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The Duct Tape Marketing Podcast with Max Traylor
In this episode of the Duct Tape Marketing Podcast, I interviewed Max Traylor, consultant, author of The Agency Survival Guide, and host of Beers with Max. Max helps marketing agencies rethink their approach to agency growth by focusing on agency upselling, client retention, and long-term relationship strategies.
During our conversation, Max shared powerful insights on why agencies should move beyond constantly chasing new clients and instead focus on cross-selling strategies and client upsell tactics to generate sustainable agency revenue. From the dangers of relying too heavily on retainer agreements to the benefits of project-based pricing and strategic marketing leadership, Max explains why aligning with clients’ business objectives is the key to profitable, long-term success in today’s fast-evolving digital agency landscape.
Key Takeaways:
- Successful agency growth relies more on deepening client relationships than constantly pursuing new clients.
- Agency upselling and cross-selling strategies should be treated as core parts of the agency sales process, not afterthoughts.
- Agencies should focus on providing marketing leadership services to guide small business marketing strategies, especially when internal leadership is lacking.
- Retainers often lead to scope creep and reduced agency profitability — project-based pricing offers better control and margins.
- Agencies that shift from transactional services to strategic marketing advisory roles build stronger, more resilient businesses.
- Regular client check-ins, focused on business goals rather than marketing metrics, unlock new opportunities for client upsell tactics.
- Pricing confidently — and aligning agency pricing strategies with value provided — helps agencies avoid the race to the bottom.
Chapters:
- [00:09] Introducing Max Traylor
- [01:29] Are Agencies in Trouble?
- [04:25] Leadership is Missing
- [07:00] Growing Revenue with Current Clients
- [11:46] Are Retainers the Right Way To Go?
- [15:36] Productizing Your Services
- [18:01] Advice on Starting a Consulting Service Today
More About Max Traylor:
- Check out Max Traylor’s Website
- Connect with Max Traylor on LinkedIn
- Read Agency Survival Guide: How to Productize Consulting Services and Do Other Things Better Too by Max Traylor
- Read Consultants Survival Guide by Max Traylor
John Jantsch (00:01.009)
Hello and welcome to another episode of the duct tape marketing podcast. This is John Jantsch and my guest today is Max Traylor. He helps agencies upsell and cross sell their existing clients. His approach centers on building relationships with decision makers and aligning with their business objectives, which ultimately leads to long-term retention and growth. Max is also the host of beers with Max podcast where he interviews other agency advisors and the author of the agency survival guide book.
series. So Max, welcome to the show.
Max Traylor (00:32.11)
Yeah, I didn’t realize the intro was so long when I was writing it. But yeah, you nailed it. You got it all. What do do now?
John Jantsch (00:37.273)
I cut some out, believe it or not.
You know what? I stumbled on my name, actually, because this is my third show today. So I think I’m struggling. So did I also see you drink a beer?
Max Traylor (00:49.912)
Yeah.
No, that was water. Uh, well you, you caught me with some, uh, cambocha, you know, cause for the gut. Yeah, me too. But I, you know, I’m on, I’m on 10 and a half weeks, uh, af
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