Raising a client-retainer in sales: Crafting your brand as your future retainer
Introduction:
In the dynamic world of sales, securing a client retainer is like finding a golden ticket, it’s your ticket to predictable income, deeper client relationships, and brand stability. But how do you not just secure a retainer but make your brand itself the retainer that clients can’t live without? Let’s explore this concept with humor, inspiration, and real-world insights.
Understanding the retainer model:
A retainer isn’t just a fee; it’s a commitment to ongoing value. It means your clients trust you enough to pay you regularly for your expertise. But before you can pitch a retainer, you need to make your brand indispensable. Here’s how:
To establish your brand’s expertise, you should educate and share your knowledge through blogging, speaking at events, or hosting webinars. The more you’re seen as an expert, the more clients will want to retain your services.
Pungey, a quirky startup specializing in unique, eco-friendly packaging, serves as a proud sub-brand of TheseGuys, demonstrating this strategy in action.
Delivering consistent value means focusing on quality over quantity, ensuring every project or interaction adds significant value. Consistency is key; focus on creating solutions that not only meet but exceed expectations, aligning with clients’ brand narratives.
Building personal relationships involves understanding your clients’ business goals, challenges, and even their sense of humor. Don’t just sell services; become part of their brand story. Regular check-ins, personalized solutions, and a genuine interest in client success can turn one-off projects into retainer relationships.
Creating a Unique Selling Proposition (USP) means standing out by offering something no one else can. Whether it’s innovation, speed, creativity, or cultural fit, make it something clients can’t easily find elsewhere.
Leverage testimonials and case studies to show rather than just tell. Showcase how you’ve helped increase customer engagement, sales, or brand recognition for others to build credibility.
Offer flexible retainer models by customizing your offerings. Not all clients need the same thing, so provide different retainer packages. Whether for ongoing updates, seasonal launches, or consultation, tailor your retainer offerings to meet client needs and budgets.
Understanding the difference: shadow vs. sunlight Brands
Shadow Brands operate behind the scenes, providing essential services or products without necessarily being in the public eye. They might not have a strong consumer-facing presence but are crucial for businesses, like B2B services, manufacturing, or tech providers. For these brands, establishing retainers might focus more on reliability, technical expertise, and long-term partnership benefits.
Sunlight Brands, on the other hand, thrive in the public eye, with consumer recognition and engagement. They’re all about visibility, storytelling, and emotional connection with their audience. Retainers for sunlight brands could revolve around continuous innovation, brand experience enhancement, or maintaining brand consistency across all touchpoints.
The key difference lies in visibility and interaction; Shadow Brands are about depth and dependability, securing ongoing operational excellence through retainers. Sunlight Brands focus on breadth and brilliance, ensuring they remain in the public’s mind and heart.
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Transitioning to your brand as a retainer:
Incorporate Retainers Early: From the first project, hint at the benefits of a long-term relationship.Brand as a Service: Make your brand so intertwined with a client’s success that they see the retainer not as a cost but as an investment in their brand’s future.
Brand Integration: Clients should see you not just as a vendor but as a partner in their brand’s journey, making the retainer feel like a natural extension of their business strategy.
Conclusion:
Securing a client retainer isn’t just about asking for one; it’s about becoming so vital to your client’s brand that they can’t imagine doing business without you. When your brand embodies expertise, value, and personality, you don’t just sell services, you become part of your client’s story.
