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Agency Darlings

Agency Darlings

Written by: Melissa Lohrer Meredith Fennessy Witts
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 Agency Darlings is your insider's guide to the agency world - where we spill the tea on everything from profit margins to problem clients. Hosted by agency consultants Melissa Lohrer and Meredith Fennessy Witts, this podcast offers a fresh perspective on growth strategies tailored specifically for women-led agencies. Whether you're looking to refine your revenue model, increase profit margin or elevate your business to new heights, Agency Darlings provides the guidance and inspiration you need to achieve your goals—on your terms. For all inquiries, contact us at hello@agencydarlings.comCopyright 2026 Melissa Lohrer, Meredith Fennessy Witts Careers Economics Leadership Management & Leadership Marketing Marketing & Sales Personal Success
Episodes
  • 050. Leads That Convert 2x Less — and Cost the MOST Time

    050. Leads That Convert 2x Less — and Cost the MOST Time
    Mar 10 2026
    There's a particular type of lead that does more damage to your confidence than any other: the price shopper. They're not looking for expertise. They're not prioritizing outcomes. They're laser-focused on getting the lowest number, and the conversation they drag you into can leave you questioning everything about your business.In this episode, Melissa and Meredith unpack one of the most frustrating parts of running an agency: the sales call that was doomed from the start. The one where the prospect has no budget, no clarity on their goals, and is really just shopping around to see what's out there.The data backs up what you're feeling. Over 60% of early-stage agency calls are informational, not transactional. And buyers who ask for pricing before discussing goals are two times less likely to convert. That's a lot of time and energy poured into conversations that were never going anywhere.If you've ever wondered...Why do I keep getting on calls that go nowhere?How do I stop attracting leads who only care about price?What should my website contact form actually ask?How do I handle it when a prospect tries to drive my price down?...this one's for you.This episode is brought to you by:Copper is the CRM that helps agencies attract more clients, streamline communication, and deliver projects effortlessly. Exclusive to listeners of the podcast, Copper is offering 15% off any annual plan with promo code AGENCYDARLINGS at copper.com/agencyChapters:(00:00:00) Pre-Show: Revisiting Your Business Model and Energy Audit Where Melissa and Meredith are putting their energy right now Why auditing your business model regularly keeps you from getting stuck The question every founder should ask before taking on new work(00:08:51) Intro: The Sales Call That Was Doomed from the Start The call where the prospect has no budget, no goals, and no intention of closing Why these calls do more damage than just wasting your time How to recognize the pattern before you invest another hour(00:10:07) What Makes a Price Shopper Different from a Real Lead The key distinction between buyers and price shoppers What it sounds like when someone is shopping vs. genuinely evaluating Why "we're talking to a few other agencies" is a red flag worth paying attention to(00:14:03) When Price Is the Focus, You Already Have Your Answer Why defending your pricing on a sales call is a losing position The mindset shift from justifying your rates to qualifying your leads What Melissa means by "that is your conclusion based on a very small set of people"(00:17:02) Standing Your Ground: The Procurement Story The client who was told she was "the most expensive by far" and held her number What happens when you back up your pricing with outcomes instead of flinching Why procurement conversations are the ultimate test of your positioning(00:24:10) Quote of the Day: Know Your Worth and Then Add Tax The Bethenny Frankel quote every agency founder needs to hear Why nobody should work for free, and that includes your time on bad sales calls What "people do pay 300k for branding" really means for your pricing confidence(00:27:39) Stats: Why Pre-Qualifying Leads Changes Everything Over 60% of early-stage agency calls are informational, not transactional Buyers who ask for pricing before discussing goals are 2x less likely to convert Agencies that pre-qualify leads see up to 40% higher close rates(00:29:16) Symptoms You're Dealing with Too Many Price Shoppers Long sales cycles that never close and why your pipeline looks full but nothing converts Feeling exhausted by sales conversations you used to enjoy Clients who sign on and start nickel-and-diming from day one(00:35:45) Your Website Form Is Your First Line of Defense Why "tell us about your project" is the worst contact form question The real questions your form should ask to filter out the wrong leads Why a longer form turning people away is a feature, not a bug(00:43:02) What to Ask on Your Contact Form to Filter the Right Leads Specific questions that reveal intent, readiness, and budget alignment Why asking "are you the decision maker?" saves you months of follow-up How six minutes on a form can save you an hour on a dead-end call(00:51:18) Packaging Offers Around Problems, Not Services Why leading with deliverables instead of outcomes attracts the wrong buyers How reframing your offer suite changes who reaches out to you The shift from "what does it cost" conversations to "can you solve this" conversations(00:57:59) Stop Giving Away Strategy on Intro Calls Where the line is between being helpful and doing free consulting Why sharing too much on a first call trains prospects to expect strategy for free How to keep discovery calls focused on their problem, not your playbook(01:01:38) Scripts for Handling Price Shoppers on the Call Sharing your ranges early and getting their reaction live Exactly what to say when pricing is clearly their only focus How to refer someone out with confidence and without burning a ...
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    1 hr and 1 min
  • 049. Why Agencies Lose Deals They Should've Won

    049. Why Agencies Lose Deals They Should've Won
    Mar 3 2026
    Most agencies are obsessed with finding new leads. They're spending time and money on cold outreach, networking, and lead gen tactics, all while ignoring the goldmine sitting in their inbox: past conversations that never closed.In this episode, Melissa and Meredith tackle one of the most underrated skills in business development: the art of the follow-up. Spoiler: "just checking in" isn't a strategy. It's a signal that you've already lost the thread.The stats are damning. According to HubSpot's 2024 sales data, 80% of B2B deals require at least five follow-ups to close. Yet 44% of sellers stop after just one attempt. That gap is where deals go to die.If you've ever wondered...Why am I not closing leads I had great conversations with?How do I follow up without sounding desperate or salesy?What's the difference between persistence and being annoying?Is there a magic email that actually gets responses?...this one's for you.This episode is brought to you by:Copper is the CRM that helps agencies attract more clients, streamline communication, and deliver projects effortlessly. Exclusive to listeners of the podcast, Copper is offering 15% off any annual plan with promo code AGENCYDARLINGS at copper.com/agencyChapters:(00:00:00) Intro and the 120% ProblemMichelle Obama's advice on showing up at 120% as a woman and person of colorWhy agency owners carry extra weight in every interactionSetting the tone for intentionality in business development(00:07:43) The Five-Minute Journal Approach to IntentionalityHow morning journaling shifted Melissa's approach to follow-upsThe power of writing down who you want to connect withWhy intention creates momentum in your pipeline(00:14:08) Why Agencies Leave Money on the Table with Past LeadsThe goldmine sitting in your inbox that you're ignoringWhy warm leads are more valuable than cold outreachThe real reason most agencies don't close deals they should win(00:17:14) The Barbara Corcoran Philosophy on Persistence"Every successful deal I've ever done came from following up when other people gave up"What clients actually think when you don't follow upThe difference between desperate and persistent(00:24:54) The Statistics That Should Wake You Up80% of B2B deals require at least five follow-ups to close44% of sellers stop after just one attemptMcKinsey data: 74.6% of B2B sales take four or more months(00:33:35) What You're Doing Wrong with Follow-UpsWhy "just checking in" makes you look insecureThe problem with "bumping this to the top of your inbox"How vague questions put the burden on your prospect(00:37:54) The Three-Part Formula That Actually WorksRelevance: Reference something specific from your conversationAdd Value: Share something new that helps themClear Next Step: End with a yes-or-no question(00:43:34) Cadence and Timing for Your Follow-Up StrategyInitial phase: touchpoint every five to seven daysLong-term: five to seven total touches over 90-180 daysWhen to speed up and when to space out(00:46:56) The Kill Email That Always Gets a ResponseThe email that works nine times out of tenWhy giving them an easy out creates urgencyHow removing pressure gets people to finally respondWant To Dive Deeper On These Topics?Episode 13: Ghosts, Maybes, and Wins: Your Pipeline PlaybookEpisode 34: Ghosting Happens. Here's How to Bring the Right Leads Back.Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/communitySign up for our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:Waverly Ave: waverlyave.comInstagram: instagram.com/waverlyave.coLe Chéile: lecheile.co/contactInstagram: instagram.com/lecheile.co
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    45 mins
  • 048. How I Doubled My Agency by Doing Less with Lauryn Warnick

    048. How I Doubled My Agency by Doing Less with Lauryn Warnick
    Feb 24 2026

    Over the past decade, Lauryn Warnick has quietly built Villain Branding into a trusted partner for high-growth B2B companies navigating moments where brand decisions carry real weight, scale, complexity, leadership alignment, and pressure. In the past two years, she's doubled Villain's revenue, putting the firm in the rare 2% of women-owned businesses to cross the seven-figure threshold.

    But that growth didn't come from doing more. It came from doing less, and from making a painful identity shift that most founders avoid talking about.

    If you've ever wondered...

    1. How do I know when it's time to stop being a practitioner and start being a CEO?
    2. What does it actually look like to scale past a million without burning out?
    3. How do I invest in my business when those investments hurt my personal income?
    4. When is the right time to rebrand, and what problem should it actually solve?

    ...this one's for you.

    This episode is brought to you by:

    Copper is the CRM that helps agencies attract more clients, streamline communication, and deliver projects effortlessly. Exclusive to listeners of the podcast, Copper is offering 15% off any annual plan with promo code AGENCYDARLINGS at copper.com/agency

    Chapters:

    (00:00:00) Intro & Meet Lauryn Warnick

    1. Villain Branding's journey to seven figures and the 2% of women-owned businesses
    2. Why Melissa considers Lauryn one of her best collaborators
    3. The importance of finding advisors who don't have anything to prove

    (00:05:59) The Three Eras of Building an Agency

    1. Freelancer era: saying yes to everything, everything feels urgent
    2. Collective era: pulling in talented peers, still not quite the leader
    3. Consultancy era: running an actual business with systems and accountability
    4. Why "era-ing" your 10-year business isn't silly, it's necessary

    (00:11:38) The Identity Shift from Strategist to CEO

    1. Why your career identity might be holding your agency back
    2. The difference between starting a business in your 20s versus your 30s and 40s
    3. "I never want to be in the room where I'm the smartest person"
    4. Building systems that make it impossible to slip back into day-to-day work

    (00:21:50) From Scarcity to Right: The Mindset Shift

    1. Moving from "more, more" to "right, right"
    2. Being confident saying who you're NOT...
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    1 hr and 2 mins
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