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How to demonstrate continuous value to your MSP clients

ValueWhen you first take on a new client for your Managed Service Provider (MSP) business, there tends to be a lot of work to be done.

In many cases, the new clients IT infrastructure has been neglected – servers crash through low disk space, workstations remain un-patched and run slowly. In short, IT is probably a considerable source of frustration to the client.

Within a short period of time working with this new client however, you bring their infrastructure up to date. You replace old network equipment. You re-configure workstations and servers correctly. You run routine maintenance and monitoring and bring order where there was chaos.

As a result, the client can finally use IT to get their job done! They are no longer frustrated by server crashes. PC’s run smoothly. They are grateful! You are a hero! Hurrah!

But as time goes on, a funny thing happens…

What is it we’re paying you for?

During the honeymoon period of your relationship with a new client, they may love you for easing their pain and making their IT infrastructure work for them.

But don’t be fooled – this adulation is fleeting. Over time the client becomes used to the fact their IT infrastructure seemingly “just works”. They forget the pain they used to feel, but they do see the money they pay you to maintain their IT Infrastructure leaving their bank account each month.

Then they call a meeting and they ask you the dreaded question “What is it we’re paying you for?”

How can you demonstrate value to your client?

Anyone who is familiar with this scenario will know how frustrating it is for you as the MSP. You work hard to keep their systems running. You work miracles in terms of uptime. You work long hours minimising downtime. Why don’t they appreciate the good work you do for them?

The simple answer is – they neither see, nor do they understand how hard you work on their behalf. Why? Because you don’t remind them.

It’s time to start reminding them.

Client Health Check Reports

Every day, send your client a health check report that demonstrates the checks you have undertaken, the systems that are working and the systems that are not working.

Don’t gloss over those systems that have issues. That backup that has failed? Highlight it. That service that hasn’t started? Let them know.

Why? So they are aware that with IT things DO go wrong, even after your hard work to minimise those issues. But when things do go wrong, you’re right there to help fix them.

Quarterly Business Reviews

Make sure to schedule regular visits (ideally quarterly) with your clients with a focus on discussing their business – the opportunities they see upcoming, the challenges they are facing, and how you can help them.

Meeting such as these firmly establish you as someone more than just the “IT Guy”. You become more than just the people who fix their computers. You become someone they trust to provide them with business advice.


By regularly highlighting the work you do to monitor and maintain your client systems through a Daily Health Check, you are reminding your client that YOU are responsible for things running smoothly – it doesn’t just happen by magic. What’s more, you are reminding them that with the best will in the world things still go wrong with IT – and when it does go wrong, you are there to help minimise their pain.

Add that to the value that you can provide by regular meeting with your client to discuss their business, and instead of being taken for granted – you’ll continued to be valued as a trusted business advisor long into the future.

Presentation on How to move from being the “IT Guy” to being the “Trusted Business Advisor” – Reading, 06.09.12

Thames Valley SMB IT Group logoA heads-up that I’ll be visiting with the Thames Valley SMB IT Group at the Hilton Reading Hotel in Reading on Thursday September 6th, 2012 to present on the topic of “How to move from being the ‘IT Guy’ to a ‘Trusted Business Advisor”.

Joining me in visiting the group will be Keri Fullwood of GFI Max who will be presenting on the latest updates to the GFI Max range of Managed Service Provider (MSP) solutions.

Keri and I will be actively contributing to each others presentations as there is no small measure of crossover between how the Max range of products can help you become that trusted business advisor to your clients.

The Thames Valley group is one of my favourite small business IT user groups in the UK with an active and vocal group of members, so I try to visit as often as my schedule will permit. If you’ve not visited the group before and work in Small Business IT, either as an IT Professional, Solution Provider, MSP or Vendor, then I’d encourage you to attend the group as they are a great bunch!

There are further details of the event, including contact details for group lead Chris Ward, at the Thames Valley SMB IT Group September meeting page.

I look forward to seeing you there!

How do I choose a CRM Vendor to work with?

My last blog post, entitled “How do you move from being the “IT Guy” into a Trusted Business Advisor?” prompted a lot of responses. It seems that becoming the “Trusted Business Advisor” is the goal of the majority of IT Solution Providers (ITSP’s) and Managed Service Providers (MSP’s), but achieving that status is easier said than done.

One of the techniques I suggested for ITSP’s and MSP’s moving away from providing purely maintenance and support and towards being seen as a valued business partner for clients is to become adept in offering a Customer Relationship Management (CRM) solution that can be customised for a clients specific business needs. There’s no quicker way than to both learn about and demonstrate an understanding of a clients business than taking the deep dive required to deploy a CRM solution.

Two Businessmen shaking handsBut where to begin? There are a slew of CRM packages on the market from many different vendors. Many of the e-mails I received on the subject of CRM’s spoke about being “too complicated”, “poor support” and “too expensive for SMB’s”.

I’m going to say right now that this blog post isn’t a CRM product comparison. I’m not going to recommend this CRM over another. As with all these types of topics, I do have my own preferred suppliers and software, but that’s based on my own experiences. You should find your own solutions by exploring the options and speaking with your peers on what works and what doesn’t.

I’m also going to preface this list by stating the most important technique for offering CRM solutions that I believe you can adopt. My American friends use a phrase I love – “Eat your own Dog food”. What this means is don’t try to offer a solution to your clients that you don’t use yourself. In the world of IT, that perhaps doesn’t mean you have to use the same CRM package internally that you deploy to client sites – it’s likely that you use an IT industry specific product with CRM-like capabilities such as Autotask or ConnectWise – but it does mean you have processes that support your business internally, targeted and consistent marketing, strong customer management systems in place, and a generally good understanding of the benefits that using a CRM package can bring to a business.

Once you’ve got those things in place, and begin looking at your clients business through new eyes, starting conversations about a CRM solution becomes something that not only you want to do, but knowing the benefits it brings to your client – you can’t help but do.

Back to our list of questions I ask when choosing a CRM vendor. Does the CRM Vendor…

Offer both Hosted and En-Site Solutions

If you work with a vendor who provides purely Hosted based CRM solutions, then seemingly every client you speak to will express concerns about security and ask you for En-Site options.

If you work with a vendor who provides purely En-Site CRM solutions, then seemingly every client you speak to to will express concerns about cost, maintenance and support, and ask you for Cloud options.

Yes, regular readers of this blog will know I’m beating the drum on the Cloud topic again – but the answer remains the same whatever the solution you’re offering. Don’t try to dictate to your client what is best between Hosted and En-Site. Offer them both options and let them come to their own conclusions based on the honest pro’s and con’s.

Offer great levels of support

I define great support as:-

  • The Vendor offers support by telephone, e-mail and managed on-line forums that specifically covers your local hours of business
  • The Vendors Support team understands they are speaking with an IT company, and not an end-user. When needed we can skip the scripts and deep-dive straight into a techy problem.
  • The Vendors Support team offers dedicated implementation help, and doesn’t leave it to the Partner – especially during those first few implementations.
  • The Vendor offers training videos and materials allowing you to learn at your own pace, and regular training webinars and Conference calls which allow you to schedule time for your engineers to learn.
  • When required to and requested of, the Vendors Support team will speak directly with the end-user to swiftly resolve their issue.

Offers Integration with 3rd Party Products

… with popular accountancy packages. Not just exports and imports, but true integration wherein things such as invoices and credit notes are raised and synchronised back and forth between CRM and Accountancy.

If you’re working in the US, then integration with QuickBooks is essential.

If you’re working in the UK, then integration with Sage is essential.

Check with your existing clients on what Accountancy package they currently use. Then make sure the CRM product you’re looking at supports integration with that package.

Check the Integration has been tested as working with the local version of your Accountancy package. QuickBooks in North America is different to QuickBooks in the UK.

Imports and Exports are still important. Can end-users easily export data to an Excel spread sheet to work on, or are you as the IT company going to be fielding a regular stream of 1st Line Technical Support calls on how to do exports regularly?

Offers *Strong* Integration with Microsoft Outlook

Every CRM package integrates with Microsoft Outlook. But not every CRM-Outlook integration actually works. Outlook hanging. Outlook crashing. Add-ins that have to be deployed individually rather than centrally. One way integration rather than two way synchronisation. All these things can cause a head-ache.

If your client is like the majority and uses Outlook as their trusted source for keeping data, then trying to educate them to instead work solely within the CRM instead will be an up-hill struggle. Strong Outlook integration allows the client to dump data in either Outlook or the CRM, and know the data is then synchronised to both systems for future use.

Product is aimed at SMB’s

There are a lot of CRM products that profess to cover both the Enterprise and the Small and Medium (SMB) business space.

In my experience, choosing a CRM product that is aimed specifically at the SMB space alone pays dividends.

Many vendors definition of what SMB is are radically different. Microsoft defines SMB as 5-500 seats. The rest of us tend to speak about SMB as 5-75 seats.

The easiest way to find out where the CRM vendors product sits is to ask them to describe typically deployments.

Typically, SMB CRM products have a much shorter cycle to deploy, and as an IT company you can teach your staff and clients how to use the system at a basic level in a day or two, not a week.

Licensing costs will be talked about in hundreds instead of tens of thousands, and you’ll be able to buy licenses individually instead of in SMB unfriendly blocks of five or ten.

Offers a mutually beneficial Partnership

Before entering a Partnership with a CRM vendor, ask them what their perfect partner looks like.

If the answer is simply “They sell lots of licenses”, then tread carefully. If you’re taking your first steps into CRM deployment, then you might only do one or two small deals initially whilst you find your feet. You don’t want to sell a product and then not appear on the vendors radar because you’re small fry.

If the answer is “Work with us to grow both our businesses”, then we’re getting closer to a good match. The Vendor might offer Not-for-Resale (NFR) software for internal use, regular training, a steady stream of referrals in your local area and marketing development funds. In return you should offer to make up-front commitments to your vendor about training staff, targeted marketing campaigns you will run, case studies you will help them to develop, and sales targets you will strive to achieve.

My thoughts here are that your small business clients probably work with you because you’re an small business too, understanding the problems and challenges that small businesses face. With that logic in mind, you should probably be looking to work with a CRM vendor who values fewer good quality, deep relationships over larger volumes of relationships.


So that’s my take! There are many, many CRM packages out there. But remember that you don’t just want to be selling another box of software here – you want to be offering your clients a real value added service that helps you become a Trusted Business Advisor. That means understanding their business and their business challenges, and working with a CRM partner who supports you in that goal.



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