Have you ever thought about your sales process as a predictable system rather than a chaotic series of conversations? Just like any other operational task in your agency, sales calls can—and should—be approached methodically. But many agency owners don’t see it this way, leading to unpredictable results and frustration.
Warning signs you need to revamp your sales script include:
- Consistently losing potential clients to competitors.
- Feeling anxious or unprepared before every sales call.
- Stumbling over your words when faced with common objections.
- Regularly offering discounts to close deals, which hurts your profit margins.
- Leaving calls feeling like you didn't fully convey your agency's value.
Strategize Your Flow
The reality is, that no sales call will ever be met with zero objections. The best salespeople are not the ones who face no objections but rather the ones who can overcome them seamlessly. To do this, you need to spend some time actually researching and thinking through the objections you often get.
Here are some examples of the most common sales objections to anticipate as an agency owner:
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“We don’t have the budget right now.”
- Example Response: “I understand budget constraints can be challenging. Can you share more about your budget timeline? We might be able to structure a phased approach that fits within your financial plan.”
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“We’ve tried similar services before and didn’t see results.”
- Example Response: “That’s a common concern. Can you tell me more about what didn’t work? Our approach is different because [unique value proposition], and we focus on measurable outcomes.”
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“We’re happy with our current provider.”
- Example Response: “That’s great to hear. Can I ask what you like most about their services? Our goal is to complement and enhance what’s already working for you.”
With a little research and preparation, you can navigate these conversations confidently, without the usual stress and uncertainty that often accompanies sales calls. This strategic approach helps you stay calm and focused, allowing you to guide the prospect toward seeing the value in your services.
Building the Script: Anatomy of a Perfect Pitch
Envision your sales conversations like a flow chart. It should follow a sequence of steps and yes/no branches depending on the prospect’s responses. By hypothesizing all possible responses and preparing for them, you give yourself the power to steer the conversation towards a successful close.
Start with a Goal:
Every sales call should have a clear objective. Remember, the goal is not to make a sale on the first call but to evaluate whether the prospect is a good fit for your services. This means understanding their needs and positioning your agency as the solution.
Follow a structured agenda:
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Introduction:
- Build rapport and set the agenda for the call. Try: “I’m excited to learn more about your business and discuss how we might be able to help you achieve your goals.”
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Discovery Phase:
- Ask open-ended questions to uncover pain points and needs. Try: “Can you walk me through your current challenges and what you’re hoping to achieve in the next six months?”
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Positioning Your Offer:
- Align your services with the prospect’s needs. Example: “Based on what you’ve shared, it sounds like [specific service] could really help you overcome [specific challenge]. Here’s how…”
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Handling Objections:
- Be prepared with responses to common objections. Try: “I understand budget constraints can be a concern. Let’s explore a solution that fits within your budget.”
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Closing:
- Summarize the benefits and set the next steps. Try: “I believe our approach can significantly improve your [specific outcome]. Let’s schedule a follow-up meeting to discuss a detailed proposal.”
Without a structured plan, you’re likely to miss key points and fail to convey your value effectively. A well-organized script helps you stay on time, ensuring you cover all necessary aspects and leave a strong impression.
Channel Your “Why”
Remember your favorite teacher from school—the one who made even the most boring subjects engaging? They likely told stories, showed enthusiasm, and made learning fun. As an agency owner, you need to channel the same energy in your sales calls.
Here are some organic ways you can inject passion into your sales calls:
- Share Personal Stories: “I remember working with a client who faced a similar issue. We implemented [solution], and the results were incredible…”
- Show Enthusiasm: “I’m really excited about the possibility of working together because I believe our approach can truly make a difference for your business…”
- Highlight Your Dedication: “I’m committed to ensuring that you achieve your goals, and I’m confident that our partnership can help you get there…”
- Emphasize Your Expertise: “Having worked in this industry for [number] years, I’m passionate about finding innovative solutions to help clients like you…”
By injecting your personality and enthusiasm into your sales calls, you create a memorable and impactful connection with your prospects. This approach not only makes the conversation more engaging but also helps build trust and rapport.
The Money Talk
Now comes the dreaded moment - discussing your pricing. If so you’re not alone - it can be a high-stakes moment, especially if your agency is struggling to gain financial momentum. This often leads to underpricing your services or offering unnecessary discounts for the sake of closing a deal, which only hurts your profit margins in the long run.
Instead, treat the money conversation no differently than the rest of your script. Follow these steps to discuss pricing with more confidence:
- Articulate the Value: Clearly explain the value your services bring. Example: “Our strategy not only increases your online visibility but also drives targeted traffic, leading to higher conversion rates.”
- Outline the Price: Be transparent about your pricing. Example: “The investment for our services is [price], which includes [specific deliverables].”
- Say Nothing: After stating the price, remain silent. This allows the prospect to process the information and respond.
When you approach pricing discussions with confidence and clarity, you reduce the perceived risk for the prospect. This creates a more comfortable environment, setting a better stage for a successful close.
Want to learn more? Watch our video below about Why Your Agency Has 0 Leads & How To Fix It. Check out our Youtube Channel for more industry insights.