The Definitive Guide To Launching A B2B Sales & Lead Generation Agency  

by Lee Gladish in May 18th, 2021
How to communicate with your agency clients

Introduction

Who is this guide for?

The Definitive Guide to Launching a B2B Sales and Lead Generation Agency is for anyone who wants to learn how to launch their own B2B sales and lead generation agency, the right way.

Whether you're just getting into entrepreneurship or have been around the block, this guide will equip you with everything you need to know about the costs involved, the processes you need to have in place, as well as the necessary templates and frameworks you'll need to get started.

Why start a B2B sales and Lead Gen agency?

As an entrepreneur or agency owner looking for more work, you know this first hand – having a steady pipeline of clients is hard.

If you have experience in sales or marketing or wish to build core skills around cold outreach, copywriting, and/or lead generation, then running your own B2B sales and lead generation agency could be the perfect fit for you.

Even if you don’t have any experience, equipped with this guide, you can start your own sales agency for less than $1,000.

Earlier this year, LinkedIn revealed that the average B2B sales and lead generation agency brings in $3.5M in revenue annually and employs around 17 team members.

Let’s do the math... if your agency made $3.5M last year and had an annual payroll of $750K ($17 per hour x 40 hours per week x 50 weeks), then your personal share would be ~ $1M after taxes!!

Let's have a look at the core fundamentals of starting your own B2B sales, lead generation, cold email outreach, appointment setting, or outbound agency!

Picking a niche to serve

You’ve probably read this one a thousand times, the more specific you can get with your definition of a niche, the better.

Why? For starters, without picking a niche and focusing on one specific industry or market segment (e.g. supply chain), it will gradually become harder for you to tailor your services to the needs of one type of client. Additionally, if two types of clients want two different outcomes or workflows you'll be spending more time catering to individual needs instead of getting more work done in less time by only serving one type of clientele.

As you grow within your niche, you’ll develop a greater understanding of what tactics work, and where problems can arise within that niche helping you do higher “quality” work in the time that you spend.

Additionally, buyers have more options today, and picking a niche helps you differentiate yourself from the competition. Who do you think your clients would rather work with a "B2B sales and lead generation agency" or a "B2B sales agency with a history of working with other clients that are just like you!”?

How to pick a niche?

The first step is to identify your expertise. What are you an expert in? If this sounds like a difficult question, it’s because the answer isn't always clear-cut or straightforward, especially for sales agencies that don't have one specific niche focus.

To help narrow down what type of clients you should be targeting, refer to the template below and ask yourself (and your team, if any) questions about each potential target market segment by referring to the following template.

We recommend documenting the answers.

How to pick a niche for your sales agency

Startup Costs and Tools You Need

Startup costs for a B2B sales and lead generation agency are super low, ranging anywhere between $500 to $1,500. The great thing about most of the tools covered in this section is that they can be used for both your agency outreach as well as to help your clients meet their goals.

The following section covers the essential tools of the trade. Depending on your budget and experience, you can pick one or more of the tools listed below to start your own agency. We will dive deeper into how and when to use these tools in the processes section later.

Internal Tools

Custom domain

You can get a domain for $5 or less. It’s easy to pick an agency name and get a matching domain.

While you're at it, get yourself a few burner domains.

A few different extensions of your primary domain, eg: your domain. co, yourdomain.io, etc. will suffice.

These domains and the inboxes which when connected they will be used for your own outreach process.

Website

There are many platforms available like Webflow, Unstack, Squarespace, etc. where you can use a free template or get one for less than $100, which is very cost-effective starting out.

At this point, if there’s nothing to show in terms of previous clients or relevant content that you’ve previously generated then it may be wise not to try anything too elaborate in terms of copywriting until some time has passed (in order for potential clients/customers perceive you as knowledgeable).

A simple way to start off would be with just two lines about what you offer followed by an email form which will allow people interested enough in your services to contact you directly.

https://webflow.com/templates/html/orxin-agency-website-template

Gmail

Highly recommend using Gmail as your primary mail account if you're not already. There are certain features, chrome apps, and integrations that you'll be using later in your outreach process and Gmail is best equipped to work with them.

As we covered above, you’ll be getting multiple burner domains and you want to have at least 1-2 Gmail inboxes per domain that you’ll be using for outreach.

Note: You'll need to get the Google Workspace- Business Starter for your outreach.

Outreach Tools

A prospecting tool is a must-have for any sales agency to help you identify the right account and shortlist relevant prospects to reach out to.

Once you have your ICP (ideal customer profile) defined you’ll gain a deeper understanding of which channels to leverage for your outreach, the relevant value prop, messaging, etc.

The tools listed below will make it easier to find and build a list of relevant prospects for your outreach.

LinkedIn Sales Navigator is the largest professional network with over 500 million users. We believe it should be at the core of your outreach prospecting.

Sales Navigator lets you hone in on your ICP by using filters like industry, location, company, job title, team size, and more.

You also get a complete LinkedIn profile with contact information and any other information they've made public on their page, such as personal interests or schools they attended to help you craft a compelling and relevant message!

Crunchbase has an extensive database of companies that can help you narrow down your search for prospects.

With insights like competitors, recent funding rounds, investors/board members, and acquisitions it’s worth exploring.

This is particularly useful when criteria like recently funded companies, companies that have raised <$1million in the last 2 years, for example, become a critical factor to identify your prospects.

Building a prospect list using Crunchbase Pro

Build Your Prospect List (..and clean it)

You've got a list of prospects and you're ready to send out cold emails. All you need are their email addresses, but how do you find them?

The tools listed below will help you capture and/or clean the list to generate a final list of prospect email IDs ready for outreach.

Wiza is a great tool that helps you capture emails directly from your LinkedIn Navigator prospect search and cleans the list for valid emails.

Using Wiza to capture emails of your prospects from your LinkedIn search

Once you hit “export emails to Wiza”, Wiza analyzes the email list to give you a list of valid emails.

Hunter is a great tool that makes it easy for you to find emails from domains.

Using Hunter to capture email IDs of your prospects directly from domains

Neverbounce lets you upload a list of prospect emails and analyzes them to give you a list of valid emails.

In order to achieve the lowest bounce rates make sure you clean your list and send to valid emails only.

Neverbounce analyzes your prospect list to find you valid emails

Sales Engagement Platform

A sales engagement platform is an essential tool that will help you set up campaigns, automate follow-ups, and start capturing data on important metrics. This data is crucial to explore deeper into your outreach funnel for constant experimentation & optimization.

Airborne is a platform that's great for cold email outreach

Tools to warm up your inbox

20% of emails never make it to the inbox.

Email Warm-up is a crucial process before you start your cold emailing outreach that helps build a domain reputation and improve email deliverability to start reaching inboxes not spam folders.

Here are two great options for automating the warm-up process.

WUME

WarmupInbox

WarmupInbox is a great tool that’s easy to use and comes with all the features you’d need to monitor your inbox warmup.

Mailwarm

The Fundamentals

Definitions and Terminology

Sales Terminologies and definitions are an important part of the sales process. In order to be successful in any type of business, it's important that everyone knows and understands their own terminology. This section will cover some basic terms that might you need to know.

Burner Domains

A burner domain is essentially a domain that's bought for the purpose of cold outreach. The burner domain is used as a foundation to create different inboxes and email IDs.

Why? In the scenario that anything goes wrong with your cold email outreach, your primary domain is not affected.

The best practice is to choose a domain that matches your existing domain but with a different extension like .co, .io, etc.

Email Deliverability

Email deliverability is the percentage of emails that are delivered to a recipient's inbox. Emails that don't make it to your recipients' inboxes are typically filtered into spam or junk folders, which means they're not seen by the person you sent them to.

Marketing vs Sales Emails

A lot of people think that marketing and sales are two different things. However, there is a common misconception about what each does. Marketing helps convert prospects into leads while sales converts lead into customers. Sales emails focus on building relationships with potential clients by providing them with more information about what they offer, how they can help, and why someone should trust their company over another.

Sales Engagement vs CRM

A Sales Engagement Platform is a software solution that will help you optimize your sales processes and workflows. It integrates with all of the systems in use by your company to automate administrative tasks helping you reduce time spent and increase efficiency, ultimately leading to more money being generated in less time.

Onboarding

Is the process of bringing new clients and employees into your business

Deliverable

The services that you will offer your client and the outcome they would provide as a result of completing a project. A favorite term of project managers, this word has spread like a virus.

80/20 Principle(Pareto's principle)

Is a principle that describes that the majority of the results come from a small minority. For instance: 20% of the salespeople generate 80% of the results.

Pareto's principle

Prospect

A potential customer that has been qualified as fitting certain criteria. Note: That list builders are collecting PROSPECTS not leads

Lead

A lead is a prospective customer. In the world of sales, leads can come from anywhere and everywhere. There are many ways to generate leads for your business but it's important not to target just anyone because you need to be targeting potential customers who have an interest in what you're selling.

Lead Generation

Lead generation is a process of generating interest in your product or service among those who may not be aware of it. This process can come in many forms, including advertising and marketing campaigns, cold calling, email lists, and more.

Cold email

Using email to interact with a prospect with whom they’ve had no prior contact.

Deliverability

The art and science of getting emails from a sender all the way to subscribers’ inboxes without landing in the ‘Spam’ Folder.

Open Rates

Is the percentage of people who opened the email when bounces are excluded.

Conversion Rate

Percentage of people who take the desired action, such as filling out a form, registering, signing up for a newsletter, or any activity other than just browsing a web page.

Bounce Rate

If an email is invalid it will ‘bounce’. Bounce rate is the percentage of how many emails bounce on any given campaign.

A/B Testing

Testing two versions of a webpage, email subject line, landing page, CTA, etc. to see which one performs better.

CTA

Call-to-action. The goal is to persuade the reader to perform a certain act immediately. Often the next step of the sales process.

Copywriting

Copywriting is one of the most important skills in advertising and marketing because it's how your message gets to your audience. In order for copywriting to work, it needs to grab your attention in less than 10 seconds or you'll bounce away without looking back.

Target Audience

Particular groups of people/businesses that our advertisement is directed to.

Account Search

Refers to searching for businesses within our target market.

Lead Search

Finding specific people/job titles to contact within each business

An account

An Account is just the actual business or company, and the Contact is the person – the same person from the Lead

Account Manager

The person who is responsible for all communication with the client.

CAN-SPAM

The US laws that are related to sending emails.

Blacklist

List of companies/people/cities we do not want to send emails to.

GDPR

The European privacy laws have some impact regarding sending emails in Europe.

Warm-Up (The domain)

Describes the initial steps that are necessary to ensure good email deliverability

Domain Reputation

Describes the way spam filters rate your domain. If all of your emails land in spam your reputation is poor, if all land in inbox then your reputation is good

Segmentation

Dividing the prospect list up based on common criteria. Eg: Industry, team size, revenue, etc.

SPF, DKIM, DMARC

Specific domain-related items have to be configured to ensure good email deliverability.

Prospecting Goals

Setting goals for cold email outreach is crucial at the start of an engagement. While prospecting goals will differ per client remember that cold outreach is about starting conversations with relevant prospects, not for closing deals.

Once you’ve defined the outcome of the campaign it’s going to help you generate relevant ideas, focus on the right prospect, craft the right message, set up relevant follow-up message sequences, optimize your funnel, and communicate with your clients more effectively.

Inbound and Outbound

Many people get confused when it comes to the differences between outbound and inbound.

Outbound is more about cold contacting a prospect, while inbound is all about generating leads through SEO, content, marketing, social media, etc.

Outbound requires that you work on generating interest from scratch with each contact while inbound leads are already interested as they've come to you for information on what you offer.

person holding black iphone 4

Types of Cold Outreach

Cold outreach is the act of contacting someone you don't know for the first time. Ideally, a successful cold outreach leads to you nurturing them through your sales funnel, leading them to take an action.

Cold outreach could include one or all of the following:

Cold emailing

Cold emailing is the process of starting a cold conversation with a prospect, lead, or customer. It is a great way to generate leads quickly and as you must have gathered this guide places a lot of emphasis on cold emailing over social and cold calling.

We believe cold emailing should be at the foundation of any outreach process and cold calls and social outreach can be implemented at a later point. Why?

It's easy to get started- Launching your first campaign should take you just a few hours

It's low cost- you can launch an effective cold email campaign for less than $100

It's a great way to test assumptions- It’s a fast way to test your assumptions around prospects, value prop, messaging, etc. to help you make a data-driven decision.

Cold calls

Cold calling is another great way to start generating leads for your business.

Much like cold email, the effort you put into personalization is going to help you get higher-quality conversations going.

Depending on the type of product or service and cadence you are observing, hiring an SDR/BDR to start making cold calls could be beneficial for you, or as a value-add for your clients.

Social

Social media is a really powerful tool for prospecting. Focusing on the channels your prospects are most active will help you gain a deeper understanding of the problems, pain points, and messaging,

Choosing the right channel and timing are crucial with social media. Follow groups, hashtags, pages, and accounts that your clients are engaging with.

Deep dive into your market and make sure you are consistently providing value.

Warmup and Deliverability

Email is still the primary way of communication for many people and companies and the initial hurdle that most cold email outreach programs must surpass is deliverability

Send too many emails in a short period of time, and you'll find yourself in the spam folder and your domain being blacklisted or blocked.

Email deliverability is about a lot more than just following the rules of email marketing best practices. Email Warmup is a crucial process to ensure that your emails are hitting the inbox and getting enough eyeballs.

Here's an in-depth article we've written on what you need to know about deliverability and cold email warm-up.

Compliance

Cold emailing is the process of sending an unsolicited message to someone you don't know. This person may be an influencer or decision-maker in your industry, and cold emails are often used as an effective lead generation tool.

Done right, this can help you grow your business and increase sales. But are they legal? Yes, as long as you follow a few rules. The rules can vary to a degree depending on the country you operate in and the location of your customers.

Read our Legal Breakdown of Cold Email Outreach for a primer on regulations you need to be aware of and what they mean for your cold email outreach.

Framework to research and identify your "Ideal Customer"

When you are prospecting, especially on behalf of a client, it can be challenging to keep up with all these needs. An Ideal Customer Profile allows you to think, communicate, and align on who the recipient of your cold email would be.

If you can’t define this, you’re going to have a tough time finding prospects even with all the tools mentioned in this guide.

If you’re starting out, start with the ICP you identified within your niche and add in more fidelity to that information using the ICP Framework template given below.


" It is important to define your ideal customer in a way that you can identify ~100 prospects that match that criteria. Once you run a test campaign to these users, you will see for yourself what the best responses are. This way you can craft an Ideal Customer profile that is data-driven & more accurate for your outreach." -Jasper Vanuytrecht (Founder of SniPro Leads)

Value Proposition and Positioning

How you position your B2B sales and lead generation agency is going to determine how you communicate your services, the sales pitch, and your growth plan as you start focusing on scaling your agency.

While the ICP focuses on who your Ideal Customers are for prospecting, positioning is focused on how you want this demographic to perceive your agency.

For now, think about positioning to determining how to pitch to your ICP. The first step towards that is…

Creating a stellar value proposition

Do you have a clear value proposition? Do you know what your sales agency does better than anyone else in the world - and why your customers should hire you for it?

A lot of businesses don't, agencies in particular.

In fact, many are unclear on their purpose entirely. They often get overwhelmed by all the possible things they could do for clients and end up doing nothing at all or saying yes to everything...and that's not good for business or your sanity.

This is not an excuse to delay launching your business. Coming up with a value proposition shouldn’t take you more than 20-30 min of brainstorming.

Use the PAS framework below to help you get started

Problem-Agitation-Solution Framework

The Problem-Agitation-Solution framework is a tool that helps you capture your problem, explore potential solutions to the problem, and state which solution should be chosen.

Using the Problem Agitate Solution framework to communicate your value proposition

Competitive Analysis

The competitive analysis involves identifying key competitors and gaining a high-level understanding of the company, target customer, product/service, messaging, and positioning.

Comparing competitors' data can help you determine who would be an ideal prospect for cold outreach and come up with better copy and strategies to test with your cold outreach

We’ve created a template to help you get started with your competitive analysis.

Once you’ve picked your ideal niche & ICP and identified the tools you’ll be using for outreach, it’s time to bring it all together.

The process you build is the foundation of your agency. Combine with a good experimentation strategy and you’re off to the races!

The Processes

Build Prospect Lists

Refer to your ideal niche and using your prospecting tool of choice you can build a list of prospects of any size.

Comparing competitors' data can help you determine who would be an ideal prospect for cold outreach and allow you to come up with better copy and strategies to test with your cold outreach.


" A piece of advice on list building. Do not purchase list from a listbroker. This is someone who compiles a list of leads from a v arious data sources. Sounds like a shortcut, but here’s the dark underbelly; those leads are stale and have been passed around multiple times." - Alicia Glenn (Founder of ProspectUp)

Building prospect lists on LinkedIn

If you’re using LinkedIn Sales Navigator to build your prospect list you can

Use their advanced search filter that helps you build your prospect list and narrow your searches for new leads by company, title, industry, region, and more.

Using LinkedIn Sales Navigator to build a prospect list

You can save lead searches, account searches, and share lead searches with your colleagues directly in Sales Navigator.

Experiment with different filters, keyword boolean operators, and exclusions as well) to get to that ideal first batch.

You can read an in-depth article we've written on how to use LinkedIn Sales Navigator here.

Now that you’ve gotten the prospect list ready? It’s time to...

Clean your lists

Cleaning your prospect list has two elements to it, finding an email ID connected to your prospect and more importantly ensuring that the email address is valid.

If you’re using LinkedIn Sales Navigator for building your prospect list, we recommend using Wiza.

Once you’ve narrowed down your prospects, simply hit export emails with Wiza.

Wiza then finds a list of emails associated with the prospects and gives you a breakdown of the quality of emails found. Make sure to download the valid emails for your cold outreach.

Using a tool like Wiza(highly recommended), makes it easy to capture email IDs directly from your LinkedIn Sales Navigator search (up to 2,500 prospects each time) and upload them into the Wiza platform that then analyzes and provides you with “valid” emails.

Using a tool like Wiza(highly recommended), makes it easy to capture email IDs directly from your LinkedIn Sales Navigator search (up to 2,500 prospects each time) and upload them into the Wiza platform that then analyzes and provides you with “valid” emails.

Copywriting Tips for Cold Emails

If warmup & deliverability have been followed correctly you should be seeing a 20-30% open rate on your campaigns at the very least.

Now, copywriting is your moneymaker.

Effective copy is what’s going to help you to achieve:

Higher open rates- more eyeballs to your sales pitch

Higher conversion rates- Even a 100% email open rate is effort wasted if prospects aren’t taking the desired action to help you achieve your prospecting goal.

A few choppy sentences can do the charm when done correctly(in fact in some cases, they perform even better).

Here are a few best practices for you to keep in mind while copywriting:

Subject line

You’ve landed in your prospects inbox...hurray! Now how do you get them to open your cold email?

The most persuasive cold email isn’t going to get you a client if they don't open the email.

Have multiple ideas for subject lines

You have ideas about what subject lines would best work to get you higher open rates. Write them all down(at least 5-10) and prioritize them.

Remove the ones that sound scammy(call a few people within your network to get it reviewed if needed).

Your subject line needs to communicate what your prospect should expect using the least amount of words possible.

Test with including a variable for personalization within the subject line

Having at least one variable like first name, company name, job title, within the subject line helps to personalize the subject line better.

While personalization is great, you need to be able to replicate it at scale depending on how granular you get with your experimentation.

Always A/B test with your subject lines, review results, iterate, and keep experimenting till you see a 60-80% open rate or the result you desire.

Personalization

Personalization can sound like a daunting task but it really doesn’t have to be that difficult or time-consuming.

Jasper Vanuytrecht from SniPro Leads has the following to say:

The more you personalize and the more relevant you are to your prospects...the better chances you have of starting a conversation with them. You have to know what they care about.
If you have a team of SDRs & BDRs in your own organization. You can afford yourself to hyper-personalize with them. That is personalization at scale.
However, if you have a smaller team, with a few reps that need to do a high volume of outreach than you need to use some automation tools to scale and be efficient.

Leveraging frameworks like AIDA, Before-After-Bridge, PAS, etc. to write copy for emails will help you templatize the process towards personalization. Here’s a couple of examples of what that would look like:

AIDA (Attention-Interest-Desire-Action) Example

Assuming that the following email is being sent to BDRs and SDRs of SaaS companies and their website has a “book a demo” mentioned as CTA.

A sample cold email using the AIDA framework

PAS(Problem-Agitate-Solution) Example

Assuming that the following email is being sent to founders of SaaS companies and with a team size between 1-10

Asking Facilitative Questions

Facilitative Questions are the opposite of interrogatory questions. They focus on what's going well in a conversation and encourage the person to keep talking. These types of questions make people feel at ease, which can lead to more open dialogue that will allow for greater insights into their business needs.

Example:

Salesperson: What are the challenges you're facing with this product?

Client: We don't have enough budget for it right now.

Salesperson: What would happen if we found a way to make it work within our budget constraints?

Asking facilitative questions in your cold email copy will help your counterpart find their own answer. These "open-ended" questions can be used in a wide variety of contexts.

The goal is to get at what the other person really wants or needs, rather than what you think they want or need.

By including facilitative questions through your cold email sequence, you’ll be creating a funnel, where the prospects self-identify themselves by their need and helping you achieve higher conversion rates.

two women sitting beside table and talking

Setting up a sequence

Platforms like Airborne make it easy for you to set up sequences with multiple steps.

You can set up 2 different variants for your step 1 to A/B test both responses and subject line performance.

Choose the duration between successive emails to a prospect. Make sure you have the necessary copy ready and the prospect list uploaded before you start setting up your sequence.

When starting a campaign, it’s a good idea to start with setting your send rates.

We recommend starting with 20 emails and increasing the send rate by 2-5 every 2-3 days till you hit your desired daily send rate, as long as email warmup and deliverability are not taking a hit.

Finally, preview the sequence once and proofread for unwanted spaces, punctuations, grammar, length, etc. before you launch the sequence and go live.

Airborne make it easy for you to set up email sequences.

LinkedIn Outreach

LinkedIn Outreach is a great way to Reach Decision-Makers and probably the most popular B2B marketing strategy in 2021. This could be a great addition to your outreach process.

Here are a few scenarios where you can use LinkedIn outreach:

Invalid/Risky emails- After cleaning your LinkedIn Sales Navigator prospect list, you come up with a list of invalid? Hit the prospects up on LinkedIn.

Warm-up a prospect before outreach- View their profile or add them on LinkedIn and follow up with an email sequence. This could also help personalize your email outreach further by including a message like “sent you a connection request a few days ago” in your email/subject line.

To nurture them- Follow-up with prospects who have been qualified as TOFU after an email sequence conversation

Priority connections- to connect with a high-value prospect(timing-based opportunity, decision-maker for the key account, etc.)

Manual LinkedIn outreach can be difficult and needs a fair bit of effort to track and manage prospects, understand where they are in your sales funnel and follow up with them within LinkedIn itself or email if you are going with step 2 or 3 from above.

Luckily tools like Expandi or MeetAlfred make it far easier to manage, automate and monitor all aspects of your LinkedIn outreach.

Here’s how to begin:-

A simple template for your LinkedIn message

Now that you’re a bonafide outreach expert, it’s time to get your first agency client.

You should have about 100-200 prospects in your prospect list after cleaning the list for your first cold email outreach campaign.

While you can launch multiple campaigns or even conduct outreach to 1000s of prospects, the goal of your first campaign is to start testing your assumptions and get data in. The real gold is in the optimization.

There are many different ways to set the goal of your outreach campaign but we recommend starting with experiments with the goal of booking a meeting for your agency.

Getting Your First Client

Outreach to your niche

Once you have come up with a few different versions of copy for the steps within your campaign. It’s time to start outreach to your niche. Make sure to follow the best practices from the copywriting(<----link to)section when creating copy for your outreach campaigns.

Again, the goal of your outreach campaign is to start a conversation.

Jasper Vanuytrecht is the Founder of SniPro Leads and said the following:

Based on our experience, I do not recommend to going straight for the meeting in the first email. If the first email does not receive a response, you can be more straightforward in the follow-up steps of your sequence. Test out different variants to see what works best for you.
What you want from your first email is a reply. Of course, you don't want any type of reply...you want an interested or positive reply! You want to spark someone's interest. You want these people to ask you additional questions to find out more. And once you have their attention the goal is to get the meeting,. You don't want to sell anything in the first call- it should just be a discovery call.

Book a discovery call

If you're looking for a great way to start your sales process, consider sending prospects an email with a free discovery call offer.

For just 10 minutes of their time, you'll be able to find out if they are interested in your products or services and what type of information they need from you.

This strategy works best when targeting groups that work together closely on projects, such as businesses in the same industry.

Over the call, you want to capture as much information as possible to help you understand:

  • What is the client looking for?
  • Why are they interested in you right now?
  • What is the main problem they are facing?
  • How are they going about solving the problem?
  • What are they hoping to achieve from this engagement?
  • What do they stand to gain?

Refer to the questions template below. We’ve highlighted the questions that we feel need to be covered over the email conversation & discovery call.

Use your best judgment and pick a few to cover on the call, and take notes! Don’t shy down from asking clarification questions and drive down to first principles as needed to ensure you have clarity on everything.

How to structure a discovery call with your clients

Once you have a good idea about client expectations, goals, and their desired outcomes at a high level, it’s time to give them a little intro about who you are, the team involved and communicate insights about any or all of the following, as relevant:

-A history of working with similar clients

-Understanding of common problem points

-How you’d approach providing a solution and give your client maximum value upfront.

-Address any objections they may have and if asked about budget, give them a range that you feel may be appropriate.

If you haven’t worked with clients before, here are a few tips.

How to communicate with your agency clients

Make sure to end the call with the next steps defined.

Send Proposal and Contract

Refer to the notes you made and build a proposal & contract.

If you haven’t built one before, use the template below. Make changes as necessary to fit your clients’ specific needs.

Once you’ve created your proposal, create a separate folder in your google drive under client folders as {clientName} and save it.

This will be the central repository to share all mutual information.

Send your clients an email with the drive link that includes the proposal.

Bonus: You can mention you’ve included some useful resources to the drive- a separate folder as “resources” that has 2-3 documents(best practices, flowcharts, or a small e-book or guide).

End the email with a call-to-action such as “when would you be available next time for a quick review on this proposal” or “could you book some time here "Insert Calendly Link” for us to walk you through this.

Close The Deal

Follow up with your client to review the proposal on a call.

Ask questions to gauge whether they have gone through the proposal, answer any questions they may have, and address any objections.

Once you have the verbal confirmation, it’s time to set up a payment gateway, onboard your client, and get things rolling.

Your B2B Sales and lead generation agency is now in business!

This Definitive Guide e-book series is for anyone who wants to learn how to launch their own B2B sales and lead generation agency and to give you up-to-date and practical knowledge on how to do so! Keep an eye out for our next two e-book guides which will be Managing Your B2B sales and lead gen agency & Scaling Your B2B sales and lead generation agency!