Category Archives for "Podcast"

A Pricing Mistake We Can All Learn From

In this episode of The Agency Accelerator Podcast, I revisit the topic of pricing. So often agencies focus early sales conversations on time to complete a task or the output of a project (e.g., a website or some copy) rather than the outcome the client is looking for (e.g., improved online presence)

This episode was inspired by a recent story a client shared with me so I share that with you in this episode.

[01:37] Copywriter anecdote; how NOT to deal with a client when you feel you have gone the extra mile?

I share the story of a client who tasked a copywriter to create a new report. They faced an impasse because the copywriter invested an additional ½ day of work from the original 3 days of what was agreed upon. She thought she was going the extra mile by not charging for this half-day whilst the client was disappointed with the quality of the copy!

[04:11] Supplier vs partnership relationships

Starting a relationship by focusing on the outcome of what the client is looking for will create a partnership relationship. Often the supplier might be focused on selling time while the client is focused on the quality of the work, no matter how long it takes to complete. Entering the relationship with a clear vision can then help you price accordingly. 

[04:55] The 4 things we sell to our clients:

Inputs, outputs, outcomes, and the long-term impact we have on our client; are the four aspects that must be considered to form a lasting, happy relationship with a client.

[06:23] Long term relationships with clients

Creating long-term relationships with clients means having transparency from the beginning. Have a conversation on what the client is expecting and remember that you are not selling time to the client, you are selling outcomes.

[08:50] Value selling and selling on outcomes

Whilst you need to sell outcomes to clients you still need to manage capacity internally and that means measuring time and efficiency.

[11:05] Why value pricing and value selling is important

A simple message: Whether the time of a procedure takes 30 minutes or 3 hours, the value is contingent on the outcome, not the amount of time it takes to complete.

Rate, Review, & Subscribe on Apple Podcasts

“I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency.

Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!

Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now!

Human Centred Design with Piccia Neri

In this episode of The Agency Accelerator Podcast, I am joined by Piccia Neri, a UX expert focusing on human-centred design.

Piccia's goal is to help agencies and developers find success on their website by putting their users at the centre of design.

[00:15] Background on Piccia Neri

[02:55] Mistakes agencies make in design and concept

The first thing to remember is you are not the person you are serving. When you put the client first, you create an engaging experience. Secondly, accessibility. By catering to everyone’s needs and disabilities, you broaden your reach of who you can help.

[04:47] What is human-centred design and what does it mean to be a web designer?

Putting the people that use your products at the centre while humanising the user (i.e., who you are designing and building for). We tend to forget that our websites are the first point of contact with our prospects. You have less than 5 seconds to make a good impression, so make it count!

[08:18] Second biggest mistake; not testing

Seeing as we suffer from ‘proximity blindness’ when working on a project, it is imperative to test and get feedback from our target audience BEFORE we ‘go live’.

[13:55] Using forms as the opportunity to interact with a customer

Just like with websites, forms should be made with accessibility in mind. More often than not, we are excluding people from filling out forms and surveys. Accessibility is the epitome of user-centred design.

[17:08] How to approach design so that it is user-centric

To create a user-centric design, extensive research is required, especially in the beginning. Start by learning how you can help. Also, keep in mind that research is not a linear process, be prepared to go back and forth. Launch early, test, perfect and tweak.

[21:37] What are the expectations of your website and where does it fit in your marketing strategy?

Research needs to starts with asking as many questions as you can to your clients. Why do you need a website? What purpose will it serve? What action do you want the user to take?

[25:34] Designs for Conversion Conference

The purpose of this conference is to help people make fundamental transformations by putting the user at the centre of design. This is the only conference of its kind where designers get to interact with non-designers.

Rate, Review, & Subscribe on Apple Podcasts

“I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!

Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now!

Useful links mentioned in this episode:

Cloudways - website

Piccia - Linkedin profile

Piccia – Twitter profile

Design For Conversions Conference

Should Your Agency Launch a New Product or Service?

In this episode of The Agency Accelerator Podcast, I dive into everything you need to know when considering developing and launching a new product or service. From knowing your market to research and product validation, I share all the tools needed to launch a successful product.

Here’s a glance at this episode…

[01:33] Launching a new product or service

Before diving into launching a new product/service it’s important to recognise your reason for doing so. If it’s just to increase revenues, chances are this product will not meet your expectations and you should double down on your existing core services.

[02:36] Two steps to follow when launching a new product:

1.    Make sure you are clear about your core product. It is crucial that you must be seen as an expert with your current product before releasing a second one.

2.    Make sure you know your market wants it! There’s a big difference between knowing that your market wants something versus thinking they need it. Expanding on your product portfolio directly correlates to meeting market demands.

[05:37] Talking to your marketplace

The only way to understand what your market needs is by researching and speaking with people. A good note to keep in mind is to record all conversations so you can utilise the language being used and identify key pain points that your product can solve.

[08:02] Outlining your minimum viable product/offer

Pre-selling a product before you formally launching is a sure way to discover if people are truly interested, before investing time and effort in developing and launching the full product.

[11:38] Doing your research; two steps

1.    Form focus groups to get feedback. From there you can refine the proposition.

2.    After the proposition is refined, the 2nd step is to introduce this to your second audience.

[13:02] After going through the research and validations phase:

1.    Get the product service ready. After you’ve done your research and have validated, now is the time to fully develop the product or service.

2.    Think about how you will market and sell. Strategise by going to your existing clients and letting them know this product exists, explain what it does and how it can help you solve any of their pain points. Even if the client is not ready to buy at the moment, email nurturing is a great way to keep in touch with people until they are ready to buy the product. 

Rate, Review, & Subscribe on Apple Podcasts

“I really enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode”<– If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!

Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now!

Links mentioned in this episode:

·     Blog: Pain killers vs Vitamin pills

·     Validation Guide

Interview with Brent Weaver from uGurus

In this episode of The Agency Accelerator Podcast, I am joined by the CEO and co-founder of uGurus, Brent Weaver.

Brent and I had similar beginnings in the agency world. In this episode, Brent shares his journey and we look at how your agency can adapt and grow in 2021.

[03:55] Adaptability, Specialisation, and Authority

In times of global challenge, the only way for agencies to thrive and grow is by adapting (and listening to your clients), specialising, and building authority.  Specialise by finding your niche – the more specific, the better, then broaden out over time. To build authority and awareness you should focus on growing your list of subscribers – so when clients are ready to buy, they reach out because you have stayed in touch and continued to provide value.

[07:41] The fear of going niche

Niching is the best way of separating yourself from the crowd and winning more business. Generalised agencies tend to differentiate by pricing (being cheaper than the competition) and overpromising. This is not a sustainable strategy.

 [13:30] Stay Focused

It’s easy to get distracted by new ways to bring in revenue. These ‘shiny new objects’ will be a distraction from your core services, and if you are not careful you will end up losing income.  So get clear on who you are and what you offer and stay focused!

[21:17] The ‘Yes’ Mentality

Just because you can do it does not mean you should do it. Think of your business as a system. This system can only continue to run well if it is not interrupted by adding in new services that don’t fit in your agency and you don’t have a system for. It’s always best to refer these clients elsewhere rather than to make a mistake that may later cost you the client and lost revenue. 

 [29:27] Getting agency owners to let go

We often find agency owners continue to want to have their hand in every project or be in the know of every detail, but this is not possible if you’re going to continue to grow. The only way to let go is by hiring all-star A-players who can do the task better than you!

 [34:05] Trends in 2021

The digital ecosystem is here to stay. Post pandemic companies are looking to shift and adapt, and with everything going digital, those who were resisting it before now have no choice but to evolve and grow ….or fail.

Rate, Review, & Subscribe on Apple Podcasts

“I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode”<– If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!

Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now!

Useful links mentioned in this episode:

 

Is your agency an iPad or a reMarkable?

In this episode of The Agency Accelerator Podcast, I share my insights, experiences, and comparison between a reMarkable tablet vs. iPad – specifically what we can learn about their marketing and how it relates to your agency?

Here’s a glance at this episode…

[01:50] Distractions

Like many, I can easily get distracted, so I try to allocate solid chunks of time to focus on specific day-to-day tasks such as working on my group coaching programme content or future strategies.

The problem is when you’re working at your computer, notifications can distract you and there is the temptation to just jump onto the Internet.

[02:26] What is a reMarkable tablet? 

I’m going to do a full review in a future episode (due to lots of people asking me about it!) but basically, it mimics the texture and feeling of writing on a paper without all the distractions of a multi-functional iPad.

[02:40] Reason for Purchase

I had 3 three reasons/goals for purchasing the tablet:

  1. To get more organised
  2. To get rid of paper & become paper-free
  3. To be more efficient

[03:45] reMarkable vs. iPad

I have an iPad and love it. It is a great device – it does many things & does them pretty well. On the other hand, the reMarkable tablet only does one thing & tries to be the best in the market at doing it. It is a replacement for a notebook for taking notes.

[04:27] Generalist Agency vs. Niche Agency

How does this relate to your agency?

Well, the comparison between a reMarkable & iPad is very similar to the age-old debate about a generalist agency vs a niched agency.

The price of a reMarkable is the same as an iPad, so why would you spend the same money on a device that does less? Well just like a niched agency, it does it better than a generalist. The niched agency understands its client’s pain & provides solutions to solve that pain – backed by tons of experience.

[07:12] Thoughts on your Niche

As I outline in my book (link below to grab your free copy).  When you think of your niche, you can cut it in four ways:

  1. By geography
  2. By industry
  3. By deliverable or service
  4. By the problem you solve

[09:13] Using reMarkable

I use the reMarkable to take notes, e.g.

  • When writing a podcast
  • Client notes
  • Working on strategy
  • And to get something out of my head!

[10:04] Translating notes into text

As long as your writing is not like a doctor’s scribble, you are good to go. The reMarkable will translate your handwriting into text.

[11:42] Be like a reMarkable

The reMarkable is a device aimed at people who want to focus on one thing, and it enables you to do that really well. Just as your agency should!

If you are niched and tempted to broaden your services, only do it once you have dived deep on the core product that you already have—unless you bring the skills, systems, and a new area that can be scaled, you will never grow your agency, just dilute your focus.

So be like a reMarkable; focus on one thing, do it well, and be the market leader before you start diversifying!

Rate, Review, & Subscribe on Apple Podcasts

“I really enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode”<– If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!

Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now!

Links mentioned in this episode:

Website: https://www.dacostacoaching.co.uk/

Grab a copy of my book (for free): The Self-Running Agency

Buy the reMarkable: https://reMarkable.com/

Listen to more episode of The Agency Accelerator Podcast on:

Apple Podcasts | Spotify | Website

How To Get Clients To Pay More For Your Services

In this episode of The Agency Accelerator Podcast, I discuss why, when you're buying a software or a product online, you are offered three price points, with the middle one being highlighted as the most popular one.


I unpack that and help you increase your prices to get your clients to pay what you are truly worth.


Here's a glance at this episode.

[00:48] Frustrations

Many agencies struggle to get their pricing right. They are frustrated that they are not as profitable as they would like to be and are not constantly hitting their margin targets.

 
[01:31] Three Typical Ways Agencies Charge You

  1. Selling your time. This is where you are exchanging money for your time, usually through charging by the hour or day. The flaw in this approach is that it encourages the client to focus on the wrong thing i.e., how you spent the hour rather than the outcome of the work you are delivering!
  2. Having a fixed project fee. This is where you estimate the project's cost at the beginning based on the scope of work agreed with the client and consequently the number of hours you estimate it will take to deliver the scope of work. You agree to a fixed fee based on these hours. The potential flaw with this approach is that the product's brief and scope can change and evolve. To please the client, you end up over-servicing them - cutting your margins.
  3. The retainer concept. This is where you agree on a set fee for each month and agree on the scope of work included within that fee. The potential challenge is that the client believes they have unlimited access to you because you are on the retainer. 


[8:43] Focusing on the Right Things


I share three pieces of advice when it comes to pricing a project.
Ensure that you understand the ultimate goal and price against the outcomes and impacts and not the bits and bytes you do for your client. 
Use three price points in your proposal. The high price point sets the higher anchor point; the lowest price sets the negative anchor point, which leads to the client buying the middle price point (and that leads you to achieve the price for the service you hope for).


Put a contingency pot in place with your clients when you are setting the project's scope. If you have a £10,000 project, ask the client to put aside an additional 15% as a contingency pot. Then if you are asked to do something outside the agreed scope, you can call upon this money.


[15:30] Having the Right Mindset


Having the right mindset is crucial and can be the most significant battle you have around pricing! If you think this does not work for you, it does. We often tell ourselves stories about how the client will react to a certain price point or price increase and this stops us from changing our pricing. We just need to realise that they are stories and not facts!

Want to learn more about how to

grow a successful agency? Sign up for my 

FREE Sales Pipeline Masterclass 

business development

Rate, Review, & Subscribe on Apple Podcasts

“I really enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode”<– If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!

Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now!

Links mentioned in this episode:

Website: https://www.dacostacoaching.co.uk/

Grab a copy of my book (for free): The Self-Running Agency

Download my book on value pricing & selling 

Listen to more episode of The Agency Accelerator Podcast on:

Apple Podcasts | Spotify | Website

Managing a remote workforce with Melanie Coeshott

Has Covid forced your team to work from home? Struggling to manage a remote workforce? Read on…

In today’s episode of The Agency Accelerator Podcast, I talk all about managing a remote workforce and discussing some of the things we need to do to keep our staff motivated and connected with our agencies. I’m really excited to have Melanie Coeshott join me today to talk about this really important topic, so let’s get on with today’s show!

Melanie is a career coach who operates under the Blue Diamond brand, which is her own company. She primarily works with individuals who have been working in their roles for maybe 2 decades or more, and are looking to make a change in some capacity. She also works with companies who bring her into work with one or a team of their employees.


How To Manage a Remote Workforce

05:00 Covid has forced many businesses to work from home and completely change how we run things. How do we manage our staff and help them stay connected to our businesses when working remotely?

10:23 Is working from home really better than in an office? Without a good working environment, it is hard to be productive and focus.

12:14 What have successful leaders and employees learnt to do differently during the pandemic? Without self-awareness and awareness of your team, it’s very difficult to navigate this new way of doing business.

16:22 What are the duties of the employer, and of the employee in regards to a remote work environment? It’s quite a grey area at the moment, but definitely a joint responsibility.

18:00 Many of us have suffered from mental health challenges during the lockdown. Organisations need to be understanding of this, and cannot take a "one size fits all" approach.

25:15 What will things look like a year from now? Many of the things we have learned from the pandemic will remain a permanent part of our everyday business.

28:37 We need to understand our team members as individuals, they need to feel valued, and respected. What else are staff looking for from their employers in terms of benefits, environment and opportunity?

32:00 What do you do to keep your staff motivated if there is no room for promotion? There will always be staff that we cannot retain, and we need to learn that sometimes we do have to let people go. What do we do when there is a finite path to progression in a particular role?


recruitment & retention

Download Your eBook

Recruitment & Retention: 8 Strategies For Finding & Keeping Top Talent

Useful links:

Contact Melanie: Blue Diamond Career Coach

Download The Self-Running Implementation Book

Subscribe & Review

Are you subscribed to my podcast yet? If you’re not, please do so to avoid missing out on any episodes!

You can subscribe/follow on Apple, Spotify or directly from my website.

I would be very grateful if you left me a review too as they will help other people to find my podcasts and it's also great to read your comments!

Thanks so much.

Rob

Recruiting Your First Member of Staff

Ready to hire your first member of staff and expand your agency? Read on…

In today’s episode of The Agency Accelerator Podcast, I am talking all about hiring your first member of staff. I have seen the 'good, the bad, and the ugly' of recruiting: how not to do this, make this a very expensive mistake and how to find the perfect fit candidate.

So today we will be exploring:

- When you should hire your first member of staff.
- Whether it should be a freelancer or an in-house member of staff.
- Some of the processes you need to follow in order to make sure you are giving yourself the best chance for you to find the right person and for them to be successful.


How To Recruit Your First Member Of Staff

02:00 Feeling like you need an extra pair of hands for your agency? You need a documented vision outlining where you want your agency to head, and the triggers to hiring team members.

02:51 Hiring freelancers comes with pros and cons. Can they fit into the culture of your business and do they see your vision?

05:36 Wondering if hiring a freelancer is the right move for you? There are two times where you might need to use freelance staff.

07:18 Create clear roles and responsibilities in order to find the right person for your agency.

11:18 Once you’ve hired someone that isn’t the end of the problem, but the start of the journey. Are you prepared to spend time getting your new member of staff up to speed and embedded into your agency?

14:30 You need to set smart time-bound objectives, as well as giving feedback to make sure that your new member of staff develops in their role.

Want to learn more about how to

grow a successful agency? Sign up for my 

FREE Sales Pipeline Masterclass 

business development

Useful links:

Download the Recruitment app & Retention Book 

Subscribe & Review

Are you subscribed to my podcast yet? If you’re not, please do so to avoid missing out on any episodes!

You can subscribe/follow on Apple, Spotify or directly from my website.

I would be very grateful if you left me a review too as they will help other people to find my podcasts and it's also great to read your comments!

Thanks so much.

Rob

Working with white-label partners with Steve Slotow

In today’s episode of The Agency Accelerator Podcast, I am chatting with Steve Slotow from Globital Marketing.

We are talking about everything to do with resourcing and working with white label partners:

- how to pick a partner
- when you should outsource and
- why you should outsource

This is another actioned-packed episode with lots of practical tips and guidance.


Time Stamp

01:20 Steve introduces himself and Globital Marketing

05:14 What are the benefits of working with partners vs hiring in-house talent to grow your business?

10:40 How broad should your agency's offering be?

15:20 Why it's important to have clarity on the direction of your agency

16:40 How to ensure a white label partner provides quality deliverables; managing quality assurance

21:12 Tips for agencies to find outsourcing partners

26:21 Steve’s thoughts on upcoming trends for agencies

29:34 Steve’s business advice to his younger self  

Want to learn more about how to

grow a successful agency? Sign up for my 

FREE Sales Pipeline Masterclass 

business development

Useful links:

Globital Marketing

The Digital Marketing Dream Team

The Digital Marketing Collective

Steve's Instagram

Download The Self-Running Implementation Book

Subscribe & Review

Are you subscribed to my podcast yet? If you’re not, please do so to avoid missing out on any episodes!

You can subscribe/follow on Apple, Spotify or directly from my website.

I would be very grateful if you left me a review too as they will help other people to find my podcasts and it's also great to read your comments!

Thanks so much.

Rob

9-steps to effective delegation

In today's episode of 'The Agency Accelerator Podcast’, I am talking everything to do with delegation. This is an important topic, whether you have a one-person agency or have a team of 20+! This episode is packed with practice and actionable tips to help you further your agency success. 


Time Stamp

01:52 The concept of a notional hourly rate

02:49 The 4 D’s: Ditch, Delegate, Defer, Do it

03:42 Automating tasks

04:17 Why we don’t delegate

08:32 The 9-steps to effective delegation 

Want to learn more about how to

grow a successful agency? Sign up for my 

FREE Sales Pipeline Masterclass 

business development

Useful links:

Download The Art of Delegation Book

Download The Self-Running Implementation Book

Subscribe & Review

Are you subscribed to my podcast yet? If you’re not, please do so to avoid missing out on any episodes!

You can subscribe/follow on Apple, Spotify or directly from my website.

I would be very grateful if you left me a review too as they will help other people to find my podcasts and it's also great to read your comments!

Thanks so much.

Rob

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