Podcast: Embed

Closing agency deals doesn’t have to feel awkward or desperate. In fact, with the right sales process, you can shift from chasing prospects to guiding them through a clear, confident conversation that builds trust and leads to higher close rates.

My agency has used this exact process to close over $40 million in services, and more than 176 other agencies have implemented it to reach seven figures. Here’s the breakdown.

1. Do Your Homework Before the Call

Preparation is everything. Before every sales call:

  • Audit the prospect’s website for conversion gaps.

  • Run a ranking report to find keyword blind spots.

  • Test their forms and response times.

  • Take screenshots of issues so you can show proof later.

This instantly sets you apart, you’re not pitching, you’re demonstrating where growth is being left on the table.

2. Take Control Early

Prospects feel at ease when they know what to expect. Start the call by saying:

👉 “I follow a specific process on these calls: I’ll learn about your situation, show you what I found, and then we’ll see if it makes sense to work together.”

This positions you as the expert with a plan, not a desperate salesperson.

3. Ask the Right Questions

Go deeper than surface-level metrics. Don’t just ask about revenue goals, ask why those goals matter and what happens if nothing changes.

When prospects talk through their frustrations and future goals, they begin selling themselves on the need for change.

4. Present Your Findings Clearly

Show your research like a doctor presenting a diagnosis:

  • Why their site isn’t converting.

  • Which keywords they’re missing.

  • Why leads are going cold due to slow follow-up.

Connect the dots between these issues and their missed growth targets. Spell it out so there’s no guesswork.

5. Close Without Pressure

Instead of pushing for payment, schedule the next step:

👉 “Let’s book your kickoff call for Thursday at 2 PM. Does that work?”

Once they agree, payment and contracts become a natural part of the process. This “assumptive close” feels effortless and dramatically improves close rates.

6. Follow Up the Right Way

Even with a strong process, not everyone buys immediately. That’s why a two-week follow-up window is essential.

  • Send something physical (case studies, testimonials, a book).

  • Engineer urgency with a polite deadline.

  • Use a disconnect message if needed: “Since we agreed to decide by Friday, I assume you chose another direction. Can you share what led to that decision?”

This keeps your pipeline clean while maintaining professionalism.

Final Thoughts

This framework removes the stress from sales calls. By preparing thoroughly, taking control, asking the right questions, and closing naturally, you’ll notice higher conversion rates and stronger client relationships.

It’s the same process that’s helped hundreds of agencies scale to seven figures.