Ben McLellan is the founder of Ethical Scaling, a consulting company focused on helping businesses scale faster and more sustainably by retaining their clients longer. Ben got his start running a six-figure personal training company.

At the time, Ben had a dozen clients that had been with him for over a decade and this would be the exact retention experience he needed when he started his own online agency. He would also go on to work with Traffic and Funnels as a client success director that moved over 1,000 customers through their process.

Ben never claimed to be an expert at getting customers in the door, but he was one of the best when it came to keeping them from walking out.

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Topics discussed in the episode:

• Training Clients to Make Your Process Work For Them
• The Relationship Between Higher Retention Rates and Business Growth
• Choosing Which Clients to Serve Long-Term Based on Initial Results
• How Long Should Your Client Agreements Be
• The Disconnect Between What Agencies Think is Valuable vs. What Clients Care About
• Relationship vs. Results: What Matters Most For Client Retention
• Three Reasons Agencies Lose Clients
• Different Client Archetypes and How to Adapt to Them
• How to Overcome Dopamine Dumps/Hedonic Adaptation in Clients to Prevent Churn
• Slowing Down and Understanding What Your Client Cares About
• Training Team Members to Handle Different Types of Clients
• How to Re-Assess Client Expectations Regularly
• Selling Clients What They Want Then Giving Them What They Need
• Relationship Building w/Slides, Humor, and A-Typical Conversations
• What's a Healthy Client Churn Rate For Agencies

Resources mentioned in this episode:

• Ben McLellan on Facebook
• Ethical Scaling
• GoHighLevel - tool recommended by Ben
• HubSpot - CRM Gray uses
• Gray MacKenzie on LinkedIn
• Andrew Dymski on LinkedIn
• ZenPilot