Doug Green, Publisher of Technology Reseller News, sat down with Ian Richardson, Founder and CEO of Fox & Crow, to explore a topic that many MSPs underestimate until it becomes painful: lead qualification. While generating leads often gets the spotlight, Richardson argues that chasing the wrong prospects can quietly drain revenue, morale, and long-term growth.

Drawing on his experience as a former MSP owner, Richardson explained how poorly qualified leads consume senior technical resources, distract sales teams, and can even damage existing customer relationships. “Landing a bad customer is worse than not signing them at all,” he said, noting that MSP onboarding often reveals fundamental misalignment only after months of effort and sunk cost.

Richardson outlined a practical framework for qualification that goes beyond firmographics. MSPs must determine whether a prospect views IT as a strategic investment or merely a cost to be minimized—an insight that can only be uncovered through early conversations, often starting with frontline staff. This mindset distinction, he emphasized, is the real gatekeeper to sustainable, profitable client relationships.

The discussion also addressed scale and focus, with Richardson cautioning MSPs against stepping outside their ideal customer profile in pursuit of larger deals. Even seemingly attractive opportunities can become “bad-fit accounts” that erode margins and stability. Through Fox & Crow, Richardson positions his firm as a strategic partner helping MSPs build disciplined, organic sales engines that prioritize fit, focus, and long-term value over raw lead volume.

More information about Fox & Crow is available at https://www.foxcrowgroup.com/.

Software Mind Telco Days 2025: On-demand online conference