Episode Transcript
[00:00:00] This is exactly what happened to Simon after he implemented what we call the paid strategy model. Within 12 months, he went from 30 grand to over 100 grand a month. But here's the really crazy part. He's working fewer hours and his team is a lot happier. See, Simon discovered something that most successful agencies already know. Your strategy is your product, your ability to diagnose problems, see opportunities, and create a clear path forward. That's not the free sample, that's the main course.
[00:00:27] Welcome to the Agency Hour podcast where we help web design and digital agency agency owners create abundance for themselves, their teams and their communities. I'm your host, Troy Dean, and today we're talking about why the most successful agencies have stopped giving away their strategy for free and started selling it as their front end offer instead.
[00:00:50] This isn't just theory. I'm going to share real stories from agency owners who've made this shift and are now converting 85% or more of their strategic engagements into long term, high value partnerships. Their teams are happier, their clients are more committed, and they're finally getting paid what their expertise is truly worth. So if you're tired of giving away your best thinking for free, if you're ready to position yourself as the strategic authority that you truly are, and if you want to discover how to get paid for your strategy before you ever touch a keyboard or open a design program, then this episode is for you. Let's dive in.
[00:01:32] What if I told you that the biggest mistake agencies make isn't bad marketing, it's not poor fulfillment, and it's not even pricing too low, it's giving away their most valuable asset for free. And in the next eight minutes, I'm going to show you how to flip the script and start getting paid thousands of dollars before you even begin working with a client. My name's Troy Dean. Over the past 14 years, I've helped over 4,500 agency owners scale their businesses. And I've watched the same pattern destroy agencies over and over again.
[00:01:57] You spend three hours on a free consultation, you create a beautiful 47 slide proposal and slide deck. You customize everything perfectly, you send it off, and then nothing. Crickets. And here's what's really happening and why. Agencies using what we call digital roadmaps are converting 85% of their prospects into long term clients. So I'll tell you about Simon Kelly. When Simon came to us before he was using paid discovery, he was stuck at about 30 grand a month. That sounds pretty good, right? But he was working 70 hour weeks, constantly chasing prospects and burning out his team with endless free strategy sessions. He was making the same mistake 90% of other agencies make. He was giving away his expertise, his years of experience, his strategic thinking, his frameworks, completely for free. And the brutal truth? When you give something away for free, prospects do not value it. It's basic psychology. If you don't charge for your strategy, clients assume it's not worth paying for.
[00:02:49] But there's something even worse happening. Every time you do a free consultation, you're training the market. That strategy has no value.
[00:02:56] You're literally devaluing your entire industry.
[00:02:59] Now, what if I told you there's a completely different approach? What if instead of begging for meetings and hoping prospects will choose you, they were actually paying you up front before you even start the real work? This is exactly what happened to Simon after he implemented what we call the paid strategy model. Within 12 months, he went from 30 grand to over a hundred grand a month. But here's the really crazy part. He's working fewer hours and his team is a lot happier. See, Simon discovered something that most successful agencies already know. Your strategy is your product. Your ability to diagnose problems, see opportunities, and create a clear path forward. That's not the free sample. That's the main course.
[00:03:38] Another great example is Brett Stone. He went from 0 to 25 grand a month in recurring in just three months using the exact same approach.
[00:03:45] But it wasn't just about the money. He told me he finally felt like a trusted advisor instead of just another vendor pitching services. Simon major different. Simon had a seven figure a year agency that was completely dependent on him. After implementing the paid strategy model, he tripled his revenue and now his team runs paid discovery sessions without him even being involved. It's got a 95% conversion rate from roadmap to ongoing engagement. And here's what these agencies have figured out. When someone pays for your strategic thinking, everything changes. They show up differently. They implement your recommendations. They see you as the expert, not as someone desperate for their business. And the numbers don't lie. Our agencies are averaging an 85% conversion rate from digital roadmaps to long term growth plans. Now compare that to the industry average of maybe 30% on proposals.
[00:04:31] But here's what I really want you to understand.
[00:04:34] This isn't just about making more money upfront. Although that is nice. This is about completely changing the dynamic of your client relationships. When someone pays you two, three, or even $5,000 for a digital roadmap, they're not just buying your time.
[00:04:48] They're investing in A strategic plan for their business. They have skin in the game. They're committed to the process.
[00:04:54] And here's the beautiful part. When they see the value in that roadmap, when they realize that you've just shown them exactly how to transform their business, the conversation about ongoing work becomes effortless. You're not selling anymore. You're just continuing the journey that you've already started together.
[00:05:09] Look, the agency landscape is changing. The old ways of relying on word of mouth, cold outreach, and hoping clients magically find you, they're just not enough anymore. The market is becoming stupidly competitive every day. Traditional marketing methods are getting more expensive and the ROI simply isn't what it used to be. But here's the thing. This creates a massive opportunity for agencies that understand how to position themselves correctly. While your competitors are still giving away their expertise for free, you could be getting paid thousands of dollars for the same strategic thinking. While they're chasing leads, you could have clients coming to you ready to invest because you've positioned yourself as the expert they need. I recently ran a live workshop where I showed agency owners exactly how to implement this digital roadmap approach. And the response was incredible. Agencies walked away with complete clarity on how to position these offers, how to price them, and most importantly, how to deliver them in a way that creates raving fans who can't wait to work with you long term.
[00:06:05] Plus, we threw in some AI prompts to get them moving very quickly. But here's the thing. That workshop is just one piece of what we do inside the agency community. This is where I run my live workshops every week, teaching what we call the agency GPS 81 proven ways to grow your agency. The agency community isn't just about learning from me. It's where agency owners are sharing what's actually working right now in the digital agency space. And just as importantly, what's not working. You get real time insights from agencies at every stage. From those just starting out to seven figure operations. You can trial it for just $1. That's it. $1 to get access to all our workshop recordings. Plus join our weekly live sessions where I'm teaching new strategies every week after the trial, it's 97 bucks a month to carry on. If you're tired of chasing leads, if you're exhausted from free consultations that go nowhere. If you want to start getting paid for your expertise instead of giving it away, the agency community is where you need to be. Now I get it. If you're not quite ready to join the agency community, you might be Thinking Troy, this digital roadmap thing sounds great, but I want to hear from someone who's actually doing this in their agency.
[00:07:08] Perfect. I recently sat down with Simon Chin from Flow State Agency on the Agency our podcast. He doubled his conversion rate by using digital roadmaps and growth plans. But here's the best part. He breaks down his entire process, shares his conversion rates, and gets really honest about the mental barriers that he had to overcome to start charging for strategy. And here's what I want you to remember. He was exactly where you are right now when he started. Frustrated with free consultations, tired of chasing prospects, wondering if there was a better way. The only difference is he decided to stop giving his expertise away for free. You can watch that full conversation right here. It's called how to get more clients for your agency using paid discovery. You'll hear directly from an agency owner who's living this every day, and trust me, the results will blow your mind. And hey, if this video helps shift your thinking about how you position your agency, hit that like button and subscribe for more strategies that are working right now in the digital agency space. I'm Troy Dean. Let's get to work.
[00:08:05] Now, look, I know this might feel like a big shift from how you've been operating. Change is never easy, especially when it challenges something as fundamental as how you position yourself and how you price your services. But here's what I want you to remember. Simon Kelly, Brett Stone, Simon Major. They were exactly where you are right now when they started. Frustrated with free consultations. Tire kickers. Tired of chasing prospects and wondering if there was a better way. The only difference between them and you is that they made a decision to stop giving away their expertise for free.
[00:08:37] Thanks for joining me on the Agents our podcast. If you found value in today's episode, please subscribe and share it with another agency owner who you know needs to hear it. Until next time, stop giving away your strategy for free and start getting paid to think and close new clients. I'm Troy Dean, and remember, the Chupa Chups logo was designed by Salvador Dali.
