Practice by profession
Practise agency new business calls with marketing leads who have an agency already
Marketing leads hear from agencies every week, and most are already tied to one. Practise a relevant opener and a low-pressure first meeting with an AI client.
Who this is for
You win new clients for a creative, digital, PR or marketing agency, calling heads of marketing and founders who are guarded about their time and current partners. The sales cycle is long, built on credentials, chemistry and the right moment. Your calls open that door; they do not close the deal.
The five hardest moments in the call
In the order they usually appear. Find the one where you tend to lose the customer.
- Having a reason that is about them. A generic agency intro fails. Mention something specific, such as a launch, a hire or a campaign, and tie your call to it in one sentence.
- Responding to "we have an agency". This is the most common answer. Acknowledge it, ask what they are happy with, and what they wish was different, without criticising their agency.
- Asking about the business problem. Move from services to outcomes. Ask what they are trying to achieve this year and what is getting in the way of it.
- Offering a light first step. Propose a short conversation or a useful piece of thinking, not a pitch. A small ask is easier to agree to than a credentials presentation.
- Staying in touch through a long cycle. Contracts come up for review once a year or so. Ask when the next review is, and agree to share something useful until then.
Three objections and strong answers
Example wording to adapt. Use your own words and the facts of the conversation.
- The customer says: We are happy with our current agency.
- A strong answer: Good to hear, and I am not suggesting otherwise. Many of our clients started by having us look at one project alongside their agency. If you ever review your set-up, would it be useful to have us in mind?
- The customer says: We have no budget for new work right now.
- A strong answer: Understood. When do budgets for next year usually get planned? I could send one short piece of thinking on [topic] in the meantime, with no strings, and ring you around planning time if that suits you.
- The customer says: What makes you different from every other agency?
- A strong answer: Honestly, the best way to tell is to hear how we think about your problem. Rather than claim anything, could we have twenty minutes where I ask about your goals and share one idea? You can judge then.
A 30-second opener
Replace the [placeholders], then say it out loud. It should take about thirty seconds.
Hello [name], it is [your name] from [agency]. I saw that [specific trigger, for example a launch or a new hire] and it made me curious how you are approaching [challenge]. I do not want to pitch you on a call. I would just like to ask one or two questions, and if it is useful, suggest a short conversation. Is that all right?
A five-minute practice drill
Do this out loud, not in your head.
Set-up: Ask for an AI client who is a head of marketing, polite but guarded, with an agency of record and a recent launch they are proud of.
Steps:
- Open with one specific observation and one question about their goals.
- Respond to the "we have an agency" line without criticising anyone.
- Ask for a short first conversation or agree a review date.
How to tell it worked: The client talked about their goals for more than half the call and you left with a small, specific next step.
Educational conversation training. It is not legal, financial or medical advice and it promises no results. Always follow your company’s rules and the applicable regulations.
Practise this call out loud
Talk to an AI client who plays your customer and read in the report which sentence helped and which to say differently.
Questions about this role
How do I practise opening when I know little about the prospect?
Give the AI client a short, realistic company profile and a recent news item, then rehearse building your opener around it. The review shows whether your reason was genuinely specific to them or could have been sent to anyone.
Should I mention my agency's work on the first call?
Sparingly. Practise using one short, relevant example only when it answers something the client said. The feedback will show if you moved to credentials before understanding their goal, which tends to end the call early.
How do I rehearse the follow-up in a long cycle?
Ask the AI client to be warm but not ready for months. Practise a call that shares something useful, asks when contracts are reviewed and agrees a light next touch. That pacing is what keeps you in mind without pestering.