Most agencies don't
have a sales process.

They have
lots of conversations.

Qualify properly. Control deals. Close higher-value projects

Recognise any of these?

Your agency's sales process appears structured but is shaped by instinct and experience, leading to unpredictability, scalability issues, and no consistent process.

Inconsistent
Pipeline 

Opportunities that look strong on paper but quietly fall apart as you engage

Discounting to
Win Deals

Price becomes the lever, and proposals get reshaped, delayed, or discounted

Poor Opportunity
Qualification

Time invested in customers and potential deals that were never viable in the first place

No Clear Sales
Process

Every salesperson handles opportunities differently, with no consistent structure.

Stalled Deals Not Converting

Opportunities that look promising lose momentum and quietly drift 

Reliance on  Individuals

Results depend on specific people rather than a system the whole team can use.

Built for agencies that sell complex, high-value work

Hear directly from our founder on why agencies need to invest in formal sales training for their teams 

Write your awesome label here.

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

30-Day Money-Back Guarantee

Complete the course within 30 days. If it hasn’t changed how you approach agency sales, we’ll refund you in full — no awkward questions.
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.

WIN ONE BETTER CLIENT, AND THIS PAYS FOR ITSELF MANY TIMES OVER 

Course 1 is live now.
Courses 2–8 launch through 2026.

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

Start with Course 1 and unlock exclusive pricing on all future courses as they are released.

Frequently asked questions

About the Course

Is this relevant to my type of agency?

The programme has been built across creative, brand, digital, performance, ecommerce, and B2B agency environments. If your agency sells complex, project-based work to business clients, the frameworks apply directly. This isn't a generic sales course retrofitted for agencies — it was built from agency deal experience from the ground up.

How is this different from other sales training?

Most sales training is built for software companies, retail teams, or B2C environments. Agency deals work differently — longer qualification cycles, half-formed briefs, multi-stakeholder decisions, and projects where the scope is still being defined when the conversation starts. This programme is built specifically around those dynamics.

How long does each course take to complete?

Course 1 contains 12 modules and is designed to be completed at your own pace. Most learners work through it over two to three weeks, fitting it around client work. You have lifetime access, so there's no pressure to rush.

Do I get lifetime access?

Yes. Once you purchase a course, you have permanent access to all its content — including any updates made to it over time. You can revisit modules as your team grows or your sales situation changes.

About the Programme

How many courses are in the full programme?

The full Agency Sales Mastery Programme is 8 courses covering the complete end-to-end sales cycle — from qualification and discovery through to proposals, closing, negotiation, and account expansion. Courses are launching sequentially through 2026.

If I buy Course 1 now, do I get access to the rest of the programme?

Each course is a separate purchase. Buying Course 1 gives you full access to Course 1. Future courses will be available to purchase as they launch. Early access buyers will be notified first and will have the opportunity to purchase future courses at preferential rates.

In what order should I take the courses?

The programme is designed to be taken in sequence — Course 1 builds the foundation that the later courses build on. Starting with Course 1 is the right entry point regardless of your experience level.

About the Team Plan

Who is the 5-seat plan designed for?

It's designed for agencies that want to build a consistent sales approach across their team rather than relying on one or two individuals. It works well for new business teams, account managers who are expected to grow existing clients, and founders who want to step back from leading every deal themselves.

Can the 5 seats be used by people in different roles?

Yes — the 5 seats can be allocated to any 5 people in your organisation. Many agencies use a mix of roles: a founder, a new business lead, and account managers who are responsible for upselling and renewals.

How do I assign seats to my team?

After purchase you'll receive instructions to assign seats to your chosen team members. Each person gets their own individual login and progress is tracked separately, so you can see who has completed what.

Can I buy more than 5 seats?

If you need more than 5 seats, get in touch at info@agencysales.pro and we'll put together a plan that works for your team size.

About the Guarantee

What is the money-back guarantee?

Complete the course within 30 days of purchase. If you don't feel it has changed how you approach agency sales, email us for a full refund. No forms, no lengthy process.

Why is completion required for the refund?

The frameworks in this programme only deliver value if you work through them — reading the module descriptions won't change how you sell. The completion requirement exists to make sure you've given the material a genuine chance before deciding it isn't for you. In our experience, people who complete the course don't ask for refunds.

Practical Questions

Can I access the course on mobile?

Yes — the platform works on desktop, tablet, and mobile. You can work through modules wherever suits you.

Is there any ongoing support or community?

Course 1 is a self-paced programme. If you have questions about the content or want to discuss how to apply specific frameworks to your agency's situation, you can reach the team directly at info@agencysales.pro.

I have a question that isn't answered here

Email info@agencysales.pro and Craig will come back to you directly.
- Your Agency trainer & Founder

Craig Birch

With three decades of agency sales experience across creative, digital, ecommerce, and B2B environments, Craig has seen the same patterns repeat across hundreds of deals.

Talented agencies. Strong ideas. No consistent process for winning work.

Agency Sales Pro is his answer to that. A structured system built from real deals, not a classroom.
Write your awesome label here.

who is this programme for

Built for agency founders, sales leads, and growing teams

This isn’t about learning more, it’s about improving how your agency actually wins work.

Founder / Head of Sales

Empower your team to grow without you

Many agencies rely too heavily on the founder. This programme gives your team the structure and confidence to close deals independently.


New Business & Sales Teams

Put in place a scalable sales system

Without structure, deals stall and outcomes become inconsistent. This programme gives your team a clear framework to win more work.


Aspiring Sales Professionals

Confidence and capability from day one

Without a framework, agency sales lead to bad habits and slow progress. This programme gives you a foundation to accelerate your career.

Start with Course 1 

WAS £195   NOW £156 
30-day money-back guarantee. No awkward questions. 
EARLY ACCESS CODE
(Automatically applied at checkout)

EARLY20

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