“When Drew and Danyel helped us create a client growth process, with baked-in goals and accountability, we saw two key metrics jump within the first six months: billings from existing clients grew by 17%, and our client satisfaction score went up an average of 23%.
Clients loved that we were being more strategic on their behalf and felt like we were more invested in their business than ever.
And our bottom line showed it!”
The workshop Growing the Clients You Already Have is built specifically for account service teams, account leadership, and agency owners.
60-70% of your net new revenue every year should come from existing clients, but for most agencies, they’re not coming close.
- It’s not that your clients don’t have more money. Even when they say that’s the case. You aren’t growing your book of business because your account team:
- Balks at the word “sales” and doesn’t actually understand their role and responsibilities
- Has never been taught how to grow a client
- Isn’t being measured by client growth
- Couldn’t even say how much AGI they are currently managing, nor are they tracking its growth or decline quarterly
- Has no internal support system to think about, measure, and be held accountable for growing their clients
On top of that, your agency:
- Has not defined process for systematically growing your client’s year over year spend
- Is not holding the team accountable for specific growth goals
- Isn’t involving all departments in any growth planning
- Doesn’t report or celebrate current client growth as part of your new business reporting to the agency
- Doesn’t budget with the expectation of growing your existing clients by a defined percentage
Our two-day workshop, Growing the Clients You Already Have, was developed to solve this issue once and for all. Can an agency grow any and every client? Probably not. But you can grow 85% of them.
It won’t feel like selling. Your clients will keep asking for more, and you’ll be seen as a strategic business partner rather than a vendor. And then there’s the added AGI and profit. Everyone wins when you and your team have a solid sales strategy for your existing business.
We’ll cover:
- How clients budget and talk about their budget
- Identifying which clients have more budget/are worth the effort
- How to weave a sales-focused mentality throughout your agency so everyone plays a role
- The systems and processes needed to make this a long-lasting change in your agency
- How to approach clients so it never feels like a sales pitch
- How to groom/grow your account team to not only learn how to do this but to love doing this work
- How to bake accountability into every stage of the process
- Building a reward system for your team when they deliver new revenue from existing clients while protecting your profit margin
Of course, there’s a ton of interaction, so each workshop is unique to the participants who attend. You’ll walk away with a blueprint for bringing this back to your agency, getting everyone fired up to adopt it, and a step-by-step process for building it into the daily fabric of your work.
Workshop Schedule
Day One: 9am-5pm MT
Day Two: 9am-3pm MT
Lunch is provided on both days.
Sign up for the Growing the Clients You Already Have Workshop Today!
The workshop is in Denver, CO at the Tivoli Student Union (Auraria Higher Education Center).
Click here to Register Online – April 3 & 4, 2025
Tuition: $2,195 for the first attendee. $1,995 for each additional attendee. ($300 discount per person for AMI peer network members, and yes, you also get $200 off for each additional attendee discount as well)
The tuition price per person includes all meeting materials and lunch both days. Travel, accommodations, and other meals are not included. Our cancellation policy is here.
Money back guarantee: if you are not completely satisfied with this workshop for any reason, just call or send us an email, and you will be refunded 100 percent of your tuition – no questions asked. In all the years we have offered this workshop, no one has ever asked for a refund.
About Drew McLellan: Drew is a 25+ year agency owner, nationally renowned speaker, AdAge-ranked blogger, Agency Advantage facilitator, coach, and CEO/Partner at Agency Management Institute.
He has written several books including Sell with Authority (2020) and is often found quoted in the pages of the New York Times, Entrepreneur Magazine, and Fortune Small Business. The Wall Street Journal called his blog “one of 10 blogs every entrepreneur should read.”
About Danyel Newcom McLellan: Danyel owned her agency for 20 years, is an accomplished leadership coach, co-facilitates all of our live owner peer groups, has helped many agencies complete a successful succession transition, and is President/Partner at Agency Management Institute.
Drew and Danyel work with the owners and leaders of over 300 agencies a year, helping them increase their bottom lines.
