Season 12 | Ep 133 | Productizing Your Agency with Greg Hickman

What is the productization of agency services, and how can it be done? Productization can be defined as solving a problem you know people have, following a similar identical process for each client. The easiest transition to productization is when it’s derived from things you’ve already been doing for your existing clients, which doesn’t change your agency’s entire process.  

In this episode of The Agency Blueprint, I’m joined by Greg Hickman to discuss agency productization and how to design productization correctly. Greg is the Founder and CEO of AltAgency™. Over the last 4 years, Greg and his team have transformed AltAgency™ from an automation consultancy serving many well-known entrepreneurs and growth experts into one of the top coaching and training companies for agencies looking to grow and scale by packaging their expertise, installing systems for growth and leveraging automation to save time. 

Don’t miss this episode to learn what happens when agency owners decide to productize and systemize. 

Key Questions:   

  • [01:05] What do you define as productization or to productize services for an agency? 
  • [08:28] What have you seen with non-productized and non-systemized agencies after they’ve done the work to create process?  
  • [14:37] What are your thoughts about monetizing expertise properly for agency owners?  
  • [24:56] What’s your advice to an agency owner wanting to productize beyond the process-oriented aspects? 

What You’ll Discover:  

  • [01:19] Greg describes productization as solving a problem you know people have following a similar identical process for each client. 
  • [04:10] The difference between the “done for you” and “done with you” modalities and the opportunities layered with the latter. 
  • [07:10] How to design productization to include customization and creativity to streamline processes. 
  • [08:51] Greg explains what happens when agency owners decide to productize and systemize.  
  • [15:03] How to monetize your expertise by identifying your strategic component that allows for your process.  
  • [19:03] Understanding that clients have a shelf-life and how to extend a lifetime value to them as an advantage to you. 
  • [23:17] How to clearly articulate your process to remain unique instead of selling on price.  
  • [25:16] Greg on how to productize the right way beyond the process-oriented pieces.  

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