The Agency Win/Loss Review: Find Out Why They Actually Chose You
Run useful agency win/loss interviews, include no-decisions, and turn buyer evidence into specific changes to positioning and sales.
Most "discovery calls" are not discovery calls. They are pitches with a question mark on the front.
You know the shape of it. Fifteen minutes of rapport, five minutes of their problem, twenty-five minutes of you explaining your process, and then a proposal that lands with a thud. Sound familiar?
The agency sales process breaks in the same place almost every time, and it isn't the close. It's the first ten minutes, where you decided to be interesting instead of curious.
What follows is the whole motion. How to qualify a prospect inside five minutes so you stop donating hours to people who were never going to buy. Discovery call questions and scripts you can actually run. Pre-call research that takes fifteen minutes. Pre-mortems for the calls that matter.
Plus the uncomfortable ones: why your sales hire failed, and why "just send me a proposal" is not a win.
30 posts
Run useful agency win/loss interviews, include no-decisions, and turn buyer evidence into specific changes to positioning and sales.
Design a paid agency diagnostic around a decision buyers need to make, with useful deliverables, clear boundaries, and value beyond the next pitch.
Help your agency prospect explain the business case, answer internal objections, and move a decision forward when you aren't in the room.
Build the role, lead supply, decision rules, and coaching plan your first agency salesperson needs before you hand them a revenue target.
Test whether your team can qualify, advance, price, and hand off agency deals without the founder rescuing every conversation.
A discovery call example for agencies, played out line by line: how to open, how to get them talking about the real problem, how to go deeper instead of pitching, and how to close. Plus the flexible flow to follow instead of a rigid script.
A discovery call checklist for agencies, split into before, during, and after the call, plus a copy-and-paste template. Stop winging your discovery calls and start running them on a system.
The discovery call questions that get agency prospects talking about their real problem, grouped by what each one uncovers: problem size, goals, urgency, decision-making, and what they have already tried. Plus the questions that quietly cost you the deal.
You lose winnable deals because you walk into the call on autopilot and get surprised by an objection you could have seen coming. The fix is a sales pre-mortem: before you dial, hunt every reason the deal could die and build the answer into your pitch.
Most agencies track the wrong sales metrics. The only one that matters is meaningful sales conversations per week, conversations with problem owners who can say yes or no.
"They didn't want it bad enough" is what owners say when they didn't build a system. Sales hires fail because the structure handed to them was broken. Here's the pattern, the three actual fixes, and why the next hire goes the same way without them.
The Claude and GPT prompts agencies actually use to prepare for, score, and recap discovery calls. Four drop-in templates with examples and rubrics. Replace your ad-hoc workflow with a system.
One discovery call framework breaks the moment you sell to multiple buyer types. A 30-minute call with a founder needs different prep than a 60-minute call with procurement. Here's the framework that scales to both.
Most agency owners over-prep for discovery calls or skip prep entirely. Neither works. This is the 15-minute checklist that hits the three things that actually change the conversation.
Stop performing and start serving. The agency founders who close the best deals treat sales as diagnosis & partnership, not a theatrical performance.
You don't need a 45-minute call to do a basic prospect qualification. Here's how to read the signals in the first five minutes and why walking away early is one of the most profitable skills an agency can develop.
Most agencies treat discovery calls like sales calls and blow the deal before it starts. Here's the real difference between a discovery call and a sales call - and how to use a discovery call to close more deals.
When a prospect says "just send me a proposal," most agencies panic and comply. That's the wrong move. Here's what they're really saying and how to respond without wasting your time OR losing the deal.
After 25 years watching agencies (including my won) blow discovery calls, here's the pattern that kills more deals than anything else and the framework we built to fix it.
The best sales books, tools & frameworks for agency owners. Curated for founders who sell or want to stop selling themselves.
How to create real urgency in your agency sales process without resorting to fake scarcity or manipulation tactics.
A framework for running the perfect agency sales call — from opening to discovery to close. No manipulation, just service.
The #1 reason prospects don't buy is risk. Here's how to systematically reduce perceived risk in your agency sales process.
When a prospect says 'let me think about it,' the deal isn't dead — but your next move matters. Here's how to respond without being pushy.
Sales anxiety is real for agency owners. Here's how to shift from dreading calls to leading conversations with confidence.
Trust is the currency of agency sales. The fastest, most authentic way to build it — before, during, and after the sale.
Upfront offers reduce risk and build trust. How to design starter engagements that convert prospects into long-term clients.
Small team? No big clients? Niche focus? Your perceived disadvantages might actually be your greatest competitive moats.
The 3Ps — a simple framework for structuring agency sales conversations that feel natural and close consistently.
A recorded webinar on building sales readiness in your agency. From mindset to process to execution.
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