Agency Blueprint

The Agency Blueprint Podcast is for Agency Owners looking to explore strategies for scaling a truly profitably agency, reducing stress and getting your personal life back. Hosted by Robert Patin International Best Selling Author, Business Coach and Contract CFO for Creative Agencies.

Season 15 | Ep 171 | State of Industry and Prediction with Emily Cohen & Hunter Vargas

How can your creative agency thrive in an evolving industry? The current state of the industry demands creatives to learn strategies for growing a creative business and building stronger client relationships. In this episode of The Agency Blueprint, I’m joined by Emily Cohen and Hunter Vargas to discuss the state of the creative industry, the growing importance of transparency and collaboration, and more. Emily and Hunter, a mother-daughter duo behind Casa Davka, have over 30 years of combined experience. Emily's extensive background includes partnering with 500 top firms, while Hunter brings expertise in marketing and project management. Listen in to learn how to leverage AI as a tool in your agency while appreciating the importance of the human touch. You will also learn how to overcome downward pricing pressure by emphasizing value and standing firm on fees. Key Questions: [01:35] What are the biggest challenges agencies are facing today? [05:05] What are your thoughts on where the industry is headed in the advent of AI? [10:05] How can agencies defend their value and pricing against client pushback or competitive pressure? [18:48] What’s your advice to agency owners on how to approach value-based pricing? [25:19] What’s your advice to a growing boutique agency in terms of defining their niche and positioning their expertise? What You’ll Discover:   [01:54] Challenges creative agencies face today, including market saturation and the importance of positioning. [02:45] How transparency and collaboration between agencies are elevating industry standards and fostering collective growth. [05:14] How to embrace AI as a tool to enhance creativity and efficiency and leverage it for business development. [09:03] Understanding marketing as a human connection and creativity’s emotional depth cannot be replicated by AI. [10:32] How to overcome downward pricing pressure by emphasizing value and standing firm on fees.   [11:27] Why you must develop negotiation skills and educate business leaders on the value of design to ensure fair pricing practices. [14:42] The importance of knowing who you are and becoming an expert to make strategic business decisions.   [17:15] How to strategically build trust with clients and maintain a healthy mindset when clients choose different directions. [19:10] Tips on how to approach value-based pricing, including asking clients for their budgets early on. [22:50] How avoiding assumptions and asking questions can elevate your expertise and contribute to better outcomes for clients. [25:53] How to define your niche and position your expertise to maximize opportunities and growth. [28:42] How defining your differentiators wholistically can set you apart in a crowded marketplace. Connect with Emily &Hunter: WebsiteHunter’s LinkedInEmily’s LinkedIn

02-14
34:59

Season 15 | Ep 170 | Client Churn Indicators with Masud Hossain

How can understanding client behavior and refining your processes transform your approach to retention and growth? By identifying behavioral cues that indicate potential churn, agencies can take preemptive steps to retain clients. In this episode of The Agency Blueprint, I’m joined by Masud Hossain to discuss churn indicators in agencies and how to improve client retention. Masud is the CEO of Queue, a platform designed to streamline agency operations. He’s a first-generation immigrant from Bangladesh and his entrepreneurial journey began with coding at age 12 to launching and selling his first startup A Sense of Life for $10 million during his residency. Don’t miss this value-packed episode to learn more about the importance of clear communication, the impact of onboarding, and strategies to improve client relationships. Key Questions:  [02:11] What are the top reasons why agencies are experiencing client churn? [07:29] Does agency specialization help deliver higher-quality work and reduce churn? [13:49] What are the most effective ways for agencies to combat churn outside of communication? [18:34] Are there specific language, tone, behavior, or metrics agencies or clients use that indicate the potential for churn? What You’ll Discover:   [02:20] The top causes of client churn, include poor communication, low-quality work, and mismatched expectations. [05:15] The importance of proactive communication and how simple updates can significantly impact client retention. [07:51] The challenges of productized services and their higher churn rates compared to specialized services. [10:01] How proactive agencies reduce churn by identifying clients at risk and suggesting improvements. [12:40] How high-growth agencies with proactive account managers reduce churn by 5–7%. [14:00] The importance of effective onboarding, including understanding client design preferences and setting clear expectations. [17:35] Best practices for new client communication, including keeping updates frequent but concise. [19:04] How to improve your client communication styles and handle disagreements respectfully. [21:38] Understand that rapid response times may demand dedicated account managers to avoid disrupting creative processes. Connect with Masud: Website

02-07
26:57

Season 15 | Ep 169 | Building Resilience: Preparing Your Agency for Economic Downturns

How can your business stay resilient during potential economic downturns? How do you navigate both micro and macroeconomic shifts while safeguarding your business? Many businesses thrive during booms but fail due to poor adaptability when conditions change, and the only way to avoid this is by staying prepared. In this episode of The Agency Blueprint, we discuss strategies for agency owners to prepare for business sustainability during economic downturns. We explain how to build resilience through diversified revenue streams, effective cash flow management, and contingency planning. Listen in to learn how to maintain a balance with cash reserves, ensuring enough for operational stability without overexposing the business to unnecessary risks. You will also learn ways to evaluate and adjust your financial strategy based on revenue and operational expenses. Key Questions: [00:34] How do you ensure you’re not entirely beholden to the economic shifts and challenges created by potential economic downturns? [01:09] Are you dependent on the economy’s performance, or have you built safeguards to maintain stability during downturns? [06:07] Do your current cash reserves allow flexibility without making scarcity-driven decisions? If not, what steps can you take to adjust? [16:11] Are you targeting the right market or offering the right services, or is it time to pivot to a more sustainable niche? What You’ll Discover: [01:09] The importance of identifying whether your business is dependent or independent of the economy’s performance. [03:20] Why adopting a proactive mindset beats fear-based reactions during uncertain times. [06:07] The importance of maintaining 2-3 times your operating expenses as cash reserves to avoid scarcity-driven decisions. [09:18] Understanding when to consider lines of credit or loans and why they’re not best suited for operational expenses. [11:20] Key areas to evaluate and adjust your financial strategy based on revenue and operational expenses. [14:12] The hard truth about layoffs and the consequences of failing to prioritize lead generation. [16:11] How to recognize when to explore new markets or services to maintain business growth. [17:17] The common mistake of cutting off the marketing budget most businesses make and why you should double down instead. 

01-31
22:05

Season 15 | Ep 168 | Mastering Omnichannel Marketing

How do you effectively engage potential clients in today’s crowded market? Have you heard of omnichannel marketing? This approach integrates multiple channels into a cohesive strategy that consistently engages prospects. In this episode of The Agency Blueprint, I discuss the power of mastering the omnichannel marketing strategy in a competitive landscape. I explain the psychology behind multiple touchpoints and how they help manage customer skepticism in a saturated market. Don’t miss this episode to learn more about building client personas and the importance of consistent messaging across all platforms. Key Questions:  [01:15] What is omnichannel marketing, and how is it used? [01:15] Which multiple channels can your business use to reach your ideal clients effectively? [05:22] Which marketing strategies best suit your current resources and lead generation needs? [07:34] Have you developed a detailed persona for your target audience to build aligned marketing strategies? What You’ll Discover: [01:15] The concept of omnichannel marketing – using multiple channels to reach your ideal audience seamlessly. [02:59] The psychology behind multiple touchpoints and how they help manage customer skepticism in a saturated market. [04:20] How multi-touch marketing builds relationships by addressing client needs and reducing distrust. [05:22] Understanding short-term, mid-term, and long-term marketing strategies and when each is most effective. [07:34] The importance of developing a persona around your ideal client and aligning your marketing strategies to where they are. [11:12] How consistent messaging across all channels prevents friction and enhances client trust. [13:22] How to layer touchpoints across different platforms to build brand familiarity and nurture leads effectively. [16:21] Avoid spreading yourself thin by going to too many channels simultaneously and instead focus on a few.

01-24
18:30

Season 15 | Ep 167 | Harnessing the Power of Data Analytics for Client Success

How are you harnessing the power of data analytics to achieve long-term success with your clients? Measurable business outcomes clarify performance, highlight areas for improvement, and drive sustainable client relationships. In this episode of The Agency Blueprint, we discuss the importance of harnessing data analytics as a key strategy for long-term success. We also explore the role of metrics in branding, illustrating how even creative efforts yield quantifiable benefits. Listen in to learn the importance of data collection at the start of a client relationship to enable strategic adjustments and drive client confidence. Key Questions: What measurable outcomes are your clients expecting, and how are you aligning your strategy to achieve them? [00:33] How do you address the emotional concerns of your clients with clear, factual data? [02:30] What key metrics are you tracking at each stage of your client’s marketing funnel? [06:42] How are you initiating data conversations with clients to set the foundation for a data-driven relationship? [15:22] What You’ll Discover: [01:32] Understand how measurable, factual data can mitigate client concerns and promote trust. [02:44] How to distinguish key metrics, such as leads and conversion rates, to optimize your business performance. [04:21] Identify immediate versus long-term outcomes and their emotional implications on client relationships. [06:18] How small adjustments in metrics at every stage of the marketing funnel can double client revenue. [08:25] How leveraging measurable branding insights can improve ROI and operational efficiency. [12:21] The data conversations to have with your client to build a long-term partnership. [13:24] The importance of historical data and comparative metrics in setting client expectations and driving confidence. [14:48] Educate clients about the value of data from the start to build a strong foundation for the partnership. [16:28] How transparent data tracking throughout the client relationship builds accountability and ensures goal alignment.

01-17
21:51

Season 15 | Ep 166 | Developing a Comprehensive Client Onboarding Process

Are your clients truly set up for long-term success? A well-crafted client onboarding process can make or break your partnerships. The first 90 days are critical; they either nurture client loyalty or risk early disengagement. In this episode of The Agency Blueprint, I discuss the importance of developing a comprehensive client onboarding process to shape long-term client relationships. I share actionable strategies to build trust and exceed client expectations, ensuring they feel confident about their decision to partner with you. Don’t miss this episode to learn how to prepare and structure successful internal and client kickoff calls. Key Questions:  [01:30] Why are the first 90 days of onboarding crucial for setting the tone of your client relationship? [05:39] How do you prepare your team to allow them to have success in the onboarding process? [05:52] How do you ensure your team effectively transfers client information from sales to production without losing key information? [10:47] Are your internal kickoff meetings prepared enough to ensure your team fully understands the client’s needs before interacting directly with them? What You’ll Discover: [01:40] The importance of understanding buyer’s remorse and ways to turn uncertain clients into long-term partners. [03:30] How to map out positive and negative touchpoints in the onboarding process to enhance the client experience. [05:52] Avoid miscommunication between sales and production teams by preparing internal teams effectively. [08:33] The importance of involving the account leads early to build trust and reduce client anxiety. [09:16] How to efficiently resource allocate a client’s work in the proposal phase with tools like Harvest and Float. [09:53] The importance of welcoming clients warmly within 24 hours to build immediate confidence. [10:57] The importance of pre-meeting preparation for a successful internal kickoff call to ensure everyone is informed. [14:22] How to structure a client kickoff call, focusing on objectives, deliverables, and communication clarity. [15:32] The importance of ensuring you stay in communication with the client to keep them informed on the behind the scenes. [16:10] A few thoughtful things you can do to surprise the client and cement your relationship. Book Mentioned: Never Lose a Customer Again by Joey Coleman

01-10
19:52

Season 14 | Ep 165 | Planning for 2025

How are you defining success for 2025? Are you setting clear, measurable goals that are ambitious yet realistic? The right planning involves aligning your team with a vision and mission and breaking goals into manageable quarterly milestones. In this episode of The Agency Blueprint, we share a comprehensive guide to strategically planning your creative agency's success in 2025. We discuss the importance of team alignment, transparency, and performing a SWOT analysis to address challenges as they arise when creating a plan. Listen in to learn how to be clear and consistent with leadership objectives and avoid the “shiny object syndrome.” You will also learn the value of seeking external advice and mentorship while balancing external inputs with personal intuition. Key Questions:  [00:50] How do you set realistic yet ambitious goals, align your team around a unified vision and mission, and anticipate challenges before they arise? [01:23] Do you understand where your objective is in the longer term? [06:15] How transparent are you with your leadership team about your agency's goals? [18:14] Do you have the right advisors to help you reach your goals? [21:24] How much are you investing in your personal and professional growth and development? What You’ll Discover: [01:23] How long-term personal and business objectives can guide your agency’s success, plus how to define clear and measurable goals. [03:04] Set realistic growth targets based on past performance and assess the gap between where you are now and where you want to be. [04:12] Perform a SWOT analysis to identify each quarter's risks, opportunities, and roadblocks for better prioritization and focus. [06:15] Why transparency with your leadership team is critical when setting goals and making strategic decisions. [08:05] The significance of weekly KPI monitoring and project plans to keep progress on track and avoid missing key objectives. [12:33] The challenges of "shiny object syndrome" and the importance of staying focused on set goals. [14:45] The importance of overcoming limiting beliefs and focusing on personal goal-setting rather than adopting others' goals. [18:14] The value of having an advisor or coach to offer insights and help you navigate your blind spots. [20:50] Why you should focus on solving problems and not just setting goals. [21:24] The importance of investing in your personal and professional development to become who’s needed to reach your goals.

12-20
23:47

Season 14 | Ep 164 | Building High-Performing Global Teams with Phillip Rivers

Have you considered expanding your team globally? Leveraging the full potential of your remote workforce can transform your business from a small-scale operation to a multi-million-dollar success. How do you overcome the cultural and communication barriers to build a high-performing global team? In this episode of The Agency Blueprint, I’m joined by Philip Rivers to discuss how to hire and manage overseas talent effectively. Philip is an email marketing expert and founder of a $200M revenue-generating agency. His journey began designing niche t-shirts and grew to a thriving agency with over 50 employees leveraging global talent for outstanding results. Don’t miss this episode to learn more about strategies for building cohesive remote teams and creating meaningful physical connections with them. Key Questions:  [01:04] What is the distinction and the relationship between local and global talent, and how can you leverage each? [06:38] How did you look at where to find the right talent with good cultural crossover for the right type of skillset that allowed you to expand your team globally? [09:29] What would you say to someone who needs help in hiring the right global talent? [14:33] How do you consider the compensation component of a fair wage within that individual’s country? [16:18] How can physical team-building activities and annual gatherings improve team cohesion and performance among remote and offshore team members? [18:55] What would someone who’s never hired nearshore or offshore talent consider when hiring? What You’ll Discover:   [01:39] Philip’s shift from hiring only local talent to embracing global talent driven by financial and operational considerations. [04:22] His experience hiring client-facing overseas talent and how it works in specific industries. [06:53] The process for finding and hiring the right talent with the right hiring strategies in regions like Latin America. [09:42] The importance of businesses fully preparing for remote workers with SOPs to clear communication expectations. [11:49] How to effectively integrate global talent into the company culture without making them feel undervalued. [13:33] The potential risks and opportunity costs that come from not investing in overseas talent’s success. [15:22] How different cost-of-living levels impact compensation and how fair wages in various countries can still provide a good quality of life. [17:09] How regular team-building efforts and cultivating a united company culture can impact team members' longevity and effectiveness. [19:10] Things to consider when hiring overseas talent, like planning the first 30 days and evaluating soft skills. Connect with Philip: WebsiteLinkedInTwitter

12-13
22:12

Season 14 | Ep 163 | Account Based Marketing

Are you looking to target mid-market to enterprise-level clients? If so, the Account-Based Marketing (ABM) strategy might be a good fit. Unlike traditional broad outreach strategies, ABM focuses on precision, personalization, and relationship-building. In this episode of The Agency Blueprint, I discuss the effectiveness of the ABM strategy when working with high-value clients and why it’s more impactful today. I also explain the importance of understanding your ideal client persona, building detailed outreach strategies, and consistently engaging with these clients through multi-channel efforts. Don’t miss this episode to learn how to balance email automation and personalization during client outreach. Key Questions:  [00:50] How can you effectively target and engage high-value accounts for your agency? [06:34] Are you prepared to build a long-term relationship with larger organizations with longer sales cycles? What You’ll Discover: [01:44] Why the ABM strategy is more impactful today as larger clients now favor project-based work with boutique agencies. [03:58] Identify your target client persona—understand the industry, organization size, and key decision-makers for effective outreach. [04:24] How to build a client list based on your available time and compile detailed research on your target client before outreach. [06:34] How larger organizations plan their budget and why you should prepare for long-term relationship-building. [09:19] The value of a multi-channel approach – build name recognition by engaging with prospects before initiating direct outreach. [10:12] How to use email templates to streamline your outreach without sacrificing personalization. [11:30] Consistency is key—implementing this strategy requires ongoing effort and consistent follow-up to yield results over time.

12-06
13:44

Season 14 | Ep 162 | Focusing Your Attention

Are you fixated on the idea that working more is the key to success? What if we told you that the key to success is not the hours you put in but about focusing your attention? You achieve better results by dedicating just 8 to 12 hours a week to a singular goal, refining processes, and creating intentional focus. In this episode of The Agency Blueprint, we discuss how focused attention leads to real progress rather than putting in more hours. We explore where the hustle culture propaganda stems from and how it only leads to burnout and decreased productivity. Don’t miss this episode to learn how to create a simpler approach to work that focuses on what truly matters in your life and business. Key Questions:  [00:33] Did you know you can achieve more impactful results by dedicating 8 to 12 hours a week to a specific goal, refining systems, and improving processes? [06:46] Do you feel like you’re on a hamster wheel, hustling without making real progress in your business? [16:50] Are you focusing on the right problem within your business? What You’ll Discover: [01:31] Understand that hustling leads to burnout, preventing you from long-term success and enjoyment in life. [03:14] How the hustle culture in America was shaped by corporate interests leading to societal stress and inefficiency. [05:28] How agency owners who hustle often find themselves trapped in a cycle of working long hours with little progress. [07:18] How to create boundaries between your work and life and focus on key services in your agency. [12:55] How to plan and prioritize short-term goals for better results than setting long-term, vague goals. [14:19] The importance of patience and focus in achieving meaningful progress in your business goals. [16:50] Why solving the key problem can lead to solving multiple issues within a business. Book Recommendation: Do Nothing by Celeste Headlee 

11-22
21:42

Season 14 | Ep 161 | Organic Search in the Modern World with Greg Brooks

How are you prepared to evolve your SEO and organic search as a marketing channel in this age of AI? AI is transforming organic search marketing, so it’s important for businesses to provide high-value content to meet the personalized needs of today’s customers.   In this episode of The Agency Blueprint, Greg Brooks joins me to explore SEO and organic search marketing and how AI is transforming organic search marketing. Greg is an author and partner at SearchTides, a hub for all things search and SEO, and in the AI era of searching online. His role is pivotal in shaping the future of effective SEO, leveraging large language models, or LLMs, and navigating an AI-driven era of the internet. Greg has successfully collaborated with industry giants such as Home Depot, Zillow, Western Union, and FanDuel. Listen in to learn how to align your SEO and social media strategies based on customer journey length and domain authority strength. You will also learn whether your SEO works best for your business and when to explore other marketing channels. Key Questions:  [01:22] Is organic search still a viable marketing channel in the era of AI and fragmented online search behaviors? [04:32] What’s your advice to businesses to stay updated with AI advancements and SEO changes? [13:39] Who is organic content for and not for, and is organic search meant for everybody? [15:49] How can businesses adjust their SEO strategy to account for user intent and funnel stages, ensuring they reach the right audience at the right time? [27:35] What’s your advice to businesses still trying to determine whether SEO and organic search are a viable channel for them? What You’ll Discover:   [02:00] How Google positions itself as a leader in AI-driven search, unlike GPT models, which are often blocked from web traffic. [04:45] How to study user behavior and the buyer’s journey to tailor content across multiple channels and touchpoints. [08:06] The future of AI-generated content and why human expertise is more important than ever. [12:31] The importance of content structure and scrollability to ensure content is easily digestible and tailored to modern user behavior. [13:29] How people are taking combined ways of searching online even as businesses continue to focus on easily trackable marketing strategies.

11-15
29:30

Season 14 | Ep 160 | Data Decision Making – Marketing (Part Two)

How do you leverage data in your agency to create effective marketing strategies? When appropriately leveraged, data in marketing can help you optimize audience targeting, campaign performance, and overall marketing outcomes. In this episode of The Agency Blueprint, I discuss how to base marketing decisions on data instead of making assumptions or shifting tactics too quickly. I also explain the importance of having a disciplined, long-term approach focused on continuous testing and small incremental improvements in various marketing funnel stages to double results over time. Listen in to learn the importance of understanding your audience, running A/B tests, and tracking attribution across channels to refine strategies and achieve measurable success. Key Questions:  [01:13] Are you harnessing data within your agency to create effective marketing strategies? [08:30] How do you go about thinking through your existing marketing strategy that allows you to make improvements? [09:32] How well do you understand your audience? Are you collecting the data necessary to segment and target them effectively? What You’ll Discover: [01:32] How marketers often jump from one tactic to another without giving marketing strategies enough time to prove effective. [02:36] How to leverage data to test and verify your marketing efforts instead of making assumptions. [03:56] The importance of perseverance in marketing and monitoring progress before giving up too early. [06:25] The power of making small, incremental improvements in various stages of marketing to double results. [08:30] How to think through your existing strategy and make improvements in each marketing stage. [09:32] How to deeply understand your audience and use data to articulate their problems better than them for more effective marketing. [12:38] The importance of A/B testing even when initial assumptions about messaging may seem obvious.

11-08
16:56

Season 14 | Ep 159 | Data Decision Making – Operations (Part One)

How are you harnessing the power of data to drive operational decisions in your creative agency? Leveraging data helps track agency performance and predict future outcomes, ensuring sustained growth. In this episode of The Agency Blueprint, we discuss how agencies can use data to streamline processes, enhance client satisfaction, and boost their bottom line. We also explain how to avoid data overload and enhance effective decision-making by focusing on fewer meaningful KPIs. Don’t miss this episode to learn more about asking the right questions, data transparency, and proper data management. Key Questions:  [00:33] Are you leveraging data to make informed decisions, improve efficiency and effectiveness, enhance client satisfaction, and boost your bottom line? [09:27] Do you have someone in your corner guiding you with data management as a creative agency owner? [16:41] Are you focusing on too many data points, making it difficult to prioritize improvements? What You’ll Discover: [01:37] How data from past performance helps predict future outcomes, allowing for minor adjustments to optimize business trajectory. [02:57] The importance of clean, clear, and well-organized data for making informed growth decisions. [03:35] How to focus on key cornerstones like revenue growth and client lifetime value when reviewing data. [07:29] Ask the right questions about your agency and use data to support the answers for better decision-making. [09:19] Have data management to allow for sustainable business as a creative not naturally inclined toward data. [10:52] The importance of data transparency with your team to ensure everyone contributes to decision-making. [13:56] The power of measuring and monitoring data in your business for continual improvement. [16:50] How to avoid data overload by focusing on a few meaningful KPIs to drive performance improvement.

11-01
19:23

Season 14 | Ep 158 | Delegation for Reluctant Delegators with Ashlee Berghoff

What’s holding you back from delegating more in your agency? Trust issues and fear of handing over control are some challenges you might face when trying to delegate. But are you aware that effectively delegating gives you time to focus on growth and sustainability? In this episode of The Agency Blueprint, I’m joined by Ashley Berghoff to explore how effective operations can transform visionary businesses. Ashlee is an MBA and systems strategist with the mind of an architect and the heart of an entrepreneur. Her company works with visionary founders and agency owners stuck 'in' the business. They specialize in building and running powerful performance engines, and they have COOs and operations managers on their team. Don’t miss this episode to learn about effective delegation and how personal boundaries can enhance visionaries' productivity. Key Questions:  [01:37] In your experience, what are most agency owners' biggest obstacles when trying to delegate? [05:21] Is hiring a virtual assistant when stuck in business operations good advice? If not, why is it bad advice? [11:16] How can agency owners identify which tasks they should delegate based on their strengths and preferences? [23:17] What are your views on setting personal constraints or policies that help agency owners manage recurring issues more efficiently, and would you recommend them? What You’ll Discover:   [01:43] The challenges of trust and fear that agency owners face when trying to delegate. [05:33] Why jumping straight into hiring a VA is not the best move and how to delegate effectively for business success. [08:43] The documenting processes by recording videos approach and how it helps build a more efficient system when delegating. [11:34] The importance of thinking holistically about your business’s operational engines rather than simply delegating tasks in isolation. [15:35] How to transition from task-based to outcome-based delegation by empowering team members. [19:28] How integrators and visionaries can work on ideas effectively without misalignment. [21:13] The importance of having both systems creators and doers within a team to ensure smooth, repetitive task execution. [24:13] How setting personal constraints and firm boundaries can help remove the emotional strain of decision-making. [26:14] Ashlee’s playbook – a step-by-step guide for business owners to transition from operational management to strategic leadership. Connect with Ashlee: WebsiteLinkedIn

10-25
28:09

Season 14 | Ep 157 | Selling Through Stories & Models

How can storytelling and visual models revolutionise your sales process? Rather than being a pushy salesperson, storytelling, visual models, and educating your clients can simplify complex ideas and build genuine client relationships. In this episode of The Agency Blueprint, I discuss the power of integrating stories and visual models for agency owners to position themselves as trusted partners. I further explain how educating clients empowers them to make informed decisions and sets realistic expectations. Don’t miss this episode to learn the importance of building trust and positioning yourself as a long-term partner rather than just a vendor. Key Questions:  [01:31] Are you using storytelling to help clients see themselves in your solutions? [05:20] Do you leverage visual models in your sales process to demonstrate your expertise and make complex concepts easier for clients to grasp? [07:36] Could educating your clients strengthen your sales conversations and client relationships? What You’ll Discover: [01:31] The power of storytelling in helping clients relate to the scenarios presented in marketing campaigns. [04:11] How third-party selling through storytelling allows clients to recognize their own challenges through someone else. [04:50] How to leverage storytelling to explain complex concepts while building trust and credibility. [05:20] How to utilize visual models in sales conversations to break barriers and empower clients. [07:36] Education as a sales tool – how explaining processes and systems builds client confidence and sets realistic expectations. [08:37] The importance of building trust and positioning yourself as a long-term partner rather than just a vendor. [10:45] How to leverage these tools to empower, educate, and engage clients to make informed decisions. [13:39] Why you should aim to articulate value through storytelling and models and create a meaningful connection with your clients.

10-18
14:54

Season 14 | Ep 156 | Unifying Impact, Purpose, and Mission

What drives your agency forward—financial success or something deeper? Is your passion visible in your work? Aligning impact, purpose, and mission in your agency work is a key pillar that will support you in good and challenging times. In this episode of The Agency Blueprint, we discuss how passion differentiates you in the marketplace, builds trust with prospective clients, and improves team dynamics. We explain how embracing passion, excitement, and energy will help you achieve a fulfilling business experience. Listen in to learn more about the difference between financial motivation and genuine passion. Key Questions:  [04:07] Have you ever been drawn into a conversation or project because of someone’s passion and enthusiasm for their work? [07:50] How do your passion and personal story influence your branding and positioning? How can you use this to differentiate yourself in the market? [11:50] How do you balance financial goals with the desire for impact and passion in your work? [15:47] How did your passion and sense of purpose help you overcome obstacles and move forward? What You’ll Discover: [01:37] Successful clients whose undying passion sets them apart and how excitement and energy can be contagious and drive success. [04:07] How passion builds trust with prospective clients and creates a magnetic connection based on genuine interest. [07:50] The importance of recognizing that your passion is your differentiator and embracing it will help you achieve a fulfilling business experience. [10:15] How alignment with mission and purpose impacts team dynamics, unifying those with a common goal. [11:50] How impact drives energy and commitment, plus a distinction between financial motivation and genuine passion.  [15:47] The importance of passion in overcoming difficult moments and achieving long-term goals. [18:50] How tough times and challenges can fuel motivation and creativity to fulfill your passion. 

10-11
22:13

Season 14 | Ep 155 | Managing Client Communication with Xenia Muntean

Are you struggling to streamline client communication and content collaboration in your agency? Having clear communication, building trust, and optimizing workflows are some strategies that can help streamline day-to-day operations and manage client expectations.  In this episode of The Agency Blueprint, I’m joined by Xenia Muntean to discuss how to simplify agency operational and communication processes. Xenia is the CEO and Co-Founder of Planable, a content review and marketing collaboration platform used by over 15,000 creators behind iconic brands such as Hyundai, Christian Louboutin, Viber, and United Nations. She is a Forbes 30 Under 30 honoree, Techstars alumna, Webby Awards judge, frequent speaker, startup mentor, and angel investor. Don’t miss this episode to learn more about the importance of dedicating time to technological exploration and how to leverage AI's potential without losing the human touch. Key Questions:  [01:01] Can you give us a brief overview of your career journey and what you’ve been up to? [03:50] What were the biggest stressors you experienced in managing a social agency? [12:25] Do you know whether improving the client’s experience impacted the client's lifetime value and the amount of spending the client would have? [13:50] How did you make the leap from an agency owner to a tech CEO/Founder, and what was your biggest motivator for launching Planable? [17:04] What’s your advice for agency owners and life on how to effectively stay on top of the technology curve and solve their challenges in a meaningful way? [21:10] What are your thoughts on the primary types of tools agencies need and should be looking to evaluate at different stages of growth? What You’ll Discover:   [01:21] Xenia's entrepreneurial journey – how her first boutique agency gave birth to Planable.   [04:02] The challenges she experienced managing a social agency from client communication, content production, and operations. [06:08] Why balancing a standard process with flexibility for different clients was a major challenge in running her agency. [10:06] How optimizing internal processes benefits both the agency and the client experience. [12:48] Understand that combining a great client experience and work improves retention and spending. [14:12] Xenia shares her experience shifting her focus from being an agency owner to a tech founder. [17:17] How to make space for innovation and stay updated while maintaining focus when exploring technology. [21:37] The different tools agencies should consider at various stages of growth while keeping it simple. [28:01] How AI is reshaping creative industries and the importance of leveraging it without being too reliant on it. Connect with Xenia:WebsiteLinkedInPlanable Discount: Blueprint30 

10-04
32:55

Season 14 | Ep 154 | Managing Pricing Sensitivity

How do you handle price objections in your sales conversations? Mastering the art of addressing pricing concerns while safeguarding your profitability is essential whether you’re just starting or have years of experience. In this episode of The Agency Blueprint, I discuss actionable strategies to help you communicate the value of your agency to your clients during the sales conversation. I explain how to differentiate between marketing-qualified and sales-qualified leads in the sales process to avoid wasted efforts. Listen in to learn how to enhance agency-client relationships by building trust through demonstrated expertise, risk mitigation, and solution-driven conversations. Key Questions:  [00:34] How do you manage price sensitivity during a sales conversation? [01:46] Are you asking the right questions to determine whether a lead is qualified, or are you wasting time on prospects who cannot afford your services? [10:03] Are you effectively communicating the risk and value proposition to reduce price objections during your sales conversations? [16:28] How do you clearly communicate your expertise and ability to mitigate risks to your client? [17:50] How do you offer tangible results and metrics that prospects can relate to? What You’ll Discover: [01:33] The importance of distinguishing between marketing-qualified leads and sales-qualified leads to avoid wasted efforts. [04:40] How price anchoring helps guide sales conversations with clients who need clarification on the cost of services. [06:58] Why your expertise justifies higher price points and how to position your services based on market segments. [07:28] The "good, better, best" model for presenting tiered service packages that give clients flexible options. [10:15] How reducing perceived risk for clients increases their willingness to invest in your higher-value services. [11:43] How to set yourself apart in the sales conversation to avoid being relegated to just a vendor. [14:12] How to uncover the real concerns behind client hesitation and better manage their objections. 

09-27
24:27

Season 13 | Ep 153 | Modernizing the Marketing and Sales Funnels

What if you reimagined your funnel from one with a wide top and a narrow bottom to one with small openings at both ends and a substantial middle?  The middle section of a funnel is where most leads reside and hold untapped potential. So, how can you maximize this crucial area of your funnel? In this episode of The Agency Blueprint, I discuss strategies for maximizing the middle funnel by nurturing leads through valuable content and tailored communication. I explain how to drive more conversions and business growth by transforming potential clients' apathy into engagement and motivation.  Listen in to learn techniques for segmenting your audience based on their content consumption preferences to reduce lead drop-off.  Key Questions:   [00:51] Are you maximizing the potential of your middle funnel leads? [01:31] How do you visualize your marketing funnel, and could it benefit from a different approach? [03:04] What strategies are you using to nurture leads who aren't ready to buy immediately? [08:52] How are you segmenting your audience to provide personalized content? [11:42] Do you understand the engagement patterns of your audience to refine your nurturing strategies? What You’ll Discover: [00:33] The concept of modernizing your marketing and sales funnel and moving away from the traditional funnel shape. [01:31] Visualizing the new funnel shape with a large middle where most of your leads reside. [03:04] The importance of nurturing leads who may not convert immediately but show long-term potential. [04:50] How to focus on the information needs of mid-funnel leads to foster engagement. [07:47] Strategies for re-engaging mid-funnel leads through diverse content formats and personalized approaches. [08:52] Techniques for segmenting your audience based on their content consumption preferences. [09:35] How to tailor content to your audience's needs and preferences to reduce lead drop-off. [11:42] Have a data collection mechanism to understand the types of engagement people have and improve lead nurturing. [13:02] How to re-evaluate your current nurturing efforts and improve engagement with existing leads.Free Copy of The Practical Agency Book.Real Life Agency Success StoriesWeekly agency tactics YouTube ChannelProfitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

09-20
16:23

Season 13 | Ep 152 | Revenue Concentration Risks & How to Diversify

What happens when a substantial portion of your agency’s income comes from just a handful of clients? Revenue concentration poses significant risks, especially if a major client leaves or market conditions change.  In this episode of The Agency Blueprint, we discuss the critical issue of revenue concentration that affects many agencies. We emphasize the importance of diversifying revenue streams to ensure financial stability and sustainability.  Listen in to learn strategies for reducing revenue concentration, such as leveraging existing client relationships, developing new business partnerships, and focusing on current and potential clients.  Key Questions:   [00:44] Have you evaluated the level of revenue concentration within your agency and its potential risks? [02:10] How would your agency cope financially if one of your top clients decided to leave? [07:26] How does revenue concentration affect the valuation of your business from a potential buyer's perspective? [11:46] How are you maximizing opportunities with your existing clients to diversify your revenue streams? [15:03[ Have you explored strategic partnerships to generate new leads, recover lost leads, and diversify your client base? What You’ll Discover: [00:44] Understanding revenue concentration, when revenue concentration occurs, and the risks it poses. [01:30] How to calculate your agency's revenue concentration to identify potential risks.  [02:10] The danger of having top clients controlling a large portion of your revenue. [03:48] Real-life example of clients disregarding the risks and facing severe consequences.  [05:54] How high revenue concentration leads to negotiation power issues, putting an agency in a vulnerable position.  [07:24] How high revenue concentration can negatively affect the valuation of your agency during an acquisition. [10:37] How to calculate and identify revenue concentration using accounting platforms.  [11:46] Strategies to expand revenue from existing clients instead of solely focusing on new business development.  [15:03] The importance of building new business relationships and the value of strategic partnerships. [17:00] How to recover lost leads and previous clients as a method to expand your client base.Free Copy of The Practical Agency Book.Real Life Agency Success StoriesWeekly agency tactics YouTube ChannelProfitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

09-13
21:03

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