In this episode, Richard speaks to Craig Sharp, the founder of UK-based Managed Service Provider (MSP) Abussi, one of the longest-running MSPs in the country.
Craig founded Abussi in 1995 as a database supplier, and the business has transitioned over the past 26 years from software into break/fix hardware. Today they offer managed services, which they’ve been rocking for more than 15 years!
Richard describes Craig as a real go giver and is always willing to help a fellow MSP.
Craig is somebody who is incredibly knowledgeable on customer success and managed services.
An Interview With Craig Sharp
Why a Bigger MSP Business Isn’t Always Better
In the managed services world, there’s an idea that growing your business size is what leads to success. But as Craig’s own experience shows, that’s not always the case. In fact, he and his co-founder made a decision not to expand too much.
“I knew a guy, Bob Fox, who ran an early web design company. He had a ton of experience, and he told me that once a company gets bigger than 10 people, you find yourself too involved with people’s lives and problems. You become like a social worker.
“And what I’ve found from my own experience is that 12 is about big enough. Plus, as an IT expert, you’re there to demonstrate that tech can help your clients to do more with less. So you should be able to do the same.”
How Abussi Works on Relationships to Retain MSP Clients Long Term
Craig says that he and his co-founder each take responsibility for different aspects of their business, and he enjoys building relationships that help new clients come on board, and then to make them feel valued once they’ve signed up.
One of the ways he does that is by sending gifts. “It’s something I think is useful in different situations, but especially when you’ve made a mistake. For instance, we recently promised a client that we’d install Starlink internet for them within an hour.
“Unfortunately, they ended up being offline for four hours. So I sent them a basket of muffins and apology. They were fine about it, but appreciated the gesture. To build a successful relationship, communication is key, so we try to keep people informed at every stage of a project. That’s so valuable.”
Why Craig Focuses on Systems and Processes, not Tech Tools in his MSP
Craig admits that it’s unusual not to focus on the tools an MSP uses. But many MSP owners have a very technical background, so they naturally gravitate to that as a priority.
As Michael Gerber says in “The E-Myth Revisited”, the MSP owner (his example is a baker) has gone from being very good at their niche to being in demand. And then they become a business owner, which isn’t what they set out to do.
“So it’s natural that they don’t think as much about strategy or relationship building. But those are the areas where you need help. My background in project management means that I can offer support in the areas where business owners aren’t as strong.”
How Craig’s Passion for Sharing Knowledge Helps his Clients
MSP owners should be continually learning and sharing that knowledge. “I put myself in my customer’s shoes. I don’t want to say ‘I’m the expert and I’m right’. Instead, I want to work with them to help them solve their problems.
“You have to explain it in a language they understand, and build a relationship where your technical knowledge sits alongside their business expertise. If you can do that, then you both get the outcomes you want.”
At Abussi, the team are careful to not provide technical answers and instead offer business solutions. “We work with them to help them improve their processes and build their trust.”
How to Handle Wrong-Fit Clients
No matter how hard you work on relationships, sometimes you will work with a client who’s not right for your MSP. It’s best to deal with those situations head-on, as Craig explains:
“I always do a customer review just before we renew our Microsoft licences. That way, if there’s anyone who wants to part ways, we know about it before we pay for an annual subscription.
“I identified a client we only delivered minimal services, and they rarely took our advice on-board. I told them that we needed to end our partnership, but I was careful not to leave them in the lurch. So I recommended someone else who could better service them and supported them during the handover.”
Craig also acknowledges that sometimes, MSPs keep working with a difficult customer because they need the money. “But they’re taking up too much of your time, and they’re often bad payers too. Ultimately, they’re costing you too much energy which could be used elsewhere.”
The Biggest Mistakes MSPs are Making Today
When it comes to business mistakes, Craig says there are inward and outward errors: “Inwardly, there’s an issue with being too focused on the tech. So that’s why I recommend working on relationships and so on.
“And then externally, sales and marketing is tough for MSPs. Nobody’s an expert, even me. But you have to be able to sell your solutions because they will help your clients.
“But don’t explain the technical benefits – highlight how the tool will help them solve a problem. That’s what your clients care about, and not communicating the benefits to them is a big mistake.”
How to Connect With Craig Sharp
- Abussi
- email Craig
- Follow Abussi on LinkedIn
- Connect with Craig on LinkedIn
- Like Abussi on Twitter
- Follow Craig on Twitter
How to Connect With Me
- Subscribe to TubbTalk RSS feed
- Subscribe, rate and review TubbTalk in iTunes
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- Follow TubbTalk on iHeartRadio
- Follow @tubblog on Twitter
Mentioned in This Interview
- Olympian and TV presenter: Kriss Akabusi
- Design consultants: Scitech
- Book: Paul Jarvis: Company of One: Why Staying Small is the Next Big Thing for Business
- Satellite internet provider: Starlink
- Book: Michael E Gerber: The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It
- Book: Douglas Adams: The Hitchhiker’s Guide to the Galaxy
- Data visualisation tool: Power BI
- Book: Bob Burg and John David-Mann: The Go-Giver: A Little Story About a Powerful Business Idea
- MSP peer group: The Tech Tribe
- Book: Cal Newport: Deep Work: Rules for Focused Success in a Distracted World
- Collaboration tool: SharePoint
- Cloud storage: OneDrive
- Cloud marketplace: Giacom
- RMM software: Atera
- Business operating system: Zoho One
- Remote access tools: LogMeIn
- Remote access tools: Splashtop
- Cybersecurity services: Webroot
- Cybersecurity services: Acronis
- Cybersecurity services: Bitdefender
- Cloud network: Arista
- Threat management solution: Untangle
- Cybersecurity services: SonicWall
- Network security solutions: WatchGuard
- Network security solitutions: CiscoMeraki
- Network switches: Zyxel
- Author and SMB expert: Karl Palachuk
- Birmingham homeless charity: Networkfour
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Richard Tubb is one of the best-known experts within the global IT Managed Service Provider (MSP) community. He launched and sold his own MSP business before creating a leading MSP media and consultancy practice. Richard helps IT business owner’s take back control by freeing up their time and building a business that can run without them. He’s the author of the book “The IT Business Owner’s Survival Guide” and writer of the award-winning blog www.tubblog.co.uk
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