Categories How to Get Clients, How to Guides, Pitch/Close

The 4 Bucket System You Need to Know to Convert More Facebook Agency Leads

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The 4 Bucket System You Need to Know to Convert More Facebook Agency Leads

When you’re in the process of pitching your Facebook ad agency services to your ideal clients, you’re not always going to hear those three dreamy words: “Yes, I’m in!” Instead, you’re bound to hear your fair share of: “No. Not interested.” I hate to break it to you, but it’s true. Even the most confident, suave, polished marketer will hear those words, too.

But, it’s up to you as to whether or not, after initially being rejected, you lick your wounds and stay on the new business battlefield.

bucket system you need to convert Facebook agency leads

That’s because, in the marketing world, hearing the word “no” forces you to figure out your next steps. After all, rejection is rarely a permanent thing. The only time it is permanent is when you decide the relationship is over right from the get-go. In fact, more often than not, “no” means “I don’t have everything I need to do business with you yet.”

And, the key word is “yet.” Consider your pitch to your ideal customer to be similar to a first date. To get them to convert, they need some time to get to know you better. You know, so they can really understand who you are and what it is you offer. And, the timing for collaboration has to be spot on.

So, what does winning new business boil down to? Your follow-up system. And, I’m not talking about just any system. I’m talking about a four-bucket system that classifies where your prospects are on the totem pole—based on how likely they are to buy from you. Using this for your Facebook ad agency will not only save you time but also give you a concrete plan to convert more leads with professional persistence.

The 4 Bucket System You Need to Know to Convert More Facebook Agency Leads

Bucket #1: “Most promising” clients.

bucket system you need to convert Facebook agency leads

There’s no doubt about it; your icebreaker efforts will come in handy and help you hit it off with potential clients. The problem is, not everyone who comes to know you, like you, and need your services will actually be super eager to say “yes” to you.

Why the heck not?! They don’t fully understand what it is you’re selling quite yet. Yes, these people have a real need for your Facebook ad agency services, and they’re ready and willing to try something new. Not to mention, they trust you and have the money to pay you (woohoo!). They still need some time, however, to be schooled on what it is you’re doing.

So, when you come across these leads, drop them into the “Most Promising” bucket. Once you do, be sure to diligently follow-up with them and provide valuable resources for your services (think an advertorial). And, keep in mind that, as a result of your efforts, they’ll likely sign up to work with you within the next one to three months. Good things are on the horizon!

Bucket #2: “They could come around” clients.

bucket system you need to convert Facebook agency leads

As Barbara M. White, a former ambassador, once said, “Building trust is a process. Trust results from consistent and predictable interaction over time.” I couldn’t have said it better myself. The most significant problem the team at AdLab notices is that while most of your leads might like you, have a need for your services, and can afford to pay you, there will be some who just don’t trust you with their business yet. And, in addition to that, they don’t really understand what it is you’re offering them.

What bucket should you drop these people into? The “They Could Come Around” bucket. You’re going to need to focus on earning their trust and flip the switch on a lightbulb in their brain regarding the importance of your offer. That said, the best way to do that is by spending time getting to know them better throughout various community outings and conversations. That way, their confidence in you will increase enough for them to actually hire you. And, in the process, they’ll learn more about how you can help them.

Best of all, if you’re successful in following up with this bucket of prospective clients (which you will be!), they’re likely to sign up to work with you within the next three to six months.

Bucket #3: “They need a lot of work” clients.

bucket system you need to convert Facebook agency leads

I once came across a quote that read, “If you have chemistry, you only need one other thing. Timing. But, timing’s a bitch.” Man, is that the truth or what? You can seriously hit it off with someone and be on the cusp of earning their business. But, they might not be entirely ready to reciprocate and show you their wallet. And, they’ll provide you with a detailed reason as to why that is.

It could either be the fact that they don’t have the money, they’re too swamped to focus on anything else, or they just can’t take on any more projects or collaborations at this point. Ultimately, these people have a severe timing issue—it’s not you, it’s them. They aren’t BS’ing you, however. So, if you can’t imagine passing up the opportunity to work with them, go ahead and drop them into the “They Need a Lot of Work” bucket.

Why do they need “a lot of work?” Because, most likely, they demand more education on what it is you’re doing and how it can help their business. For example, what you’re doing will bring in more money for them, which can help dissolve the timing issue completely. And, they need to trust you a heck of a lot more to want to work with you.

Thus, it’s going to take you some freaking time to motivate these prospective clients to come around and work with you. I’m talking six to 12 months of frequent interactions to achieve the “yes” moment. It’s really up to you to decide if they’ll be worth the extra effort in the long run!

Bucket #4: “Hard no” clients.

bucket system you need to convert Facebook agency leads

A favorite saying you might be familiar with is: “If it is important to you, you will find a way. If not, you will find an excuse.” I share that with you because, sometimes, you’ll meet someone you’d love to do business with, yet they’re not afraid to reject you on the first pitch. No matter what, however, you’re going to find a way to work with them. You won’t give up.

Other times, you’ll meet someone who just doesn’t appear to be a good fit for your agency. You can feel it in your gut. Or, their “no” was clear and combative. There’s no amount of wining and dining that would change their mind. Thus, don’t be hesitant to drop them right into the “Hard No” bucket.

These people either aren’t worth your time and energy to pursue and convince. Or, they just aren’t your ideal clients, and you can’t imagine for a second what it’d be like to do business with them. Hey, that’s okay! The last thing you want to worry about is firing a difficult client in the long run. That said, don’t waste your breath. Keep on keeping on and focus on giving those you jive with your undivided attention!


In the end, the difference between a marketer who can rock a Facebook ad agency, and a marketer who never seems to have enough clients is that the successful marketer doesn’t take “no” for an answer. Use the four bucket system to show up and follow-up.

Oh, and if you are craving more of what we shared today, and want ongoing help navigating the waters of growing your social agency, I invite you to join Closer's Cafe. It’s your unfair advantage to stay ahead of the game while mastering ads for your current and future clients.'

bucket system you need to convert Facebook agency leads

Have questions or something to share about using the four bucket system for your Facebook ad agency? Let us know in the comments below. We’d love to hear from you or be of any help!

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