Are you getting the attention of your ideal clients? Ever wonder if your sales tactics are working? Wonder what clients think about your sales emails and calls? Most agency salespeople believe in what they sell but are unknowingly going about sales in the worst way, scaring off potential clients. Today’s guest once owned a marketing agency and has moved to the client side with a very successful retail brand he founded. He shares the secret of what sales tactics get his attention and how you can improve your sales to stand out from the competition. Kelley Thornton is the founder and CEO of Tiege Hanley, a company focused on helping men look and feel amazing with uncomplicated skincare routines. He and his team are always looking for new ways to reach their customers with new marketing for their products. Over the years, his company has worked with several agencies and seen the very best and worst of agency salespeople. He sheds light on why some agencies' sales tactics are not working. In this episode, we’ll discuss: Why some agency sales tactics are not working. How to improve your sales tactics and convert more prospects into clients. What gets a brand CEO's attention? Why patience can be the best sales tool.   Subscribe Apple | Spotify | iHeart Radio | Stitcher | Radio FM Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.   Kelley founded his agency in 2009 and spent ten years in the grind as CEO. He enjoys looking back and remembering everything they accomplished and how much the agency grew in that time. To him, the agency business is about people but there was a constant struggle to get paid fairly for your expertise. He saw first-hand how difficult it is to scale an agency, which is why he ultimately chose to leave the #agencylife. Now, as the owner of a big brand, he gets approached by many agencies trying to work with him. In this position, he has witnessed many good and bad sales tactics and strategies. As someone who worked in sales for eighteen years, Kelley says he has the utmost respect for salespeople. However, while some of these strategies stood out to him for very good reasons, there are some sales strategies agencies should stop doing altogether. Top 4 Agency Sales Tips: Insights from a Brand CEO 1 - Know Who You’re Marketing To and Be Specific How can you stand out to potential clients for the right reasons? Just like anything else, you have to do your homework and have some idea of who your audience is. A lot of agencies set up email campaigns. Sometimes they take the time to customize them however, most don’t spend the time and energy to really understand their customers. Even people who do try to understand their ideal customers opt for a spray-and-pray approach because it's more efficient. They send the same email to several people within an organization. However, Kelley believes that is the worst thing to do. If someone in the company finds the email interesting and brings it to someone who also got the email, they both become put off by it. Even worse than that is sending it to multiple people in the same email thread. You will stand out by taking the time to send personalized email communication and research the person whose attention you’re trying to get. 2 - Don’t Make Assumptions or Promises You Can't Keep Kelley says the worst emails are the ones that make an incredible amount of erroneous assumptions about his business. This includes what the agency thinks it can do for his company. These emails usually contain promises like “We can help you improve your revenue from email by X amount". Kelley immediately trashes this type of email because no one should be making assumptions about how much they can help before