{"id":7474,"date":"2025-02-19T15:11:52","date_gmt":"2025-02-19T15:11:52","guid":{"rendered":"https:\/\/resourceguruapp.com\/blog\/?p=7474"},"modified":"2025-02-19T15:14:56","modified_gmt":"2025-02-19T15:14:56","slug":"agency-sales","status":"publish","type":"post","link":"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales","title":{"rendered":"Agency sales: The ultimate playbook for winning business"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Forbes recently coined the phrase \u201c<\/span><a href=\"https:\/\/www.forbes.com\/councils\/forbesagencycouncil\/2024\/06\/24\/surviving-the-agency-apocalypse-in-a-hypercompetitive-market\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Agency Apocalypse<\/span><\/a><span style=\"font-weight: 400;\">\u201d. Describing the effects of increased competition, the rise of AI, and macroeconomic shifts, they explained what we all know: agency life is hard, and getting harder.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hyperbole\u2019s never been <\/span><i><span style=\"font-weight: 400;\">our<\/span><\/i><span style=\"font-weight: 400;\"> thing, though. We believe re-evaluating processes and finding the best path through is far more effective. With plenty of <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-challenges\"><span style=\"font-weight: 400;\">agency challenges<\/span><\/a><span style=\"font-weight: 400;\">, there\u2019s plenty of opportunity for innovation and new beginnings.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the best ways to succeed during an economic downturn is by evaluating your sales strategies, and how they help you bring in and retain business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So in this guide about agency sales, we\u2019ve spoken with experts in the field to pack in tips all about agency sales strategies, methodologies, and processes. They\u2019ll help you counter dry pipelines and clunky lead gen machines, and ultimately make sure your agency survives (and thrives) in today\u2019s economy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s who\u2019s on the roster:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.linkedin.com\/in\/barryfearn\/\" target=\"_blank\" rel=\"noopener\"><b>Barry Fearn<\/b><\/a><span style=\"font-weight: 400;\">, Managing Director at <\/span><a href=\"https:\/\/www.thelaneagency.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Lane Media<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.linkedin.com\/in\/sinead-goggin\" target=\"_blank\" rel=\"noopener\"><b>Sinead Goggin<\/b><\/a><span style=\"font-weight: 400;\">, Senior Partner Development Manager at <\/span><a href=\"https:\/\/www.hubspot.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">HubSpot<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.linkedin.com\/in\/lukeinness\/\" target=\"_blank\" rel=\"noopener\"><b>Luke Inness<\/b><\/a><span style=\"font-weight: 400;\">, New Business Specialist &amp; Strategic Customer Success Manager at <\/span><a href=\"https:\/\/resourceguruapp.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Resource Guru<\/span><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><div class=\"callout callout--alert\"> <\/span><span style=\"font-weight: 400;\">\u201cSales\u201d can mean different things to different agencies, depending on team size and structure, the <\/span><span style=\"font-weight: 400;\">agency growth<\/span><span style=\"font-weight: 400;\"> strategy, and their sales channels and processes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve tailored this article to folks who work in sales at agencies specifically. But, a lot of what we cover will still be helpful and relevant to a wider agency team who may be directly or indirectly involved in securing sales for the business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">In this article \ud83d\udcd6<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales\/#Agency-sales-meaning\" >Agency sales meaning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales\/#Why-is-agency-sales-so-important\" >Why is agency sales so important?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales\/#Agency-sales-process-An-overview-of-the-7-internal-steps-to-success\" >Agency sales process: An overview of the 7 internal steps to success<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales\/#Agency-sales-models\" >Agency sales models<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales\/#Agency-sales-methodologies\" >Agency sales methodologies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales\/#Unpacking-the-agency-sales-funnel\" >Unpacking the agency sales funnel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales\/#Agency-sales-strategies-for-different-agency-types\" >Agency sales strategies for different agency types<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales\/#The-evolution-of-your-approach-to-agency-sales\" >The evolution of your approach to agency sales<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Agency-sales-meaning\"><\/span><b>Agency sales meaning<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">To start, let\u2019s tackle some definitions and lay the groundwork for understanding the nuances of this topic.<\/span><b>\u00a0<\/b><\/p>\n<div class=\"callout callout--definition\">\n<h3><span style=\"font-weight: 400;\">What is agency sales<\/span><span style=\"font-weight: 400;\">?\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This refers to the work of identifying and prospecting potential clients, generating leads, nurturing relationships, and ultimately bringing in new business that drives more revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While strategic agency sales can refer to the process of another business acquiring an agency, that\u2019s not what we\u2019ll be discussing in this article.\u00a0<\/span><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why-is-agency-sales-so-important\"><\/span><b>Why is <\/b><b>agency sales<\/b><b> so important?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Using agency sales to get more business through the door and empower growth can seem like a no-brainer, but there\u2019s quite a bit of depth to its importance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sure, extra money on the balance sheet is great but, with a bit of analysis, the impact a solid sales approach makes on an agency gets even more compelling.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve outlined six broad areas where it affects an agency\u2019s success.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. New client acquisition\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">New clients are essential for an agency\u2019s success. Over time, clients may naturally transition to other agencies, move work in-house, or close up shop altogether.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As such, at the most basic level, agencies need to continue to bring in new business consistently to maintain a feasible amount of income to keep the lights on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Strong sales teams help identify and recruit the clients that power this.<\/span><span style=\"font-weight: 400;\"> Plus, they pursue strategic business opportunities that expand the agency\u2019s portfolio over time. More on that next.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Long-term growth from strategic agency-client partnerships<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Agencies that forge strong, lasting relationships with their clients set themselves up for long-term growth instead of short-term gains. This is only possible when the agency\u2019s sales process is cohesive and consistent.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From the client\u2019s perspective, a quality sales process makes them feel valued, understood, and on the right path to get the results they need from your agency. If every step in that process is enjoyable, and fit for purpose, they\u2019re more likely to stick around, instead of going to an alternate provider.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For the agency, this helps stop the stress of being in survival mode. Instead of constantly trying to make ends meet, a predictable flow of revenue from long-term clients means your business has more predictability. However, this is only achievable with a sales process that puts the client first.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Reinvestment potential<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Winning additional business gives you the wiggle room you need in your budget to spend on improvements and reinvest in your agency, your employees, and your clients.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether that means incentivizing your staff with bonuses or salary increases, or purchasing new technology and equipment, they\u2019re all upsides that stem from money made via solid agency sales.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Less pressure on client retention<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Earlier, we mentioned the positive predictability of long-term clients. However, a healthy agency needs a mix of established clients and a good flow of new ones coming through the door.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you&#8217;re only relying on retaining existing clients, you will put your business in a vulnerable position<\/span><span style=\"font-weight: 400;\">\u2014especially if a high amount of revenue comes from a small number of big accounts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By keeping your sales pipeline healthy, you\u2019re ensuring a steady flow of new opportunities, and reducing your reliance on existing client accounts.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5. Increased market share and competitiveness\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">As your portfolio of clients grows in number, it will help you to grow it in size versus competitors.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each new client you bring in through agency sales is another opportunity to gain experience, case studies, testimonials, and logos that boost your credibility, and referral-based clients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s especially useful for gaining expertise in a particular industry or service area, as this can help win future new business pitches and can help increase your client base exponentially.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">6. All roads lead to revenue<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Everything we\u2019ve covered above directly or indirectly leads to <\/span><b>revenue growth.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Revenue is the lifeblood of any agency. And all businesses, for that matter. Without a strong <\/span><span style=\"font-weight: 400;\">agency sales strategy<\/span><span style=\"font-weight: 400;\">, your agency will struggle to secure clients and projects, making it difficult to maintain operations or develop your business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Revenue can also drive growth. Whether your goal is to grow headcount or headquarters, an effective sales plan that is increasing revenue will help keep your <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-growth\"><span style=\"font-weight: 400;\">agency growth<\/span><\/a><span style=\"font-weight: 400;\"> goals on track.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><div class=\"callout callout--reading\"><\/span><\/p>\n<p><b>Further reading<\/b><span style=\"font-weight: 400;\">: Interested in a deep-dive on even more ways to increase agency revenue? Explore how effective resource planning can make a huge impact on your bottom line in our free eBook:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<p><a href=\"https:\/\/bit.ly\/3X6lT4Q\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-943x242.jpg\" alt=\"A rectangle shaped banner in purple featuring a 3D book cover with a prompt to download an eBook about resource planning for agencies.\" width=\"943\" height=\"242\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Agency-sales-process-An-overview-of-the-7-internal-steps-to-success\"><\/span><b>Agency sales process<\/b><b>: An overview of the 7 internal steps to success<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"callout callout--definition\">\n<h3><span style=\"font-weight: 400;\">What is an agency sales process?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This is a structured series of steps an agency sales team can follow to convert prospects into clients. It typically includes multiple, well-defined stages that help track and guide the potential client\u2019s journey with the agency.<\/span><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Next, we\u2019ll dive into some key parts of the process.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Formulate the foundations for your agency sales strategy<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">An effective agency sales strategy requires a deep understanding of your <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-capacity-planning\"><span style=\"font-weight: 400;\">agency&#8217;s capacity<\/span><\/a><span style=\"font-weight: 400;\">, offerings, internal capabilities, target market, and the greater competitive landscape. Start with some foundations:\u00a0<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>A clear and distinct value proposition<\/b>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">What sets your agency apart from competitors? This can be anything from specialized expertise to innovative approaches, or unique services<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>An ideal customer profile (ICP)<\/b><\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Define your ideal clients based on industry, company size, budget, geographic location, and pain points<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Create detailed client personas to ensure alignment between your services and their needs<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Select methodologies and models<\/b><\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Decide which sales methodology and model will help you meet your goals<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">We\u2019ve covered agency sales <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales#Agency-sales-methodologies\"><span style=\"font-weight: 400;\">methodologies<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales#Agency-sales-models\"><span style=\"font-weight: 400;\">models<\/span><\/a><span style=\"font-weight: 400;\"> in more depth here<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>An effective sales funnel<\/b><\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li aria-level=\"2\"><span style=\"font-weight: 400;\">Map out your agency&#8217;s sales funnel, from the point where the potential client becomes aware of your business, to when they become a paying customer<\/span><\/li>\n<li aria-level=\"2\"><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales#Unpacking-the-agency-sales-funnel\"><span style=\"font-weight: 400;\">More on agency sales funnels here<\/span><\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>A defined set of tactics<\/b><\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li aria-level=\"2\"><span style=\"font-weight: 400;\">Determine the balance between inbound marketing (e.g. content, SEO, social media) and outbound sales tactics (e.g. cold emailing, LinkedIn outreach, networking)<\/span><\/li>\n<li aria-level=\"2\"><span style=\"font-weight: 400;\">This may be based on your target clients and the roles and responsibilities within your agency team<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Build your agency sales strategy around your agency type\u00a0<\/b><\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Your sales strategy may need to be tweaked depending on the specific type of agency you work for<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales#Agency-sales-strategies-for-different-agency-types\"><span style=\"font-weight: 400;\">We cover more on that here<\/span><\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Choose a pricing model\u00a0<\/b><\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">The types of pricing models you present to a prospect during a sales process may make or break your pitch<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-pricing\"><span style=\"font-weight: 400;\">Let&#8217;s dive into pricing models <\/span><span style=\"font-weight: 400;\">here<\/span><\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">2. Identify your <\/span><span style=\"font-weight: 400;\">agency sales resources<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Next, it\u2019s time to think about the resources you\u2019ll need to help execute your strategy. Here\u2019s a simple breakdown of what\u2019s required:<\/span><\/p>\n<p><b>Agency sales collateral<br \/>\n<\/b><span style=\"font-weight: 400;\">This may include agency overview decks, case studies, portfolio, testimonials, client references.<\/span><\/p>\n<p><b>Networking and outreach resources<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Resources needed for industry events, partnerships, alliances, networking meetups.<\/span><\/p>\n<p><b>Your team\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Well-trained sales teams, account managers, and support teams to handle client onboarding and client relationship management<\/span><\/p>\n<div class=\"expert expert--image\"><div class=\"expert__text\"><p><b>Know you need a powerful sales team, but struggling to create or retain it? Take<\/b> <b>Sinead\u2019s equitable take on sales team commission into account.<\/b><\/p>\n<p><em><span style=\"font-weight: 400;\">\u201cI still get surprised by how many agency sales staff get paid a salary and a bonus instead of calculated commission. This is my opinion, but I feel the fairest and best structure involves on-target earnings.\u00a0<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Commission can be calculated in a number of different ways, but at a high level, agency owners can map out their revenue goals and reverse-engineer targets around that.\u00a0<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Depending on whether a sales team member is responsible for procuring new business, recurring revenue or up- and cross-sell opportunities, take the total revenue you want from each of those efforts.\u00a0<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Then, determine what percentage each contributor is responsible for. From there, if they hit that number, tie their OTE to it. It\u2019s a great incentive for better performance.\u201d<\/span><\/em><\/p>\n<\/div><div class=\"expert__author\"><div class=\"expert__author__image\"><img loading=\"lazy\" decoding=\"async\" width=\"105\" height=\"105\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-105x105.jpeg\" class=\"attachment-quote size-quote wp-post-image\" alt=\"Sinead Goggin headshot.\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-105x105.jpeg.webp 105w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-671x671.jpeg.webp 671w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-44x44.jpeg.webp 44w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-310x310.jpeg.webp 310w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin.jpeg 693w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-105x105@2x.jpeg.webp 210w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-44x44@2x.jpeg.webp 88w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-310x310@2x.jpeg.webp 620w\" sizes=\"auto, (max-width: 105px) 100vw, 105px\" \/><\/div><div class=\"expert__author__text\"><p><a href=\"https:\/\/www.linkedin.com\/in\/sinead-goggin\">Follow Sinead on LinkedIn<\/a><\/p>\n<\/div><\/div><\/div>\n<p><span style=\"font-weight: 400;\"><div class=\"callout callout--reading\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want to know more about the people power you need to bring in new business and keep it, check out our article on the ideal <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-team-structure\"><span style=\"font-weight: 400;\">agency team structure<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<p><b>Other internal agency sales enablement and process docs<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Such as sales training, templates, <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-process\"><span style=\"font-weight: 400;\">processes<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sops\"><span style=\"font-weight: 400;\">agency SOPs<\/span><\/a><span style=\"font-weight: 400;\">, objection handling guides, <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-kpis\"><span style=\"font-weight: 400;\">KPIs<\/span><\/a><span style=\"font-weight: 400;\"> &amp; <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-metrics\"><span style=\"font-weight: 400;\">metrics<\/span><\/a><span style=\"font-weight: 400;\"> dashboards. These will help guide the sales process, build credibility, stay on-brand, create alignment and consistency, and ultimately close deals.<\/span><\/p>\n<p><b>Agency sales <\/b><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-tools\"><b>tools<\/b><\/a><b> and <\/b><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-software\"><b>software<\/b><\/a><\/p>\n<p><span style=\"font-weight: 400;\">A <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-tech-stack\"><span style=\"font-weight: 400;\">solid agency tech stack<\/span><\/a><span style=\"font-weight: 400;\"> may include CRM tools, lead prospecting platforms, email automation systems, and a LinkedIn premium account. These are all needed to support your sales processes.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Carry out resource management\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve identified which resources and team members are required, you\u2019ll need to schedule them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That requires specific <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-resource-guide\"><span style=\"font-weight: 400;\">agency resource planning and management<\/span><\/a><span style=\"font-weight: 400;\"> to help you:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify who is available for your sales and pitching team, and then work out how each specific sales task will be resourced<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Find relevant individuals outside of the sales org who may need to pitch in during the sales process (such as for ideation sessions, technical input, or deck designing)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand which people have the right skills, experience, or location to handle each stage of your agency sales process (in addition to availability)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Update proposals to suggest account\/project teams that would be required to execute the work effectively, and to inform proposed project costs and timings<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prepare for winning the business, by assigning and organizing teams to handle the services to be delivered to new clients. This can help you to find the right talent to fulfill the project needs, while ensuring a smooth transition during onboarding<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">To do all this, you will also need <\/span><a href=\"https:\/\/resourceguruapp.com\/industries\/agencies\"><span style=\"font-weight: 400;\">agency resource scheduling software<\/span><\/a><span style=\"font-weight: 400;\">. This will streamline how you approach your resource management processes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Resource Guru can help with this:<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Scheduling that respects people\u2019s time<\/b>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">The Resource Guru <\/span><a href=\"https:\/\/help.resourceguruapp.com\/en\/articles\/1957762\"><span style=\"font-weight: 400;\">Schedule<\/span><\/a><span style=\"font-weight: 400;\"> gives you a flexible way to manage your team\u2019s workload and a clear view of who\u2019s got space for new deals<\/span><\/li>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">A unique approach to <\/span><a href=\"https:\/\/help.resourceguruapp.com\/en\/articles\/1955778\"><span style=\"font-weight: 400;\">clash management<\/span><\/a><span style=\"font-weight: 400;\"> makes it clear when someone\u2019s not got enough availability to meet project demands. This stops someone who is already fully booked being assigned to a new business pitch and <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-burnout\"><span style=\"font-weight: 400;\">burning out<\/span><\/a><span style=\"font-weight: 400;\">. That\u2019s how to prevent the all-nighters for you and your team<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Find the right people at the right time<\/b>\n<ul>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">You can <\/span><a href=\"https:\/\/help.resourceguruapp.com\/en\/articles\/1957954\"><span style=\"font-weight: 400;\">group the Schedule<\/span><\/a><span style=\"font-weight: 400;\"> by project or client on Resource Guru. This lets you isolate exactly who you need\u2014and the tasks that take priority\u2014when making bookings<\/span><\/li>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">You can also use <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/product-updates\/custom-fields-bookings\"><span style=\"font-weight: 400;\">custom fields<\/span><\/a><span style=\"font-weight: 400;\"> to find the right people for the task at hand, including those with specific skills, in specific locales, or with specific experience<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Project teams that keep everyone aligned<\/b><\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">You can also create and plan for specific sets of people on Resource Guru using project teams<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">You can either set them up from scratch for new <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-project-management\"><span style=\"font-weight: 400;\">agency projects<\/span><\/a><span style=\"font-weight: 400;\">, or work with a team that\u2019s automatically generated based on their bookings. You can then organize their responsibilities with clear visibility over who\u2019s responsible for what<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You can learn about these capabilities and more, hands-on, with a 30-day, free trial:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><div class=\"freetrial freetrial--text-light freetrial--default\"><div class=\"freetrial__image\"><img loading=\"lazy\" decoding=\"async\" width=\"310\" height=\"218\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2024\/02\/free-trial-310x218.png\" class=\"attachment-freetrial size-freetrial wp-post-image\" alt=\"Screenshot of Resource Guru&#039;s resource scheduling platform.\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2024\/02\/free-trial-310x218.png 310w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2024\/02\/free-trial.png 708w\" sizes=\"auto, (max-width: 310px) 100vw, 310px\" \/><\/div><div class=\"freetrial__text\"><h4>The #1 scheduling tool trusted by thousands of project teams<\/h4>\n<p>Join thousands of project managers who have made scheduling a breeze.<\/p>\n<p><a class=\"button\" href=\"https:\/\/app.resourceguruapp.com\" target=\"_blank\" rel=\"noopener\">Start Your Free Trial<\/a><\/p>\n<\/div><\/div><\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Build your lead generation pipeline<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Now, the fun part. Building your lead generation engine starts with careful prospecting. This is where you identify potential clients through a mix of inbound and outbound tactics, qualify them based on specific criteria, and ensure that they fit your ideal customer profile.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By leveraging the right <\/span><span style=\"font-weight: 400;\">agency sales tools<\/span><span style=\"font-weight: 400;\">, intentionally targeting prospects, and measuring key <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-metrics\"><span style=\"font-weight: 400;\">agency metrics<\/span><\/a><span style=\"font-weight: 400;\">, agencies can build a healthy pipeline of leads that are more likely to convert into long-term clients.<\/span><\/p>\n<div class=\"expert expert--image\"><div class=\"expert__text\"><p><b>Barry shares Lane Media\u2019s unique 10-point opportunity scoring system.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<em>For each new business prospect, we calculate a unique opportunity quality score, based on 10 data points\u2014including, but not limited to these five:<\/em><\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><span style=\"font-weight: 400;\">Our relevant sector experience<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><span style=\"font-weight: 400;\">Whether we know the client decision maker<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><span style=\"font-weight: 400;\">The budget for the campaign\/opportunity<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><span style=\"font-weight: 400;\">Will it take us forward as an agency?<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-culture\"><span style=\"font-weight: 400;\">Culture<\/span><\/a><span style=\"font-weight: 400;\"> fit\u2014will our team enjoy working with the client?<\/span><\/em><\/li>\n<\/ol>\n<p><em><span style=\"font-weight: 400;\">In a year, we have won more than 20 clients utilizing this approach to help decipher which new business opportunities to focus on.\u00a0 These new clients all sit within our identified \u2018sectors of strength\u2019\u2014technology, food, e-commerce and charity.<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">We utilize a visual funnel to track prospects from Lead &gt; Qualified Lead &gt; Pitch\/Proposal &gt; Onboarding.<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Our New Business Director, <\/span><a href=\"https:\/\/www.linkedin.com\/in\/paul-borthwick-99176630\/\"><span style=\"font-weight: 400;\">Paul Borthwick<\/span><\/a><\/em><span style=\"font-weight: 400;\"><em>, leads on all new business and stays close to all newly onboarded clients for an interim period. In addition, each client is allocated a Board member as an \u201canchor\u201d to continuously monitor client satisfaction.<\/em>\u201d<\/span><\/p>\n<\/div><div class=\"expert__author\"><div class=\"expert__author__image\"><img loading=\"lazy\" decoding=\"async\" width=\"105\" height=\"105\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2024\/09\/Barry-Fearn-Lane-Media-105x105.jpg\" class=\"attachment-quote size-quote wp-post-image\" alt=\"Barry Fearn, Managing Director at Lane Media\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2024\/09\/Barry-Fearn-Lane-Media-105x105.jpg.webp 105w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2024\/09\/Barry-Fearn-Lane-Media-44x44.jpg.webp 44w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2024\/09\/Barry-Fearn-Lane-Media-310x311.jpg.webp 310w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2024\/09\/Barry-Fearn-Lane-Media.jpg 331w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2024\/09\/Barry-Fearn-Lane-Media-105x105@2x.jpg.webp 210w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2024\/09\/Barry-Fearn-Lane-Media-44x44@2x.jpg.webp 88w\" sizes=\"auto, (max-width: 105px) 100vw, 105px\" \/><\/div><div class=\"expert__author__text\"><p><a href=\"https:\/\/www.linkedin.com\/in\/barryfearn\/\">Follow Barry on LinkedIn<\/a><\/p>\n<\/div><\/div><\/div>\n<h3><span style=\"font-weight: 400;\">5. Coming to a close<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The closing stage is critical. This is when you officially convert leads into clients and secure new or repeat business for your agency.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It requires careful negotiation, clear communication, and a professional contract process. By handling objections, aligning on terms, and ensuring both parties are happy with the agreement, the closing stage is what will set you up for a fruitful long-term relationship.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus, a seamless transition to onboarding ensures that the momentum from the sales process carries through to the execution phase, increasing client satisfaction <\/span><i><span style=\"font-weight: 400;\">and<\/span><\/i><span style=\"font-weight: 400;\"> retention.<\/span><\/p>\n<div class=\"expert expert--image\"><div class=\"expert__text\"><p><b>Sinead\u2019s advice for agencies struggling to close deals.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<em>To win more business, you need to understand where you\u2019re losing business. Explore your \u2018closed lost\u2019 opportunities from last year. Do a bit of analysis. Try and understand why the deals didn\u2019t progress.\u00a0<\/em><\/span><\/p>\n<p><em><span style=\"font-weight: 400;\">Of course, some deals don\u2019t close because of changes on the client side (changes in the business, budget restraints, etc.) but that\u2019s not always the case. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Here are some good questions to ask yourself:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/em><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><span style=\"font-weight: 400;\">Did we run a structured sales process, clearly defining next steps and expectations at each stage?\u00a0<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><span style=\"font-weight: 400;\">When did the decision makers get involved? Was it too late?\u00a0<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><span style=\"font-weight: 400;\">Did we go deep enough in discovery to understand the prospect\u2019s challenges, limitations, etc?<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><em><span style=\"font-weight: 400;\">At what stage did we discuss pricing? If the objection was around budget, could we have explored that earlier?\u00a0<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><em>Did we deliver our solution presentation well enough? Is it clear and digestible enough for new prospects?<\/em>\u201d<\/span><\/li>\n<\/ul>\n<\/div><div class=\"expert__author\"><div class=\"expert__author__image\"><img loading=\"lazy\" decoding=\"async\" width=\"105\" height=\"105\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-105x105.jpeg\" class=\"attachment-quote size-quote wp-post-image\" alt=\"Sinead Goggin headshot.\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-105x105.jpeg.webp 105w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-671x671.jpeg.webp 671w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-44x44.jpeg.webp 44w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-310x310.jpeg.webp 310w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin.jpeg 693w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-105x105@2x.jpeg.webp 210w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-44x44@2x.jpeg.webp 88w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-310x310@2x.jpeg.webp 620w\" sizes=\"auto, (max-width: 105px) 100vw, 105px\" \/><\/div><div class=\"expert__author__text\"><p><a href=\"https:\/\/www.linkedin.com\/in\/sinead-goggin\">Follow Sinead on LinkedIn<\/a><\/p>\n<\/div><\/div><\/div>\n<h3><span style=\"font-weight: 400;\">6. Establish trust during client onboarding<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Client onboarding begins immediately after a new client agrees to work with your agency. You\u2019ll want to give this stage some extra love and care. Because it\u2019s what sets the foundation for a successful and lasting partnership by ensuring a smooth transition from the sales process to the service delivery phase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Effective onboarding not only helps manage client expectations, but also fosters trust and alignment between your agency and the client, in the end, resulting in more revenue in the long run.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><div class=\"callout callout--reading\"><\/span><\/p>\n<p><b>Further reading:<\/b> <a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-client-onboarding\"><span style=\"font-weight: 400;\">Agency client onboarding: 7 steps to building lasting partnerships<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<h3><span style=\"font-weight: 400;\">7. Review, recycle, redo<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Reviewing your <\/span><span style=\"font-weight: 400;\">agency sales process<\/span><span style=\"font-weight: 400;\"> is essential to ensure that it remains effective and aligned with both your business goals as well as market conditions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pay extra attention to:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Your metrics: <\/b><span style=\"font-weight: 400;\">A decline in conversion rates, lead generation, or revenue<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>The market:<\/b><span style=\"font-weight: 400;\"> A significant change in the market, such as new competitors, changes in customer behavior, or economic shifts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Your goals:<\/b><span style=\"font-weight: 400;\"> A change in the above might mean it\u2019s time to revisit your agency goals<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If your review reveals that your processes are ripe for an overhaul, don\u2019t hesitate to change things up. Keeping processes in place that no longer serve you will eventually have a detrimental impact on your bottom line. So even though it seems like a lot of work to make changes\u2014it will pay off.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Agency-sales-models\"><\/span><b>Agency sales models<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"callout callout--definition\">\n<h3><span style=\"font-weight: 400;\">What is an agency sales model?\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">An agency sales model is a business\u2019s specific approach to selling.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can think of an agency sales model as the <\/span><i><span style=\"font-weight: 400;\">overarching strategy<\/span><\/i><span style=\"font-weight: 400;\"> an agency uses to sell its products or services. It encompasses the approach to the market, target customer segments, and channels used for distribution.\u00a0<\/span><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Examples of agency sales models<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Direct <\/span><\/i><span style=\"font-weight: 400;\">sales model (selling directly to consumers)\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Indirect<\/span><\/i><span style=\"font-weight: 400;\"> sales model (utilizing intermediaries or partners)\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Outbound<\/span><\/i><span style=\"font-weight: 400;\"> sales model (where the agency makes initial outreach to the desired client)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Inbound<\/span><\/i><span style=\"font-weight: 400;\"> sales model (where the client reaches out to the agency, having discovered them first, usually via marketing)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Think of an <strong>agency sales model<\/strong> as the \u201cwhat\u201d and \u201cwhere\u201d compared with an <strong>agency sales methodology<\/strong> which is the\u201chow\u201d. We\u2019ll cover methodologies in more detail next.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Agency-sales-methodologies\"><\/span><b>Agency sales methodologies<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"callout callout--definition\">\n<h3><span style=\"font-weight: 400;\">What is an agency sales methodology?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This refers to the specific <\/span><i><span style=\"font-weight: 400;\">techniques<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">tactics<\/span><\/i><span style=\"font-weight: 400;\"> used to engage prospects, nurture them, and close deals. It provides a set of approaches salespeople can use when interacting with potential customers, including communication styles, questioning techniques, and value propositions.\u00a0<\/span><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5 options for agency sales methodologies:<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">There are many established (and lucrative) sales methodologies out there. Here are five of the most popular ones:\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">1. MEDDIC<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">MEDDIC focuses on macro factors and stakeholders that impact the decision making process.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">MEDDIC is shorthand for the steps within the process:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>M<\/b><span style=\"font-weight: 400;\">etrics: What quantifiable results the buyer needs<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Example question<\/b><span style=\"font-weight: 400;\">: &#8220;What KPIs do you want to achieve this year?&#8221;<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>E<\/b><span style=\"font-weight: 400;\">conomic buyer: Identify who makes the financial decisions<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Example question<\/b><span style=\"font-weight: 400;\">: &#8220;Who is responsible for budget approval on this project?&#8221;<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>D<\/b><span style=\"font-weight: 400;\">ecision criteria: Understand the criteria used to evaluate solutions<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Example question<\/b><span style=\"font-weight: 400;\">: &#8220;What factors are most important in selecting a vendor?&#8221;<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>D<\/b><span style=\"font-weight: 400;\">ecision process: Learn the steps and timeline of the buying process<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Example question<\/b><span style=\"font-weight: 400;\">: &#8220;Can you walk me through your decision-making process?&#8221;<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>I<\/b><span style=\"font-weight: 400;\">dentify pain: Pinpoint the core problem the buyer wants to solve<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Example question<\/b><span style=\"font-weight: 400;\">: &#8220;What challenges have caused you to explore new solutions?&#8221;<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>C<\/b><span style=\"font-weight: 400;\">hampion: Find an internal advocate to push the deal forward<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Example question<\/b><span style=\"font-weight: 400;\">: &#8220;Who is most invested in solving this issue within your team?&#8221;<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">MEDDIC puts a heavy focus on finding the correct people to sell to, and their specific purchase flow, as well as their buying needs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><div class=\"callout callout--takeaway\"><\/span><b>Best for<\/b><span style=\"font-weight: 400;\">: Agencies who target enterprise clients with large numbers of decision makers, and large budgets.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<h4><span style=\"font-weight: 400;\">2. Challenger Sales<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Challenger sales focuses on educating the prospect throughout the buying process, and \u201cchallenging\u201d their perspective.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We can break this methodology down into three steps<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Teach<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tailor<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Take control<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Prospective clients who don\u2019t initially understand the value of the services you\u2019re selling can benefit greatly from the Challenger Sales methodology.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At each stage, the agency selling their services should use insights to educate buyers, position solutions tailored to the prospect\u2019s exact scenario, and take control of the conversation as experts on the solution.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><div class=\"callout callout--takeaway\"><\/span><b>Best for<\/b><span style=\"font-weight: 400;\">: Agencies who find it difficult to prove the exact ROI of their services (e.g. offline advertisers, PR specialists).<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<h4><span style=\"font-weight: 400;\">3. The Sandler Selling System<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">The namesake of this sales methodology, David Sandler, built an entire business around it. In fact, it\u2019s spanned to <\/span><a href=\"https:\/\/www.sellingpower.com\/blog\/how-david-sandler-created-his-magnificent-obsession-and-the-killer-instinct-for-selling-part-1\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">220 global training centers on the subject<\/span><\/a><span style=\"font-weight: 400;\">, such is its continued success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The crux of the Sandler System is early objection handling and developing a deep understanding of\u2014and relationship with\u2014the prospect. These are the 3 core principles of the methodology:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Agree on the process and expectations early<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Build trust and rapport<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use &#8220;<\/span><a href=\"https:\/\/www.sandler.com\/blog\/salespeople-dig-deeper-reversing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">reverse questioning<\/span><\/a><span style=\"font-weight: 400;\">&#8221; to understand the buyer\u2019s mindset<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">With this mixture of clear expectation-setting, relationship building, and detailed understanding of the prospect, Sandler Selling helps set you up for a long partnership with clients you successfully close deals with.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><div class=\"callout callout--takeaway\"><\/span><b>Best for<\/b><span style=\"font-weight: 400;\">: Agencies trying to establish retainer contracts.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<h4><span style=\"font-weight: 400;\">4. BANT<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Standing for \u201cbudget, authority, need, and timeline\u201d, BANT is a basic selling system. But, that doesn\u2019t make it any less effective.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This sales methodology revolves around getting an in-depth understanding of the variables that make a sale likely to go ahead. The first letter of each of these variables makes up the name of the methodology:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>B<\/b><span style=\"font-weight: 400;\">udget: How much the prospect can spend on solutions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>A<\/b><span style=\"font-weight: 400;\">uthority: How well positioned the prospect is to make the purchase decision<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>N<\/b><span style=\"font-weight: 400;\">eed: How acutely the prospect requires the solution<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>T<\/b><span style=\"font-weight: 400;\">imeline: When the prospect needs to implement the solution<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">BANT revolves around the idea of the prospect having a need for a solution, and the means to get it immediately.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re reaching out to potential clients before they\u2019re in the right place to sign on with your agency, this process isn\u2019t the best fit.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><div class=\"callout callout--takeaway\"><\/span><b>Best for<\/b><span style=\"font-weight: 400;\">: Agencies working with inbound sales leads.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<h4><span style=\"font-weight: 400;\">5. SNAP selling<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Just as agencies are busy places, clients have a lot to deal with too. Understanding this is the core of SNAP selling.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SNAP stands for:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>S<\/b><span style=\"font-weight: 400;\">imple: Keep the process easy and intuitive<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">i<\/span><b>N<\/b><span style=\"font-weight: 400;\">valuable: Offer high-value solutions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>A<\/b><span style=\"font-weight: 400;\">lign: Ensure alignment with the buyer\u2019s goals<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>P<\/b><span style=\"font-weight: 400;\">riority: Focus on what matters most to the buyer<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This methodology aims to make the buying process as simple for the prospect to follow as possible. It\u2019s a lower-touch methodology than the others we\u2019ve listed, and places an emphasis on prioritizing what you can achieve for the buyer in a very specific way.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Imagine you\u2019re a marketing agency selling your services to an e-commerce organization in the run up to Black Friday.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can be <\/span><i><span style=\"font-weight: 400;\">simple<\/span><\/i><span style=\"font-weight: 400;\"> by promising to increase conversions by 20% for the two weeks before the event.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can be <\/span><i><span style=\"font-weight: 400;\">invaluable<\/span><\/i><span style=\"font-weight: 400;\"> by positioning your approach to A\/B testing, and how it protects ad spend.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can <\/span><i><span style=\"font-weight: 400;\">align<\/span><\/i><span style=\"font-weight: 400;\"> with the prospect by tying your services back to their problem\u2014e.g. \u201cWe\u2019ll account for every dollar spent during this high-competition period so you can see exact ROI.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And, finally, you can show <\/span><i><span style=\"font-weight: 400;\">priority<\/span><\/i><span style=\"font-weight: 400;\"> by making sure your campaigns are set up ahead of the timeframe in which you said you\u2019d get results.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><div class=\"callout callout--takeaway\"><\/span><b>Best for<\/b><span style=\"font-weight: 400;\">: Potential clients with decision makers on tight timelines.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your target clients work in any of the following industries or business types, that could also make SNAP your best bet:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">E-commerce (where profit generation has peak seasons, requiring immediate implementation of solutions)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Entertainment (where time-bound projects make client needs urgent)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Startups (where growth targets are aggressive, and decision makers need to pivot quickly to meet them)<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">A quick disclaimer<\/span><\/h3>\n<div class=\"expert expert--image\"><div class=\"expert__text\"><p><strong>It\u2019s important to consider how you use these methodologies, not just which one you want to use. Luke had this to say on the subject:\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<em>Sales methodologies are best thought of as frameworks for selling, rather than box-ticking exercises.\u00a0<\/em><\/span><\/p>\n<p><em><span style=\"font-weight: 400;\">The main thing to consider is that the framework you choose fits the services you sell.<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">While these methodologies can be useful, the risk of following them to the letter is that the prospect can feel like you\u2019re squeezing them through distinct criteria rather than being human, curious, and dealing with their needs with common sense.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/em><span style=\"font-weight: 400;\"><em>Those are the real factors that build solid agency-client relationships.<\/em>\u201d<\/span><\/p>\n<\/div><div class=\"expert__author\"><div class=\"expert__author__image\"><img loading=\"lazy\" decoding=\"async\" width=\"105\" height=\"105\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/image-1-105x105.png\" class=\"attachment-quote size-quote wp-post-image\" alt=\"Luke Inness\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/image-1-105x105.png.webp 105w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/image-1-44x44.png.webp 44w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/image-1-105x105@2x.png.webp 210w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/image-1-44x44@2x.png.webp 88w\" sizes=\"auto, (max-width: 105px) 100vw, 105px\" \/><\/div><div class=\"expert__author__text\"><p><a href=\"https:\/\/www.linkedin.com\/in\/lukeinness\/\">Follow Luke on LinkedIn<\/a><\/p>\n<\/div><\/div><\/div>\n<p><span style=\"font-weight: 400;\">Whichever sales methodology you choose to adopt at your agency, there\u2019s a key component that can help you keep it on track. That\u2019s the agency sales funnel, which we\u2019ll cover next.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Unpacking-the-agency-sales-funnel\"><\/span><b>Unpacking the <\/b><b>agency sales funnel<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"callout callout--definition\">\n<h3><span style=\"font-weight: 400;\">What is an <\/span><span style=\"font-weight: 400;\">agency sales funnel<\/span><span style=\"font-weight: 400;\">?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">An agency sales funnel visualizes the journey that a potential client (a.k.a. a prospect) goes through\u2014from initial awareness of the agency, to becoming a paying client. It represents the stages of engagement, with the goal of converting prospects into clients.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is typically visualized as a funnel because a lot of prospects may reach the first stage at the top of the funnel, but only a smaller number make it to the final stage, converting into a paying client.<\/span><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<p><span style=\"font-weight: 400;\">You may have heard the sales funnel referred to as more distinct phases (such as prospecting, qualification, proposal, closed won or closed lost). These stages focus on direct, sales-specific interactions. This may apply to agencies which have dedicated sales employees that will be across all stages of the funnel (from the top of the funnel nurturing them all the way through to the bottom).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, for the purposes of this post, we\u2019ve gone a little broader. This is because we acknowledge that for other agencies, different funnel stages can involve multiple agency departments working in tandem to power the sales process (and in some cases, the dedicated sales team may only step in closer to conversion).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, we\u2019ll cover some sales tactics that make up each stage of a traditional customer funnel, but clearly mark what could be owned by different departments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><div class=\"callout callout--alert\"><\/span><span style=\"font-weight: 400;\">Bear in mind that tactics and owners can obviously change between agencies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<div class=\"expert expert--image\"><div class=\"expert__text\"><p><b>Sinead shares the difference between a good sales funnel, and a great one.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<em>Of course, the fuller the funnel (i.e. the more leads\/customers you have at each stage) the better. But, make sure to have <\/em><\/span><em><span style=\"font-weight: 400;\">de<\/span><span style=\"font-weight: 400;\">-qualification criteria early on. For the sake of efficiency, it\u2019s so important that you don\u2019t spend time on prospects who aren\u2019t a good fit.\u00a0<\/span><\/em><\/p>\n<p><em>Know what industries you want to work with, and which ones you can can solve business challenges for.<\/em><span style=\"font-weight: 400;\">\u201d\u00a0<\/span><\/p>\n<\/div><div class=\"expert__author\"><div class=\"expert__author__image\"><img loading=\"lazy\" decoding=\"async\" width=\"105\" height=\"105\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-105x105.jpeg\" class=\"attachment-quote size-quote wp-post-image\" alt=\"Sinead Goggin headshot.\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-105x105.jpeg.webp 105w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-671x671.jpeg.webp 671w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-44x44.jpeg.webp 44w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-310x310.jpeg.webp 310w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin.jpeg 693w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-105x105@2x.jpeg.webp 210w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-44x44@2x.jpeg.webp 88w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Sinead-Goggin-310x310@2x.jpeg.webp 620w\" sizes=\"auto, (max-width: 105px) 100vw, 105px\" \/><\/div><div class=\"expert__author__text\"><p><a href=\"https:\/\/www.linkedin.com\/in\/sinead-goggin\">Follow Sinead on LinkedIn<\/a><\/p>\n<\/div><\/div><\/div>\n<h3>The agency sales funnel, step by step<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-7504 aligncenter\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Agency-Sales-Funnel-1-943x566.png\" alt=\"Diagram of the agency sales funnel showing the 6 stages: awareness, interest, consideration, decision, conversion, and retention.\" width=\"943\" height=\"566\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Agency-Sales-Funnel-1-943x566.png.webp 943w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Agency-Sales-Funnel-1-1042x625.png.webp 1042w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Agency-Sales-Funnel-1-310x186.png.webp 310w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Agency-Sales-Funnel-1.png 1500w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2025\/02\/Agency-Sales-Funnel-1-310x186@2x.png.webp 620w\" sizes=\"auto, (max-width: 943px) 100vw, 943px\" \/><\/p>\n<h3><b>1. Awareness (Top of the Funnel &#8211; TOFU)<\/b><\/h3>\n<p><b>Description<\/b><span style=\"font-weight: 400;\">: At the top of the agency sales funnel sits \u201cawareness\u201d. This is where potential clients first come into contact with the agency.<\/span><\/p>\n<p><b>Goal<\/b><span style=\"font-weight: 400;\">: The focus of this stage is to attract potential clients, make them aware of your agency, build brand recognition, and start to educate them about potential solutions to their pain points.<\/span><\/p>\n<p><b>Example tactics<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Marketing]: Organic marketing (e.g. content marketing and blogging, SEO, organic social)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Marketing]: Earned media (e.g. PR campaigns)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Marketing]: Paid media (e.g. PPC, social ads, display ads)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Cold outreach, prospecting, and qualifying (e.g. LinkedIn\/email)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Networking and word-of-mouth<\/span><\/li>\n<\/ul>\n<h3><b>2. Interest (Middle of the Funnel &#8211; MOFU)<\/b><\/h3>\n<p><b>Description<\/b><span style=\"font-weight: 400;\">: So, you\u2019ve got the attention of potential new clients. At this stage, prospects are starting to show interest and are looking to learn more about the agency and potential solutions.<\/span><\/p>\n<p><b>Goal<\/b><span style=\"font-weight: 400;\">: Now it\u2019s time to deepen the engagement and nurture their interest. You can do this by demonstrating expertise, trust, credibility, and value. Educate them further and about your agency\u2019s offerings\u00a0 and show them how your services align with their needs.<\/span><\/p>\n<p><b>Example tactics<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Marketing]: Email marketing (e.g. lead nurturing campaigns, newsletters)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Marketing &amp; Sales]: Events, webinars, and workshops<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Marketing]: Free resources (e.g. guides, templates, whitepapers)\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><div class=\"callout callout--protip\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cYou might offer content as a service, but when\u2019s the last time you did a content audit for your agency? Take time to understand the types of content you have for different stages of your funnel. How are they currently performing? Identify gaps to build better-performing conversion paths.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try to be consistent with your content, and make sure it addresses topics relevant to your ideal persona or industries.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">My agency partners have seen super success with webinars. Together, we really try to understand topics that matter to clients and host co-branded webinars. Take a look at your clients, business partners and peers to see if you have similar opportunities.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Sinead Goggin<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/span><\/p>\n<h3><b>3. Consideration (Middle of the Funnel &#8211; MOFU)<\/b><\/h3>\n<p><b>Description<\/b><span style=\"font-weight: 400;\">: Here, prospects are seriously evaluating the agency and comparing it to competitors. The time has come to highlight the agency&#8217;s competitive advantage, address any questions, concerns, or objections, and offer a clear, compelling proposal that highlights why your agency is the best fit to meet their needs.<\/span><\/p>\n<p><b>Goal<\/b><span style=\"font-weight: 400;\">: Position your agency as a viable solution to the prospect&#8217;s needs, and showcase how you are better than the competition.<\/span><\/p>\n<p><b>Example tactics<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Completing RFPs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Personalized email follow-ups, meetings, and phonecalls<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Pitching decks and meetings<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Detailed proposals or service offerings<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Product or service demonstrations and consultations<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Marketing &amp; Sales]: Client success stories,\u00a0 ROI-based case studies, testimonials<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Marketing &amp; Sales]: Product pages (e.g. product feature pages, pricing pages, industry pages)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Offering free audits or strategy sessions<\/span><\/li>\n<\/ul>\n<h3><b>4. Decision (Bottom of the Funnel &#8211; BOFU)<\/b><\/h3>\n<p><b>Description<\/b><span style=\"font-weight: 400;\">: We\u2019ve nearly reached the bottom of the agency sales funnel. Your proposal is on the table and this is the critical stage where the potential client will make their decision.<\/span><\/p>\n<p><b>Goal<\/b><span style=\"font-weight: 400;\">: Push the sale over the line and convince the prospect to choose your agency and commit to working together.<\/span><\/p>\n<p><b>Example tactics<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Customized contracts and SOWs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Negotiations around pricing, timelines, or deliverables<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Product or service trials, where applicable<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Follow-up meetings or calls to address last-minute concerns<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Clear and persuasive closing arguments<\/span><\/li>\n<\/ul>\n<h3><b>5. Conversion (Bottom of the Funnel &#8211; BOFU)<\/b><\/h3>\n<p><b>Description<\/b><span style=\"font-weight: 400;\">: At this stage, the agency finalizes all legal and financial details. Once the ink is dry on the dotted line, this marks the formal start of the <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/client-agency-relationship\"><span style=\"font-weight: 400;\">client-agency relationship<\/span><\/a><span style=\"font-weight: 400;\">. The prospect becomes a paying client and the agency begins delivering services. Congratulations, you have a new client!\u00a0<\/span><\/p>\n<p><b>Goal<\/b><span style=\"font-weight: 400;\">: Complete the conversion by asking the client to sign a contract. The goal at this point is also to make the transition smooth, solidify trust, and set expectations for ongoing collaboration.\u00a0<\/span><\/p>\n<p><b>Example tactics<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales]: Contract signing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales, Account Managers &amp; Project Managers]: Initial handoffs, onboarding, and team introductions\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Account Managers &amp; Project Managers]: Project kick-offs<\/span><\/li>\n<\/ul>\n<h3><b>6. Retention<\/b><\/h3>\n<p><b>Description<\/b><span style=\"font-weight: 400;\">: Post-sale activities are critical for <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-client-retention\"><span style=\"font-weight: 400;\">client retention<\/span><\/a><span style=\"font-weight: 400;\">, ensuring the client remains satisfied with the agency\u2019s work and opens the door to future projects, upselling, and potential referrals.<\/span><\/p>\n<p><b>Goal<\/b><span style=\"font-weight: 400;\">: Build long-term relationships and encourage repeat business, identify upselling and expansion opportunities.\u00a0<\/span><\/p>\n<p><b>Example tactics<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Account Managers &amp; Project Managers]: Regular check-ins and reporting<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Account Managers &amp; Project Managers]: Performance reviews and adjustments to strategy<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Account Managers]: Client satisfaction surveys<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales &amp; Account Managers]: Offering additional services or upselling<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">[Sales &amp; Account managers]: Referral and loyalty programs<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Agency-sales-strategies-for-different-agency-types\"><\/span><b>Agency sales strategies for different agency types<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Naturally, you\u2019ll have to tailor your strategy to the type of agency you\u2019re running. While all the above are best practices regardless of the kind of agency you work at, there are some more nuanced considerations to take into account.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sinead tells us it\u2019s best not to overcomplicate by creating different funnel types for different services. For example, the <\/span><span style=\"font-weight: 400;\">digital agency sales process<\/span><span style=\"font-weight: 400;\"> should look slightly different than an <\/span><span style=\"font-weight: 400;\">advertising agency sales strategy<\/span><span style=\"font-weight: 400;\">, but not radically.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, she insists on customizing your tactics to clients, rather than trying new ones altogether: <\/span><span style=\"font-weight: 400;\">\u201cKeep it simple. Understand what your client is trying to achieve, understand why, understand how they\u2019re trying to achieve it, and you\u2019ll understand how you can help, and what your marketing and sales plans should look like.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By following this advice, you can leverage the intel you gain to deliver the most persuasive assets and advice at the right stage of the <\/span><span style=\"font-weight: 400;\">agency sales funnel<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Digital\/marketing agency sales<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/h3>\n<h4><span style=\"font-weight: 400;\">Overview of digital\/marketing agencies<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">To better understand the nuances involved in a digital\/<\/span><span style=\"font-weight: 400;\">marketing agency sales process<\/span><span style=\"font-weight: 400;\">, let\u2019s first think about the nature of the work they deliver.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Digital\/marketing agencies offer services that are best delivered on a continual basis, like SEO or social media management. They also often measure performance using agency KPIs like increased ROI. In a nutshell, they typically target clients who need to improve their presence and achieve measurable results.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Recommended sales methodology for digital\/marketing agencies: <\/span><b><i>MEDDIC<\/i><\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Digital\/marketing agencies rely on data-driven strategies, and MEDDIC helps qualify leads by focusing on metrics, decision-making processes, and identifying pain points<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Since these agencies often sell based on ROI (e.g. lead generation, conversion rates), MEDDIC ensures they engage the right buyers with measurable value propositions<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">The <\/span><span style=\"font-weight: 400;\">digital\/marketing agency sales funnel:<\/span><\/h4>\n<ul>\n<li><b>Awareness stage sales tactics<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Blog posts and social media posts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">SEO &amp; PPC campaigns<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Webinars<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>Interest stage sales tactics<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Email campaigns<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Case studies and success stories<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Retargeting campaigns<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>Consideration stage sales tactics<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Free consultations or audits<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Proposals with results from previous campaigns<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ROI projections<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>Conversion stage sales tactics<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Contract negotiation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Retainer agreement setup<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Onboarding process documentation<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Digital\/marketing agency sales pitch<\/span><span style=\"font-weight: 400;\"> specifics:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">To mirror the focus on long-term results that the above sales models and sales assets emphasize, digital\/marketing agency sales pitches should focus on showcasing data-driven results and ROI.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They should include measurable outcomes (think traffic and conversions secured for previous clients) and detailed analytics. You can also further tailor pitches with insights on the client&#8217;s specific market and target audience.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Creative\/<\/span><span style=\"font-weight: 400;\">ad agency sales<\/span><\/h3>\n<h4><span style=\"font-weight: 400;\">Overview of creative\/advertising agencies:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">While their campaigns are often the most inventive, creative\/ad agencies are equally data-driven, and their clients have grown to expect that.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These agencies often target larger clients with high advertising budgets (think Pepsi, McDonald\u2019s and so on). They sell big creative ideas that involve mass media exposure, brand awareness, and market penetration.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Recommended sales methodology for creative\/advertising agencies:\u00a0<\/span><b><i>Challenger<\/i><\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The Challenger methodology is ideal for these agencies because it emphasizes teaching clients new perspectives, challenging their assumptions, and leading the conversation.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Since creative\/ad agencies often pitch bold, unconventional ideas, this approach helps them justify risks and convince clients to embrace innovative campaigns.<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">The creative\/advertising<\/span><span style=\"font-weight: 400;\"> agency sales <\/span><span style=\"font-weight: 400;\">funnel:<\/span><\/h4>\n<ul>\n<li><b>Awareness stage sales tactics<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">High-impact creative samples (video ads, OOH, etc.)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Networking and industry events<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Awards and recognitions<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>Interest stage sales tactics<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Portfolio showcases<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Free workshops\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customized ad sample packets<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>Consideration stage sales tactics<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Strategy sessions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creative pitches<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Performance metrics and forecasting samples<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>Conversion stage sales tactics<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Campaign contracts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Media buying agreements<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Launch strategy plans<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Advertising\/creative agency sales pitch specifics:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">As you can tell from the above, results sell. But, at the end of the day, creativity and emotional impact are what clients seek from these kinds of agencies, so that has to shine through any pitches your team makes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Highlight innovative concepts, showcase bold visuals, and present memorable storytelling. Use mockups or storyboards to illustrate ideas and convey a strong brand message.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Design\/web agency sales<\/span><\/h3>\n<h4><span style=\"font-weight: 400;\">Overview of design\/web agencies:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Design and web agencies operate at the intersection of creativity and technical expertise, delivering measurable results through digital channels.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Recommended sales models for design\/web agencies: <\/span><b><i>Sandler<\/i><\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sandler\u2019s consultative sales approach works well for design\/web agencies, where clients may not fully understand their needs.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">By qualifying prospects early and leading discussions with probing questions, agencies can establish trust, uncover true client needs, and avoid scope creep by setting clear expectations upfront.<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">The design\/web agency sales funnel:<\/span><\/h4>\n<ul>\n<li><b>Awareness stage sales tactics<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Portfolio (website showcases)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Social media (think visual channels like Instagram)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Online directories and reviews<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>Interest stage sales tactics<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Free consultations<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Wireframes or mockups<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Testimonials and case studies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cutting edge technology, including AI<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>Consideration stage sales tactics<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Detailed project proposals<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Project timelines with milestones<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cost analysis documents<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>Conversion stage tactics<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Project agreement documents<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Milestone payment documentation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Project kickoff agendas<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Design\/web design agency sales pitch specifics:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">In essence, the <\/span><span style=\"font-weight: 400;\">sales funnel for web\/design agency<\/span><span style=\"font-weight: 400;\"> clients should include a lot more visual elements than the other types of agencies we\u2019ve covered.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we said about other types of agency sales pitches, a good pitch reflects the desired outcome the client is looking for. For design\/web design agencies, user experience and visual appeal are key.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Present sleek designs, prototypes, and user journey maps. Emphasize the seamless integration of aesthetics with functionality, and provide tangible examples of previous design solutions tailored to the client&#8217;s industry.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The-evolution-of-your-approach-to-agency-sales\"><\/span><b>The evolution of your approach to agency sales<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As your agency grows and matures, so must your sales processes. For example, what worked in the early stages\u2014when agility (and perhaps improvisation) was key\u2014will need to evolve into a more structured, scalable system to support <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/how-to-scale-an-agency\"><span style=\"font-weight: 400;\">agency growth at scale<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Eventually, your sales strategy should become more data-driven, your lead qualification more refined, and your client relationships more strategically managed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So stay close to your agency sales process, adjust to market trends, and make sure to bring in the tools that can effectively support your agency\u2019s growth\u2014and maximize its revenue potential.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Eager to make even more impact, beyond the sales process? Dive into our in-depth eBook to learn the how well-structured resource planning can transform your revenue, with insights from some of the world\u2019s leading agencies:\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/bit.ly\/3X6lT4Q\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-943x242.jpg\" alt=\"A rectangle shaped banner in purple featuring a 3D book cover with a prompt to download an eBook about resource planning for agencies.\" width=\"943\" height=\"242\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dive into proven agency sales models, processes, and strategies with input from agency and sales experts.<\/p>\n","protected":false},"author":36,"featured_media":7498,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[55],"tags":[],"class_list":["post-7474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Agency sales: The ultimate playbook for winning business<\/title>\n<meta name=\"description\" content=\"Dive into proven agency sales models and strategies with input from agency and sales experts.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-sales\" \/>\n<meta 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