Episode 265:

It’s an age-old discussion. Should an agency specialize and focus on specific niches or should they be a generalist? If you’re familiar with AMI or have read the book I co-wrote with Stephen Woessner (Sell with Authority), you know that I believe there are some huge advantages to claiming your authority position and being a specialist. You don’t have to take my word for it – in this episode, I am going to show you some data to make the point.

But, even if you choose to remain a generalist, that doesn’t mean you can’t have a rock-solid sales strategy that keeps your pipeline full and attracts your best-fit prospects. It’s going to take longer but you can get there.

In this episode of Build A Better Agency, I want to walk you through the stages of an agency’s biz dev evolution and the potential power of holding a position of authority so that prospective clients hunt you down and ask if they can be your client.

A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here: https://www.whitelabeliq.com/ami/

Agency Owners | Should your agency niche down and specialize?

What You Will Learn in This Episode:

  • Why agencies who specialize have a distinct advantage when it comes to sales and retention
  • Why referrals shouldn’t be the only way you grow your agency
  • The goal today for agencies is to be sought after
  • The evolution of how agencies sell
  • The importance of developing thought leadership and expertise within a niche
  • The research data behind how and why agencies get hired
  • How to carve out a position of authority and sell from that position
“Referrals are not the ideal way to grow your business because you can’t control your client base.” @DrewMcLellan Click To Tweet “In today’s world, it’s not enough for an agency to be findable. We need to be sought after.” @DrewMcLellan Click To Tweet “If you want your agency to grow, your biz dev system needs to grow up.” @DrewMcLellan Click To Tweet “Most clients are not willing to take the risk of working with a generalist agency. They know if it goes south, they’re going to lose their job.” @DrewMcLellan Click To Tweet “85% of clients go out and find the right agency for them. Would your ideal client be able to find you?” @DrewMcLellan Click To Tweet

AMI works with agency owners by:

  • Leading agency owner peer groups
  • Offering workshops for agency owners and their leadership teams
  • Offering AE Bootcamps
  • Conducting individual agency owner coaching
  • Doing on-site consulting
  • Offering online courses in agency new business and account service

Because he works with over 250+ agencies every year, Drew has the unique opportunity to see the patterns and the habits (both good and bad) that happen over and over again. He has also written several books, including Sell With Authority (2020) and been featured in The New York Times, Forbes, Entrepreneur Magazine, and Fortune Small Business. The Wall Street Journal called his blog “One of 10 blogs every entrepreneur should read.”

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