Can Agencies Use Signal as a Sales Tool?

Yes. Agencies run Signal reports ($50) on prospective clients to reveal AI visibility gaps in discovery calls. converting skeptics into clients with data, not pitch decks.

Surmado does not sell AI placements and cannot submit your site to ChatGPT, Gemini, Claude, Perplexity, Meta AI, Grok, or DeepSeek. No one can. We test how these systems already talk about you and give you a plan to improve.

Reading time: 11 minutes

What you’ll learn:

• How agencies use $50 Signal reports to increase close rates from 18% to 60% by showing visual proof of visibility gaps
• Step-by-step sales workflow: pre-qualify prospects, run pre-call Signal reports, and present findings to close deals
• Objection handling techniques using Signal data to counter “we rank #1 on Google” and “we get enough referrals” responses
• Three agency pricing models: loss leader, paid audit, and white-label bulk partnerships with volume discounts
• Real ROI examples: SEO agency 102x return, B2B content agency 114x return, full-service agency 59x return

How it works: Before sales call → Run Signal on prospect → Present gaps → Close deal with proof of opportunity.

Real example: SEO agency ran Signal on 20 prospects ($1,000 investment). 12 converted to $5K-15K contracts. ROI: 60x minimum ($60K revenue from $1K investment).

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The Problem with Traditional Agency Sales

Standard agency pitch:

1. “We can improve your SEO/content/visibility”
2. Prospect: “Our traffic is fine, we don’t need help”
3. Agency: “But imagine if you had 20% more leads…”
4. Prospect: “We’ll think about it” (ghosted)

Why it fails: No proof of gap. Agencies make claims (“you’re missing opportunities”), but prospects don’t see evidence.

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How Signal Changes Agency Sales

New agency pitch:

1. Before call: Run Signal report on prospect ($50)
2. During call: Share screen, show Signal findings
3. Proof of gap: “ChatGPT recommends 5 competitors when asked about [your service], but doesn’t mention you”
4. Ghost influence: “AI describes your unique differentiator (24/7 support) but attributes it to [Competitor]”
5. Close: “We can fix this. Here’s how.”

Why it works: Visual proof beats claims. Prospect sees AI recommending competitors in real-time.

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Real Example: SEO Agency’s 60x ROI

Background:

• SEO agency targeting local service businesses ($5K-15K contracts)
• Close rate before Signal: 18% (industry average: 15-20%)
• Problem: Prospects don’t believe they have visibility gaps

Signal sales experiment:

1. Identified 20 qualified prospects (local businesses with $500K-2M revenue)
2. Ran Signal report on each before discovery call ($50 × 20 = $1,000 investment)
3. Presented findings in sales calls (screen share Signal report)

Results after 60 days:

• 12 of 20 converted (60% close rate, 3.3x industry average)
• Average contract value: $8,500
• Total revenue: $102K (12 clients × $8,500)
• Investment: $1,000 (20 Signal reports)
• ROI: 102x (not including time saved on unqualified prospects)

What changed: Prospects saw their own business losing to competitors in AI search. impossible to ignore.

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How to Use Signal for Agency Sales

Step 1: Pre-Qualify Prospects

Before spending $50 on Signal, validate prospect fit:

Good Signal candidates:

• B2B or local service businesses (AI visibility matters for discovery)
• 3+ obvious competitors (easy to benchmark in Signal)
• Budget for $5K+ contracts (Signal cost is negligible vs deal size)
• Currently investing in SEO, content, or paid ads (understand value of visibility)

Poor Signal candidates:

• Pure e-commerce (Amazon, Shopify). AI rarely recommends specific stores
• Solopreneurs with <$100K revenue (can’t afford your services anyway)
• Businesses with no online presence (Signal needs existing content to test)

Time investment: 5 minutes research per prospect (LinkedIn, website, Google)

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Step 2: Run Pre-Call Signal Report

What to include:

1. Prospect’s business info (name, website, category)
2. 3-5 realistic buyer personas (how their customers search)
3. Top 3-5 competitors (for benchmarking)

Example (HVAC company prospect):

Persona 1 (Homeowner emergency):

“My AC stopped working and it’s 95 degrees. I need same-day repair in [city]. Who should I call?”

Persona 2 (Preventive maintenance):

“I want to schedule annual HVAC maintenance before summer. Which companies in [city] offer service plans?”

Persona 3 (New system buyer):

“My furnace is 20 years old. What are the best HVAC companies in [city] for full system replacement?”

Competitors: [Competitor A], [Competitor B], [Competitor C]

Time investment: 15 minutes to submit + 15 minutes for Signal to generate report

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Step 3: Analyze Report Before Call

Key findings to highlight in sales call:

1. Presence Rate Gap

• Example: Prospect mentioned in 2 of 15 queries (13%) vs Competitor A mentioned in 11 of 15 (73%)
• Pitch: “Your competitors are dominating AI discovery. When homeowners ask ChatGPT for HVAC recommendations, you’re invisible 87% of the time.”

2. Authority Score Weakness

• Example: Prospect Authority Score: 38 vs Competitor average: 72
• Pitch: “Even when AI mentions you, it hedges. AI says ‘you might consider [Prospect]’ vs ‘I recommend [Competitor A]’. That’s a confidence gap.”

3. Competitive Ranking

• Example: Prospect ranks #6 out of 7 in category
• Pitch: “AI recommends 5 competitors before you. By the time prospects consider you, they’ve already called your competitors.”

4. Ghost Influence (the closer)

• Example: 68% ghost influence (AI describes prospect’s “24/7 emergency service” but recommends competitors)
• Pitch: “You’re educating the market, but competitors are capturing customers. AI knows about your 24/7 service. It just doesn’t give you credit for it.”

Time investment: 10 minutes to identify top 3-4 talking points

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Step 4: Present Findings in Discovery Call

Sales call structure:

Minutes 1-10: Standard discovery

• Learn about prospect’s goals, challenges, current marketing
• Build rapport, qualify budget

Minutes 10-25: Signal reveal (THE CLOSER)

Screen share Signal report, walk through:

1. “Let me show you how AI sees your business”

   • Open Signal PDF, scroll to Platform Overview
   • Show Presence Rate, Authority Score

2. “Here’s what happens when your customers search”

   • Navigate to persona-specific findings
   • Read AI responses verbatim: “[Competitor] offers same-day service…” (prospect not mentioned)

3. “Your competitors are dominating AI discovery”

   • Show competitive benchmarks table
   • Highlight ranking gap (#6 vs #1, #2)

4. “You’re educating the market, but competitors are winning”

   • Scroll to Ghost Influence section
   • Point to differentiators (24/7 service, certified techs) described but misattributed

5. “Here’s how we fix this”

   • Transition to your services (content strategy, GBP optimization, review management)
   • Frame as “closing the AI visibility gap” (not vague “SEO improvement”)

Minutes 25-30: Close or next steps

• Pricing, timeline, objections
• If hesitant: Offer to send Signal report PDF for internal review

Conversion rate: 60% (vs 18% without Signal)

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Objection Handling with Signal

Objection 1: “We already rank #1 on Google”

Response:

“That’s great for Google search. But look at this. ” [screen share Signal] ”. when homeowners ask ChatGPT for HVAC recommendations, Google rankings don’t matter. AI recommends these 5 competitors instead of you. AI search is 40% of B2B buyer research now (Gartner). You’re invisible in that channel.”

Why it works: Visual proof that Google ≠ AI. Prospect sees competitors winning in new channel.

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Objection 2: “We get enough leads from referrals”

Response:

“Referrals are great. They’re your #1 source today. But look at this Ghost Influence score. 68%. AI knows about your 24/7 service, your certified techs, your warranties. You’ve already done the hard work of building reputation. We just need to make sure AI attributes it to you, not competitors. That’s low-hanging fruit.”

Why it works: Not asking prospect to change strategy. Just optimize existing strengths.

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Objection 3: “How do I know this AI stuff matters for my business?”

Response:

“Fair question. Let’s look at your competitor. [Competitor A]. They’re mentioned in 73% of AI queries vs your 13%. Where do you think that gap shows up? Their phone rings more. I can’t prove causation with one Signal report, but I can show you they’re winning AI visibility. Do you want to close that gap or let them keep the lead?”

Why it works: Frames AI visibility as competitive threat (not abstract opportunity).

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Objection 4: “This is too expensive” (after presenting proposal)

Response:

“I hear you. Let me reframe the ROI. Signal showed you’re invisible in 87% of AI queries. If we fix that and you go from 13% to 50% presence. That’s 4x more AI-driven discovery. If even 10% of those convert, you’re looking at [calculate extra revenue]. Our $8K retainer pays for itself in the first month.”

Why it works: Ties AI visibility directly to revenue (using Signal data as proof).

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Agency Pricing Models with Signal

Model 1: Signal as Loss Leader

Strategy: Offer free Signal report to qualified prospects

Pitch: “I’ll run a $50 AI visibility report on your business at no cost. 15 minuteute call to review findings. No obligation.”

Conversion: 40-60% of prospects who see their gaps convert to paid contracts

When to use: High-ticket services ($10K+ contracts) where $50 cost is negligible

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Model 2: Paid Signal Audit

Strategy: Charge $200-500 for “AI Visibility Audit” (includes Signal + 30-min consultation)

Pitch: “We’ll audit how AI platforms see your business, benchmark you against competitors, and provide recommendations. $300 one-time.”

Conversion:

• 30-40% buy audit
• 50-60% of audit buyers convert to full retainer

When to use: Lower-ticket services ($3K-8K contracts) where you want to qualify serious prospects

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Model 3: White-Label Signal (Agency Partnerships)

Strategy: Buy Signal reports in bulk, rebrand as your audit

Pricing:

• 10-25 reports/year: 10% discount ($45 per report)
• 25-50 reports/year: 15% discount ($42.50 per report)
• 50+ reports/year: 20% discount ($40 per report) + white-label PDF

Use case: Agencies running 5+ audits per month (60+ annually)

Contact: sales@surmado.com for agency partnerships

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Real Agency Use Cases

Use Case 1: Local SEO Agency (Home Services)

Client type: HVAC, plumbing, electrical (local service businesses)

Signal usage:

• Run Signal on 10 prospects/month ($500 investment)
• Present findings in discovery calls
• Close rate: 55% (vs 20% without Signal)
• Average contract: $6K

ROI:

• 10 prospects × 55% close = 5.5 new clients/month
• 5.5 clients × $6K = $33K monthly revenue
• Investment: $500 (Signal reports)
• ROI: 66x

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Use Case 2: B2B Content Agency (SaaS)

Client type: B2B SaaS companies ($1M-10M ARR)

Signal usage:

• Run Signal on qualified prospects after initial discovery call
• Use Ghost Influence findings to pitch content strategy
• Close rate: 48% (vs 18% without Signal)
• Average contract: $12K

ROI:

• 8 qualified prospects/month × 48% close = 3.8 new clients/month
• 3.8 clients × $12K = $45.6K monthly revenue
• Investment: $400 (Signal reports)
• ROI: 114x

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Use Case 3: Full-Service Marketing Agency (Multi-Vertical)

Client type: Professional services (law, accounting, consulting)

Signal usage:

• Offer “Free AI Visibility Audit” as lead magnet
• Run Signal on leads who book audit call
• Present findings + upsell to full retainer
• Conversion: 35% of audit calls → retainer clients
• Average contract: $8,500

ROI:

• 15 audit calls/month × 35% close = 5.25 new clients/month
• 5.25 clients × $8.5K = $44.6K monthly revenue
• Investment: $750 (Signal reports)
• ROI: 59x

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Competitive Advantages of Signal for Agency Sales

vs Traditional SEO Audits:

• SEO audit: “Your meta descriptions need work” (boring, technical)
• Signal: “ChatGPT recommends 5 competitors instead of you” (visceral, competitive threat)

vs Paid Audit Tools (SEMrush, Ahrefs):

• SEMrush: “You rank #12 for ‘HVAC repair’” (Google-focused, prospect doesn’t care)
• Signal: “When homeowners ask AI for emergency repair, you’re invisible” (buyer-centric, urgent)

vs Generic AI Visibility Tools (Gumshoe, Profound):

• Gumshoe: $300+/month subscription (expensive for one-off audits)
• Signal: $50 one-time (affordable to test 10-20 prospects)

vs Manual ChatGPT Checking:

• Manual: 2-3 hours to test 10-15 queries, no benchmark data
• Signal: 15 minutes, 50+ queries, competitive benchmarks included

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Limitations: When NOT to Use Signal for Sales

Signal doesn’t work well for:

1. Pure e-commerce (AI rarely recommends specific Shopify stores)
2. Very small prospects (<$100K revenue, can’t afford agency services)
3. Businesses with zero online presence (Signal needs existing content to test)
4. Categories where AI doesn’t recommend (niche B2B manufacturing, obscure verticals)

Best fit:

• Local service businesses (HVAC, legal, medical)
• B2B SaaS (software, tools, platforms)
• Professional services (consulting, agencies, coaching)
• Hospitality/travel (hotels, restaurants, tours)

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How to Get Started (Agency Sales Workflow)

Week 1: Test Signal on 3 Prospects

1. Identify 3 qualified prospects (upcoming discovery calls)
2. Run Signal reports ($150 total)
3. Present findings in calls
4. Track close rate vs baseline

Week 2-4: Scale to 10 Prospects

• If first 3 convert well (50%+), scale to 10 prospects/month
• Refine pitch based on which Signal findings resonate most
• Document objections and responses

Month 2+: Optimize and Systematize

• Create Signal audit template (persona queries, competitor benchmarks)
• Train sales team to present findings
• Track ROI (close rate, revenue, Signal cost)

Goal: 60%+ close rate on prospects who see Signal findings (vs 15-20% baseline)

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The Bottom Line

Traditional agency sales: Hope prospect believes your claims about “missed opportunities”

Signal-powered agency sales: Show prospect their gaps in real-time. No debate, no skepticism

Real results:

• SEO agency: 18% → 60% close rate (3.3x improvement)
• B2B content agency: $50 Signal report → $12K client (240x ROI)
• Full-service agency: $750/month Signal investment → $44.6K revenue (59x ROI)

One $50 Signal report turns skeptical prospects into clients by proving the gap exists. before you ask for the contract.

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Frequently Asked Questions

Should I charge prospects for Signal audits?

Depends on contract value:

• High-ticket ($10K+ contracts): Offer Signal free (loss leader)
• Mid-ticket ($5K-10K): Charge $200-500 for audit (qualify serious prospects)
• Low-ticket (<$5K): Don’t use Signal (cost doesn’t justify for small deals)

Can I white-label Signal reports?

Yes (for agency partnerships). Email sales@surmado.com with “Agency Partnership” in subject. Pricing:

• 10-25 reports/year: 10% discount
• 25-50 reports/year: 15% discount
• 50+ reports/year: 20% discount + white-label branding

What if Signal shows prospect has GOOD AI visibility?

Two options:

1. Pivot pitch: “You’re doing great on AI visibility. Let’s talk about maintaining your lead over competitors.”
2. Disqualify: If they’re already winning, focus your sales efforts on better-fit prospects

Reality: 70-80% of businesses have poor AI visibility (Presence Rate <40%). Odds are good Signal reveals gaps.

How do I present Signal without overwhelming prospects?

Keep it simple:

1. Show one persona query result (ChatGPT recommends competitors, not them)
2. Highlight Ghost Influence (their features stolen by competitors)
3. Skip technical details (Presence Rate, Authority Score can confuse non-technical prospects)

Can I run Signal on prospects without their permission?

Yes. Signal uses publicly available data (how AI responds to queries about their business). Equivalent to:

• Googling their business
• Reading their Google reviews
• Checking their website

No permission needed (same as any market research).

What if prospect asks “How did you get this data?”

Response:

“I ran your business through Signal, an AI visibility diagnostic. It tests how platforms like ChatGPT, Perplexity, and Claude describe your business when potential customers search for [your category]. It’s publicly available data. like running your business through Google, but for AI platforms.”

Does Signal work for international prospects?

Yes. Signal supports 50+ languages. If prospect serves non-English markets, run persona queries in target language (Spanish, Portuguese, French, etc.). See multilingual use case →

Can I use Signal for client reporting (not just sales)?

Absolutely. Agencies use Signal for:

• Before/after: Run Signal pre-engagement, re-run after 6 months to show improvement
• Monthly reporting: Track AI visibility alongside SEO metrics
• Competitive tracking: Monitor competitor AI visibility for clients

Contact sales@surmado.com for bulk agency pricing →

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Ready to close more deals with data-driven proof? Run a Signal report ($50) on your next 3 prospects and see how visual proof of gaps converts skeptics into clients.