In today’s interview, I’m talking with Dan Englander (Twitter) of SalesSchema.com. Dan was employee #2 at a video production agency and was able to grow it to $1.4 million in revenues in two years.

Like many of us, he didn’t see himself as a salesperson when he started out. However, he knew that needed to change if he wanted to succeed. By constantly learning, practicing, and adjusting, he discovered how to tap into his agency’s most overlooked asset; current clients.

In this podcast, he teaches consultants and agency owners how to grow their businesses by focusing on their current clients. Dan does a great job of giving examples wherever he can, resulting in one of the most actionable interviews on sales that I’ve had.

Your current clients are your agency's most overlooked asset. @danspalace shows us how to change that Click To Tweet
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Key Takeaways

“Farming” makes your life much easier (9:45 – 22:45)

Every one of you knows how difficult (and time-consuming) it is to find and sell a new client. So why do so many agency owners deliver the project and then immediately go on the hunt for a new client? The clients you already have are going to have other needs, and assuming you did a good job on the project, they trust you. Why not make it part of your process to discover what those other needs are? That is what farming is all about.

As Matt Inglot said in an earlier episode, the first project is almost never the biggest. If your clients only work with you for one project, you are leaving insane amounts of money on the table. It isn’t uncommon for a $10,000 project to turn into a $100,000 relationship, but you need to approach the relationship the right way from the beginning in order to get there.

Build relationships even when you don’t need more work (22:45 – 27:00)

This is all about building a relationship, and if you are only reaching out to old clients when you need work, they will quickly see that you don’t have their best interests in mind. Consistently deepen your relationship with your clients by learning about their business, discovering their needs, and providing value, even if that doesn’t mean more immediate work for your agency.

Make it a commitment (42:00 – 46:30)

If you want to improve your sales and marketing, you need to make it a commitment and block off the time specifically for each task; sales and client management. When you try to juggle a bunch of things at once, not everything gets done, and what does get done usually isn’t done well. Take ownership of sales for your agency and give yourself no choice but to follow through.

Want to learn more?

Exclusively for Agency Advantage listeners, Dan is giving away a free copy of his book, Mastering Account Management: 102 Steps for Increasing Sales.

Resources mentioned

Matt Inglot
Karl Sakas
Nate Smith
Traction by Gabriel Weinberg

Thanks for listening!

How many times do you work with the typical client? What could you change about your agency to increase that number? Share your ideas in the comments below.