Effy Shkuri

Evaluator
DISC Type : Dcs

Co-founder & Managing partner at StoryYo

The Randstad, Netherlands

Overview

Effy Shkuri is the Co-founder of StoryYo, specializing in thought leadership for Managed Service Providers (MSPs). With 18 years of experience as an IT entrepreneur and education from Rotterdam University of Applied Sciences, he is described by colleagues as integer, open, and empathetic.

He is passionate about building long-term relationships based on mutual respect and creating value within his network. His interests include innovative companies like The LEGO Group, suggesting an appreciation for creativity and system-building.

Early in his career, he learned sales by making 50-80 cold calls daily using only the Dutch Gouden Gids (Yellow Pages).

Personality Overview

Fast But Analytical

Quality Focused

Thorough Evaluator

They are not very likely to become strong advocates of your product or service  They focus on the results, but can still be quite procedural and analytical about how to get there They have a unique set of diverse traits where they are decisive and methodical but can sometimes be extra cautious and skeptical

Topics They Care About

MSP Growth
Helps MSPs scale through thought leadership and community building, recently launching the "MSP Performance Club" to foster industry collaboration and growth.
Thought Leadership
Believes thought leadership is the essential bridge between expertise and market visibility, enabling more effective sales conversations for B2B tech companies.
B2B Sales Strategy
Focuses on moving beyond ad-hoc sales toward scalable systems, drawing from his own experience of making dozens of daily cold calls.

Media Appearances

Effy has no verified media appearances

Work History

2-2025
Co-founder & Managing partner at StoryYo
10-2019 - 2-2025
Co-Founder | Managing Partner at theNextSales
5-2011
Co-founder | Managing Partner at Lead Innovation
6-2005 - 7-2019
Co-founder | Managing partner at Silverside
1-2002 - 6-2005
Accountmanager at Experis

Education

1997 - 2001
ba from Rotterdam University of Applied Sciences
2002 - 2003
Post-HBO from Rotterdam University of Applied Sciences

More Information

Social Presence :

Prographics :

Exp : N/A Location : The Randstad, Netherlands Job Level : N/A Designation : Co-founder & Managing partner at StoryYo
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Insights For Selling To Effy

During A Call Or A Meeting

DO's

  • Use phrases like ‘the ROI of this’, ‘X% more’ etc.
  • Be prepared for comments or questions that are critical of your product or your claims
  • Help them weigh the risks by sharing objective proof points instead of anecdotes and examples

DONT's

  • Avoid making strong statements, instead invite them to agree with you by asking them questions
  • Don’t nudge them to do something by using the logic that others have done the same
  • Avoid inviting them for any social interactions until you have built some rapport with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Effy is

  • ROI matters the most to them, followed by process and finally proof of results
  • Will you ever get a clear answer from Effy

  • They might hesitate a little, but will go ahead and say no when necessary (or asked)

Insights For Deal Planning

    How fast (or slow) will Effy move?

  • They are unlikely to move very fast, especially when it comes to new products or services
  • Can Effy take some risk or not?

  • They have relatively low risk-appetite and are not very likely to go for something unproven and risky

You And Effy

Personality Compatibility


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