How to Increase Agency Retainer Sales… #AskSwenk Episode 9

By Jason Swenk on April 15, 2015

How to Increase Agency Retainer Sales

Do you need advice for selling and closing more agency retainer fee contracts? In this episode of Ask Swenk, I answer your questions and will share with you how to do it the right way.

This is a great question and one I get asked a lot. I get it – retainers are reliable and stable agency income so you wanna score lots of ’em. I have two pieces of advice on this one…

First, think about changing your terminology. Really put thought into your word choices. If, for example, you’re trying to sell clients a “support retainer” they interpret that as “someone to can call when there’s an issue” or a reactive solution to their potential needs. Instead, I called this a “continuous improvement”. Now you’ve put a proactive spin on the wording. Think from the client’s perspective. Think from your own consumer behavior… do you pay for “support”?

Next, STOP trying to sell the retainer first. I know, I know… you’ve got your blog and you’re putting out all this goodwill content so you think you should go in for the kill off the bat. DON’T DO IT.

Start slow. Sell a paid discovery first, where you roadmap the ways in which you’d be able to help this client. Then, convert that into a paid project over a few months. When you’ve knocked that out of the park, then propose a retainer.

Your content established trust and authority. Your proven work on the discovery and project(s) will score the retainer.

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What’s Next on Your List?

So you now know the best way to sell an agency retainer to clients for your agency so what’s next on your list of improvements you have been ignoring?

Take a step back, look for weak spots in your business and then think of how you can fix them. No matter what challenge your agency is facing, I can help you get through all of it.

From my experience in the industry, there are many topics I can offer guidance from the different phases of growth you will experience to how you can build authority for your agency.

Growing your agency can be a major struggle for any agency owner and I can show from knowing when it’s time to hire a sales manager or expand your sales team, creating a process for performance based pricing which can be the best pricing strategy for your business and learning how to keep your big name clients happy.

Are you ready to create something cool and want more advice? Learn about my career and different experiences as well as tips, tricks and insights by checking out my blogs that cover a wide variety of topics.

Check out more from my Ask Swenk series and more of my videos on my Youtube channel. There you will find advice from myself and other agency experts.


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