In the world of design entrepreneurship, where every client interaction can shape the trajectory of your business, one often overlooked strategy is the retainer-based design model. As the digital landscape evolves and client needs shift, the retainer model serves as a powerful tool for fostering client loyalty, maximizing profits, and creating sustainable growth.
In this blog post, I’ll dive into why you’re leaving money on the table by not offering this to clients and how to start implementing it into your brand and website design business to increase your bottom line.
You can also tune in to Episode 108: Untapped Gold: Maximizing Profits with Retainer-Based Design Strategies on Behind the Design Podcast to go further in depth with this business growth strategy.
What is the Retainer Model?
As an entrepreneur, we often hear about the constant hustle of trying to ensure you have new clients coming in every month. While getting new clients is important, I like to focus on the concept of client retention, which often takes a back seat.
Client retention is crucial because it ensures that the same clients, (that you already love working with!) keep coming back for more. It also means that your clients are recommending you to their peers. The retainer model is the perfect way to secure clients and foster long-term relationships that fuel business growth.
Why Retainers Matter
We’re constantly being told that the way to grow our businesses is to get MORE clients, but I don’t believe this to be true. For designers, that is not always sustainable and it can easily lead to overwhelm and burnout. By increasing your bottom line through retainers, you’re tapping into HOT leads (aka clients who already know how amazing you are) and turning them into a lifetime client. At the heart of the retainer model lies a simple yet profound truth: clients crave ongoing support. While one-off projects satisfy immediate needs, they fail to address the evolving requirements of a dynamic business landscape.
There is a reason at my design studio, Current, we call ourselves your creative-bffs. We position ourselves as trusted partners, ready to provide continuous value and support to our clients. Retainer-based design strategies can help you do just that.
How to Implement Retainer Strategies
The key to success lies in the seamless integration of retainer services into your business model. It begins with listening attentively to client needs and crafting tailored offerings that address their pain points.
Whether it’s social media templates, website maintenance, or podcast design, the goal is to create an easy “yes” offer that delivers tangible value.
Building a Profitable Framework
While the allure of retainer-based income is undeniable, success hinges on meticulous planning and execution. By establishing clear pricing structures, time commitments, and service offerings, designers can create a win-win scenario for both parties.
Moreover, by treating retainer services as a separate department within their agency, designers can streamline operations and maximize efficiency.
The Path to Sustainable Growth
Adaptability is key and the retainer model offers a pathway to sustainable growth by fostering long-term client relationships and creating a reliable stream of income. By embracing this innovative approach, designers can unlock new opportunities, maximize profits, and build a thriving business for the future.
Retainer-based design helps prioritize client retention over acquisition and embraces a mindset of continuous support. As the digital landscape continues to evolve, the time to embrace the retainer model is now.
If you want to learn more about how to increase your revenue without constantly onboarding new clients, you’re going to want to listen to Episode 108: Untapped Gold: Maximizing Profits with Retainer-Based Design Strategies.
