How to Build an Irreplaceable Agency Through Strong Client Relationships with Charlene Coughlin | Ep #773 | Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies | Podwise
This episode explores strategies for agencies to transition from providing free proposals and spec work to a model where they get paid for their expertise. Against the backdrop of many agencies struggling with client growth after initial sales, Charlene Coughlin, President and Partner at Twist Creative, emphasizes the importance of building strong client relationships. More significantly, she highlights the agency's success in achieving 20-40% year-over-year account growth by prioritizing proactive communication, personalized outreach (like handwritten notes), and becoming a trusted advisor rather than just a vendor. For instance, Twist Creative actively avoids RFPs, often negotiating payment for spec work upfront, and carefully selects clients who align with their values and communication styles. In contrast to agencies that accept any client to fill their pipeline, Twist Creative prioritizes quality over quantity, leading to improved client relationships and higher profitability. This approach demonstrates a shift in the industry towards valuing long-term partnerships and strategic advisory services, rather than solely focusing on project-based deliverables.
