Navigating MSP Growth | Ian Richardson

Art & Science of Complex Sales

Join us for an insightful conversation with Ian Richardson, co-founder and CEO of Fox and Crow Group and MSPSalesProcess.com, as he explores the world of Managed Service Providers (MSPs) in 2025. With nearly 45,000 MSPs nationwide, Ian shares his expert advice on overcoming sales barriers and attracting top talent in the industry.

From transforming technical expertise into a solid sales strategy to driving customer-focused growth, Ian offers actionable insights to help MSP founders thrive in an ever-evolving and competitive market.

Challenges in the MSP Industry (3:04)

Ian discusses the challenges MSPs face with their sales pipeline, including the intangibility of IT services, customer churn, and the lack of outbound sales efforts. He explains that many MSPs struggle because they are founded by technical experts without formal business or sales training. This often leads to difficulties in hiring sales talent, a fear of phone outreach, and a lack of structured marketing campaigns. Additionally, the commoditization of IT services and the absence of differentiation make it harder for MSPs to stand out in a competitive market.

Sales Process and Differentiation in MSPs (15:35)

While MSPs excel at technical processes, they often struggle with adopting a structured sales process due to negative perceptions of sales. Ian Richardson highlights how the word "sales" can create resistance among MSP leaders, who tend to see themselves more as engineers than entrepreneurs.

He explains that smaller MSPs (below $2M in revenue) often avoid formal sales discussions, while more mature MSPs ($3M+ in revenue) begin recognizing and addressing gaps in lead generation, marketing, and messaging. Ian stresses that having a clear process is essential for scaling an MSP business, especially since fixed-fee agreements depend on operational efficiency.

With 45,000 MSPs in North America and only 8,000 surpassing $2M in revenue, Ian emphasizes that success comes from taking ownership of the sales process—whether explicitly labeled as "sales" or not.

Differentiation Strategies and Hiring Processes (22:38)

Ian highlights the importance of differentiation for MSPs, suggesting that specializing in specific industries, such as healthcare, can help MSPs leverage industry knowledge to build stronger client relationships. He also recommends flipping traditional service models, such as placing technicians onsite, to create a more personalized experience and reduce churn. Additionally, targeting underserved markets or clients that others overlook can provide a competitive edge.

Ultimately, Ian stresses that combining these differentiation strategies with a solid sales process, effective hiring practices, and outbound marketing is key to driving growth and long-term success.