In this episode, Kirsten walks you through how she went from working 90 hours a week to a passive agency model and booked out coaching business. She shares her unique 4 Step Passive Agency Strategy that teaches you exactly how to do the same.
Register for the Webinar: How to Enroll your first or next 100-1,000 clients as a Coach or Agency Owner [kirstenroldan.com/webinar]
*Please Note: This transcript is based on an outline and may contain typos, word switches, abbreviations, etc. These are provided for your convenience and are not proofread prior to being made available.
Hey Part Time Millionaires! Today’s episode is going to be so good because I am going to talk about what you need to do to make your agency passive and book out the coaching side of your business.
I attract a lot of agency owners that desire a passive agency and a coaching offer. Let me give you some background on my story.
I started as an Online Business Manager and I had an OBM Agency that I eventually turned into a Funnels Agency and I’ll tell you why soon.
And my OBM Agency completely burned me out. I was working 90 hours a week. I had 12 clients at a time. We were offering so many different services so I had a huge team. I was paying my project manager thousands of dollars a month and still felt like I was project managing everything. I invested in an agency team strategy VIP Day and was advised to create departments. That didn’t work either. My clients were really attached to having me available to them. I even made some contractors employees because my systems were inefficient and I needed more hours. It was a mess.
My breaking point happened with 2 really intense client situations and I was on vacation but I’ll never forget that I was so stressed that I stopped having my period. And I didn’t know it was stress at the time I just thought I was pregnant. I took at least 20 pregnancy tests and went to the doctors before I finally figured out it was stress.
I decided I wanted a passive agency.
I wanted to stop taking all the strategy calls with my clients, I wanted to stop being relied on in slack, I wanted to have a simple rinse and repeat service that only required 1-3 contractors to deliver it.
That’s exactly what I did.
I released all agency calls off my calendar. I stopped responding to slack messages. And I drastically simplified my services. I went from working 90 hours a week to 5 hours a month on it. Then, I booked out my coaching.
This is how I developed my signature Passive Agency Strategy.
Because let me tell y’all something hard to hear.
You don’t have an agency if you’re doing all or any of the client work.
You don’t have an agency if your clients are relying on strategy from you.
Here are the 4 steps to making your agency passive and booking out your coaching:
Simplify Your Service:
The worst thing I did was offer a ton of services in one. When I was an OBM Agency, I was offering so many services. I was offering email writing, funnel building, inbox management, social media management and more. I had an Operations Person, a Tech VA, a Copywriter, 2 Designers and then a Project Manager.
The first thing I did was simplify my service. I decided only to 2 services. Launching and funnel services, where you get design, copy, tech to set up a launch or funnel. I re-organized the team to where I only had a Project Manager, Tech VA and a Designer. At first I was doing copywriting, but then I just made a copy policy where they have to provide it themselves.
The service was simple: We create a sales page and checkout page, schedule all your emails, and make sure your onboarding automations are ready to launch.
Or we refine your sales and checkout page, set up your funnel email automation and make sure your onboarding automations are ready.
It was simple and repeatable. We began doing the same service over and over again, which was super easy for my team. It became so rinse and repeat that we were able to over-deliver when we wanted.
Delegate Operations:
Because the service was simplified, this drastically simplified our operations, which made it easier to delegate. My Project Manager managed my inbox, calendar, clickup and communicated with clients and team daily.
Delegate Client Delivery:
Because the service was so simplified, delegating client delivery was easier than ever. Everyone knew exactly what the process was for every client. There were no customizations to manage. Our client onboarding process would collect all the information in one sweep and send it straight to my team. I would just sell and delegate.
Turn Agency Clients into Coaching Clients:
As you’re making your agency passive, you’re likely going to naturally clean up your client roster. I help my clients send service update emails that retains clients and learn how to refill their roster in 30 days if anyone leaves.
Another strategy that I teach is to turn agency clients into coaching clients. This works in 2 ways:
I want to say something spicy. Agency owners constantly tell me “but my clients really want my unique strategy or approach and I can’t teach that.” and I have 2 answers to that.
For one, your strategy can be taught to your team. All you have to do is think like a coach and create a strategy framework for your agency service that your team follows.
Second, and this is where it gets spicy – you are not your client’s coach and unless the strategy is within the realm of your service, you are just giving them free coaching. I remember being in voxer with my clients literally giving them launch mindset coaching late at night that they were not paying for.
When my client Ro came to me, she was a super burnt out agency owner with zero boundaries. She was building funnels, systems, and doing lead generation and selling for her clients.
We simplified her service and raised the price. She sent a service update email and retained the majority of her roster.
She simplified her team and delegated operations and client delivery completely.
Then, she turned a few agency clients into coaching clients.
From there, she had so much time and calendar space, that she ended up selling $100K in coaching that year.
My other client, Iyanna, came to me with a CFO Agency that had 20 clients and was delivering a variety of services that weren’t easy to keep track of. Her bookkeepers weren’t delivering the service to her standards and she really wanted to start selling a coaching offer.
She simplified her CFO Agency down to 2 core services and raised her prices. She sent a service update email and retained the majority of her roster. Then, she delegated operations and client delivery after creating a new training program for her bookkeepers based on her unique money strategy frameworks and philosophies that she wants them to follow. Then, she signed her first coaching client by inviting agency clients to become coaching ones.
Inside my Mastermind, Million Dollar CEO, I help Coaches and Agency Owners create the team, systems and mindset to enroll 100-1,000 clients into their offers.
For agency owners, it starts with making their agency passive. Getting them out of client work and communications so they can focus on signing coaching clients. Then, we show you how to create a scalable offer from your Agency Skill, just like I did with Million Dollar Email.
I am about to launch my 12 month peaceful scaling mastermind and we are hosting a Webinar called: How to Enroll your first or next 100-1,000 clients as a Coach or Agency Owner on Wednesday March 8th at 5pm CST
At this Webinar, I am going to show you how easy it is to have hundreds and thousands of clients when you have the right team, systems and mindset.
Inside this Webinar, I am going to teach you:
I want to see you there. Make sure you join the Webinar so you don’t miss it.
We open the Mastermind on March 8th. You’ll be able to book a sales call for it after the Webinar. Enrollment for the Mastermind ends March 24th. You can review the Mastermind info in the show notes.
