Many agencies fall into the trap of relying on one-time project work, thinking it’s a quick way to make money. But the reality is, project-based revenue is unpredictable, unsustainable, and a fast track to burnout—or worse, bankruptcy. And when it comes time to sell your agency, buyers are going to shy away from a business that doesn’t have stable, recurring revenue.
This article will explore how to break free from the project-based mindset by converting one-time clients into long-term, recurring revenue partnerships.
Key points to include:
- Avoiding the Project Trap: Explain why relying on project work is risky and unsustainable, and how it impacts agency valuation.
- Upselling One-Time Projects: Discuss how to use one-time offers, like website builds or branding projects, as a stepping stone to monthly recurring services. Highlight the importance of a structured process to transition clients into ongoing partnerships.
- Foot-in-the-Door Offers: Share how small, paid engagements like marketing analyses or Growth Plans can attract clients and build trust, making it easier to upsell them into larger, recurring services.
- Creating Irresistible Offers: Provide tips on how to design upsell offers that align with client needs and make saying “yes” a no-brainer.
- How This Ties to Selling Your Agency: Emphasize that a client roster with recurring revenue is far more attractive to buyers than one built on one-off projects. Recurring revenue signals stability, scalability, and long-term profitability.
How to Turn One-Time Clients into Long-Term Partnerships
As an agency owner, landing a new client can feel like a big win. But what happens after the project is done? If you’re stuck in a cycle of chasing one-off projects, you’re not building a business—you’re running on a hamster wheel.
Project-based work is unpredictable, unsustainable, and makes scaling your agency nearly impossible. Worse yet, it creates a business that’s tough to sell. Buyers want stability, not the uncertainty of project-based revenue.
The key to breaking free is turning one-time clients into long-term partners. Whether it’s upselling a one-time project into a recurring service or using a foot-in-the-door offer to build trust, the goal is to create stable, predictable revenue that grows over time.
The Problem with Project Work
If your agency is built around one-off projects, you’re constantly starting from scratch. Each new project requires:
- Prospecting for clients
- Negotiating contracts
- Onboarding and ramping up
This cycle eats up time and resources, leaving little room for growth. Plus, if a buyer evaluates your agency, they’ll see a business with unpredictable revenue and no guarantee of repeat clients—a red flag that can lower your agency’s value.
Upselling One-Time Projects
Not all project work is bad—if you use it strategically. One-time offers like website builds or branding projects can be excellent entry points to long-term partnerships, but you need a clear plan to transition those clients into monthly recurring services.
Here’s How to Do It:
- Deliver Exceptional Results: Start by exceeding expectations on the project. This builds trust and opens the door for future conversations.
- Identify Ongoing Needs: During the project, identify opportunities where ongoing support could benefit the client. For example, if you build a website, suggest ongoing SEO, hosting, or content updates.
- Introduce the Upsell Early: Don’t wait until the project is done to pitch a monthly service. Begin the conversation midway through, framing it as the natural next step to maximize the project’s success.
Foot-in-the-Door Offers
Another effective strategy is to sell a low-cost, low-risk offer designed to build trust and demonstrate value. At Bloom, we call this a Growth Plan and Business Analysis. For you, it could be a paid marketing audit, a competitive analysis, or a campaign strategy.
Why It Works:
- It gets clients in the door without a huge commitment.
- It positions you as an expert who understands their business.
- It creates a natural pathway to upsell them into recurring services.
The Secret to Success:
The key is to make the next step irresistible. After delivering your foot-in-the-door offer, show the client exactly how your ongoing services can help them achieve their goals. Make it clear that continuing with you is not just an option—it’s the smartest decision they can make.
Creating Irresistible Upsell Offers
To turn one-time clients into long-term partners, your upsell offers need to be tailored, valuable, and easy to say “yes” to.
Here’s What to Focus On:
- Solve a Pain Point: Identify the client’s biggest challenges and show how your ongoing services address them.
- Show the ROI: Use data from the initial project or analysis to demonstrate the potential return on investment they’ll see with ongoing work.
- Make It Easy: Create packages or retainers that are simple to understand and implement. Complexity kills conversions.
Why This Matters for Selling Your Agency
Recurring revenue isn’t just good for cash flow—it’s a game-changer when it comes to selling your agency. Buyers want to see stability, predictability, and growth potential.
A roster of long-term clients with recurring revenue sends a powerful message:
- Your agency is scalable. Buyers see an opportunity to grow without constantly hunting for new clients.
- Your agency is stable. Recurring contracts provide a steady income stream, reducing risk.
- Your agency is valuable. Predictable revenue makes your agency more attractive and can significantly increase your valuation.
Final Thoughts
Turning one-time clients into long-term partners isn’t just about boosting your monthly revenue—it’s about building an agency that’s stable, scalable, and sellable.
Start by rethinking how you approach project work and foot-in-the-door offers. Deliver exceptional value, identify ongoing needs, and create irresistible upsells that align with your client’s goals. When you focus on building long-term partnerships, you’re not just growing your agency—you’re creating an asset that buyers will compete for.