10M+ Agency Client Value Formula Part 4

This is the fourth newsletter in this series that is unpacking the 6 things your agency needs to scale to $10M+. 

If you missed part 3, read last week’s newsletter here. 

I’m Nick Avaria, agency owner, and founder of Agency Acquisitions. Every week I share a client story, insights, and tips into scaling your agency faster, in 300 words or less. Are we connected yet on LinkedIn? If not make sure to send over a connection request.

As a reminder here’s the 6 things we need to deliver to clients so that we can retain them long enough to have a shot at making our agencies 10M+ in revenue.

This newsletter will dive into the next one: 

1. The outcome that you sold them on (results)

2. Consistency of communication (clear service standards)

3. To know what is next weeks or months before it happens (clear roadmap + feeling of progression)

4. A great experience (making them feel special = emotional fulfillment)

5. Education on your field of expertise (they want to learn and understand what is going on)

6. Lead them, which actually means they want insights (3 levels of insights: marketing level, business level, industry level)

Let’s dive into #5 this week: Education on your field of expertise

The biggest reason agencies and clients don't see eye-to-eye is that they understand different things.

There's two key parts of education needed in an agency:

Internal - for staff to get better at:

1. What we do/get better results (core competencies)

2. Platforms and tools

3. Leadership & management

4. Their understanding of what the client wants

5. Client communication and service

External - to help the client understand how the things we deliver work

The second one is just as important as the first

If the client can't perceive the win we generate for them then the relationship wont last long. Similarly if we don't train our staff on how clients look at the results they want, retention will suffer.

It's only when the agency takes it on itself to train their staff and the client where we can create a deep relationship

On the external side we have to train the client, at minimum, on:

1. How our service works (timelines, when results will come etc)

2. What our client standards are (what they can expect from us and when)

3. How to communicate with us on an ongoing basis

4. How to give effective and actionable feedback

5. Technical expertise at a foundational level

6. Industry standards/benchmarks and trends

   1. How to read/interpret the dashboards we send them

7. How our work connects to their business goals

8. What our other winning clients are doing

Tune in next week when I go over the last part of this series. 

I’m opening up a waiting list for a group coaching version of the work I do with agencies 1-to-1.

If you are interested in being part of this first group you can email me at [email protected]