How do you move from being the “IT Guy” into a Trusted Business Advisor?

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GeekThis time last year I wrote a blog post about a hot topic amongst IT Solution Providers. Entitled “Cloud Computing – Good for Clients, Bad for IT Companies? “ – I suggested that with the advent of Microsoft BPOS and other Cloud Solutions, IT Solution Providers would need to change their focus from fixing the “pipes and plumbing” of clients infrastructures to providing Business Consultancy – being perceived less as a necessary cost, and more as a value add to a business clients.

At that time it’s fair to say that I although I was not alone in this view, I was in the minority. Change is hard, and if you’re making a good living from the status quo of installing and maintaining servers then it’s tough to consider a world where you don’t do this.

Fast forward twelve months and I recently wrote an article for MSP Business Management entitled “Should IT Companies Fear the Cloud?” in which I restated that Managed Service Providers should be looking to expand their scope beyond support and maintenance to offering expertise in areas such as Sharepoint and CRM customisation – specialities where business owners will understand and value the help you can offer them.

To my mild surprise, the article was well received by Managed Service Providers (MSP’s) and the majority of e-mails I received supported that view.

Although there are still a lot of IT Solution Providers who think the Cloud and services like Microsoft Office 365 are the worst thing ever to affect their business, I’ve been encouraged by the number of conversations I’ve had with IT Solution Providers who are not only open to the idea of changing their business models away from pure monitoring and maintenance contracts, but now really believe that they can be more than the “IT Guy” to their clients – that that they can grow into true “Trusted Business Advisors”.

For MSP’s and other IT Solution Providers, I think there are a number of  techniques you can begin to use to start the transition away from the “IT Guy” to “Trusted Business Advisor”.

Raise the bar of professionalism internally

Think about the type of company you’d like to do business with. Everything from how they answer the telephone, to how they dress and carry themselves, to how they keep the lines of communication open internally and externally. Set standards, create systems internally to support this vision, and start being that type of company. People (including your clients) will notice and you’ll be surprised to find your clients approach you for more than just Technical advice, but much more besides.

Implement Quarterly Business Reviews

Meet with your clients to talk about their business. Not technology. Not licensing. Not projects. Simply a chat about their business and the challenges they face. You should be doing this a minimum of every quarter, but the best companies realise the value of regularly dropping by for a cup of tea and a chat. Doing so will surprisingly uncover a lot of opportunities for you, but more importantly helps your client understand that you’re interested in the success of their business and are therefore someone who can support their progress.

Use a PSA Tool

If you’re not already using a Professional Services Automation (PSA) tool such as Autotask or ConnectWise, start thinking about doing so tomorrow. Using such a tool, which is designed specifically for IT Solution Providers, forces you to clearly understand the necessary business processes required to support your own businesses growth. You’ll then begin to look at your clients businesses in a different light and understand how you can help them to become more efficient too. Which leads me on to…

Sell CRM

A PSA tool such as Autotask is designed specifically for IT Solution Providers. For most other industries, including those of your clients, such a dedicated tool doesn’t exist – but your clients have a need for such a tool anyway. This is where you come in. Simply selling your clients a Customer Relationship Management (CRM) software package is one thing, but offering them your expertise to configure that CRM package to support their specific business requirements is a real value add that enables you to deeply understand your clients business inside and out.

Conclusion

This stuff works. I know because I’ve helped some of my clients focus on making these changes this year and I’ve seen the subtle difference in the way they now carry themselves with more confidence, the improved relationships they subsequently have with their clients, and the increase in the amount of money they earn as a result.

Start using any one of these techniques, and whilst you’ll notice changes, you’ll quickly begin to realise the other techniques go hand in hand. They all support one another in your goal to grow your business to cope with the changing market.

Start using all of the techniques, even at their most basic level, and your clients and prospective clients will begin to perceive you less as the “IT Guy” and more as their “Trusted Business Advisor”.

Comments

  • Richard Tubb2012-05-14 16:19:05

    Craig - I'd have to agree, and you put it really well - make sure you differentiate on value, not on price.

  • Craig Sharp2012-05-14 15:40:29

    So important to 'pitch' correctly to the client and just being the guy with a screwdriver is going to get you the smaller, low value jobs. More importantly, this sort of work can be found at a lower price and so you may win work on price, but you'll lose it on price too. Providing a professional and client focused service will always result in better work, better quality of work and better revenue for you while building up a number of long term clients who trust you.

  • How do I choose a CRM Vendor to work with? « TubbBlog2011-09-15 10:58:23

    [...] Disclosure Policy « How do you move from being the “IT Guy” into a Trusted Business Advisor? [...]

  • tubblog2011-09-13 14:24:18

    Thanks for the kind words Brian. I'd agree that the change won't happen overnight, and there is still plenty of infrastructure support work out there - but just watch the margins on such services fall as the months pass. Those MSP's who look for opportunities to morph into business advisors now will increase their income and protect themselves against relying solely on dropping support and maintenance income as we move forwards.

  • Brian Dosal (@briandosal)2011-09-13 13:20:05

    Great post Rich. Timely and dead on, especially with point A. Raise the bar of professionalism internally. With the keyword being "internally". The shift you talk about is happening but its certainly not happening overnight. IT Providers still have plenty of time to morph themselves while still being the trusted advisors to their clients. I would also add that by changing to the businss advisor margins will go up, referrals will go up, and you could probably still hang on to the infrastructure support contracts for a few years.

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