Course 1
The Art of Modern
Agency Selling  

Build a structured, repeatable approach to agency sales so you can qualify better, control deals,
and win higher-value work with confidence.


The Art of Modern Agency Selling

This is the first part of an 8-part programme that explains how agency deals work, where they fail, and the structure needed to qualify and advance opportunities confidently.

What You’ll Gain:

How agency buyers actually make decisions
Where deals stall — and why
A clear structure to qualify and progress opportunities
More control and confidence in every conversation

Course  content

What Changes After This Course

Here's what the 12 modules cover — and why each one matters.

course 1 content

What’s included in
Course 1: 

01.
Welcome & Introduction
Most agencies don’t lose deals because of poor ideas; they lose them through a lack of structure and unclear commercial conversations. Modern agency selling is about leading the process, understanding how buyers decide, and creating clarity at every stage. This course sets the foundation for structured, consistent sales—helping you improve conversations, progression, and decision-making across every opportunity.
02.
The Modern Agency Seller
High-performing agencies don’t rely on instinct; they follow a clear standard of what good looks like in sales. This module defines the modern agency seller as someone who leads the process, brings commercial clarity, and helps buyers make confident decisions.

Handout - Old v Modern Selling

03.
The Six Core Traits of the Modern Agency Seller
Winning better work comes down to repeatable behaviour, not personality. This module breaks down the six core traits that enable sellers to lead conversations, qualify effectively, and maintain control of deal progression.

Handout - The Six Core Traits of the Modern Agency Seller
Exercise - Traits Self Assessment
04.
How Agency Buyers Actually Buy
Most agencies sell based on their process, not on how buyers make decisions. This module explores buyer thinking, risk, and internal pressures, helping you align your approach to how decisions are really made.

How Agency Buyers Buy - Cheat Sheet
05.
Understanding the End-to-End Agency Sales Journey
Many agencies operate without a defined sales process. This module maps the full journey from enquiry to close, showing how to structure each stage and maintain control throughout.

Handout - What Good Looks Like
Handout - The 9 Stage Agency Sales Journey Map
Exercise - Deal Retrospective
06.
Control, Credibility & Commercial Leadership
Strong sales is about being trusted to lead, not just persuade. This module shows how to establish control, build credibility, and guide buyers with clear commercial leadership.

Handout - Control vs Compliance Guide
Handout - Deal Drift Warning Signs
Exercise - Deal Control Reset
07.
The Psychology of Buyer Behaviour in Agency Sales
Buyer decisions are driven by risk, pressure, and internal perception. This module helps you understand what sits beneath behaviour so you can respond effectively and build confidence in the decision.

Handout - Buyer Behaviour Signals
Handout - Buyer Psychology Checklist
Exercise - Buyer Behaviour Observation

08.
What Good Sales Looks Like in a Modern Agency
Most agencies can’t clearly define what good sales looks like. This module sets a clear benchmark, helping you build consistent, repeatable behaviours across your team.

Handout - Commercial Ownership Prompts
Handout - False Momentum Warning Signs
Handout - Good Sales Behaviour Checklist

09.
The Commercial Impact of Fast First Response
Your first response sets the tone for the entire deal. This module shows how to respond with structure and intent to improve engagement and conversion from the outset.

Handout - Fast First Response Framework
Handout - Inbound SLA Template
Handout - KPI Dashboard Template Fast First Response

10.
Common Mistakes That Hold Agencies Back
Many agencies are limited by habits they don’t recognise. This module highlights the most common mistakes and shows how to correct them to improve performance.

11.
The Cost of Poor Sales Decisions in Agencies
Some of the highest costs come from the wrong deals won. This module explores how poor decisions impact margin and delivery—and how to avoid them.

Handout - Sales Decision Filter

12.
Founder-Led vs Sales-Led Growth
Founder-led selling creates bottlenecks and limits scale. This module shows how to transition to a structured, sales-led model that enables consistent growth without relying on a single individual.

Handout - Dependency Assessment
Exercise - Define One Structural Move
13
Trainers Close
Congratulations, you have finished this module.  Listen to a final message from your trainer and founder to complete the module.

Why This Course Matters

Most agencies don’t lose deals because they lack ideas
They lose them because there's no consistent definition of what good sales actually looks like.

That gap is expensive.

It shows up as stalled deals, discounted proposals, and a pipeline that looks healthy until it quietly isn't. Most agencies accept it as normal. It isn't.

Course 1 gives you the foundation to change it
a structured, repeatable approach built specifically around how agency deals work.

Start With Course 1

The Programme Begins Here

Individuals

Early Access Course 1
£195   Now £156
Using code  EARLY20  
Full access to Course 1
12 practical modules with exercises and downloadable tools.
Lifetime access.

Each module includes exercises, quizzes, and downloadable tools to help you qualify better, lead conversations, and close higher deals.
  • Close Better Deals
  • Qualify With Confidence
  • Accelerate your Career

Agency - 5 Seat Plan

Early Access 5 Seat Plan Course 1
£975   Now £780
Using code  EARLY20  
Equip your team with Course 1
12 practical modules with exercises and downloadable tools.
Lifetime access.

This multi-seat package enables you to train 5 key members.  After you complete your purchase, we will contact you to register your users.
  • Team Sales Consistency
  • Multiseat Savings
  • Early Adopter Discounts

What This Looks Like in Practice

What happens when you apply this in day-to-day sales activity

# QUALIFICATION

 More confident early-stage qualification, reducing time spent on low-fit opportunities

# PROGRESSION

 Stronger control of deal progression with clearer next steps and stakeholder alignment

# VALUE

 Reduced reliance on discounting through more structured, value-led conversations
Your Agency trainer & Founder

Craig Birch

Craig spent three decades inside and alongside agencies, watching talented teams lose work they deserved to win. Not because their ideas weren't good enough. Because no one was leading the sales process.

When he looked for training that addressed this specifically -  the complex stakeholder dynamics, the half-formed briefs, the budgets that were never confirmed, it didn't exist. So he built it.

Every module in this course reflects something he's seen fail in a live agency environment, and the fix that actually worked.
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