Give agency prospects a clear scope before the discovery call

A prospect books a discovery call because they want more leads. Your agency still needs to work out which channel needs attention, what they can spend, and what their own team can handle.

Give them a way to put those decisions together before the call. Your team can then review a proposed scope with them.

Take one prospect through the questions

Consider an illustrative software business that wants more suitable demo requests. It already runs one paid channel. Its designer can produce creative, but nobody owns campaign testing.

Use the Agency Package Builder as a starting structure. Its four steps cover the desired outcome, channel complexity, monthly budget, and who handles the work.

For this prospect, the answers point toward one channel with the agency managing campaigns and the client supplying creative.

Define the budget question carefully. If it includes both your fee and advertising spend, explain that. If it covers only your fee, say so. A monthly number is useful only when both sides understand what it pays for.

Turn those answers into a scope they can review

For this example, suppose the agency has an offer that fits those answers. A proposed scope could cover a review of the existing campaign, a landing-page check, and ongoing campaign testing. Creative production stays with the client.

Explain that division in the result. Show an approved price range for your own offer, what it includes, and what still needs confirmation. The template's prices are placeholders.

The call still needs to establish whether tracking works, whether sales can follow up, and whether the current offer attracts suitable buyers. List those as points to review. Avoid presenting the package as a final proposal before that work.

Make the first months specific

The template includes a first priority and a 30, 60, and 90-day sequence. Replace its sample copy with the work your agency can deliver.

For this illustrative scope, the first month might cover tracking checks and campaign diagnosis. The next month could test an agreed message and landing-page change. Later work depends on what those checks and tests reveal.

Explain that dependence. A timeline should help the prospect understand the engagement without promising results you cannot know yet.

Send the same brief to both sides

The template shows the recommendation before asking for contact details. Its email step sends the scope to the prospect and your team. Replace the receiving address and booking link, then complete a test request.

Read the two messages together. Both should identify the proposed work, who supplies creative, the price range, and the points still open for discussion.

After the call, record where the recommendation changed and why. If prospects repeatedly need a different scope, update the questions or package rules. Use the guide to conditional logic for the broader principles.

Start with one agency offer in the package builder. Keeping its rules editable lets your team improve the brief as real calls show what was missing.