Why Marketing Agencies Should Be Hiring Salespeople

Many marketing agencies operate under the assumption that their marketing does the job for them, leaving little to no need to hire dedicated salespeople. They believe that if the marketing is good enough, the clients will come.

And if they already have a small sales team, there’s often a hesitation to expand because sales isn’t seen as the main focus of the business. But if agencies want to truly succeed in the long term, they need to embrace the idea that both marketing and sales functions are essential — and they work best together.

Salespeople can get a bad rep, especially if you're looking at it from the traditional standpoint of the old-school, sleazy sales personality. This may be the last thing you want in your agency, especially if you pride yourself on being innovative and forward-thinking.

However, modern salespeople bring a lot to the table that can significantly enhance the success and sustainability of a marketing agency. Keep reading to find out why adding or expanding a sales team could be the game-changer your agency needs.

Improved Client Relationships and Retention

Salespeople are relationship builders.

While marketing efforts will attract potential clients, being able to rely on a salesperson who builds trust and rapport can turn a lead into a loyal customer. By having a sales team whose core focus is to stay in touch with clients, you’re more likely to improve client retention.

They can anticipate client needs, address concerns before they become issues, and ensure clients feel valued and understood.

Better Growth Strategies

A dedicated sales team can provide real insights into the market and client behaviour, which will inform better growth strategies.

Think of it this way: salespeople are on the front lines, hearing firsthand what clients want, what’s working, and what’s not. This information is marketing gold for shaping not only your service offerings but also your overall business strategy.

Salespeople can help identify new opportunities and gaps in the market that marketing might miss.

Stand Out from Competitors

In a crowded market, you want to be able to stand out and one of the best ways of doing this is by having a sales team who actively reaches out and builds relationships.

While competitors might rely solely on inbound leads, your salespeople are out there, proactively engaging with potential clients, which can make your agency more memorable and attractive. This proactive approach can set your agency apart as one that takes initiative and values personal connections.

Customised Pitches

One size does not fit all in the marketing world and salespeople can tailor their pitches to meet the specific needs of each client, something that’s hard to do with marketing alone.

They can adjust their approach based on the client’s industry, pain points, and goals. This level of personalisation can lead to higher conversion rates and more satisfied clients because they feel like you understand their unique challenges.

Negotiation and Objection Handling

Marketing can generate interest and leads, but when it comes to closing the deal, skilled negotiation is key.

Salespeople are trained to handle objections and negotiate terms in a way that’s beneficial for both parties. They know how to navigate tough conversations and turn hesitant prospects into enthusiastic clients.

Without a dedicated sales team, your agency might miss out on opportunities to close deals that require a more personal touch. Not to mention the dedicated patience that may be needed to get a prospect over the line.

Salespeople Are Brand Ambassadors

Your sales team isn’t just selling services—they’re also selling your agency’s brand and values.

Salespeople often serve as the first point of contact for potential clients, making them critical in shaping perceptions about your agency. They’re the face and voice of your company, capable of conveying your brand’s story and mission in a way that resonates with clients.

This human connection is such a great pair to a marketing campaign.

Get Better Metrics and Analytics

Sales teams track everything — from lead sources and conversion rates to client feedback. This data is absolute gold to provide invaluable insights that complete your marketing analytics.

By integrating sales data with marketing metrics, your agency can get a more comprehensive view of what’s driving success and where there’s room for improvement.

A More Streamlined Approach

When marketing and sales work together, the entire process of client acquisition becomes more streamlined.

Sales can provide feedback to marketing on what’s working and what’s not, leading to more effective campaigns. Marketing can support sales by delivering the resources and vision needed to close deals. This collaboration creates a smoother, more efficient process that benefits both you and your clients.

Expand Market Reach

While your marketing efforts may be focused on certain channels, a sales team can broaden your agency’s reach by tapping into networks, attending events, and making the most of personal connections.

Salespeople can help you reach markets that might not be as responsive to digital marketing alone. By expanding your reach, your agency can tap into new revenue streams and get your name in more places.

Drive Consistent Revenue

Ultimately, a dedicated sales team can drive more consistent revenue for your agency.

Marketing can generate leads, but by hiring salespeople, they can focus on turning those leads into paying clients. With a team focused on this critical conversion process, your agency can experience steadier growth.

- Written by Lauren Whiteman

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