How to measure your level of sales fitness - a jog through the essential elements of great business development

Building Sales Fitness: The 5Ps for Agency Growth

Let him take you on a quick journey through some essential workout tips to help you build what Andy likes to call “sales fitness.” For him, and likely for you as well, sales is the lifeblood of any agency—a driving force at its very core.

Clients are the heart of their business. Without them, there is no business—no way to support our team or sustain operations. However, to truly thrive, they must focus strongly on sales. Sales drive growth, and growth creates opportunities—not just for business owners but also for the teams they employ. By prioritizing their clients and their growth strategy, they can ensure long-term success for everyone involved.

Finally, the people element cannot be overlooked. The strength of your agency lies in its people—their expertise, passion, and ability to connect with clients.

Andy has found that clients don’t just buy services; they buy relationships with the people delivering those services. Having the right team, with the right skills and the right attitude, is fundamental to sales fitness.

This includes having people who understand your positioning, can execute your processes, ensure performance fit, and deliver compelling pitches. But it also means having people who genuinely care about client success and can build trust-based relationships that last.

By focusing on these 5Ps—Positioning, Process, Performance, Pitching, and People—and understanding how they support the holy trinity of business development, marketing, and sales, you can build exceptional sales fitness for your agency. This fitness won’t just help you survive; it will help you thrive and grow, creating opportunities for everyone involved in your business.