{"id":23406793,"date":"2026-01-06T16:18:36","date_gmt":"2026-01-06T16:18:36","guid":{"rendered":"https:\/\/www.vendasta.com\/blog\/?p=23406793"},"modified":"2026-09-22T16:36:21","modified_gmt":"2026-09-22T16:36:21","slug":"fired-2-million-worth-of-clients","status":"publish","type":"post","link":"https:\/\/www.vendasta.com\/blog\/fired-2-million-worth-of-clients\/","title":{"rendered":"814 | He Fired $2 MILLION worth of Clients (and it grew his agency) | Robert Patin"},"content":{"rendered":"

\u25b6\ufe0f Watch this episode on YouTube<\/a><\/h2>\n

Most agencies have a client alignment and retention problem<\/h2>\n

In this episode, we sit down with Robert Patin \u2014 agency advisor and growth strategist who\u2019s helped firms scale by 800%+ \u2014 to unpack where real agency growth actually comes from (and why chasing new logos is usually the slowest, riskiest path).<\/p>\n

Robert has helped agencies fire up to $2M worth of misaligned clients, not because they weren\u2019t big enough, but because they were quietly killing profitability, morale, and momentum.<\/p>\n

What You\u2019ll Learn in This Episode<\/p>\n

\u2022 The early warning signs that a client is misaligned<\/p>\n

\u2022 Why clients who nickel-and-dime upfront are the most expensive later<\/p>\n

\u2022 How to calculate effective bill rate per client (and why it\u2019s eye-opening)<\/p>\n

\u2022 Why your lowest-paying clients often drain the most energy<\/p>\n

\u2022 How one agency discovered they were losing $4 per hour on a \u201ctop\u201d client<\/p>\n

\u2022 When firing a client is the most profitable decision you can make<\/p>\n

\u2022 How to set and communicate boundaries without damaging relationships<\/p>\n

\u2022 Why retention \u2014 not acquisition \u2014 drives 70%+ of agency growth<\/p>\n

\u2022 How a 5% increase in retention can unlock massive revenue upside<\/p>\n

\u2022 The simple framework for quarterly business reviews that surface expansion<\/p>\n

\u2022 How to turn one-off projects into 3\u20134 year retainers<\/p>\n

\u2022 Why agencies already have the clients they need to hit their next revenue milestone<\/p>\n

\u2022 How a single outreach email uncovered $1\u20132M in revenue in 90 days<\/p>\n

\u2022 Why value articulation \u2014 not more work \u2014 keeps clients longer<\/p>\n

If you\u2019re an agency owner, founder, or operator who feels stuck on the growth treadmill \u2014 selling more just to stand still \u2014 this episode shows you how to stabilize revenue, increase profitability, and grow without burning out.<\/p>\n

\ud83d\udc49 Hit play to learn how the fastest way to grow your agency might be doing less \u2014 with the right clients.<\/p>\n

CONNECT WITH ROBERT PATIN<\/p>\n

\ud83d\udcbc LinkedIn:https:\/\/www.linkedin.com\/in\/creative-agency-success\/<\/p>\n

CONNECT WITH US<\/p>\n

LinkedIn: https:\/\/www.linkedin.com\/company\/vendasta\/<\/p>\n

X: https:\/\/x.com\/vendasta<\/p>\n

Instagram: https:\/\/www.instagram.com\/vendasta\/<\/p>\n

Thanks for listening! If you enjoyed this episode \ud83d\udc9c<\/p>\n

\ud83d\udcac Leave a review on Apple Podcasts<\/p>\n

https:\/\/podcasts.apple.com\/ca\/podcast<\/p>\n

\ud83d\udfe2 Leave a rating on Spotify<\/p>\n

https:\/\/open.spotify.com\/show\/0KWXAOn<\/p>\n

About Vendasta<\/p>\n

Vendasta is an AI-powered customer acquisition<\/a> and engagement platform that helps businesses get more customers\u2014and keep them. Our platform unifies fragmented tools across marketing, sales, and operations, and uses AI assistants plus proprietary SMB data to automate busywork, streamline workflows, and amplify the humans on your team.<\/p>\n

We help digital agencies, franchisors, and MSPs scale profitably, deliver better outcomes for local businesses, and grow long-term revenue with less manual effort.<\/p>\n

\ud83d\udc49 Transform Your Agency with Vendasta \u2013 Book a Demo<\/a><\/p>\n

Transcript<\/h2>\n
\n

You already have the clients that you need to reach eight. You don’t need to bring on any new logos to hit your objective. That’s Robert Patin, the founder of Creative Agency Success, the man behind hundreds of high-retention agency transformations and a three-times international best-selling author. He’s the guy who helped an agency grow by 50% in just 90 days by expanding work with existing clients before further scaling. But how’s it done? I’ve worked with hundreds of agencies and when we track client value over time, it’s not unusual to see 500,000, even several million from a single relationship, but it only happens when you.<\/p>\n

Today, he’s pulling back the curtains on why retention starts with ideal client fit and the clients your agency actually wants. Every single hour that they worked on that client, they were losing $4. And so my advice to them was let’s fire them. What does long-term retention, not acquisition, unlock for the agency owners? They’ve turned what would have been a $12,000 project into now a $30, $40,000 lifetime value client. His unique systems that actually built retention. There’s also a core structural way that you work with clients that also directly impacts retention. It’s that simple.<\/p>\n

You’ve talked about being able to or having to fire up to $2 million worth of clients that were misaligned. And you listed a couple of things there, but let’s itemize some of the filters that you use in order to make these decisions. Early signals are, you know, scope creep that they’re not respecting your boundaries. The client ends up questioning your expertise instead of being in collaboration with you. You end up being in a place and sure that many people listening right now, it’s those clients that you end up dreading the call. You get an email from them and you just like immediately sigh. And it gives you that understanding of, hey, you know, maybe that there’s a change that needs to happen here and that misalignment between what the client’s looking for is that idea of I want something great. I want something cheap and I want something fast.<\/p>\n

It’s like the reality is that that’s not true. That’s not something that you’re going to be able to accomplish. And that expectation isn’t real. And I would say that there’s so far and so many of the clients that I’ve spoken with that if clients are nickel and diming you in the proposal stage, they’re really trying to strangle you for delivery. Those are clear red flags. What I often find is that the people that are actually draining your energy tend to be the ones that are the least lucrative. One of the things that I tend to do with clients when I first start working with them is let’s put off of your clients together in order.<\/p>\n

So let’s start the evaluation of your current existing client base of taking the amount of revenue that they’re generating for you. How many hours does it actually take for you to be able to execute on that work to understand your effective bill rate for that existing client. Let’s put them in order of which ones you’re paid the most for. And then it’s also start to look at which ones are you truly that are aligned with your ICP, which ones are in and out of it, which ones do you enjoy working with, which ones are you actually inspired by, and just giving them a rating in A through F. Make sure to subscribe so you can get the latest strategies to help your agency thrive, delivered straight to your feed.<\/p>\n

Of the person that you actually are working with, the stakeholder there, the person that you’re engaging with, and just understanding those specific pieces with them. And most often the people that are rated in the D’s and F’s of that scale are often the ones that you’re being paid the least. And so while it theoretically could be lucrative, if you will, from a revenue perspective. But as an example, a client that’s coming to mind New York based agency, they had 70 odd, 75% odd of their revenue with one particular client. But in that evaluation that we went through, ended up realizing and pointing out to them that every single hour that they worked on that client, they were losing four dollars.<\/p>\n

And so my advice to them was let’s fire them. Some of those costs can be sneaky, can’t they? Like if you’re not going through a process of actually trying to quantify them, the amount of time that they’re sucking by the extra asks and the scope creep and all the other little things, it can be sneaky, can it be? To me, most things in business can be written down to a number. And what are the numbers that are actually allowing for this to be measurable? And looking at things very clearly of what accounts are outside of those budgetary hours, what are the key metrics that you need to be able to have for you to be able to be profitable? And then looking at where that ultimately had.<\/p>\n

But the reality is for every single client, it’s in their better interest to get as much possible out of you as possible, right? Like that’s in their better interest. And it’s in your responsibility to make sure that you tell them where the boundary is. Like in any relationship, whether it’s business or personal, you tell people and should be communicating with people where your boundaries are. And in their certain instances, yeah, sure, you’re going to do things for a good relationship and you’re going to help them out and you’re going to go a little bit above and beyond. That’s perfectly fine, but you should let them know that it isn’t something that’s included and you’re doing this for them for good relationship reciprocity and that you’re trying to help them out in a moment of their need.<\/p>\n

But generally, this is what it would cost. And we even potentially listing out an invoice and giving them that marked off piece so that they know that in the future, it should cost this. Sometimes you have to slow down the acquisition of new and start focusing on expanding what you already have. The stats out there that say that as small as a 5% improvement in retention can lead to anywhere from 25 to upwards of close to 100% improvement in revenue and revenue growth.<\/p>\n

And it’s hard to sometimes understand that, but the impacts of retention can be incredible. So many examples in the actual growth that an agency is looking for is that it’s directly already within the organization. So a client that I’m currently working with at the moment, they were wanting to go from the $3 million agency that they were currently at to 5 and then 8 and etc. And the comment that I made to this particular agency owners, you already have the clients that you need to reach 8. The relationships that you have, the size of revenue of the clients that you’re currently working with, the challenges that they’re facing, you already have the clients that you need.<\/p>\n

You don’t need to bring on any new logos to hit your objective. Pretty simple framework that I suggest that agencies use that I’ll hit in a moment in order for you to be able to engage with the client appropriately, have them have an understanding of what it is that you have as a utility to help them accomplish their goals. But I don’t know if those of you that are listening right now have had a similar experience in business, but as you reach the new objective in your business, you just end up realizing that there’s a whole bunch of problems that you didn’t even realize that you were going to be running into in that moment. And the reality is that’s also true for your clients.<\/p>\n

So you solve one challenge and another one comes up. And what are you doing to one understand where the business is headed that you are serving, the client that you’re serving, where they headed, what are their goals, what’s coming up for them now, and how do you have utility from them in that moment and making sure that, again, as the thing I said earlier, that you stay within your lane of what it is your core expertise, but having a structured conversation with that client that allows for you to be able to continue to expand that relationship. And there’s several components to client retention that have really meaningful fiscal impact from the amount of profitability that you have.<\/p>\n

Because the reality is the beginning of any new relationship is where you are gaining the most information. It takes a lot of time and communication. It is one of the least cost-effective points in a relationship. As time progresses, you start to have shorthand. You understand what the client’s looking for. They start to trust you more. They don’t need as much handholding throughout the relationship. And so it ends up becoming more profitable for you. And the client has a better experience because you know them and are able to be more impactful. And so the base framework that I suggest that you follow is that you have a quarterly or semiannual conversation with the client of here’s where your goals, here’s what your goals were when we first met, here’s the progress that we’ve made towards those objectives, what are your goals that are coming up, and what are the things that you can be doing as well as externally can potentially be doing to help further those objectives.<\/p>\n

And ensuring that the client has a clean understanding of what they need to be doing next. The reality is that they’re not an expert in what it is that you do. So they don’t even know how to directly solve the problems that they’re facing. And they need a thought partner. They need a strategist. They need someone to help them with understanding that. But there’s also one of the things that I alluded to earlier is that there’s also a core kind of structural piece. So another example with client retention that you can significantly increase lifetime value is with another client where they had a web design projects that they would sell for like 10 to $12,000. And it was rather difficult for them to be able to sell this price point because of the size of the business that they were working with.<\/p>\n

And so I suggested to this client that maybe we structure the deal a bit differently and let’s structure it more as a retainer and have the initial price point be significantly lower in the, let’s call it $1,000 to $1,700 a month. They had several packages that were in that range. And they ended up finding that that relationship that would have been a one-off project that would have been a one-and-done oriented scenario, those $1,000 to $1,700 retainers ended up going for three or four years. And so they’ve turned what would have been a $12,000 project into now a $30, $40,000, $50,000 lifetime value client rather than that one-and-done. So there’s also a core kind of structural way that you work with clients that also directly impacts retention in the way that you’re selling in the first place as well.<\/p>\n

You’ve worked with a lot of agencies and you’ve helped some grow. I’ve looked at the numbers here. So you’ve helped some grow by like 800%. You know, not just to pump your tires, but to ask you what, like how much of that would come down to retention systems? In an estimation, it would be somewhere in the 70% plus would be directly related or attributable to retention. The reality of where we end up being, it’s like let’s just paint the polar opposite for a second and then we can talk about how this has impact to the business from a growth perspective, is that if every year I am needing to replace my entire business, right? So if I’m, let’s call it a $3 million business and I’m needing to replace every single dollar of revenue that I’m earning every single year, the threshold for me and the number of leads and number of sales and number of proposals that I have to present every single year is huge.<\/p>\n

So I’m needing to double, triple, quadruple every single time I’m looking to grow my business and the number of leads and number of proposals and number of sales that I’m needing to be able to accomplish, right? And if you have a baseline and let’s say that from a base numbers perspective, I’m able to retain 70% or 80% of revenue. And so a $3 million business, I’m able to retain $2.4 million and I want to grow from $3 million to $4 million. So now rather than having a $4 million gap, I have to close. I now have a $1.6 million gap I have to close, which is a lot more accomplishable, a lot easier to be able to accomplish. So lower turn gives you a stable revenue floor.<\/p>\n

It also allows for you to have more expansive opportunities for upsells so that higher ceiling where you can ultimately grow as well and as well as the profit improvement that we spoke about. So retention and expansion go hand in hand and I wanted to start shift a little bit and talk to you about business reviews to uncover revenue opportunities. That story that you’re mentioning was the one that I was alluding to earlier, that change in that core kind of product. And so the way that we went about this system in the first place, right, is we did a lot of thinking to begin with of what exactly is going on within the business that we are serving, what it is exactly that we have as a problem that the client’s having.<\/p>\n

And so how exactly are they being sold? What exactly are we doing as this initial utility to help them accomplish their goals? And so looking at the packages that we are offering, the delivery, the speed ultimately that they have to the result, the reporting that we have of how it is that we are sharing metrics. So in order for us to turn what would have been that $12,000 one-off project and then have it being an ongoing relationship, not only is it that we are accomplishing what would have been part of that $12,000 package, right? But we also need to maintain that relationship as every single month this client is being billed. We have to continue to articulate value what it is that we are doing.<\/p>\n

And the reality for this client that I’m referencing at the moment is that we were, that this client was reporting on exactly the impact that that website that they had launched was having for the business and slight little adjustments in the services, you know, changing images, slight little adjustments in conversion optimization that they’re having on the site, but they had regular check-ins. They were sending over loom videos on a monthly basis of exactly what it is that we are seeing from a metrics perspective. So you’re having drop-off on this page. They’re not going from this page to this. So like, why don’t we just change this little thing here and see what happens?<\/p>\n

Now let’s test for the next 30 days to see whether that improves that conversion from that page and then we no longer have that drop-off. Yes, it did. Great. That change that we just made directly has an impact of X, Y, and Z to revenue for you. So now we are articulating our value differently and what it is that we are doing. We are having a deeper, more meaningful conversation with the client. And the reality is that that little tweak, that analysis of the site and the example that I’m giving didn’t take a whole lot of time for a strategist. They were looking at the account once a month to twice a month for an hour or two. Right? And $1,700 a month for an hour or two of a strategy time and then maybe another hour or two of developer time to make that slight little augmentation that they made as a recommendation really made a meaningful impact to that longevity of the client.<\/p>\n

Not only impacts to the agency, but also impact to the client as well because the reality of launching a site, hey, it’s here, doors are open, all the revenue starts to come in. That’s not the reality of the world that we live in. Right? That we have to be continually optimizing and iterating on what we are doing to achieve new heights. You’ve been saying that a lot oftentimes that there’s money hiding in plain sight for a lot of businesses. And there was one particular story where I believe an agency uncovered a million, $2 million in business just like over a 90-day period with one outreach email to former clients. All they did was send an email out. It’s like, hey, it’s been six months since we worked on this project together.<\/p>\n

I was thinking about you the other day. Thought it would be great to connect. I wanted to see how that’s working, how it’s having impact for you. Had a couple of ideas. I was talking with a strategist earlier today. Had a couple of ideas of how you could take the work that you’re doing that you already have to further have impact. Just want to give you a little bit of extra juice. Let me know if you’ve got 30, 45 minutes for us to meet next week. Here’s a link to my calendar so you can grab some time. And does the client that already paid you 30, 40, 100, 200 grand to implement something? Do they want to have another conversation with you to make the money that they invested even more impactful?<\/p>\n

Yeah, they do. And having that conversation, that essential same kind of meeting framework coming to that meeting with seven to 10 ideas of things that they could do to have further impact. I try to take a general rule of like the 70, 30 of 70% of the things your agency can do, 30% that you don’t, and then they knowingly know that you don’t do them that has nothing to do with what your agency does. So they don’t feel like you’re selling them. They feel like you’re actually providing value and you should. It allows for you to open up conversation for what opportunities there are. The reality is that the assumption that we make with most clients is that they’re going to come to us when they need us.<\/p>\n

That is taking the presumption that they won a problem and solution aware that they are an expert in what it is that we do and can actually see and uncover here’s a potential opportunity of something I need my agency for to be able to accomplish this goal and being able to overcome this challenge when the reality is that they don’t know. And if they did, they actually probably wouldn’t need you. And so in order for you to be able to sell and expand these relationships, you should be investing a little bit more into the relationship in the first place and helping them uncover where the opportunities are in their business. What are the challenges that they’re facing?<\/p>\n

What are the problems that they have? What are the goals that they have? What have they tried? What has worked? What hasn’t? And the more information that you have, the more of a utility you’re going to be.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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