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How To SellRunning An Agency

Agency Pricing Strategy: How to Scale from DIY to Done-For-You

By March 1st, 2024No Comments

As your agency grows, the way you deliver services needs to shift with it. Many agencies get stuck offering a single “DIY” package, but clients often crave more support (and are willing to pay for it!). How do you scale while meeting the diverse needs of your clientele? In this post, we’ll explore the evolution of agency service models, plus strategies for smooth transitions that boost your bottom line.

The DIY Model: Where Many Agencies Start

DIY solutions are fantastic for attracting price-sensitive clients and building initial momentum. They empower clients to implement your strategies, but come with a key realization:

  • The Solution is Also the Problem: While your DIY package solves one problem, it creates others. Your clients may need more support, setting the stage for your next offering. The golf club analogy illustrates this perfectly – your service hooks them into a whole new world of potential problems to solve.

The Power of Tiered Pricing

Successful agencies understand how to ascend their pricing model with evolving client needs. Here’s how:

  • Start with a Strong Core Offering: Your DIY model is the foundation. Focus on exceeding expectations and earning their trust.
  • Listen for the ‘Upgrade’ Moment: During onboarding, clients often reveal their desire or need for more hands-on support. “I’m getting too many leads” is a good sign.
  • Introduce Tier Two: Have a second package ready, pitched as, “If you become overwhelmed or want more help, we offer a done-for-you (DFY) option.”

Bridging the Gap: When to Outsource

If you want to offer DFY quickly, consider partnerships or outsourcing:

  • Find a Niche-Specific Partner: This is faster than building an in-house team, especially at the early stages of your upgraded model.
  • Test and Iterate: Use this approach to gauge client interest in your DFY model before committing to internal expansion.

Additional Considerations: Handling Objections

  • Set Expectations Early: During onboarding, be transparent about the DIY model’s scope and limitations.
  • Offer Ongoing Support: Even with DIY, have a way for clients to purchase additional support hours if needed, easing the transition to Tier Two later.

Key Takeaways

  • Embrace Evolution Your agency model shouldn’t be static. Plan your evolution to retain clients and attract more high-paying customers.
  • Your Ideal Client Guides Your Strategy: Different clients have different needs throughout their journey. Let that inform your offerings.