Ross Sardi

Questioner
DISC Type : c

Chief Executive Officer at First Focus

Greater Sydney Area, Australia

Overview

Ross Sardi is the Chief Executive Officer of First Focus, a leading mid-market managed services provider in Australia. With over 20 years of experience, he has driven significant growth through numerous strategic acquisitions. He holds a degree in Computer Systems Engineering from Curtin University and is passionate about leveraging technology for business outcomes.

Outside of work, Ross enjoys a variety of outdoor activities including camping, fishing, barbecues, and hobby farming. In the past, he has also been involved in his local community as a registered football (soccer) match official in Western Australia, showcasing a passion for the sport.

He fostered company-wide innovation by running an internal Hack-AI-thon that saw nearly 20% of his 300+ staff participate.

Personality Overview

Price-Sensitive

Value Seeker

Cautious & Analytical

They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.  While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters. It is quite likely of them to ask for pricing or other concessions.

Topics They Care About

Growth via Acquisition
Has led First Focus through at least 15 acquisitions, actively expanding the company's footprint across Australia and into New Zealand to broaden service capabilities.
AI Adoption
He frequently posts about the impact of AI, has initiated internal AI hackathons to foster innovation, and discusses its importance for MSPs and their clients.
Cybersecurity Strategy
Speaks as a subject matter expert on cybersecurity, discussing risk mitigation, regulatory compliance, and the necessity for businesses to adopt adequate security measures.

Media Appearances

State Manager to CEO: Ross Sardi on Succession, Strategy and Scaling. Featured in First Focus

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Ross Sardi – First Focus IT – Vistage Member Story. Featured in Vistage

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First Focus no longer sees itself as a traditional MSP. Featured in ARNnet

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Work History

7-2018
Chief Executive Officer at First Focus
1-2017 - 6-2018
Chief Operating Officer at First Focus
9-2015 - 12-2016
National Services Manager at First Focus
3-2014 - 9-2015
State Manager - WA at First Focus
1-2013 - 2-2014
Consultant at RS Consulting

Education

1999 - 2003
Computer Systems Engineering/Computer Science from Curtin University
2013 - 2013
Cert IV (Finance and Mortgage Broking) from AAMC Training

More Information

Social Presence :

Prographics :

Exp : 26 Location : Greater Sydney Area, Australia Job Level : Leadership Designation : Chief Executive Officer at First Focus
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Insights For Selling To Ross

During A Call Or A Meeting

DO's

  • Emphasize on objective proof of ROI, help them do a thorough evaluation
  • Back up any claims with data and numbers
  • Tell them that you will come back if you don’t have a good answer for a question

DONT's

  • Don’t try to be too friendly or informal with them
  • Don’t depend too much on anecdotal evidence, it reduces their confidence
  • Don’t overhype the product/pitch, keep it measured

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ross is

  • Ensuring that the product delivers ROI, cost-effective pricing and process compliance are very important for them.
  • Will you ever get a clear answer from Ross

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Ross move?

  • If they have the information that they need, they can move fast at making their decisions.
  • Can Ross take some risk or not?

  • They can take risk if they are convinced that they have analyzed the circumstances well.


You And Ross

Personality Compatibility


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