambers of commerce, business groups, and other organizations to build mutually beneficial relationships that drive leads and revenue for your MSP.

Steps to Establishing Partnerships with Local Businesses

1. Identify Local Business Organizations and Networking Groups

Find organizations where local business leaders gather, such as chambers of commerce, Rotary Clubs, business networking groups, and local industry associations.

• Actionable Tips
  • Research your area’s chamber of commerce and nearby business groups that align with your ideal client base.
  • Explore organizations like BNI (Business Network International), Small Business Development Centers, or economic development committees.
  • Look for niche groups, such as healthcare or legal-focused networks, that cater to verticals you serve.
• Key Insights
  • Opportunity: These groups bring decision-makers together, offering direct opportunities to promote your MSP and build strategic partnerships.
  • Impact: Membership in respected organizations boosts your credibility as a trusted local IT provider.
• Next Steps
  • Attend a few meetings as a guest to evaluate the fit and networking opportunities.
  • Join at least one or two organizations where decision-makers from your target audience are active.

2. Partner With Complementary Local Businesses

Build partnerships with businesses that serve similar clients but offer noncompeting services. These can include marketing agencies, accounting firms, or legal practices.

• Actionable Tips
  • Identify businesses that have relationships with your target audience. For example:
    • Law Offices: Offer them secure IT solutions tailored to legal firms.
    • Accounting Firms: Collaborate to provide cybersecurity for client financial data.
    • Managed Print Service Companies: Refer clients who need print management services in exchange for referrals.
  • Establish reciprocal referral agreements to share leads and cross-promote services.
• Key Insights
  • Opportunity: Partnering with complementary businesses extends your network and allows you to offer bundled or referral-based solutions.
  • Impact: Partnerships build trust and position you as a collaborative problem-solver in your community.
• Next Steps
  • Reach out to businesses with a concise pitch highlighting how you can support each other’s goals.
  • Formalize referral agreements or co-host events to attract mutual leads.

3. Leverage Local Chambers of Commerce

Chambers of commerce bring local businesses together to foster collaboration, education, and growth. By joining, you gain direct access to decision-makers in your community.

• Actionable Tips
  • Join your local chamber and participate actively by:
    • Attending mixers, luncheons, or networking breakfasts.
    • Hosting IT-focused educational sessions or workshops for chamber members.
    • Offering exclusive discounts to chamber members as added value.
  • Volunteer to speak at events on topics like cybersecurity, IT efficiency, or cloud migration to demonstrate thought leadership.
• Key Insights
  • Opportunity: Chambers provide a platform to showcase your expertise and build credibility among local businesses.
  • Impact: Participating in chamber activities positions you as a go-to technology expert. 
• Next Steps
  • Develop a short presentation tailored to small businesses’ technology needs and offer to host a lunch-and-learn event.
  • Network consistently to create genuine relationships — not just sales opportunities. 

4. Create Local Co-branded Events and Workshops

Collaborate with other local businesses to host events that educate the community and highlight your services.

• Actionable Tips
  • Host joint events, such as:
    • Cybersecurity workshops co-hosted with an accounting firm or legal practice.
    • Lunch-and-learns on remote work security or disaster recovery for small businesses.
    • Webinars featuring business continuity strategies for local companies.
  • Promote events through shared networks, social media, and the chamber of commerce.
• Key Insights
  • Opportunity: Co-hosted events allow you to leverage other businesses’ networks while establishing yourself as a technology thought leader.
  • Impact: Providing educational value builds trust and generates leads naturally without a hard sales approach.
• Next Steps
  • Partner with a trusted local business and develop a shared agenda for the event.
  • Use targeted invitations and follow up after the event to nurture attendees into leads.

5. Support Local Causes and Sponsorships

Align your MSP with local causes, charities, or events to demonstrate community involvement and enhance your brand’s visibility. 

• Actionable Tips
  • Sponsor local charity runs, business expos, or nonprofit events where other businesses and decision-makers will be present.
  • Donate IT services, hardware, or cybersecurity audits to local nonprofits or schools in exchange for recognition.
  • Partner with nonprofits to create goodwill while showcasing your IT capabilities.
• Key Insights
  • Opportunity: Supporting community causes strengthens your reputation and creates organic opportunities to connect with local businesses.
  • Impact: Businesses prefer to work with MSPs that actively contribute to their local community.
• Next Steps
  • Research local events or causes to support that align with your brand values.
  • Include sponsorship details in your website, social media, and press releases to highlight your community commitment.

6. Offer Exclusive Local Business Programs

Tailor programs specifically for local businesses to differentiate yourself from competitors and encourage loyalty.

• Actionable Tips
  • Create packages or pricing tiers exclusive to local businesses, such as:
    • “Local Business IT Starter Kit” offering discounted managed services, cybersecurity audits, or cloud migration for small businesses.
    • Special MSP bundle promotions for chamber of commerce members.
  • Provide free technology assessments or IT health checks as a lead-generation tool.
• Key Insights
  • Opportunity: Local businesses appreciate tailored offerings that recognize their needs and budgets.
  • Impact: Programs like these reduce barriers for small businesses to engage with your MSP services.
• Next Steps
  • Design two or three “local business packages” and promote them via chamber newsletters, local ads, and co-branded campaigns.
  • Use free assessments to uncover upsell opportunities.

Companion Checklist: Building Local Business Partnerships

1. Have You Identified Chambers of Commerce or Networking Groups to Join?

• If Yes: Schedule attendance for upcoming events or mixers.
• If No: Research local groups and attend a trial meeting to evaluate fit.

2. Are You Partnering with Complementary Local Businesses for Mutual Referrals?

• If Yes: Formalize agreements and track referral success.
• If No: Identify businesses that serve similar clients and propose partnerships.

3. Have You Hosted or Co-hosted Events to Engage Local Businesses?

• If Yes: Plan follow-ups with event attendees for lead generation.
• If No: Collaborate with a partner to develop a co-hosted educational workshop.

4. Are You Participating Actively in your Chamber of Commerce?

• If Yes: Consider speaking opportunities or deeper involvement like sponsorships.
• If No: Join the chamber and start attending events regularly.

5. Do You Support Local Causes or Sponsor Area Events?

• If Yes: Share your involvement through press releases and social media.
• If No: Identify local opportunities that align with your brand’s values.

6. Have You Created Exclusive Programs or Bundles for Local Businesses?

• If Yes: Promote these offers through targeted campaigns.
• If No: Develop a local business package and use it as a lead magnet.

Conclusion

Building partnerships with local businesses creates opportunities for collaboration, lead generation, and community trust. By actively participating in local organizations, offering co-hosted events, and supporting causes that matter, your MSP can establish a strong local presence and differentiate itself in the market. Use this guide and the companion checklist to take practical steps toward forming meaningful, profitable relationships with businesses in your area.

Next Steps

• Want more helpful guidance ? Check out our Strategic Partnerships Answer Center.
• Have a question for our experts? Send it to editors@channelpronetwork.com

ChannelPro has created this resource to help busy MSPs streamline their decision-making process. This resource offers a starting point for evaluating key business choices, saving time and providing clarity. While this resource is designed to guide you through important considerations, we encourage you to seek more references and professional advice to ensure fully informed decisions.

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