How to Grow Agency Retainers by 10X
Key Takeaways
- Average retainer grew from $700/month to $6,000/month through systematic upselling of current and past clients
- Upselling existing clients is often easier and more profitable than acquiring new ones
- Client education on the value of expanded services builds the case for larger retainers naturally
Drew Himel of PCR Agency joins the show to share how he dramatically grew his agency’s average retainer size through systematic upselling of current and past clients.
From $700 to $6,000
The numbers tell the story. Drew grew his average retainer from $700 per month to $6,000 per month - nearly a 10X increase. The strategy was not about finding entirely new clients willing to pay more. It was about demonstrating increased value to the clients he already had.
The Upselling System
Drew’s approach to upselling is systematic rather than opportunistic. Rather than waiting for clients to ask for more services, he proactively identifies opportunities where expanded services would drive better results. When those opportunities are backed by data and connected to the client’s stated goals, the conversation about increasing the retainer becomes natural.
Leveraging Past Relationships
One of Drew’s key insights is that past clients represent an underutilized growth channel. Clients who have worked with the agency before already have trust established. Reconnecting with former clients to offer expanded or updated services often produces faster conversions than pursuing entirely new prospects.
The episode provides a practical framework for agencies at any stage looking to increase their average revenue per client without proportionally increasing their workload.