The two meetings

Every agency has a weekly sales meeting. Very few have a weekly client growth meeting. So guess which pipeline gets the attention.

Why it matters

Starting top-of-funnel when the bottom is leaking is just paying to fill a bucket with a hole in it. Retention is a strategy, not a feeling.

Six levers for the growth meeting

  • Upsell. More of what they already buy.
  • Cross-sell. Something else you do well.
  • Expansion. Another team, brand or market inside the same client.
  • Price rises. Planned, explained and on time.
  • Referral partnerships. People who already serve your clients.
  • Ask for referrals. Referred leads close at around 90%.

The order the best agencies use

Lifetime value first. Then a brilliant sales process. Then they turn the lead tap on.

So here's the question. Do you have a section of your pipeline dedicated to existing clients? And if so, why is it smaller than your new business pipeline?

Hope that helps.