Agency sales is a trust-and-numbers fight: a skeptical owner who has been burned by an agency before, wants the price straight, and can smell a shifting number a mile away. Practice keeping yours clean.
Every agency pitch lands on an owner who has heard it before: leads, funnels, guaranteed ROI. Many have paid a retainer that produced nothing, and the moment your setup fee, ad spend, and monthly number do not add up cleanly, the call is over. Reps who have rehearsed stating one clean price, proving they know the client's trade, and closing for a specific next step win the second call; reps improvising get "send me an email."
The buyer
What you'll drill
“We tried an agency before. Paid for six months, got nothing.”
The burned-before objection: the single most common wall in agency sales, and it cannot be argued away, only de-risked.
“So is it twenty dollars a day, or fifteen hundred a month? You said both.”
Buyers track your numbers harder than you do. One inconsistent price ends the deal on the spot.
“What exactly are you doing that I can't do myself with the ads manager?”
The value question behind every agency pitch. A features list is not an answer; a specific outcome is.
“Send me an email and I'll look at it.”
The polite exit. Reps need a next step concrete enough to survive the inbox.
Sign up and ColdOpen builds a practice buyer around your own business, from a few quick questions about what you sell, or straight from your website. It works from your offer, your prices, and a library of 12 objections, easy to hard, including the one your team hears most. Pick a cold, warm, or booked call, by phone or in person, and a difficulty from Gentle to Brutal. On every plan, our team also hand-tunes that buyer with you to match how your team actually sells.
No site? Skip this. A few quick questions do the same job.
ColdOpen builds your marketing agency buyer at signup and you get 10 free practice minutes. No card required.