Selling the Solution, Not the Scope
Coming up with a custom solution for every client is something most newbie agencies tend to do, and this can be a major headache for you and can be very unsuccessful as well.
Luckily there are better ways to solve your client’s’ problems and deliver amazing results for them. One such way is to “sell the solution and not the scope” of a project.
But what exactly does this mean?
We invited Frank Cowell to the lounge to explain.
About Our Guest
Frank is the CEO at Elevator, a digital brand strategy agency based in the San Diego, California area.
With 20 years of digital marketing experience, Frank works regularly with CEOs, CMOs, and VPs of marketing who are looking to create amazing brand experiences while driving inbound leads.
A self-taught programmer with a deep understanding of technology, Frank enjoys a unique blend of brand development and marketing savvy that enables him to offer fresh perspectives on often-complex marketing concepts that he distills into actionable, easy-to-understand language.
An energetic and entertaining speaker, Frank presents regularly to regional and national organizations on topics related to branding and digital marketing.
He’s learned more from his failures than his successes. He attributes his professional growth to his emphasis on accountability and constantly narrowing his focus.
Over the last 13 years, he’s developed the discipline to pick projects that align with his mission. He tells us why this matters, and what it means for his business.
He’s coined this concept, “selling the solution and not the scope.”
What we talk about
In this episode of The Agency Lounge, we talk about the meaning of the concept “selling the solution and not the scope”, why doing this is important for you and your agency, and Frank shares 3 tips on how you can implement this concept at your agency.
- Understand your brand. Understand your “who”, your “why”, your 3 brand promises and how you back that up.
- Educate yourself. Changing the way you think about running your agency is a huge part of this. Frank recommends reading a couple books including his own, The actionable brand, Uncommon Service: How to Win by Putting Customers at the Core of Your Business, Traction: Get a Grip on Your Business, Built to sell
- Develop a five-step process to generating your client’s desired outcome. You can do this by identifying the biggest set of outcomes you can bring your target audience and then document the 5 phases of that your target audience has to go through to get that desired outcome.
Our chat with Frank was a truly eye-opening one. It’s truly changed the way we look at selling a service and we shall be implementing some of these tips in our own process.
How about you? What do you think of this concept and would you be implementing some of it at your agency? Let us know in the comments below.
Connect with our guest
Frank on LinkedIn and Twitter
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