How the Right Foot in The Door Offer Helps Land Bigger Retainers

<p>Would you like to land big retainers of $50,000 to $100,000? Spencer Brooks is the founder and principal of <a href= "https://brooks.digital/" target="_blank" rel="noopener">Brooks Digital</a>, an agency that empowers health nonprofits to build engaging digital platforms that improve the lives of patients. He has worked to create an agency that brings a new perspective to the nonprofit sector, which is very one-time project-focused, and tries to bring a more agile approach to help them adapt to changes in online health information. With this in mind, Spencer has created a system where the agency looks for opportunities for a longer-term relationship with the clients in 12-month retainers. In his conversation with Jason, he talked about choosing a niche, how he goes about offering retainers, and the point at which the working relationship can lead to bigger retainers.</p> <h2>3 Golden Nuggets</h2> <ol> <li><strong>Choosing a niche.</strong> As it tends to happen, this agency stumbled upon its niche after hearing many times that <a href="https://jasonswenk.com/niche-agency/" target="_blank" rel= "noopener">he should choose one</a>. At first, it was just about realizing that 60-70% of their clients were nonprofits and making the move to start focusing on those clients. It was fairly easy because as a niche it was still quite large. Another look at their client roster revealed that most of those nonprofits worked with health issues. The decision to focus on those clients was much harder because it was scary to move into a much smaller niche with about 20,000 nonprofits. However, it was the right move for them and they’ve made it work by bringing a more agile approach to the sector and working with the perspective that their digital presence is a product, not a project.</li> <li><strong>Landing big retainers.</strong> Of course, there are agencies that can get six-figure retainers from day one, but in Spencer’s experience, the <a href= "https://jasonswenk.com/askswenk9/" target="_blank" rel= "noopener">agency’s big