TubbTalk 150: 25 Years an MSP – Valuable Lessons You Learn from Longevity

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 SharpWhy 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 SharpAbussiemail CraigFollow Abussi on LinkedInConnect with Craig on LinkedInLike Abussi on TwitterFollow Craig on TwitterHow to Connect With MeSubscribe to TubbTalk RSS feedSubscribe, rate and review TubbTalk in iTunesSubscribe and rate TubbTalk on SpotifyFollow TubbTalk on iHeartRadioFollow @tubblog on TwitterMentioned in This InterviewOlympian and TV presenter: Kriss AkabusiDesign consultants: ScitechBook: Paul Jarvis: Company of One: Why Staying Small is the Next Big Thing for BusinessSatellite internet provider: StarlinkBook: Michael E Gerber: The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About ItBook: Douglas Adams: The Hitchhiker’s Guide to the GalaxyData visualisation tool: Power BIBook: Bob Burg and John David-Mann: The Go-Giver: A Little Story About a Powerful Business IdeaMSP peer group: The Tech TribeBook: Cal Newport: Deep Work: Rules for Focused Success in a Distracted WorldCollaboration tool: SharePointCloud storage: OneDriveCloud marketplace: GiacomRMM software: AteraBusiness operating system: Zoho OneRemote access tools: LogMeInRemote access tools: SplashtopCybersecurity services: WebrootCybersecurity services: AcronisCybersecurity services: BitdefenderCloud network: AristaThreat management solution: UntangleCybersecurity services: SonicWallNetwork security solutions: WatchGuardNetwork security solitutions: CiscoMerakiNetwork switches: ZyxelAuthor and SMB expert: Karl PalachukBirmingham homeless charity: NetworkfourYou Might Also be Interested inPodcast: Episode 50: Productivity, Healthy Habits and Getting Things DoneWhy Giving MSP Clients What They Want Leads to Better RelationshipsPodcast: Episode 100: Tomorrow’s World, Teen Tech Initiative and Encouraging Girls in Tech

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