Down markets separate the agencies with systems from the ones running on vibes. When budgets tighten, predictability is not a luxury — it is survival.
Recurring revenue is your moat
Retainers cushion you against slow months because your baseline revenue is already committed. Agencies built on retainers weather downturns that wipe out project-based shops.
Sell ROI, louder
In lean times, clients scrutinize every dollar. Tie your service directly to revenue or cost savings and you become the last line item they cut, not the first.
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