How To Ultimately Improve And Refine Your Sales Process As An Agency Owner


There’s one thing I’m sure all agency owners can agree with:

Sales ultimately cures (almost) everything in business.

That’s why sales was the first thing I tried to focus on when I first started Jakt, and the last thing I fired myself from when I was taking steps to become the architect of the machine.

It’s THAT important.

So I understand if you get disappointed when you leave a sales call that doesn't go your way.

No buy-in. No interest. Nothing.

Frustrating, isn’t it?

This happened not too long ago to a member of our private community for agency owners.

So he came to us and asked what specific steps he could take to get better at selling on the phone (and, preferably, if there was any way to cut down on the learning curve).

The truth is, the way I personally got better at it was by... selling over.

And over.

And over.

And over again.

Do it for 7 years on a consistent basis and (surprise!) you get much, much better at it.

Now, I know you didn’t click on this article just to leave with that -- that’d make for a pretty stale read.


I want to point you towards some things I found personally helpful to improve my sales process over time.

Refining your sales process

1. Put in the reps

In the very beginning, I was taking only a few sales meetings per week.

Once I started doing at least one per day (and towards its peak, multiple per day) the acceleration of learning happened.

2. Make sure you are in control of the sales process

Always make sure there is a next step that is clear and there’s not an easy way to ignore.

If it’s an email, always try to end with a question so it’s easier for them to respond.

“How does next Tuesday work…” vs “Let me know” has higher response rates from my experience.

3. Talk about pricing when you can handle objections

When talking about pricing, I always prefer to do it over the phone or in-person.

This way, I can handle any objection that comes up live.

It’s very easy for someone to see pricing by themselves, be in their own heads, and then just never reply or just say “no” to it.

Now, it’s important that you don’t forget something:

Selling isn’t the “be-all and end-all”

“Anybody can sell you once, but… can you sell the same person 10 times?”

I read this on a Tweet once and thought it was a great question.

You see, there's a common trait I’ve seen amongst the best salespeople I’ve met over the years.

They not only sell… they also deliver results and build real relationships with their clients.

This is something I personally experienced at Jakt:

When you focus on the transactional and you’re just looking to sell someone, instead of looking to serve them + building a real relationship with them…

… you’ll only win in the short-term.

Yes, you might close them. But if you don’t take care of the rest and play the long game, you might have a leaky bucket.

Clients will leave before you close new ones, so you won’t stack revenue on top and grow.

Or worse, you’ll churn them faster than you’re gaining them and have revenue going down each month.

If the growth of your agency is a priority, then you need to…

1. Deliver great work


2. Have an amazing customer experience

I’ve found that these two are what makes clients like and trust you more.

Which will make it more likely they continue to work with you and have the chance to upsell them later.

One last caveat:

While a great deal on how successful you’ll be at sales comes down to your performance during the actual call...

...there’s ONE thing many new agency owners miss when it comes to this:

No matter how great your sales proposal is…

No matter how great your pitch was…

Not all potential clients will be in need of your services right away.

In fact, some might not be ready to work with you until weeks, months, or even years from now.

And that’s why it’s critical you stay “top of mind” with your customers.

But this comes with its own set of questions:

  • How (and when) should you do it?
  • How often?
  • What’s the most effective channel for it?

In my experience, what worked best for me was to…

Reverse-engineer who I wanted to stay top of mind.

There are 2 ways of staying top of mind.

One’s active: you’re directly engaging with your potential client.

(In-person meetings, video chat, text messages…)

These are less scalable but have more impact.

The other's passive: you’re indirectly engaging with them.

(Posting content on social media, speaking events, podcasts, etc.)

These have less impact on each person but can be scaled.

Depending on who I wanted to speak to, I favored one channel over the rest.

For example:

If a channel partner at Jakt wasn't active on social media, I'd recurrently send them a text message or an email.

If they preferred talking through DMs, I'd chat with them there.

If possible though, I'd try to go for the in-person meeting.


There ultimately many things you ultimately will be working on over the years to truly refine your sales skills and process.

It took me a lot of years to get to the point where I began considering myself as someone that was “good” at it.

But if you want to take it a step further to help cut down the learning curve and improve things much quicker...

Check this out.


  1. To help refine your sales process, make sure that you’re putting in the reps over time and taking on sales calls multiple times per week (remember to look to be always in control and avoid talking about pricing over when you can’t handle immediate objections).
  2. Selling isn’t the “be-all and end-all” If you don’t take care of the rest and pay attention to customer service, you’ll only create big leaky buckets for yourself and your agency.
  3. Lastly, remember that not all potential clients will be in need of your services right away - so make sure to stay top of mind with potential leads over time.

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