Susa Jovanovic MSP Sales Training Review | Fox & Crow Group
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Susa Jovanovic Fox & Crow Group Sales Training Review: Content That Applies Across Every Sales Touch
Thank you to Susa Jovanovic for this review of her MSP sales training experience with Carrie Richardson, Co-Founder of Fox & Crow Group.
First Published: October 1, 2025
Last Updated: May 1, 2026
Most sales training focuses on one channel: the cold call. And while mastering telephone outreach is genuinely valuable, the principles that make outbound calls effective do not live exclusively in the phone.
The same ideas that make a cold call land — relevance, respect for the prospect's time, genuine curiosity, and a clear next step — apply equally to email outreach, LinkedIn messages, follow-up conversations, and every other point of contact in a modern MSP sales process.
This Susa Jovanovic Fox & Crow Group sales training review captures that broader applicability clearly.
"WOW! You are really great at what you do. Your content was really helpful because a lot of it can be applied to sales 'touches' that are not just cold calling. Thank you for including us – I am learning a lot!"
Why MSP Sales Training Has to Extend Beyond the Cold Call
The buyer journey in MSP sales is rarely linear. A prospect might first encounter your brand at an event, then receive an email, then be followed up with a call, then engage on LinkedIn before agreeing to a meeting.
Each of those interactions is a sales touch. And each one either builds or erodes the trust that eventually converts into a first appointment.
Training that only addresses cold calling prepares salespeople for one moment in that sequence. Training that teaches the underlying principles of effective outreach prepares them for all of them.
The Principles That Carry Across Every Channel
The content that Jovanovic found broadly applicable comes down to a set of core principles that hold regardless of the channel:
Relevance. Whether it is a call, an email, or a LinkedIn message, the communication needs to be relevant to that specific person's situation. Generic outreach — the same message sent to everyone — fails everywhere, not just on the phone.
Respect. Every sales touch communicates something about how you view the prospect. Does this feel like a professional reaching out to a potential partner, or like a vendor pushing for a response? The tone of respect or its absence comes through regardless of medium.
A clear next step. Every sales touch should have a purpose — a specific action you are inviting the prospect to take. Vague follow-ups ("just checking in") rarely move anything forward. Purposeful ones do.
Consistency. Multi-touch prospecting works because consistent, professional contact keeps you present in a prospect's awareness without becoming annoying. Knowing how to modulate frequency and message across channels is a learnable skill.
What "Learning a Lot" Looks Like in Practice
Jovanovic's emphasis on how much she was learning reflects what happens when training content is dense with applicable insight rather than padded with generic advice.
Good MSP sales training is dense in the right way — every idea connects to something the participant can do differently tomorrow. The learning compounds quickly because each concept reinforces the others.
That density is what produces the "I'm learning a lot" response — and it is distinct from training that covers a lot of topics without giving the participant much they can immediately use.
From Training to Application Across the Sales Sequence
The practical implication of Jovanovic's review is that MSPs who invest in prospecting training are getting value that extends well beyond their cold calling activity.
A salesperson who understands:
- How to open a conversation in a way that earns continued engagement
- How to ask questions that reveal real need
- How to communicate value without sounding like a pitch
- How to move a prospect toward a meeting without pressure
...is a salesperson who can apply those skills across every channel and every point in the sales process. That makes the investment in training compound over time rather than depreciate.
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FAQ: MSP Sales Training Beyond Cold Calling with Fox & Crow Group
Does Fox & Crow Group's MSP sales training only cover cold calling?
No. While cold calling is a significant component, the training covers the full range of outbound sales touches — email, LinkedIn, follow-up conversations, and multi-channel sequencing.
Why is it important for MSP sales training to cover multiple outreach channels?
MSP buyers are reached through multiple channels before they agree to a first meeting. Training that only addresses one channel leaves salespeople unprepared for the full buyer journey.
What is a "sales touch" in the context of MSP prospecting?
A sales touch is any outbound contact a salesperson makes with a prospect — a call, email, LinkedIn message, event conversation, or follow-up. Each touch either builds or reduces the likelihood of an eventual meeting.
How do I get started with Fox & Crow Group MSP sales training?
Book a strategy call with Fox & Crow Group to discuss your team's current outreach approach and what a training engagement would look like for your organization.
MSP sales reps working through multichannel outreach often encounter the same structural gaps that K Herrit describes in her sales training review — consistency across channels requires the same underlying framework the phone does. Chris Barnes's experience with MSP sales training covers how that structure translates to team development at scale.
The breadth Jovanovic describes — training that applies across every sales touch, not just the cold call — is exactly what Fox & Crow's MSP sales training is built around, and how multi-channel outreach discipline fits into a complete MSP sales process gives the full picture of what that breadth produces.