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044. How Big Clients Think (And How Agencies Win Them)
A lot of agency owners think winning big clients is about fancy credential decks, bigger case studies, or the perfect pitch presentation. It's not. It's a psychology game, not a proposal game. And if you're stuck in the small budget, high-maintenance client cycle, it's rarely because your work isn't good enough—it's because of the energy you're bringing, the positioning you're claiming, and the decision patterns you're signaling (maybe unintentionally) that tell bigger clients you're built for smaller work.
In today's episode, we break down the psychology that separates boutique agencies who get overlooked from the ones who get chosen and trusted by enterprise companies. Big clients buy certainty. They're buying confidence. They're buying clarity. They're not buying deliverables.
If you've ever wondered...
- Why you keep attracting small, executional, needy clients even though you're capable of bigger, strategic work
- How to position yourself as a strategic partner instead of an execution arm
- What signals you're sending that keep bigger clients from seeing you as their solution
- How to shift your energy, pricing, and sales process to attract higher-quality relationships
...this one's for you.
This episode is brought to you by:
Copilot | Get two months free with code DARLINGS at https://try.copilot.money/darlings
Copper | Get 15% off any annual plan with code AGENCYDARLINGS at copper.com/agency
Chapters:
(00:00:00) Why Winning Big Clients Isn't About Better Decks or More Case Studies
(00:09:40) The Data: What Big Clients Actually Buy (Spoiler: Not Deliverables)
(00:14:33) Small Energy vs. Big Energy: How You're Signaling Your Size
(00:28:29) The Three Value Perception Levels (And Why You're Stuck in Level One)
(00:36:27) The Authority Transfer Effect: Reducing Cognitive Load in the First 10 Minutes
(00:39:09) The Paradox of Big Clients: The Less You Need Them, The More They Want You
Want To Dive Deeper On These Topics?
• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community
• Join our agency advice column: agencydarlings.myflodesk.com/signup
Connect with Melissa & Meredith:
• Waverly Ave: waverlyave.com
• Instagram: instagram.com/waverlyave.co
• Le Chéile: lecheile.co/contact
• Instagram: instagram.com/lecheile.co
View all episodes
By Melissa Lohrer, Meredith Fennessy Witts
5
1313 ratings
A lot of agency owners think winning big clients is about fancy credential decks, bigger case studies, or the perfect pitch presentation. It's not. It's a psychology game, not a proposal game. And if you're stuck in the small budget, high-maintenance client cycle, it's rarely because your work isn't good enough—it's because of the energy you're bringing, the positioning you're claiming, and the decision patterns you're signaling (maybe unintentionally) that tell bigger clients you're built for smaller work.
In today's episode, we break down the psychology that separates boutique agencies who get overlooked from the ones who get chosen and trusted by enterprise companies. Big clients buy certainty. They're buying confidence. They're buying clarity. They're not buying deliverables.
If you've ever wondered...
- Why you keep attracting small, executional, needy clients even though you're capable of bigger, strategic work
- How to position yourself as a strategic partner instead of an execution arm
- What signals you're sending that keep bigger clients from seeing you as their solution
- How to shift your energy, pricing, and sales process to attract higher-quality relationships
...this one's for you.
This episode is brought to you by:
Copilot | Get two months free with code DARLINGS at https://try.copilot.money/darlings
Copper | Get 15% off any annual plan with code AGENCYDARLINGS at copper.com/agency
Chapters:
(00:00:00) Why Winning Big Clients Isn't About Better Decks or More Case Studies
(00:09:40) The Data: What Big Clients Actually Buy (Spoiler: Not Deliverables)
(00:14:33) Small Energy vs. Big Energy: How You're Signaling Your Size
(00:28:29) The Three Value Perception Levels (And Why You're Stuck in Level One)
(00:36:27) The Authority Transfer Effect: Reducing Cognitive Load in the First 10 Minutes
(00:39:09) The Paradox of Big Clients: The Less You Need Them, The More They Want You
Want To Dive Deeper On These Topics?
• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community
• Join our agency advice column: agencydarlings.myflodesk.com/signup
Connect with Melissa & Meredith:
• Waverly Ave: waverlyave.com
• Instagram: instagram.com/waverlyave.co
• Le Chéile: lecheile.co/contact
• Instagram: instagram.com/lecheile.co