Want to work with clients on high-level strategy? In my experience, your agency’s clients consider five Strategy Tiers (or layers) in their business. Client perception impacts which firm they ask to handle what, and it impacts your agency’s ability to...
Visiting Australia, I passed a dry cleaner in Sydney—and noticed a terrifying sign (see right). It said: “All Prices Are Negotiable.” Are you telling your agency’s clients—directly or indirectly—that you’ll cut your prices for anyone who asks?...
Hiring a marketer at your agency can be a confusing, frustrating time. How experienced do they need to be? And how expensive will they be? If they’re a subject matter expert (SME), you expect them to be a strong biller. If you hire someone to market the agency itself,...
During an agency consulting project several years ago, I discovered the agency had been working for $5 an hour. How did that happen? One of their clients cut their monthly retainer. The agency’s accountant updated the invoices… but no one told the PM. For...
Have you ever said, “I know I need to charge more—but my prospects could never afford it”? Maybe your agency’s looking for clients in the wrong place. To get bigger clients, imagine you’re fishing in a river. When you say, “my clients are...
