There's a particular type of lead that does more damage to your confidence than any other: the price shopper. They're not looking for expertise. They're not prioritizing outcomes. They're laser-focused on getting the lowest number, and the conversation they drag you into can leave you questioning everything about your business.
In this episode, Melissa and Meredith unpack one of the most frustrating parts of running an agency: the sales call that was doomed from the start. The one where the prospect has no budget, no clarity on their goals, and is really just shopping around to see what's out there.
The data backs up what you're feeling. Over 60% of early-stage agency calls are informational, not transactional. And buyers who ask for pricing before discussing goals are two times less likely to convert. That's a lot of time and energy poured into conversations that were never going anywhere.
If you've ever wondered...
- Why do I keep getting on calls that go nowhere?
- How do I stop attracting leads who only care about price?
- What should my website contact form actually ask?
- How do I handle it when a prospect tries to drive my price down?
...this one's for you.
This episode is brought to you by:
Copper is the CRM that helps agencies attract more clients, streamline communication, and deliver projects effortlessly. Exclusive to listeners of the podcast, Copper is offering 15% off any annual plan with promo code AGENCYDARLINGS at copper.com/agency
Chapters:
(00:00:00) Pre-Show: Revisiting Your Business Model and Energy Audit Where Melissa and Meredith are putting their energy right now Why auditing your business model regularly keeps you from getting stuck The question every founder should ask before taking on new work
(00:08:51) Intro: The Sales Call That Was Doomed from the Start The call where the prospect has no budget, no goals, and no intention of closing Why these calls do more damage than just wasting your time How to recognize the pattern before you invest another hour
(00:10:07) What Makes a Price Shopper Different from a Real Lead The key distinction between buyers and price shoppers What it sounds like when someone is shopping vs. genuinely evaluating Why "we're talking to a few other agencies" is a red flag worth paying attention to
(00:14:03) When Price Is the Focus, You Already Have Your Answer Why defending your pricing on a sales call is a losing position The mindset shift from justifying your rates to qualifying your leads What Melissa means by "that is your conclusion based on a very small set of people"
(00:17:02) Standing Your Ground: The Procurement Story The client who was told she was "the most expensive by far" and held her number What happens when you back up your pricing with outcomes instead of flinching Why procurement conversations are the ultimate test of your positioning
(00:24:10) Quote of the Day: Know Your Worth and Then Add Tax The Bethenny Frankel quote every agency founder needs to hear Why nobody should work for free, and that includes your time on bad sales calls What "people do pay 300k for branding" really means for your pricing confidence
(00:27:39) Stats: Why Pre-Qualifying Leads Changes Everything Over 60% of early-stage agency calls are informational, not transactional Buyers who ask for pricing before discussing goals are 2x less likely to convert Agencies that pre-qualify leads see up to 40% higher close rates
(00:29:16) Symptoms You're Dealing with Too Many Price Shoppers Long sales cycles that never close and why your pipeline looks full but nothing converts Feeling exhausted by sales conversations you used to enjoy Clients who sign on and start nickel-and-diming from day one
(00:35:45) Your Website Form Is Your First Line of Defense Why "tell us about your project" is the worst contact form question The real questions your form should ask to filter out the wrong leads Why a longer form turning people away is a feature, not a bug
(00:43:02) What to Ask on Your Contact Form to Filter the Right Leads Specific questions that reveal intent, readiness, and budget alignment Why asking "are you the decision maker?" saves you months of follow-up How six minutes on a form can save you an hour on a dead-end call
(00:51:18) Packaging Offers Around Problems, Not Services Why leading with deliverables instead of outcomes attracts the wrong buyers How reframing your offer suite changes who reaches out to you The shift from "what does it cost" conversations to "can you solve this" conversations
(00:57:59) Stop Giving Away Strategy on Intro Calls Where the line is between being helpful and doing free consulting Why sharing too much on a first call trains prospects to expect strategy for free How to keep discovery calls focused on their problem, not your playbook
(01:01:38) Scripts for Handling Price Shoppers on the Call Sharing your ranges early and getting their reaction live Exactly what to say when pricing is clearly their only focus How to refer someone out with confidence and without burning a bridge
(01:05:02) The Reflection Audit: Where Are You Spending Your Time? The one question that reveals whether your sales process needs a reset Why the answer is almost never to lower your prices How to shift from defending your pricing to attracting buyers who value outcomes
Want To Dive Deeper On These Topics?
- Episode 013: Ghosts, Maybes, and Wins: Your Pipeline Playbook
- Episode 026: A Step-by-Step Sales Process for Agencies
- Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community
- Join our agency advice column: agencydarlings.myflodesk.com/signup
Connect with Melissa & Meredith:
- Waverly Ave: waverlyave.com
- Instagram: instagram.com/waverlyave.co
- Le Chéile: lecheile.co/contact
- Instagram: instagram.com/lecheile.co
