STANDSTILL agencies have CUSTOMERS
STANDOUT agencies have CLIENTS
Technically, a customer is someone who buys products or services from a company while a client refers to a certain type of customer who purchases professional services (or in other words expertise).
STANDSTILL agencies call people that buy from them “clients”, but are they?
If they’re only buying output/delivery/execution they’re not clients, they’re customers.
I’m not splitting hairs over terminology here, the point is this:
Customers buy services. Clients buy advice.
A STANDSTILL agency might be a trusted provider, but STANDOUT agencies are trusted advisors. Lots of STANDOUT agencies make lots of money from delivery, but they also make money from selling their knowledge and expertise.
There is profit in execution work, but strategic advice is not only higher margin, it provides a better opportunity to stand out from your competitors. It also enables you to forge stronger relationships with clients at a more senior level.
Have a look at the people who buy from you. How many only buy executional services (customers)? How many buy strategic advice (clients)?
How can you convert the customers into true clients?