Imagine if you had so many leads for your agency that your ideal clients were actually lined up with a paid deposit just for the chance to work with you!
I read recently that motivational speaker and life coach, Tony Robbins has a 7-year waiting list for clients to pay $1 Million to meet with him 3 times per year.
He's created such a demand for his service that he can command that high of a fee and people are willing to wait seven years to work with him.
It's definitely a goal of mine and my current mentoring business… but we've got a lot of work to do to get us to that point. Sure, there's demand there, but not a 7-year wait list... YET!😉
So how is it that Tony Robbins can command a seven-figure retainer and a seven-year wait?
It’s because he’s the best. That’s what sets him apart from all the other motivational life coaches.
He also has a very specific ideal client, and that’s where many agencies are making a mistake.
A lot of agencies think they need to be a full-service agency in order to meet everyone's needs and demands.
They think that’s what will create demand and skyrocket their revenue and growth.
That's actually not the case... you just need to be really awesome at one thing by becoming the best of the best (like Tony).
3 Steps to Creating Major Demand for Your Agency
Here's what you need to do to start getting your marketing agency to the point of having a waiting list:
Define a clear path for your agency, and yourself.
What do you want to do? What do you not want to do?
Develop a Vision Statement for your agency that includes how you want others to perceive your agency, as well as your market position and ideal clients.
Get really clear on who your audience is by being very specific.
Most importantly, be candid and honest with yourself so you can navigate a path to success.
I know the idea of a Vision Statement might seem a little corny but it is your agency’s roadmap. You can’t arrive at your destination without a clear vision on where you want to end up. When you start off on a road trip, you have to enter the destination into the GPS in order to take the most direct route.
Your agency business is no different! Your agency needs a destination; otherwise, you’ll spend a ton of time driving in circles or rerouting and you’ll never really arrive anywhere.
Create a plan that helps your agency become the choice rather than just a choice.
A great way to accomplish this is by declaring a niche.
Look, I know that niching down can be scary because you might be turning off other great clients outside your niche. But, I'm telling you this is the absolute best way to create a demand for your agency.
You need to become known as the best and you can’t do that by delivering results for a variety of different clients.
You must build a reputation for delivering results for a specific type of client.
Another thing -- don't sell services, sell results.
Your prospective clients don’t care that your digital agency “builds websites” because a thousand other agencies can do that for them, too. Your prospects care about the results your agency will deliver.
So instead of being the agency that “builds websites” you should be the agency that “turns leads into customers with websites that convert.” See the difference?
Develop a unique selling proposition or a unique offering ladder that makes your ideal clients want to work with you.
Naturally, you want all your clients to buy your core service right away, but that’s a huge decision for them, and it’s like proposing marriage on the first date.
Instead, you need to develop a gradual system that builds trust and showcases your agency’s abilities as well as speeds up the sales cycle.
The solution is to ease into a paid relationship, by making them an offer that is a much simpler commitment. Make it a no-brainer for them, while you can prove your awesomeness and build their trust.
Ask yourself: What is our value proposition? What kind of front end, middle and back end offers do we have to entice and keep our clients?
Ideally, you’ll have a graduated system of selling a low cost, high-value foot in the door offer and then one or two paid projects before you hit them up for a retainer.
This Is The Foundation
These are the foundations every agency needs in order to succeed.
So many of us fall into business by accident, therefore, there’s very little planning or purposeful execution. However in order to get to the point where you are the best -- where you are the Tony Robbins of agencies -- you have to have Clarity, Positioning, and Offering. Once you have these things in place and it’s been communicated with your team, you will see your pipeline fill faster.
With persistence and patience, you will get to the point where clients are coming to you because of your reputation of being the best in the industry.
In order to have a waiting list, you have to be the best. You will not have a waiting list if you deliver mediocre results. People have to know that you dominate in your field and they will get massive results from working with you.
If you can dominate one area and get known for it, that's all you need to set your agency apart from the competition.
Why be a jack-of-all-trades, but master of none? Find the one thing you where you can totally crush it and then go execute.
The Blueprint for a More Profitable Agency
Stand out from the competition and deliver the results clients demand
Provide greater value to your clients by empowering them to own their inbound marketing execution
Deliver higher profit margins
Build a more consistent, happy agency life for your employees