How Many Services Should We sell at Our Agency?
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How many services your agency should offer is a balancing act between revenue and efficiency.
For younger agencies, revenue is a top priority to survive.
The Balancing Act
We bring on a client. Do great work for them. Then the clients ask us for additional services. Sounds great right? In theory, yes, but the client will start asking for services beyond what you wanted to offer at your agency. Then you will have a decision to make.
When we started our agency we offered website design services, primarily using WordPress. We landed our first couple of clients. Then the request for additional services began.
We quickly moved from a focus on website redesigns to social media management, custom video work, blogging services, PPC management…
Creating a Offering Niche
In our case, branching out and learning all of these different services was necessary to survive. Very frankly, if we did not do those things, I would not be writing this article today.
Branching out also caused so many stressful nights and weekends that we finally made a decision that things had to change. We decided we needed to niche. Not just by the industries we served (although that’s recommended as well) but by the services we did, and more importantly did not offer.
This meant taking in less revenue than we knew that we could any given month. Not an easy decision. It also gave us more free time, and what we did with that free time was crucial.
We started focusing our own marketing around the services that we did provide. Then we targeted that content at the industries we decided we decided was the best fit. That way when a lead came through, they understood our services and how they would benefit from them.
The Power of Partnerships
We decided to take on two main focuses. We wanted to be awesome at design and development in HubSpot’s COS and create the best inbound strategies out there.
Want an eCommerce website? A PPC campaign managed? Custom video work? Sorry, we can’t help. BUT, we always knew someone that could.
As an agency, you don’t have to try and be everything to everyone. What you should always have though is a solution to your prospect’s problems. This is achieved through partnering with other agencies. Make friends with other agency owners in the space who specialize in the areas that you are weak.
We would bring in outside help and have an agreement that our agency would receive a percentage of the work being done, or if our partner agency had a prospect who needed a COS redesign they would look to us first.
Agency relationships helped us grow our own agency and laid the foundation to springboard ZenPilot to success.
