One thing I hear consistently from agency owners:
“We just need to win more clients.”
Sure, it makes sense on the surface. More clients mean more revenue, right? But here’s the reality: simply chasing more clients can be a slippery slope, and for many agencies, it’s actually a trap.
Now, don’t get me wrong—I’m not here to write another fluff piece suggesting that you should never try to win new clients. Growth is essential. But a relentless focus on bringing in more clients often leads agencies to overlook critical aspects that can make or break their long-term success.
The Real Priorities Agencies Often Overlook
After speaking with countless agency owners, I’ve noticed a troubling pattern: they’re fixated on driving revenue up, often at the expense of everything else. But before you go on a client acquisition spree, it’s crucial to pause and assess:
→ Maximizing profitability with your existing clients.
→ Ensuring that new prospects are the right fit for your agency.
→ Confirming that your team has the capacity to take on more work without burning out.
The Foundations of Sustainable Growth
When I work with agency owners, yes, we discuss strategies to bring in new clients—but that’s never the main focus. Instead, we dig deeper into what actually drives sustainable growth:
→ Great people who can effectively run and scale the business.
→ Robust processes that ensure consistency, quality, and efficiency.
→ A client base that is mostly the right fit (there will always be 1-2 outliers).
By shifting the focus away from merely acquiring more clients to optimizing what you already have, you create a healthier, more sustainable foundation for growth.
The Bottom Line
Yes, your agency might need more clients. But if it’s sustained, long-term growth you’re after, your priority should be to serve your existing clients exceptionally well first.
