I’m pulling back the curtains on a tried and true, fail-proof strategy for your design business: the retainer model. If you’re looking to scale up and boost your revenue without burning out, this approach might just be the answer you’ve been searching for. Let’s dive in!
The Benefits of a Retainer Model
First, let’s talk about why the retainer model can be so beneficial. Instead of charging by the hour, which can lead to burnout and doesn’t scale well, consider offering a monthly retainer. For instance, I provide an unlimited design retainer at $2,500 per month with a six-month commitment. This way, clients get the consistent support they need, and you enjoy more predictable income. Trust me, it makes a huge difference!
When pitching this to clients, wait until after a project is completed. During the wrap-up call, present the retainer model as an ongoing support option. Our clients often appreciate the proposal, especially after they’ve experienced our work first-hand.
Streamlining Processes is the Key
One key to success with this model is having streamlined processes. I use templates to keep everything efficient and consistent. I also recommend setting clear pricing and time commitments to manage client expectations right from the start. It’s important to understand your clients’ needs deeply—this helps in retaining them and getting referrals.
To handle all this, having a solid system and process in place is essential. This includes a dedicated team and proper time allocation for each client. Personally, I like to separate retainer work into a different department from project work. Junior designers or project managers can take up these tasks, which allows the business to grow and the retainer model to be more passive.
Offering Ongoing Support to Clients
Don’t forget to pitch the benefits of ongoing support to your clients. Educate them on why continuous design support is valuable. This helps in justifying the premium prices you’ll be charging. Also, having follow-up emails or an offboarding email series—a strategy I’ve written templates for—can keep you top of mind even after a project wraps up.
In slower business seasons, you could even implement or expand your retainer models to keep the revenue streams flowing. Plus, it’s a great way to build passive income and reduce the constant hustle for new clients.
Personalize Your Experience
Finally, stay connected with your clients. I can’t emphasize this enough—personalize your services to give a premium experience that clients are willing to pay for. And always plan for the future based on the profits you generate from these retainer models.
If you found this useful, listen to an in-depth episode all about this topic – tune in to Episode 108 of Behind the Design podcast. You can also find more resources and training on my Instagram [@byoliviaaustin] and on my website – byoliviaaustin.com.
