Keep them in the loop (1)

The bad thing about “cold email agencies” is that if you focus on only one service you become a commodity.

Meaning, you are replaceable, and at some point, your client will say “why am I paying this guy 5k for 20 calls a month if I can bring an SDR, make him work 8 hours in-house, and pay him 2k?”

And you might say, “Yeah but the SDR won’t be as good as I am”, and you’re probably right, but your client doesn’t know that.

“But Camilo you don’t understand, I’m reeaallly good at cold email” Bro Idgaf, you need to understand the nature of relationships in the marketing space.

I’ve seen incredible agencies with insane results being replaced because the business owner “wanted to test other agencies to see if they could be even better”.

You need to become irreplaceable.

So how do you make sure you become irreplaceable for your clients? You continue to add value to the service.

Instead of being a lazy fuck and saying “I will only do cold emails because that’s what I’m good at” try to find out how you can add more value to your client.

Can you exploit other channels of outbound? Can you scale through Lead Gen ads? Can you help them bring inbound leads?

Start taking care of other sales aspects of the company. What can you do that other SDRs or in-house team members can’t?

How can you provide so much value that your clients won’t want to let you go?

These are the questions you need to start asking yourself once you’re in the 3rd-4th month of relationship.

Also, this can become something super beneficial for you because you can keep upselling them or take a % of the sales you bring.

For example: If you’re doing cold email + LinkedIn you can offer your client to create an inbound marketing channel like TikTok, Twitter, etc., and build the strategy for them.

And for every deal closed that comes from the platform you take 30%.

This way you keep adding value to your client, and you keep making them money (which is what they care about).

Also, you have a good excuse to keep stacking skills.

Across my entire protocol, which includes expanding outside Email and LinkedIn, we have a 3-4 month timeframe.

Our clients need to stay with us for at least 3 months if they want to see the true potential of our services.

That’s how you play with time and LTV without making your clients commit to 1-year contracts.