Category Archives: Agency Toolkit

Mastering the art of closing a deal means proving you’re the perfect solution to a potential client’s challenges.  With more than a decade of industry experience under our belt, we’ve perfected our closing system. 

Ready to learn our secrets?

5 Strategies for Effective Deal Closure in Content Services

Agencies need strategies that prove value to build trust, especially when your product is the effectiveness of the content you deliver. With the right tools in your arsenal, you can approach closing conversations with confidence.

1. Highlight your experience with their unique requirements

With a wide array of agencies providing content services, those who stand out win the deal. Generic pitches about “quality content” get drowned out. Instead, hone in on what sets you apart during closing conversations.

When you work with a content provider, you specialize in everything. Tailor your closing so it focuses exactly on your prospects’ needs. You have the flexibility to provide much more than a small team of limited generalists. You’ve got an experienced team that suits whichever oddball scenario comes up, whether it’s: 

• Case study production with face-to-face interviews
• SME-reviewed agricultural thought leadership localized in three languages
• Hyper-niche SaaS email campaigns with corresponding landing pages
• High-volume SEO content with a tough-to-hit voice

g roadblocks is critical to any closing sales strategy. You have to get ahead of common objections before they derail the conversation. Instead of hiding behind jargon, use concrete examples and custom samples to address concerns head-on.

Did a similar client have reservations about price? Demonstrate that the ROI exceeded their initial spend with a case study. Are they concerned about your grasp of a technical niche? Showcase your aptitude with a custom sample and put those concerns to rest.

Be prepared to overcome other common objections with our resource tailored specifically to content production. 

1. Showcase success stories

Numbers speak volumes. Select a success story that spotlights measurable results. Skyrocketing website traffic, increased organic search rankings, and record-breaking lead generation are perfect examples. When prospects see the quantifiable impact of your content, it reassures them about ROI. This demonstrates your ability to be a catalyst for success.

Work with your team to compile a list of real-life statistics showcasing past project results, and keep adding to it as projects come and go. Having this list handy helps you build your prospect’s confidence that you’re the right choice for content production. 

2. Adopt a consultative approach

Become a trusted advisor. Consulting your prospect, even in closing discussions, builds rapport and shows your primary focus is their success, especially when your advice conflicts with their strategy, demands, or workflows. Avoid the urge to agree when things don’t make sense just for the sake of winning the deal. It may work in the short term, but it can easily lead to mistrust and cancellations. 

3. Utilize custom samples for impact

Stop talking to clients about what you can do, and show them. Custom samples turn your agency’s potential into an actionable asset. Doing this gives prospects a powerful reason to believe in your services. 

Custom samples help prospects:

• Visualize the final product. Custom samples offer proof of your writing prowess and give you an opportunity to get the client back to the table for feedback. 
• Assess quality and fit. Custom samples are solid evidence of your ability to adapt to a prospect’s brand voice and style. 
• Trust you. Custom samples build trust by turning a one-sided sales pitch into a collaborative experience. Samples showcase your value up front and shift the focus away from cost to the results you can deliver.

Agency Sample Program 

Stellar’s Agency Sample Program helps you close more deals by providing free custom content samples for prospective clients. This program offers verifiable proof of your ability to deliver exceptional content, building trust and demonstrating your commitment to their success. 

Let’s look at the benefits:

Benefits	Details
Free samples	Request up to two free samples per month (up to 1,500 words each).
Low-cost flexibility	Utilize unlimited $0.10/word samples for additional prospects.
Seamless integration	Tailor samples to address prospect pain points and showcase your understanding of their needs.

Here’s how it works:

How It Works	Details
Opt in	Contact your Account Manager to enroll.
Submit your sample request	Share your project details with your Account Manager via email. Include: Detailed content briefs and outlinesBrand and style guidesLinks to examples that illustrate your desired voice and styleAny other relevant resources
Streamlined workflow	Once we receive your request, our team carefully selects expert writers and manages the production process from start to finish. We provide a clear delivery date.
We deliver	You receive a premium sample, typically within 5 business days.
Close the deal	Impress your potential client with tangible proof of your ability to deliver exceptional content. Custom samples build trust and accelerate the sales process.

Use Custom Content Samples and Close More Deals 

The best content service sales techniques don’t dazzle prospects with buzzwords. Instead, they prove your value and show clients you understand their needs.

Custom samples transform you from just another agency into a trusted, results-driven partner, and in our experience, conversion rates increase significantly when prospects agree to receive one. Let every sample be a proof point and testament to your commitment to client success.

A well-built sales deck makes it easier to close — and harder for clients to walk away.

If you’re selling content services, you’ll need to show how your agency tackles the things clients worry about most: hitting deadlines, sticking to brand voice, and keeping quality high at scale. Add today’s expectations around AI, and the stakes are even higher.

This guide breaks down how to structure your deck to address those concerns and make your pitch stick.

Tip #1: Start With a Strong Opening

Your opening slide sets the tone. It’s your first shot at showing you understand your prospect’s world and the challenges they’re up against. Whether they’re juggling multiple clients or managing inconsistent writers, the right opening can make them feel like you’re already in sync.

And today, that includes addressing concerns about content quality in an AI-saturated landscape. If you can demonstrate relevance in the first 30 seconds, you’ve earned the right to keep presenting.

Keys to Success

Narrative Tips:

• Personalize the Greeting: Personalize your intro with the client’s name and a reference to their current challenges.
• Lead With a Statistic or Fact: Lead with a compelling stat that highlights an opportunity or risk, especially one related to AI, SEO, or scalability.
• Pose a Provocative Question: Ask a question that surfaces a pain point or misconception you’ll address later.

Deck Design Tips:

• Visually Emphasize Key Points: Use bold visuals or text to highlight important statistics or questions right at the beginning of your deck.
• Incorporate Brand-Specific Elements: Design the first slide to include elements from the client’s brand, such as colors or logos, to create an immediate visual connection.
• Use an Engaging Hook: Start with an interactive element or multimedia content, such as a short video clip or an animated statistic, to capture attention instantly.

Examples

Example Type	Example
Personalized Greeting Example	Narrative: “Good morning, [Client Name]. As a leader in [Client’s Industry], you’ve likely faced challenges in scaling your content needs. Today, we’ll show how our unique approach can transform those challenges into growth.”
Using Statistics Example	Deck: Slide Title: “The Power of Content” Slide Text: “94% of B2B marketers create articles and blog posts. Almost 50% of buyers read a company’s blog when making purchase decisions.” Use engaging graphics and animations to highlight these figures.
Using a Provocative Question Example	Combination: Slide: “Is Your Content Performing as Expected?” Narrative: “Have you ever wondered why, despite significant investment, your content isn’t performing as expected? Could it be a misalignment in content strategy and execution? Let’s dive into how targeted content creation can turn that around.”

Tip #2: Clearly Define Your Value Proposition

Your value proposition is the core reason a client should choose your agency over the competition. It concisely outlines the unique benefits your services offer and directly addresses the client’s main challenges and goals. A clear and compelling value proposition is crucial for convincing clients of the value and relevance of your services.

Keys to Success

Narrative Tips:

• Articulate Unique Benefits: Emphasize what makes your services unique and how they specifically address the client’s needs and pain points.
• Highlight Competitive Differentiators: Clarify what sets your services apart from competitors, focusing on your strengths like faster delivery, better ROI, or superior content quality.

Deck Design Tips:

• Feature a Standalone Value Proposition Slide: Design a slide that clearly states your value proposition in a compelling and memorable way.
• Consistency Across Slides: Ensure each slide contributes to reinforcing your value proposition, using consistent messaging and visual elements that relate back to the main proposition.

Examples

Example Type	Example
Value Proposition Statement Example	Narrative: “Our content strategy increases your digital reach and engagement by leveraging targeted SEO practices and outstanding content creation uniquely tailored to resonate with your audience and exceed industry standards.”
Value Proposition Slide Example	Deck: Slide Title: “Why Choose Us?” Slide Copy: For digital marketing agencies employing over 50 staff members in North America who aim to provide a diverse client base with premium editorial content, Stellar is a content creation service that delivers timely, SEO content, aligned with the tone and voice of each agency client’s unique brand. Unlike many freelance platforms or generic providers, Stellar ensures consistent quality and brand voice across multiple client accounts thanks to its editorial oversight, intelligent platform, and curated freelancer network.

Tip #3: Use Engaging Visuals

Visual elements are more than embellishments in a sales deck; they’re powerful tools that significantly enhance comprehension and engagement. A deck with strong visuals makes abstract ideas more concrete and maintains viewer interest throughout your presentation.

Keys to Success

Narrative Tips:

• Explain Visuals in Context: When you introduce a visual, make sure to explain its relevance. This helps the audience connect the visual elements with the narrative of your presentation.

Deck Design Tips:

• Quality Over Quantity: Choose premium images and graphics that look professional and enhance the clarity of your message.
• Highlight Key Data Visually: Use charts, graphs, and infographics to make complex data accessible and understandable.
• Consistent Style and Theme: Maintain a uniform style, color scheme, and typography throughout the presentation to reinforce your brand identity and professionalism.
• Bring the Deck to Life: Consider lightweight video clips or subtle animation to highlight key metrics or workflows early in the deck or in key case study slides. Tools with built-in AI can also help automate these animations or generate data visualizations from raw input.

Examples

Example Type	Example
Visual Explanation Example	Narrative: “As you can see in this graph (point to graph), our content strategies have led to a 50% increase in engagement for our clients within the first 3 months.”
Infographic Slide Example	Deck: Slide Title: “Impact of Valuable Content” Slide Copy: Include an infographic that shows a before-and-after scenario of client engagement metrics. Use contrasting colors to highlight the improvement and draw attention to the key metrics.

Tip #4: Keep It Concise

When attention spans are short, conciseness in your sales deck is key. Communicating your service’s benefits succinctly helps ensure your message lands and sticks.

Remember, rambling, poorly written slides might make prospects think you’ll deliver rambling content. 

Keys to Success

Narrative Tips:

• Get to the Point Quickly: Avoid fluff and get straight to what matters most to your audience.
• Treat Slides as Prompts: Use slide content as a launching point for discussion, not a script. Let the conversation flow naturally around key bullets.

Deck Design Tips:

• Limit Slide Content: Stick to one main idea per slide with minimal text to keep the audience focused on your verbal presentation.
• Use Space Efficiently: Adequate whitespace around text and visuals can help draw attention to the key points and make the slide easier to read.

Examples

Example Type	Example
Bullet Points Example	Narrative: “In today’s session, we will cover three key benefits: increased engagement, improved SEO rankings, and enhanced brand consistency.”
Efficient Slide Design Example	Deck: Slide Title: “Core Benefits” Slide Copy: List the three benefits mentioned in the narrative with simple icons next to each: engagement (👥), SEO (🔍), brand consistency (✅). Keep the background clean and the text concise to ensure clarity and impact.

Tip #5: Tell a Story

Storytelling in sales presentations is a powerful way to emotionally connect with your audience, making your message memorable and engaging. A well-crafted story can illustrate the real-world benefits of your content services, turning abstract information into tangible and relatable ideas.

With AI-generated pitches becoming more common, real-world stories rooted in client outcomes help differentiate your agency as human, credible, and battle-tested.

Keys to Success

Narrative Tips:

• Structure It Simply: Start with the challenge, explain your solution, then share the result. Keep it outcome-focused and easy to follow.
• Relate to the Audience: Use scenarios or challenges your audience can identify with or has likely experienced. With content production, quality, voice, and reliability are usually a safe bet. 

Deck Design Tips:

• Visual Story Elements: Incorporate visuals that support the story, such as images of people, places, or data that relate to the narrative.
• Progressive Disclosure: Use slide transitions to reveal the story progressively, maintaining engagement and building anticipation.

Examples

Example Type	Example
Storytelling Example	Narrative: “Imagine a content marketer struggling to meet deadlines and manage content quality. By partnering with us, they not only streamlined their operations but also achieved a 30% increase in lead generation within the first quarter.”
Visual Support Example	Deck: Slide Sequence: Slide Title: “Before Our Help” – Show an image of a cluttered desk with multiple open documents and a stressed employee. Slide Title: “Our Intervention” – Display a flowchart depicting the streamlined content process we implemented. Slide Title: “After Our Help” – Present a clean desk with a relaxed employee and a graph showing improved engagement metrics.

Tip #6: Address Objections Up Front

Proactively addressing potential objections in your sales presentation enhances your credibility and demonstrates that your agency is knowledgeable and prepared. It shows you understand the client’s concerns and have thought through solutions, which significantly strengthens your proposition.

Keys to Success

Narrative Tips:

• Identify Common Objections: Before the presentation, prepare a list of potential objections clients might have about your services, such as voice consistency, cost, speed, or how your team uses or doesn’t use AI. Our guide on overcoming content-specific objections with responses can help here. 
• Incorporate Objections Into the Flow: Seamlessly integrate responses to these objections into your presentation to maintain the narrative flow and prevent disruption.

Deck Design Tips:

• Highlight Solutions in Slides: Design slides that focus on how your services achieve specific positive outcomes, such as “Seamless Scalability” or “Ensuring Consistency With High-Volume Projects.” Avoid stating the objection in the slide.
• Use Visual Aids to Reinforce Solutions: Employ diagrams, charts, and infographics that visually represent the effectiveness and benefits of your solutions. For example, a flowchart showing the streamlined content production process or a graph depicting ramp-up capabilities over time.

Examples

Example Type	Example
Objection Handling Example	Narrative: “When it comes to the scalability of content production, we really shine. Our content platform and processes are designed to handle increasing volumes efficiently, and we have an expansive pool of writers and editors who can handle practically any volume without sacrificing quality.”
Solution-Focused Slide Example	Deck: Slide Title: “Seamless Scalability for Every Project” Slide Copy: Display a flowchart or diagram that illustrates your scalable content production process, emphasizing efficiency and quality control at each stage.

Tip #7: Highlight Case Studies or Examples

Case studies and real-world examples are powerful tools in a sales deck, providing concrete evidence of your agency’s capabilities and the results you achieved for clients. They serve as proof points that substantiate your claims and demonstrate your expertise in action.

Keys to Success

Narrative Tips:

• Detail Specific Success Stories: Choose case studies that are relevant to the potential client’s industry or challenge to make them more impactful.
• Focus on Measurable Outcomes: Emphasize the measurable benefits achieved through your services, such as increased traffic, higher conversion rates, or improved AIO rankings.

Deck Design Tips:

• Use Visuals to Tell the Story: Incorporate charts, graphs, and before-and-after images to visually represent the success stories.
• Keep It Relevant and Concise: Each case study slide must be focused and to the point, highlighting only the most crucial elements that demonstrate your agency’s effectiveness.

Examples

Example Type	Example
Case Study Example	Narrative: “Our partnership with [Client Name] focused on developing a content strategy and on the production scale-up necessary to meet their seasonal marketing peaks. This approach increased their campaign reach by over 50% during the critical holiday season.”
Case Study Slide Example	Deck: Slide Title: “Integrated Strategy and Production Success” Outline the challenge: “[Client Name] needed to scale content production quickly without sacrificing quality during their peak season.”Detail the solution: “Implemented a combined strategy and production workflow that enhanced both the volume and quality of content.”Show results: Include a line graph depicting the increase in content output and engagement metrics before and after the intervention.

Tip #8: Include Social Proof

Social proof in a sales presentation can significantly enhance your credibility by showcasing widespread trust and satisfaction among your existing clients. This can include testimonials, ratings, and endorsements that reflect the effectiveness of your services.

Keys to Success

Narrative Tips:

• Highlight Diverse Endorsements: Include testimonials from a range of clients to demonstrate broad applicability and satisfaction.
• Emphasize Recognized Brands: If applicable, mention any well-known companies or industry leaders who’ve benefited from your services.

Deck Design Tips:

• Create a Testimonial Slide: Design a slide dedicated to showcasing brief, impactful testimonials from satisfied clients.
• Use Logos and Ratings: If you have permission, display client logos along with any industry awards or ratings that highlight your agency’s reputation.

Examples

Example Type	Example
Testimonial Example	Narrative: “Our work with well-known brands like [Brand Name] has enhanced their digital content strategy and set new benchmarks for industry standards in content quality and engagement.”
Social Proof Slide Example	Deck: Slide Title: “Trusted by Leading Brands” Slide Copy: Display a series of logos from key clients, accompanied by select quotes that praise specific aspects of your service, such as reliability and quality. If available, include any relevant industry awards or recognitions that further bolster your reputation.

Tip #9: Demonstrate Flexibility and Scalability

Flexibility and scalability are crucial aspects potential clients look for, especially in content production. Demonstrating these capabilities reassures clients that your agency can adapt and scale solutions according to their evolving content needs.

Keys to Success

Narrative Tips:

• Emphasize Adaptive Solutions: Highlight how your services can be custom-fit to different workflows, volumes, and content types.
• Share Examples of Scalable Success: Discuss past scenarios where your agency successfully scaled its services to meet client demands.

Deck Design Tips:

• Visualize Scalability: Use diagrams or growth charts to visually represent your agency’s capability to scale operations effectively.
• Highlight Flexibility: Include slides that showcase different project scopes or adaptations you’ve successfully managed.

Examples

Example Type	Example
Flexibility Narrative Example	Narrative: “For a startup client, we scaled our content production from 10 to 100 articles per month, adapting our strategy and workflow to maintain quality and meet growing demands.”
Scalability Slide Example	Deck: Slide Title: “Scalable Solutions for Every Growth Stage” Slide Copy: Use a line graph showing the increase in content volume over time for a particular client, paired with key performance metrics to demonstrate maintained or improved quality.

Tip #10: Discuss Technology and Tools

Showcasing the advanced technology and tools your agency uses can significantly enhance your credibility and demonstrate your commitment to staying at the forefront of industry standards. This tip helps highlight your agency’s innovative approach and technical capabilities.

Keys to Success

Narrative Tips:

• Detail Technology Benefits: Explain how specific tools and technologies you use enhance project efficiency, accuracy, and outcomes.
• Connect Technology With Client Benefits: Make clear connections between your technological capabilities and the direct benefits clients will experience, such as faster turnaround times, clearer communication, or superior content.
• Talk About AI: If your team uses AI tools for tasks like brief creation, voice calibration, or SEO optimization, be upfront about how they enhance — not replace — editorial oversight and creative quality.

Deck Design Tips:

• Feature Technology Slides: Create slides that specifically highlight the technologies and tools you use.
• Use Icons and Diagrams: Employ visual aids like icons and diagrams to represent technological processes or tools, making the information more accessible and engaging.

Examples

Example Type	Example
Technology Benefits Narrative Example	Narrative: “Our use of advanced SEO tools and content management systems ensures your projects are not only optimized for search engines but also streamlined for faster delivery.”
Technology Slide Example	Deck: Slide Title: “Cutting-Edge Tools for Superior Results” Slide Copy: Display icons or screenshots of key technologies, like AI content analysis tools or proprietary content creation platforms, with brief descriptions of how they contribute to project success.

Tip #11: End With a Clear Call-to-Action

A compelling call-to-action (CTA) is essential to conclude your sales presentation, guiding your audience on the next steps and encouraging them to take action. Whether it’s scheduling a follow-up meeting, signing up for a demo, or requesting a detailed proposal, your CTA should be clear and persuasive.

Keys to Success

Narrative Tips:

• Be Direct and Specific: Clearly articulate what you want the client to do next and why it’s in their best interest.
• Create Timely Relevance: Use time-sensitive offers, key upcoming dates, or project kickoff opportunities to encourage immediate action without relying on artificial pressure.

Deck Design Tips:

• Dedicated CTA Slide: Design a standout slide that clearly states the CTA, using bold text and contrasting colors.
• Visual Prompts: Include visual cues like arrows or pointing fingers that draw attention directly to the CTA text.

Examples

Example Type	Example
CTA Narrative Example	Narrative: “To take the first step towards transforming your content strategy to content production, schedule a consultation with our team today. Let’s craft a content plan that propels your business forward.”
CTA Slide Example	Deck: Slide Title: “Ready to Take the Next Step?” Slide Copy: “Let’s discuss how we can specifically tailor our services to meet your unique needs. Are you available for a follow-up meeting this week to explore this further?”

Tip #12: Practice Your Delivery

The effectiveness of a sales presentation often hinges on its delivery. Practicing your delivery ensures you convey your message clearly and confidently, making a strong impression on your audience.

Keys to Success

Narrative Tips:

• Rehearse Regularly: Practice your presentation in realistic settings (like a Zoom call or conference room) to get comfortable with timing, transitions, and common interruptions.
• Seek Feedback: Practice in front of colleagues or mentors and solicit their feedback for improvements. Record yourself for self-review. 

Deck Design Tips:

• Prepare Speaker Notes: Use speaker notes to remind yourself of key points and transitions, helping smooth out your delivery. 
• Timing Your Slides: Practice slide transitions to keep your flow tight and avoid lingering too long on any one visual.

Examples

Example Type	Example
Rehearsal Example (Narrative)	Narrative: “As you rehearse, focus on the transitions between slides, ensuring each point seamlessly connects to the next, maintaining audience engagement throughout.”
Speaker Notes Example (Deck)	Deck: Slide Title: “Key Strategies for Content Marketing” Slide Copy: Include brief notes under each bullet point to remind yourself of anecdotes, statistics, or questions to engage the audience.

Tip #13: Customize for Your Audience

Tailoring your presentation to the specific needs and context of your audience can significantly increase its impact. Understanding who you’re presenting to and customizing the content accordingly ensures your message resonates deeply and personally with potential clients.

Keys to Success

Narrative Tips:

• Research Your Audience: Understand the business, challenges, and industry trends relevant to your audience to tailor your message effectively.
• Adjust Examples to Fit: Use examples and case studies that are relatable to the audience’s sector, size, or specific needs.

Deck Design Tips:

• Personalize Visuals: Adapt the design elements like colors, images, and data charts to reflect the industry or brand identity of the audience.
• Interactive Elements: Include elements such as questions that directly engage the specific audience, making the presentation more interactive and engaging.

Examples

Example Type	Example
Personalized Example	Narrative: “For your tech startup, we understand the challenge of constantly needing fresh, innovative content to keep pace with rapid market changes. We can scale our content production to match your growth phases, ensuring you always have engaging, relevant content that resonates with your tech-savvy audience.”
Interactive Slide Example	Deck: Slide Title: “Custom Content Solutions for Your Business” Slide Copy: Include a visual flowchart that outlines a content production plan tailored to the business cycle of the prospect. Detail the steps such as initial content audit, strategy development, content creation, and performance review. Propose a spot in the slide where you ask, “Does this align with your current content goals?” Encourage the prospect to interact by providing feedback directly during the presentation.