Are you selling retainers the wrong way? A lot of agencies are it doing wrong and it’s hurting their positioning, growth and future. In this video we’ll go over what you should be doing and how to do it well so you can grow your agency faster and easier.
Think for a minute about the way you have your retainers structured. Most agencies have it structured in hours for execution, meaning that you get something done in “X” number of hours and get paid for it at the same rate every month.
What you need to do is position yourself as the trusted advisor who guides their client to a solution for their problem and helps the client transform into what they want to be.
When you sell retainers based on hours you are positioning your agency as a commodity. And as you get more efficient, you make less money because you still need to fill those hours.
Charge for experience and position your retainers based on strategy. You can still execute but, bill execution based on value not hours. Your clients will be willing to pay for the value as long as your explain the plan and ROI.
Don’t let your clients treat you like a commodity. You want your client to view you as Obi Wan Kanobe while they’re Luke Skywalker fighting Darth Vader. You’re there to provide the guidance and a plan on how to defeat the enemy.
Charging a retainer is good business, as long as you’re being smart how you’re charging and working them.
How does your agency handle retainers? Comment below and tell me about your strategy for becoming the Obi Wan to your clients 🙂
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JASON SWENK IS AN AGENCY ADVISOR THAT GUIDES MARKETING AGENCIES THROUGH A PROVEN FRAMEWORK FOR GROWING THEIR AGENCY FASTER & EASIER.
Fresh out of college Jason was off to work for Arthur Anderson, one of the big 5 consulting firms. He quickly realized that he could never work for anyone other than himself. He decided to change direction, launch a digital agency that quickly grew to a multi-million dollar operation working with brands such as AT&T, Hitachi and Lotus Cars. After 12 years of steady growth, the agency caught the attention of bigger agencies and Jason sold it in 2012.
Now, Jason leads http://JasonSwenk.com, a unique media company & consultancy helping marketing agencies grow & scale their agencies faster by applying the framework that he used to grow, scale and eventually sell his agency. Jason has helped over 10,000 agencies in 23 countries meet or exceed their business goals.
Jason currently hosts two shows that are available for download…
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SwenkToday a daily VLOG that documents the entrepreneur journey of building another multimillion dollar business, where he share the latest strategies, and answers the most burning questions entrepreneurs have.
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