Free templates
These free agency sales templates give a founder-led agency a working sales process in an afternoon: a discovery prep sheet, discovery questions, a three-part follow-up email, stage exit rules, a 90-day leak test, and a calculator for weekly sales conversations. Everything is readable on this page with no sign-up.
Published by Tim KilroyLast updated: November 2026
An agency sales process needs five templates to start: one for preparing discovery, one for running it, one for following up, one defining stage exit rules, and one for measuring conversion. Add the pipeline math so you know how many conversations the quarter needs. Each template below links to the guide that explains it.
Problem
What prompted this conversation now? What have you tried? How would you describe it to your boss?
Cost
What happens if nothing changes this quarter? How do you measure this today?
Decision
Who else weighs in? What would need to be true for this to move forward?
Questions that qualify the prospectSubject: [Their problem, in their words]
Recap: You mentioned [goal or pain point, quoted]. You also said [second point].
Relevance: That is why we [one part of how you work] for teams in [their situation].
Next step: Could we [specific action] on [date]? I will send [what] beforehand.
| Stage | Counts when |
|---|---|
| Aware | They could name you unprompted |
| Interested | They took an action |
| Qualified | You can name the problem in their words |
| Proposed | They opened the proposal |
| Closed | There is a signature |
| Step | Entered from | Entered to | Conversion |
|---|---|---|---|
| Aware to interested | ____ | ____ | ____ % |
| Interested to qualified | ____ | ____ | ____ % |
| Qualified to proposed | ____ | ____ | ____ % |
| Proposed to closed | ____ | ____ | ____ % |
Circle the lowest conversion. Fix only that step this quarter.
Work backward from revenue. This calculator follows the formula from Tim Kilroy's 2026 planning workshop: goal divided by deal size gives deals, deals divided by close rate gives proposals, proposals divided by proposal rate gives conversations, and conversations divided by 13 weeks gives your weekly number.
Without JavaScript, run the same four divisions by hand. Then pick one constraint to fix this quarter: not enough conversations, conversations not turning into proposals, or proposals not closing.
Short answers here. All 44 questions live in the full FAQ.
The templates page includes a discovery prep sheet, a discovery question list, a three-part follow-up email, stage exit rules for a five-stage funnel, a 90-day leak test sheet, and a pipeline math calculator. All are free, readable on the page without signing up, and written for founder-led agencies that want a clearer sales process.
Open in the FAQ: What templates are on this site?Work it backward from revenue. Divide your quarterly revenue goal by your average deal size to get deals needed, divide by your close rate to get proposals, divide by your proposal rate to get conversations, then divide by 13 weeks. The pipeline math calculator on the templates page runs this for you and labels every assumption.
Open in the FAQ: How many sales conversations do I need each week?Start by writing down your last three wins: who they were, what they said on the first call, what you sent afterward, and what made them sign. Patterns appear quickly. Turn them into five stages with a rule for when a deal counts in each, then use the discovery and follow-up templates on the next real deal.
Open in the FAQ: Where do I start if my sales process lives in my head?Measure conversion between stages over the last 90 days. Count prospects who became interested, qualified, proposed, and closed, then calculate each step's rate. In Tim Kilroy's view, half of all funnel inflation comes from counting your own activity as the prospect's intent, so only count a stage when the prospect did something observable.
Open in the FAQ: What should I measure first?Yes, many founders start that way. The templates on this site cover discovery prep, discovery questions, follow-up emails, stage exit rules, and pipeline math. Templates work when you use them on every deal and review the numbers each month. They fall short when the real issue is positioning, because no template fixes an offer the market cannot describe.
Open in the FAQ: Can I build an agency sales process myself from templates?Back to the sales process consulting guide for agency founders
