---
title: "The 3Ps Framework for Agency Sales"
description: "The 3Ps — a simple framework for structuring agency sales conversations that feel natural and close consistently."
url: https://timkilroy.com/blog/the-3ps
date: 2022-02-24
updated: 2026-02-28T22:57:15Z
category: "Sales"
author: Tim Kilroy
---

# The 3Ps Framework for Agency Sales

_The 3Ps — a simple framework for structuring agency sales conversations that feel natural and close consistently._


**The 3Ps, Price, Promise, and Performance, help you create lasting relationships with clients. **They're all interconnected. First, your client buys your promise, “We promise that we're going to do a great job and get you better performance.”

**Once you have real performance data, the idea of price comes into play. **For example, if you’re able to increase your client’s revenue by $10,000/month, and you’re charging $8,000/month, the net benefit is $2,000/month. Is it worth spending $8,000 to get $2,000? Probably not. That's where performance and price might be counter indicative. The performance might be okay, but the price for that performance might be too high.

**When you're setting your pricing, you have to measure how big your promise is going to be. **If you're thinking well, “I can increase business by 40% over the next 6 months.” That's cool. What is it worth to get 40% more business? You have to look at the size of the business, the impact of that 40% revenue increase, and how that relates to your price because your price has to have a clear relationship to your performance.

**Pricing doesn't have much to do with how much it costs you to deliver the service. **The limit on your pricing is in the performance that you, or your client, can drive because the economic investment into your price needs to generate a larger economic benefit from the performance.

**Everything has to tie back to your promise.** If you're promising 100% revenue increase, and you’re only generating a 40% revenue increase, you aren’t keeping your promise. Even if your pricing makes that 40% increase really profitable, it doesn't connect to that 100% revenue increase that you promised, and it’s going to fall apart because you didn’t deliver as you vowed to. 

**Price, Performance, and Promise are essentially a circle. **They all connect together, and they're sort of inextricable. It’s like a snake biting its own tail. Your thinking has to be this, “If I make a promise, it has to be big enough to justify the price that I’m asking for, and then the performance has to match the promise or be directionally moving towards the promise.”

**Promise really is the thing that allows you to set your pricing, and then performance allows you to continue to receive that pricing over time. **Price, Performance, and Promise are just three looks at the same thing. They’re three looks at how much value you bring to your client during your relationship. 





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Canonical URL: https://timkilroy.com/blog/the-3ps