MARKETING RETAINER | HOW TO SELL DIGITAL AGENCY RETAINERS | LANDING RETAINER CLIENTS
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- Опубліковано 9 лип 2018
- Discover the exact strategies & systems we used to 2X our close rate & scale faster: jasonswenk.com/salesmakeover
Are you selling your marketing retainer 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 you 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 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 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 shares the latest strategies and answers the most burning questions entrepreneurs have.
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#business - Навчання та стиль
Hi Jason,
So if you have a strategy retainer of say, $2000 per month or something, how do you work this in relation to time?
Do you just charge $1000 an hour, and draw down on the $2k they pay a month, or do package this up differently?
Cheers,
Paul.
Hi I love the idea but I’m still a bit confused on how the proposal would look? Like “strategy- $1k”, but video = certain amount, custom photography = certain amount? Basically how do we show this to the client? Thanks so much!
Great video. Could you give an example of what it looks like to have retainers for strategy and execution for project work?
Depends on what your client is wanting. The strategy should be the research and planning you do in order to get to the execution
Hey man, I love your vidoes , you are the boss of agency setup and strategy hands down. I have a propect which is in the daycare industry , they need help with their marketing , they would like to get more leads , I am showing them SEO improvements they can do to get better on search ranks , any other lead gen tactics , landing pages would be one of them . Always appreciate your helpful comments
Thanks. So you need to find something no one else doing and do content like we do that helps that market.
We go into this in way more detail in the Agency Playbook which has a whole system for positioning. Jasonswenk.com/playbook
What's the difference between the paid Discovery Phase or Retainer (Strategy and Planning)
Depends on the Agency and services
This is confusing. Maybe I’m out in the forest. This assumes viewers are billing hourly? What larger agencies sell only trusted advisors and not execution? Who would guarantee X amount of hours? I know you know what your suggesting, but I’m totally lost!!!
I'm saying that your retainers should be for strategy and all execution should be on project work. Most agencies are doing retainers where the clients have this amount of hours to use and are just doing execution work and little to no strategy. Make sense?
Ahhhh, ok got it. Thanks Jason
Again, another UA-camr with "all the answers" but no actual hard data or examples for people to use. This is exactly why this is a con-job.
Not claiming to have all the answers. Just trying to create a resource I wish I had before selling an 8 figure Agency. If you did your research you would see that I built a big agency and sold it working with clients like Legal Zoom and Lotus Cars.
@@Jasonswenk Go back to all your replies, not one of them addresses the questions people have. You're response, "It depends.." The point here is that it's easy to tell noobs to "charge for strategy" but they don't understand that. (Again, read the comments.) We see this time and time again, lots of views, lots of traffic, but empty advice and help. Just calling it for it what it is Jason.