How to Close Bigger Retainers with Jason Swenk

Jason Swenk - who built Solar Velocity into a $13M+ annual revenue agency with clients including Coca-Cola before selling it - joins the show to share the systems and strategies behind closing bigger retainers.

Systems Over Talent

Jason’s core message is that bigger agencies succeed through documented, repeatable processes rather than relying on individual talent. The most effective framework uses 90-day planning periods to break long-term vision into actionable steps. This same framework applies to client work through a hierarchy of campaigns, deliverables, and tasks.

Paid Discovery as a Growth Lever

Jason describes his approach to paid discovery projects as “Milestone Marketing” - creating stepping stones in client relationships. Each milestone builds trust while increasing commitment and agency profitability. This approach shortens sales cycles by screening out unserious prospects upfront and creates natural momentum toward longer-term engagements.

Balanced Marketing Strategy

For agencies in early growth phases, Jason recommends combining inbound and outbound tactics. His guiding principle is to always lead with value and avoid spamming contacts with repeated attempts. Outbound marketing can follow inbound principles when executed thoughtfully - providing value before asking for anything in return.

Clear Agency Focus

Jason emphasizes leveraging your passion and industry history for competitive advantage. Deep market knowledge helps with buyer persona development and content strategy. When you understand your target audience’s pain points from firsthand experience, your sales conversations carry more credibility.

Resources mentioned include JasonSwenk.com and the Smart Agency Master Class podcast.