The Smart Agency Master Class is interviews of Dig

The Smart Agency Master Class is interviews of Dig


Digital agency coach that fuels ad agency new business and operational processes for agencies (digital, advertising, marketing, technology and PR)


How To Be a Podcast Guest and Use It to Land New Agency Business  

In this episode, we’ll cover: 3 Benefits of being a podcast guest. How to get find shows and rock an interview […]

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Increase Your Agency Profitability by Having the Right Internal Processes  

In this episode, we’ll cover: How to fix the #1 problem every agency experiences. 3 ways to standardize your internal processes and […]

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Why Your Top Line Revenue Doesn’t Mean Sh!t  

In this episode, we’ll cover: Why revenue isn’t everything. 2 ways to tackle profitability. How to get past the excuses and […]

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How to Get the Bigger Agency Clients with the Bigger Budgets #AskSwenk 50  

This week is all about budgets…  that is, client budgets. What to do when clients lower the budget during a project, strategies […]

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2 Strategies That Increased Agency Revenue 4X in One Year  

In this episode, we’ll cover: 2 strategies that helped quadruple agency revenue & client list in one year. How to select your […]

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Should You White Label Agency Services?… #AskSwenk ep 49  

All about white labeling agency services… from whether you should white label in order to work with big brands, to charging for it […]

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What is a Healthy Profit Margin for a Digital Agency?  

In this episode, we’ll cover: What your digital agency profit margin should be. How to improve agency profit margins. 7 tips to healthy agency […]

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Sharing Agency Finances with Key Employees… #AskSwenk 48  

Figuring out the right level of transparency to have with employees about agency finances. How much should they know in order to […]

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Are You Committing Any of the 7 Deadly Agency Sins?  

In this episode, we’ll cover the 7 deadly agency sins that owners commit in their own marketing, and how to quit sinning and start winning new business.

This week on the The Smart Agency Master Class I talk with my friend Diane Young, co-founder of The Drum which is Europe’s leading marketing news platform, and recently has made it’s way to the US. Diane has spent over a decade observing and interviewing agencies. And in that time she’s been able to pinpoint 7 things that agencies do to themselves to negatively impact their own growth.

Diane shares the 7 Deadly Agency Marketing Sins. Find out if you’re committing them and what you can do to stop before it’s too late!

7 Deadly Agency Marketing Sins

Lack of unique selling proposition.
Agencies often either the lack a USP or lack the expression of it. So many agencies aren’t telling the story about why they’re different. What does your agency do better than anyone else? That’s what you need to communicate. Being a ‘me too’ agency or trying to service everyone is actually a doing a disservice to your business.

Lack of vision.
Where’s your agency going? What’s your end-game? Your clients and your team want to be part of the amazing journey your on. However, you’ve got to identify and communicate where you’re going so they can get excited about joining you. If you have destination, it’s much easier to get where you’re going.

Lack of commitment.
A lot of agency owners don’t fully commit to marketing their agency. They can’t or won’t put themselves out there - this is especially true of digital agency owners who are more technical and usually avoid networking and personal connections. Avoid committing this sin by going out of your comfort zone and putting yourself out there. No one knows how awesome your agency is better than you!

Lack of inertia.
Often agency marketing takes a backseat to clients. And yes, clients do come first. But they can’t first, middle and last. Be sure agency marketing is somewhere on the priority list. You can do this by having a dedicated person or setting aside dedicated time to market. Also, adopt the motto: “done is better than perfect.” Agonizing over the perfect post, the perfect video, the perfect…. Anything, somehow goes from being an obsession to being an excuse. Don’t let it happen. Action leads to transactions.

Overselling or over claiming.
This one's a doozy. An agency that claims to be the best, first, biggest, fastest, most award-winning is full of it and a prospective client’s BS meter is going to pick up on it. Don’t make claims if you can’t state a source. You don’t have to the best, fastest, most award-winning if you can simply own a specific skill in a specific niche and use your expertise to establish yourself as an authority. Be true and convincing in your agency marketing.

Disinterest or isolation.
Agency owners, specifically digital agency owners are sometimes so focused on the technical side of their work they forget to spend time in the world around them. Some don’t see the value in getting out from behind their computers, meeting people face to face and learning more about others’ experiences. Professional networking groups like The Drum Network are great for gaining an understanding of what others are doing. When you let your guard down and start sharing your experiences with other agency owners you’ll be able to help each other build and grow, just like this agency that doubled their business in 6 months just by networking!

Lack of insight.
It’s hard to detach yourself and see things objectively. The sin some agency owners commit is being too shortsighted to recognize their business’ strengths and weakness. You can avoid this by seeking out a third party perspective. Gain valuable insight by researching and understanding what you’re aren’t doing well. Then you can concentrate on getting better at it.

Pros/Cons of Merger, Competitive Pricing and Scaling a Creative Agency… #AskSwenk 47  

Discover the pros and cons of a merger with an agency that has complimentary services. Determine if you are competitively priced in your market, and is it possible to scale a creative agency?

{1:35} Rikki asked: "We are a digital marketing agency considering merging with a design and development agency. We think this will be a good move because the services are very complimentary. What are the pros and cons?"

{6:03} Imani asked: "How do you know if you are competitively priced? I thought about getting proposals from my competitors for the type businesses that I would like to work with... should I?"

{9:29} Peter asked: "How do you scale a creative agency ? Can it even be scaled? Some say agencies, in general, cannot be scaled."

Hey, Smart Agency Master Class fans! Save time & win more work

Replace your proposals, quotes and presentations with interactive + mobile-friendly webpages that plug into your systems and are as easy to build and reuse as they are beautiful.

Sign up now for free and get 50% off for 3 months by using the coupon code smartagency while upgrading.

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Building the Right Sales Team to Grow Your Agency  

In this episode, we’ll cover:

Understanding and overcoming common sales team problems.
A NO FAIL cold call strategy for agencies.
Building a sales team: finding, hiring, managing, and paying them.
#1 tip for crushing your sales goals.

My guest on today’s show is Wes Schaeffer, The Sales Whisperer. Wes spent a decade in the Air Force and another in commissioned sales before starting his business as a sales coach and trainer. He shares some great tips for cold calling, as well as strategies for hiring and managing great sales people. His advice is totally practical and will help you develop a killer sales outbound strategy.

Common Sales Team Problems

Wes says most salespeople don’t fully understand the value of the resources and expertise they bring to the table. This causes 2 major issues:

Discounting prices - Salespeople undervalue the service they represent and are therefore willing to discount the sale price. Doing this conveys a bargain mentality and undercuts the agency’s level of authority, which also destroys the client’s confidence.
Talking too much - Similarly, salespeople who undervalue their agency also end up overcompensating by talking too much, instead of listening. If you’re talking instead of listening you aren’t hearing the needs of your prospect. You can’t fix problems if you aren’t hearing them.

Wes used the example of a heart surgeon: The surgeon is selling heart surgery but he doesn’t have all the answers, he is connected to a team and has confidence that together they can solve the problem. He has confidence in his team of MRI techs, anesthesiologists, etc. He knows he is connected to all the right people to solve his patients’ problems.

The solution for agency sales teams: Sell on the fact that you are connected to all the best people in the industry. Be confident in the value that you represent and the fact that your team can solve the challenges and problems your clients face. Talk the talk and walk the walk.

A No-Fail Cold Call Strategy for Agencies

People say the old-school cold call is dead but Wes says in B2B, it’s still alive and well. For a successful cold call, you need to find a common connection or mutual relationship - someone or something they know or heard of - then use that as your opening.

Define your dream 100 list and go for it. If you can’t find mutual interest to get a foot in the door, you will have to go old school which can be hard in our technology driven society, BUT...

You’ll get the best response from a multi-media, multi-touch approach and circle them like a shark.

Develop a nurture series of reaching them via email, voicemail and social media, such as LinkedIn or other industry social communities.

Do your homework first.

Know WHO you’re talking to, WHAT they’re doing and HOW they’re doing it. In your multi-media messages cite case studies and specific examples of what you understand their challenges to be and how you are equipped to solve them.

Create a series of messages (voice, social and email) that are on-point and provide specific information. These can be scripted and follow a template, but you must customize them for this specific prospect. No one wants to hear a generic speech or receive a form letter. Say things like: “I’ll call you at 10AM on Tuesday” then actually follow-up on at that exact day/time.

Using this strategy you will prove that you are unique, thorough, consistent, creative and professional… a refreshing change from the usual cold calls they get.

Do’s and Don’ts for a great initial call:

Don’t hit them over the head with everything your agency has done and can do. Listen to what they need and determine how you can help meet those needs.
Do be calm and collected. Speak as though you are talking to your friend or neighbor,

New Agency Owner? When to Hire & How to Set Up Systems… #AskSwenk ep 46  

Answers to some great questions from a new agency owner about starting and growing an agency still in it's infancy stage. We'll cover everything from knowing when and how to hire, to generating leads and setting up all the right systems when you are still a very small agency.

Gillian asks...

{1:50}  "Right now I'm doing everything (lead generation, sales, project management, design, development, etc). How big should I get before I start hiring, and what are the first steps I need to take to replace myself?"

{6:20}  "I'm primarily a developer and I don't have as much experience in sales or lead generation. Do I need to reach some level of competency in these areas before taking the plunge, or should I "fake it 'til I make it"?"

{8:46}  "You talk a lot about having set up the right systems in place, and it's fascinating to hear you talk about roles of the CEO, sales people, etc. but what kind of systems do I need to have in place right now as I get started? How far ahead should I be looking?"

Hey, Smart Agency Master Class fans! Save time & win more work

Replace your proposals, quotes and presentations with interactive + mobile-friendly webpages that plug into your systems and are as easy to build and reuse as they are beautiful.

Sign up now for free and get 50% off for 3 months by using the coupon code smartagency while upgrading.

The post New Agency Owner? When to Hire & How to Set Up Systems… #AskSwenk ep 46 appeared first on Jason Swenk.

How One Agency Doubled Business by Giving Work to Other Agencies  

In this episode we’ll cover:

How one agency doubled business in just six months by giving work to other agencies.
Building a network and being a trusted client resource.
Why you should join a mastermind group to help you grow.

My guest today, Ian Garlic is one of very few two-time guests on The Smart Agency Master Class. He’s the owner of authenticWEB, which he founded 8 year ago. You might also know him from my “I Will Never Do This” Agency Pledge video as the naked ukulele guy. (Don’t worry, he’s not actually naked :) ) In this interview, Ian shares how his agency business doubled in 6 months… check it out.

Not All Competition Is Bad

I don’t know about you but when I owned my agency I was always very guarded about who and what we were working on. I would never have even considered working with other agencies, let alone idea sharing with them.

Ian says he comes from a place of abundance and believes there’s enough work to go around. So share and share alike… Easier said than done though, right? It’s our natural instinct to seek and destroy. But….

3 Steps to Growing A Referral Network

If you want replicate the steps that Ian took to double his business here’s what you need to do:

Change your mindset. Agency ownership can be very lonely. No one really ‘gets it’ besides other agency owners. If you look at them as part of your agency family instead of the competition it will open you up to a ton more opportunities.

Specialize. You can’t be awesome at all things, so pick one and rock it. You can build a reputation for being the best in a specific area, and when another agency needs that specialty you’ll be the one they call.

Do favors without expectation. As you meet other agency owners, build relationships and get to know their areas of expertise. Naturally, you’ll be able to refer your clients to other agencies when their services are needed. Over time, these relationships will evolve into a referral network.

I know what you’re thinking…

You’re skeptical because you think most other agencies will try to steal your clients out from under you. I get it.

Ian said it best, “If someone can steal your clients you’re not doing a good enough job servicing them.”

Be Your Client’s Most Valuable Resource

Your clients trust you. They rely on to bring awesome ideas to the table - even if you aren’t the one to execute them. Use your agency network to connect the dots and get things done for them. When you refer your clients to other agencies that specialize in an area you don’t, you’re proving that you are connected in the industry and they’ll view you as a valuable resource.

The Benefit of Masterminds

Ian credits his involvement in mastermind groups for a lot of his agency’s success. He’s actively involved in 3 different groups right now. He says the idea sharing and accountability are crucial to growing and scaling.

Ian says even if you have the best team ever, you still need a peer group to keep you in check. Mastermind members are great for:

A different perspective and helping you see things differently.
Giving you crap when you don’t follow-through.
Advice and the benefit of a similar experience.

In fact, Ian and I have been working together for awhile. We both have benefitted from mastermind groups for various aspects of our business and have decided to develop one strictly for agency owners.

Agency Elite is a group of agency owners with the common goal of idea sharing to grow and scale their agency. The group meets monthly by phone and in person quarterly, the day before various marketing conferences around the country.

If you think this format of mastermind is right for you, check out to learn more and apply. We are only selecting agency owners at the $300K+ level and who are committed to everyone’s mut...

Getting Referrals, Employees Freelancing & Video Marketing… #AskSwenk 45  

Discover a great strategy for getting referrals, settle the debate about letting employees freelance and get some great tips on video marketing.

{1:42} Ramzi asked: “I was wondering if you have any great strategies to get referrals from current clients?”

{4:15} Myles asked: "Should I let my full time staff freelance in their own time? If so, what measures do I need to put in place to protect myself and my business?"

{7:02} Blake asked: "I am a big fan of your content. I own a 6 man agency and we’re going through that process right now. We’re trying to build our following with video marketing but it’s just tough getting started! Any advice you could share would be appreciated."

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Why Agencies Need to Monitor Analytics, Not Just Report Them  

In today’s episode, we’ll cover:

What agencies are doing wrong with analytics reporting.
4 steps you need to improve client analytics.
Ways to monitor analytics to grow your agency business.

My guest on today’s episode is Mychelle Mollot from Klipfolio. She’s got a background in engineering, analytics and marketing… which makes her perfect in her role as CMO for marketing analytics software. Mychelle talks to us about the major differences in reporting vs. monitoring analytics, plus ways you can use analytics to grow your agency.

In our 2016 Future Outlook of Digital Agencies, we reported that brands are hiring 85% of brands are selecting agencies based on their ability to report and react to analytics. Unfortunately most agencies believe they’re being hired for their marketing and creativity.

That means there’s a major disconnect between what clients want and what agencies deliver. Agencies are not meeting expectation in this area - but there's hope!

Reporting analytics isn’t enough

Mychelle says a lot of agencies aren’t reporting analytics to their clients. And if they are, it’s a pretty generic monthly or quarterly overview that gets rolled up and presented in a neat little Powerpoint. That’s the problem, though. It’s a recap of what has already happened. If there’s a change in numbers you might be able to explain why, but you can’t do anything to correct it.

Instead, agencies should be establishing themselves as a valuable asset by bringing business growth ideas and strategies to the client when it’s relevant.

Change your mindset to use data proactively.
Work with your client to identify the most important metric(s) for their business.
Monitor key metrics in the moment (daily or every 2-3 days).
Use real time data to proactively change strategy and impact the client’s business.

Monitor analytics to grow your business

Create new opportunities with existing clients.

By monitoring analytics you can leverage your knowledge of real time analytics to pitch new projects to your existing. If you see an area that needs improvement or a different direction the client should be take, present those opportunities to the client with the data.

Analyze your own metrics.

You’re a digital agency but sometimes you’re more like the shoeless cobbler. You can use real time analytics to monitor your agency’s marketing. Just follow the 4 steps above and learn what’s working and what’s not. Tweak things proactively to impact your agency business.

Charge for analytics monitoring.

Agencies who provide analytics reporting usually do it as a built in service. However, if you are continuously monitoring activity there is potential to charge for this service. It can become cyclical this way… you charge to develop the work, you charge to monitor the progress and you charge for new projects that you discover through monitoring.

The KEY is understanding that monitoring is so much different than just reporting. The opportunities and growth potential is limitless.

Klipfolio is a tool that is helping agencies achieve continuous monitoring. It is cloud-based software that allows you to define KPI’s based on your preferences and filters. With 50+ built-in marketing metrics, you can create a dashboard for yourself and your clients which can be viewed on desktop, mobile or old-fashioned PDF.

I've played around with Klipfolio and it's a pretty awesome tool that can give you an edge over your competition.

For a limited time, Klipfolio has a special deal for my listeners. Get a FREE TRIAL and an amazing offer just for The Smart Agency Master Class listeners at

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Finding, Hiring, Paying & Managing Agency Sales Reps… #AskSwenk ep 44  

Everything you need to know about finding, hiring, paying and managing great sales reps to CRUSH IT in your agency new business - from skill criteria and previous experience to salary and commission.


{1:03} Simohammed asked: “I’m thinking of hiring a sales rep for my agency. I know it's good to make the salary based on the representative's performance but from your experiences do you give a small salary as a base if there is no performance or is it always based on performance like project commissions and percentages?"

{3:48}  “What are other criteria that you look into a sales rep, besides being good in communication and a good sales person?”

{7:39}  “Is it possible to look for people with an existing network or previous experience in the same field etc?”

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Starting a Podcast to Gain More Agency New Business  

In this episode, we’ll cover:

4 big reasons every agency should have a podcast.
Common fears of podcasting and how to overcome them.
Starting a podcast and building an audience of new business prospects.

I’m super psyched to have Pat Flynn as my guest on today’s show. He’s the successful guy behind Smart Passive Income - a major resource for entrepreneurs looking to scale their business. He’s also the podcasting guru and is sharing tips with us about the benefits of podcasting, as well as how to get started - including ways to get over your fear of recording your own voice!

Pat got his start as an entrepreneur when he was laid off from the architecture industry in 2008. He started an online study program for architecture’s LEED exam, called and it took off. He learned a ton about quickly scaling an online business and over time turned that smart, passive income in another business… hence the name, Smart Passive Income :)

Pat says a HUGE way to nurture leads and establish a relationship is through podcasting.

4 BIG Reasons to Podcast

The podcasting space is less crowded. Stats vary but there’s something like 5 million+ active blogs and only 500,000 active podcasts. Those are great odds! Podcasting is far less cluttered so you can find and reach your target audience.

Podcasts are evergreen. There’s potential for exponential growth when these shows live out there forever. Pat has episodes from 2010 that are still getting downloaded six years later!

People are still discovering podcasts. Listenership is growing and by starting a podcast sooner than later you’ll get in on the ground level. Listeners are downloading podcasts to listen to on the go: during their commute, working out, waiting in long lines, etc. When they find something they love, they’re even binge-listening!

You’ll gain credibility. You’re trying to establish yourself as an authority with your audience. And when you interview expert guests you are also adding to your own credibility.

Another bonus? Content can be repurposed. You can turn an episode topic into a blog post or ebook, create a Slideshare or live event, even a lead magnet.

Getting Over Your Fears

Maybe you’ve been thinking of starting a podcast but you’ve got some hang ups about it. You’re not alone. There are several common fears a lot of people face which hold them back from getting started. Here’s how you can get over those fears...

“What if people can’t find it?”

They will find it as long as you’re specific in who you’re targeting. People search for podcasts based on their interests, problems and focus. If you’re searchable in one of those areas, they will find your podcast. It just takes a little time to build your audience so be patient and let it grow.

“What if I can’t come up with show content?”

There’s a couple different formats you can try out and see what sticks.

Invite expert guests on your show to be interviewed on a specific topic that interests your audience. People like: authors, prospects, existing customers, and forum owners make great guests. Interviews are a win-win because you get some great show content and the guest gets to promote their business, book, forum or area expertise.

Another popular show format is Q&A. Take common questions and record your answers, solution or advice. This is an awesome way to establish authority and credibility with your target audience.

“What if people don’t like it?”

The key is to help your audience. Choose topics that are relevant and helpful to them. Don’t guess what people want to know - research it online. Find out where your audience congregates online and see what problems, issues, or questions they are posting. Develop your show topics surrounding those issues and helping solve those problems. Don’t sell right away, just help.

What You Need To Know To Profitably Sell Your Agency… #AskSwenk 43  

Curious about selling your agency? This episode covers how to determine your agency's current value and what you can do to increase it. Also a real look at the process to eventually sell your agency.

{0:48} Tim asked: "What is my digital agency worth if I sold it today?"

{4:10} Bree asked: "What does the process look like when you sell your agency?"

{7:32} Tony asked: "How can you increase your agency valuation?"

Tim asked: "What is my digital agency worth if I sold it today?"

The short answer is it's worth whatever someone will give you money for it, and whatever you're willing to take. The thing I want to debunk right now is if you can get over $5 million, that you'll get tons and tons of money, or get over a million. It doesn't matter on your gross. I know agencies that are over $10 million in revenue, and they're like at 4% profit, which is horrible. Your goal for a profit margin should be 40% and more than that. If it's not, you're doing something wrong. There's a lot of people doing something wrong, but the cool thing is, know there's something wrong, and you can make it darn change. Right? I don't want to cuss.

To answer your question, to give you kind of a baseline, it's all about looking at the past three-year track record. As a possible acquirer wants to know is, they want to make sure you're going up. If you're going down, it's going to be like a fire sale. They're going to be like, "Well, we'll just acquire your assets, and we'll give you this amount of money, and that kind of stuff." You really want to look at has my revenue grown, and by what percentage year over year in order to figure that out. On a low end, it would be 15% gross every year. On a high end, it might be 50%. Then you also need to look at the profit. That's really where it is. Who cares if you're a $10 million agency. You should be making mad bank on the profit. Then you can base your margins ...

On a small side, I'll give you a low, and a small, just to give you some kind of range. If you were 15% gross, or growing every year for the past three years, at 15%, and then 15% profit, you'd probably have a 5x multiple on profit. If you were at $1 million profit, you would get 5 million valuation for your agency. That's not saying you're getting $5 million cash, that's just what they evaluate it at, and then you can go through all the other stuff that I'll cover in the next question.

On a high end, let's say you're at 40% on both ends, 40% growth, 40% margins, then it could be 11x. Let's say you were $1 million profit, then you would get $11 million valuation.

That's just a rule of thumb to give you kind of low, and the high, and then you can calculate if you really want to sell it or not. A lot of times, I tell people not to sell their agency, because a lot of agency owners, and tell me if I'm wrong, they go, "Well, the grass is greener on the other side. I want to go build this product." This was me. "I want to go build this product, because it's so much easier, and I don't have to do all the hard work, and deliver, and all that kind of stuff. What they find is that the grass is greener on the side you actually water. If you did actually want to do a product, you can actually use the agency as an incubator, or this kind of system that just keeps producing these amazing products and technologies. Keep the agency, since you're not getting the huge multiples that you would on a Saas company. Build up these amazing Saas companies, and then you're off to the races, right? You get the money that you want, if that's what you want. If you're doing it just for the money, you shouldn't be doing it.

Bree asked, "What does the process look like when you sell your agency?"

The first thing is is an acquirer is going to reach out to you and ask you a number of different questions. They're just trying to get a baseline to figure out, "Am I going to give you a letter of intent,

What To Do When A Client Files Suit Against Your Agency  

In this episode, we’ll cover:

The warning signs of a project that’s going south.
Why it’s so important to have documented processes for your agency.
3 ways to handle a client lawsuit.

This week’s podcast is a little bit of a different format. Instead of interviewing a guest who shares great strategies to help you grow your agency, you get to listen in on a coaching call with a client who is facing a client lawsuit. I recorded the call with his permission and we chat about how to handle it without wasting outrageous amounts of time, money and emotion.

Before we dive any further, you should know a couple things:

This is not legal advice. I’m not an attorney :)
In the interest of privacy, names have been changed/omitted.

The Backstory

So today, I’m talking to Jake who owns a small digital agency in the midwest. They work with small and midsize businesses and have been in business for nearly a decade.

Jake’s agency took on a client who was retired from a successful military career. She was starting a side project which included an educational website. Jake’s agency quoted the project at $15,000 with payment terms as: $5,000 upfront, $5,000 at concept approval and $5,000 upon completion.

Why You Should Never Ignore the Warning Signs

Before they knew it Jake’s team was two-thirds into the project, victims of scope creep, way over on hours and project scope had changed many times… Jake admits all the warning signs were there and they ignored them.

He says in hindsight they should have fired the client and walked away. Instead, they kept working in order to recoup their loss and get the last $5,000 installment.

Finally, the project was complete and delivered. They didn’t hear from the client for about a month until she contacted them to help with a server upgrade. Which they did. For free. Again. :/

3 Words to Dread: “You’ve Been Served”

Another month after final contact with this client, Jake says it was business as usual at the agency until a gentleman arrived at the office, asked to speak with the owner, and officially served him with a lawsuit. It was exactly like the movies.

The client is suing Jake’s agency for $5,000… Which is baffling because it’s only for part of the project cost, not the full amount. This has never happened to Jake in almost 10 years in business.

In 12 years running my agency, I went through this process 3 or 4 times. It’s scary at first. The best way to handle it is professionally. Keeping your cool and an open mind.

Why Processes Outperform Talent Every Time

Without knowing the exact reason for the suit, the first thing to look at is Jake’s agency’s process. Could they be at fault or negligent in delivering what was expected, promised and paid for? He says no.

Jake had purchased my Agency Playbook and has access to all my agency documents. He assures me that his team has documentation of the approved proposal, launch order forms, $0 change orders and project approval. He has full confidence that his team followed their processes and has a paper trail to prove it. So what piece of the story are we missing?

3 Ways to Handle a Client Lawsuit

Keep attorneys out of it (if possible). In Jake’s case, his agency was being sued for $5,000. Attorney fees would be least that much. This is a small claim should be easily resolved without racking up legal fees.
Make a personal phone call. Even though you’re shocked and insulted call and ask for a phone or in-person meeting to discuss her side of the story. There must be a reason she resorted to legal action, so give her a chance to explain.
Diffuse the situation. You definitely want to defend your agency and your team, but just ask for her story and then listen without interrupting. Most people want to be heard so let her rant and vent and just hear her out.

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