Hey there,
If your agency’s sales process feels harder than it should, there’s a good chance you’re solving the wrong problem.
Most teams assume they need: - more leads - better outreach - better closing scripts
But a lot of the time the real issue is who you’re trying to attract.
Here’s the principle that reframed everything for me: Successful buyers spend money to save time. Unsuccessful buyers spend time to save money.
So how do you identify the right ideal client?
Start with your last 10 clients/projects and find the overlap of:
1) Joy: you loved the work
2) Profit: the project was financially worth it
3) Alignment: you respect their mission/standards
Then add the filter most people avoid: budget reality.
Quick math: if a business does ~$200k/year and spends ~10% on marketing, that’s ~$20k/year total. You won’t get all of it. So your slice often becomes $2k–$5k projects.
That’s why your offers feel cramped and your results feel capped. Not because you’re not good, because the buyer can’t fund the outcome.
If you want to charge more, design for the person who’s hungry for the result and happy to pay for speed.
Hit reply with your niche + your best client type, and I’ll suggest 1–2 ICP angles you can test.
Cheers,
AK
