Agency Life
Stop Selling Implementation Services (& Do This Instead) w/ Max Traylor
Jun 13, 2024
Max Traylor, known as The Consultant’s Consultant, shares his transformative journey from providing standard marketing services to offering productized consulting. He explores why agencies often fall into the 'Tactician’s Trap' and how to escape it. Max reveals a game-changing tweak that resulted in a 10x price increase for a consulting package. He discusses three essential steps for agencies to start selling strategic insights instead of implementation services, emphasizing the importance of trust and strong client relationships in a rapidly evolving market.
44:21
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Quick takeaways
- Agencies should transition from selling commoditized implementation services to offering strategic consulting, which enhances client relationships and profitability.
- Max Traylor emphasizes the importance of charging for strategic insights during proposals to strengthen negotiating power and reinforce agency authority.
Deep dives
Transitioning from Implementation to Strategy
Many agency owners often find themselves trapped in the cycle of selling implementation services instead of focusing on strategic consulting. This dynamic leads to exhaustion, as achieving growth targets in terms of revenue and headcount often comes at the expense of personal well-being. The emphasis on commoditized services, like content creation, has diminished in value due to advancements in AI technologies that can produce similar work at lower costs. Therefore, transitioning to a consulting-focused approach allows agencies to truly leverage their insights and establish profitable long-term relationships with clients, where they can guide executive teams on decision-making and strategic investments.
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