Beyond the Brief: Why Agencies Should Offer More to Their Clients

Opportunities don’t happen. You create them.

— Chris Grosser

The paradigm of service offering in the agency-client relationship is shifting. No longer are clients passive recipients of pre-packaged services. It’s a reality that the Agency Edge Research 2023 has brought to light.

The ripples from this survey have been felt throughout the agency world, unveiling a startling revelation:

A staggering 94% of clients are not just open but eager to embrace new services suggested by their agencies.

This figure isn’t just a statistic; it’s a resonant call to action, an open door to uncharted territories of growth and collaboration for agencies. It reveals a robust appetite for new and diverse services among clients, an appetite that had perhaps been underestimated or even overlooked by agencies. It’s time for agencies to listen more intently to the client’s pulse, to understand their openness to new services, and to align their strategies with this newfound willingness.

This blog aims to dissect these survey results and illuminate how offering new services can not just be beneficial but essential for any agency poised for growth and innovation in a rapidly changing marketplace.

Unearthing Opportunities at Every Turn

Clients often don’t realize what they don’t know, and therein lies a golden opportunity for agencies. Regular check-ins, strategy discussions, and especially the onboarding process are not merely administrative routines; they’re critical moments for agencies to introduce new services or spending options. This approach isn’t an upsell; it’s a crucial service, a key to unlocking potential in clients that they might not have even imagined.

The Untapped Potential in Service Expansion

At the heart of this newfound opportunity is a profound truth: clients crave more. They seek agencies that can offer a broader spectrum of solutions, not just the services they’re currently engaged in, but those that can propel their business forward in innovative ways.

This openness represents a significant shift in client perceptions, viewing agencies not just as service providers, but as strategic partners capable of offering insights and solutions that transcend traditional boundaries.

Embracing the Role of a Strategic Partner

The role of agencies is evolving from being mere executors of tasks to strategic partners who proactively propose solutions that drive client success. This shift requires agencies to not only understand their clients’ current needs but also anticipate future challenges and opportunities. It’s about keeping a finger on the pulse of industry trends, technological advancements, and creative strategies that could benefit their clients.

The Art of Timing in Offering New Services

One of the key findings from the survey was the importance of timing in introducing new services. Here’s a chart that highlights the notable points in the agency-client relationships where clients would prefer being pitched a new service from their agency.

A key takeaway from this chart would be that a significant 24% of clients indicated their preference for being introduced to new service offerings at the time of onboarding.

This insight is crucial—it suggests clients are open to exploring new avenues right from the start of their relationship with an agency.

The Collaborative Canvas of Decision-making

The modern client is no longer a passive observer; they’re active participants, eager to collaborate on their business strategy. Agencies that recommend services aligning with their client’s vision transform from vendors to partners in creation. This collaborative approach not only strengthens the client-agency bond but also ensures that the services offered are perfectly aligned with the clients’ objectives and expectations.

The Probability of ‘Yes’

With a 94% likelihood that clients will consider new services from a trusted agency, the question isn’t if agencies should expand their offerings, but why they wouldn’t. This probability is not just a statistic; it’s a drumbeat, a pulse of potential that agencies can harness.

It’s a signal that clients trust their agencies enough to take their advice, to follow their lead into new service territories. This trust is the currency of the future—a future where agencies and clients are allies, marching toward mutual growth.

The Case for Expansion

Expansion isn’t about growing bigger; it’s about growing deeper. Agencies have the chance to deepen their relationships and embed themselves into the fabric of their client’s operations. The introduction of new services is an organic growth, a natural evolution of the agency-client relationship, paving the way for mutual growth and success.

Challenges and Solutions

While the prospect of service expansion is enticing, agencies may face challenges such as resource allocation and staff training. To address these, agencies could:

In Conclusion

For agencies, the horizon is broad and bright. Clients are more than just billable projects; they’re partners on a journey of growth. They are open books, and they’re inviting agencies to write the next chapter. As agencies, if you’re not pitching more services, you’re not just leaving money on the table—you’re leaving opportunities unexplored and potential untapped.

So let’s embrace this revelation. Let’s approach our clients not with sales pitches, but with ideas, solutions, and possibilities. Let’s make every interaction not just a meeting, but a chance to offer more value. For in the dynamic dance between agency and client, it’s the ones who listen, understand, and propose more—who truly offer more—that lead the way.

At White Label IQ, we see this as more than just a finding from a survey; we see it as a call to action. A call to be bold, to be creative, and to be the trusted guide our clients deserve. So let’s answer that call—together.