Agency clients I talk to often want more strategic consulting from the agencies they hire. At the same time, many agencies feel like the services they’re delivering are often undervalued by the clients they serve.

If both of these are true, then why are so many agencies caught in what Pete Caputa calls the “Tactician’s Trap” where it feels like you’re on an endless hamster wheel selling implementation services without being valued for the strategic insights you can provide to your clients.

Today’s guest, Max Traylor, known as The Consultant’s Consultant, unpacks a (maybe slightly controversial) chapter from his book The Agency Survival Guide, entitled Burn Your Implementation Business to the Ground.

Now, whether or not you’re whether to do that quite yet, in today’s conversation you’ll hear Max explain:

• His own journey from selling marketing services to productized consulting
• The 1 simple tweak that lead to a 10x price increase for one consulting package
• The 3 steps to start selling strategy that you’re already capable of delivering

Resources Mentioned in Today’s Episode:

An Agency’s Guide to Measuring And Improving Billable Utilization (Ebook): https://bit.ly/3UWWNVc

Connect with Max on LinkedIn: https://www.linkedin.com/in/maxtraylor/

Agency Survival Guide: How to Productize Consulting Services by Max Traylor: https://www.amazon.com/Agency-Survival-Guide-Productize-Consulting/dp/1734854502

Max Traylor’s Consultant's Survival Guide: https://www.amazon.com/Consultants-Survival-Guide-Profession-Consulting-ebook/dp/B0BXYZDSJM/

How to Prepare Your Agency for an Acquisition w/ Karl Heasman: https://www.teamwork.com/agencylife/podcast/how-to-prepare-your-agency-for-an-acquisition/

The Business of Expertise by David C. Baker: https://www.amazon.com/Business-Expertise-Entrepreneurial-Experts-Convert/dp/1605440604

The Go-Giver by Bob burg and John David Mann: https://www.amazon.com/Go-Giver-Expanded-Little-Powerful-Business/dp/1591848288

Nearbound and the Rise of the Who Economy by Jared Fuller: https://www.amazon.com/Nearbound-Rise-Economy-Jared-Fuller-ebook/dp/B0CW2WPBS6

The Client (a film by Umault): https://youtu.be/qwpC2tGibqk

Pete Caputa’s LinkedIn Post about the "Tactician Trap": https://www.linkedin.com/posts/pc4media_i-think-one-of-the-biggest-problems-marketing-activity-7171555712848875520-J-Zb

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