NO. 11 · AGENCY · EDITION 1.0

Agency Sales Systems

A repeatable path from first call to signed proposal, with the scripts and trackers.

$149

PDF · 83 pages · 10 templates · 30-min call · Verified 2026-10

Includes a call of 30 minutes with a specialist from the desk. Book within 60 days of purchase.

Full refund within 30 days, no questions. Free updates to this edition.

Only 7% of agency leaders described their new business pipeline as strong and expanding in 2025, and 75% named referrals as their best source (RSW/US). This is the working manual for an agency sales system: who you are for, sources beyond referrals, fast response, real discovery, proposals with options and a pipeline you can forecast.

About this book

Most agencies grow through referrals and the founder's network, until a large client leaves and the pipeline is empty. Buyers also decide more on their own: most check the agency's website, and many rule firms out without ever talking to them.

This book defines the ideal client and scores prospects for fit, adds referral, inbound, outbound and partner sources with a conversation plan, sets a fast response rule and a first-call script, runs discovery that earns the right to propose, writes proposals and RFP responses that win, follows up to a decision, and builds a weighted pipeline against the target.

It is written for agency founders, new business leads and senior people who sell alongside delivering. It comes with ten templates, including a qualification scorecard, an RFP go/no-go sheet and a pipeline tracker. Every number carries its source and date.

How to use this book 5
01 Why agencies need a sales system 9
02 Decide who you are for 17
03 More than referrals 23
04 Respond fast and qualify honestly 31
05 Discovery that earns the right to propose 39
06 Proposals and RFPs that win 47
07 Follow up, negotiate and close 55
08 The pipeline you can see and forecast 63
09 The sales rhythm and the 90-day plan 69
How this book was verified 75
All sources 77
The template pack 79
Changelog for this edition 81

INCLUDED

Your 30-minute consultation

Every copy of this book includes one video call with a specialist from the desk, to apply the book to your situation.

01Get your linkIt comes with your download, by email and in your account.
02Book within 60 daysPick a time. Send your site, account or question ahead if you can.
03Leave with next stepsWe work through your case using the book's method and its templates.

The call is practical marketing guidance. It is not legal, tax or financial advice.

What's inside

The book, plus 10 templates you can use the same day.

ideal-client-scorecard.xlsx SPREADSHEET Defines the ideal client from your past clients (profitable, stayed, grew, referred, enjoyable), sets weighted fit criteria, and scores each prospect from 0 to 100 with a pursue, nurture or decline recommendation. Includes a sheet comparing the fit scores of won and lost prospects, so the criteria can be tested against results.
lead-source-planner.xlsx SPREADSHEET Works back from a new client target to the conversations needed from each source, using your own conversion rates from conversation to proposal and proposal to win. Shows the weekly activity each source needs (asks for referrals, content published, outbound contacts, partner meetings) and tracks actual conversations against plan by month.
discovery-call-script.docx DOCUMENT A script for the first 20 to 30 minute call: opening, the questions on the situation, the problem, the goal, the timeline, the decision process and the budget range, a short description of how the agency works, and the close: agreeing the next step or a respectful decline. Includes a one-page note sheet.
qualification-scorecard.xlsx SPREADSHEET Records every enquiry: source, date and time received, time to first reply, first-call date, fit score, the five qualification answers, the decision (pursue, nurture, decline) and the reason. Reports response times, qualification rate by source and the most common reasons for declining.
discovery-meeting-guide.docx DOCUMENT A guide for the 60 to 90 minute discovery meeting: preparation checklist, the five parts with questions for each, a value worksheet that turns the buyer's numbers into an estimate, a risk list (what worries the buyer about changing agency), and a summary to send back within a day.
proposal-template.docx DOCUMENT A proposal template in seven parts: goal and value in the buyer's numbers, what we found, the plan, the first 90 days, the team, three options with scope and price, and next steps. Includes guidance notes for each part and a checklist to run before sending.
rfp-go-no-go.xlsx SPREADSHEET Scores each RFP on seven weighted questions and recommends go, go with conditions or no-go against a threshold you set. Logs the hours spent and the outcome of every RFP answered, and reports win rate and hours per win for high-scoring and low-scoring RFPs separately.
follow-up-sequence.docx DOCUMENT Messages for each step of the follow-up sequence, from the thank-you note to the closing question, with notes on tone and timing. Includes the questions to agree the next step at the proposal meeting and a short template for the loss review.
agency-pipeline-tracker.xlsx SPREADSHEET A pipeline tracker: one row per opportunity with source, fit score, stage, first-year value, expected close month, next step and date, and the win or loss reason. Calculates the weighted pipeline by month against the new business target, conversion between stages, average days in each stage, and flags opportunities with no next step or overdue dates.
sales-90-day-plan.xlsx SPREADSHEET The 13-week plan below as a tracker with owners, exit criteria and due dates calculated from a start date, plus a weekly activity log for referral asks, outbound touches, content published, enquiries answered and follow-ups sent, against weekly targets.

THE RECEIPTS

Sources this book draws on

The main sources behind the numbers in this book. The book cites each one in the sentence where it is used, and lists every source with the date we accessed it.