7 Ways to Add More Value with What Your Agency Already Has
Contrast a little league sports team of under six-year-olds with a national or international professional team. The differences are night and day. This is what is possible when you decide to be the ‘professional’ in your pond as a digital agency. You are not competing with other agencies. The transformation is with you as a vision and an idea. How can you develop your muscle of always providing more value to your customers as part of your business and sales process?
Wikipedia.org describes a perfect storm as:
A perfect storm is an event in which a rare combination of circumstances drastically aggravates the event. The term is used by analogy to an unusually severe storm that results from a rare combination of meteorological phenomena.
What are the ‘rare combinations or circumstances’ that would take your digital agency from where it is now to a powerhouse delivering exponentially more value to the community than it has in the past? This conversation is not about changing everything at once. It is about making a decision on who you are being and behaving consistent or congruent with that idea.
The One Thing
With everything you do as an agency, what is the one thing, that if you were to focus on it to the exclusion of all else, it would have the most radical and explosive effect on your agencies results? Is it business automation, upselling, arbitrage, offering deep and wide services to existing clients or something else? What is the one thing you can do right now?
Contact your top ten customers periodically asking how you are doing. Find out from them what you could be doing better. Reward them for their candour. Ask what they love about your service and then x10 that. Enquire about the biggest challenges they are facing as an organisation, even if it is not a service you provide and workshop what could be possible. They will appreciate it that you care enough to have the conversation. Business is relationships between people. Without a continuous focus on cultivating your relationship with your customers, you will cease to have them as a blessing to serve.
What are things you can say, do, or provide your customers with doesn’t take a lot of effort on your part? Are there evergreen products or services you can send out periodically that would make a difference when no one else is? Can you be agile enough to respond to their stated needs on the same day they share a concern? Are you providing more value and love than what your customers are paying for? How does your service become indispensable to their operations and ability to conduct business? In the same fashion a baby requires, love, cuddles and affection, what are ways you can give the equivalent to your customers so they know they are valued and cherished?
Many times, customers have an idea of what they need that is not in alignment with their values or business outcomes. Their ignorance is an opportunity for you to educate them in a way that will empower them to be a better customer for you and support them in generating more revenue. As an example, have you ever heard a customer say SEO is too expensive? SEO is not designed to deliver immediate tangible benefits. It is a long-term grind of building equity online and providing value to your tribe. If a business has a website, they must have SEO and it is part of your role to educate and demonstrate the difference it can make to their bottom line. If you want to create a quantum shift in your customer's website results, the foundation is to have SEO. Create a video explaining SEO, offer case studies and write articles in your blog that are then put into an EDM. This can feed into your sales funnel resulting in your customers engaging you for SEO and having more results, which is what they say they want.
If you have children (even if you do not, the analogy is appropriate), it is normal for you to want to provide the best for them. With your clients, it is sure to be the same. The more of your services they take on, the more successful their business is. Upselling is also a way for your clients to say Yes to self. They will be more committed and vested in their success as they invest in their business with your offerings.
Do you have a formal referral program where you actively look for prospects for your clients as well as making it easy for them to do the same thing for you? Does your client education program let them know who are the best referrals for your business and compensate them in a way that they prefer to be rewarded? Referral programs work best when they are intentional. Creating a habit to see opportunity everywhere you go and with all you speak with is a muscle that can be conditioned the more it is used.
It is more effective for you to be a part of one networking group that provides you with the best quality leads than to spread yourself thin in groups that rarely ever deliver an actionable prospect. Look at cultivating a supergroup with the niche you are an expert in. If you provide digital services to the real estate industry, look at having a supergroup that comprises of:
- Buyers agent;
- Insurance broker;
- Mortgage broker;
- Legal council;
- Migration attorney;
- Financial Planner;
- Marketing professional;
- Full-service agency (you)
By creating a formal relationship where leads, prospects and referrals are all nurtured through a hub, not only does the collective avatar receive significant value, each member of the supergroup has an unlimited source of leads every week that forces them to implement a sophisticated business automation system that gives value to all stakeholders.
We started with the analogy of a little league team and a national professional sports team. It is appropriate to end with the same analogy. A business is an enterprise that grows independent of the creator. You know you have a business when you can take a holiday for 6 – 24 months and upon your return, the business has significantly grown without your contribution or interference. The way to do this is with systems. My favourite is Agile CRM because of its value proposition compared to other providers. It is feature rich and continually evolving and has one of the best support programs available. If you are ready to organise your business in a way that it works for you instead of you working it, let’s have a chat.
As a reminder, you do not have to do everything at once. Start with the one thing that will make the difference for all things. Perhaps it is as simple as the way you look at your business and your life. By having an empowering context, everything works more efficiently. Take steps, measure your progress, rinse and repeat.