Most agencies add value far beyond execution. They develop methodologies, frameworks, and strategic thinking that help clients make better decisions. But too often, they give that thinking away for free. Only to compete on price when it’s time for execution.
Max Traylor has spent years helping agencies break this cycle. He’s an expert in packaging and selling strategy, helping agencies move from order takers to trusted advisors. In this episode, Max shares how to stop the race to the bottom and start getting paid for what you know, not just what you do.
Here’s what we cover:
- Why giving away strategy in proposals undervalues your expertise, and how to change that
- How to stop being seen as a vendor and build stronger relationships with decision-makers
- The first steps to productizing your strategy and selling it as a standalone offer
Plus, Max explains how agencies can gain access to high-level conversations, avoid being “vendorified,” and turn strategy into a scalable revenue stream.
Key Takeaways:
- If a client sees you as a vendor, you’re replaceable. Agencies that only sell execution get stuck in price wars. Charging for strategy shifts perception and helps you win higher-value work.
- Your strongest client relationships go beyond marketing. If you’re only speaking to marketing teams, you’re missing out. Building relationships with sales, product, and finance opens doors to new opportunities and budgets.
- Stop doing free consulting in the sales process. When you include strategic thinking in proposals (perhaps even alongside an audit), clients often overlook its value. Selling the planning phase ensures you’re paid for your expertise.
- Quarterly business reviews should drive strategy, not just report on past work. Too many agencies use QBRs to showcase metrics instead of discussing long-term client priorities. These meetings should be a platform for clients to voice their priorities and uncover new opportunities, not just review past performance.
- Growing existing accounts is often more profitable than chasing new ones. Many agencies focus too much on new business instead of expanding relationships with current clients. Stronger positioning and strategic conversations lead to organic growth.
- A simple question can reshape how clients see your value. Asking “What’s the least valuable thing we do for you?” helps agencies refine their services, improve profitability, and focus on what truly matters.
Additional Resources:
Download Max’s book, Agency Survival Guide: https://www.maxtraylor.com/book
Follow Max on LinkedIn: https://www.linkedin.com/in/maxtraylor/
Follow Harv on LinkedIn: https://www.linkedin.com/in/harvnagra/
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