Scaling clients isn’t about landing a $1,000 retainer on day one—it’s about building trust, proving value, and moving them up the ladder the right way. That’s why we start small with services that are easy to deliver and hard for clients to say “no” to. From there, it’s about timing, reading the call, and knowing exactly when to pitch the full package. In this post, I’m breaking down the exact process we use to move clients from $99/month entry offers to consistent four-figure retainers—without pushy sales tactics or wasted effort.
Table of Contents
Quick outline
- Why low-cost services matter
- When to offer full retainer SEO
- How to ascend clients to higher plans
- Real-world example: Gerard’s Tree Service
- How to run discovery calls without pressure
- Follow-up and long-term relationship play
- FAQ
Why we start with low-cost services
Low-cost services like a $99/month listing cleanup or review management exist to lower the barrier to entry. They are easy to deliver. They are usually activity-based, not performance-based. That means we promise to do tasks each month, and when we do those tasks, clients tend to stay subscribed.
Setting things up is the heavy part. Once the setup is done, these services often run on autopilot. That keeps churn low and gives us time to build trust. In short, they are a great way to get a foot in the door and begin a long-term relationship.
Benefits of low-cost offers
- Faster closes on new calls
- Lower fulfillment burden per account
- Predictable monthly work and billing
- Creates many opportunities to upsell later
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When to pitch a full retainer SEO service
There is no hard rule that says we can’t pitch full retainers on a discovery call. The key is to read the conversation. If the business already looks solid online — decent reviews, good local rankings, perhaps an answering service — we can propose a higher-level plan right away.
We typically introduce a full retainer as a way to expand reach and get more leads. We explain what the work includes: broader local SEO, remarketing, email campaigns, comeback campaigns, and review programs. Then we set expectations about price and competition. If the business is ready, we move forward. If not, we offer the lower-cost option.
Typical starting price used in practice: we began around $850/month and now commonly target about $1,000/month for full local SEO retainers. That number will change based on competition, service scope, and results promised.
How to decide during the call
- Look for signs they already have a presence and some systems in place.
- If they have good local rankings and reviews, propose expansion and a retainer.
- If they are missing basics, pitch low-cost services that fix those holes first.
Ascending clients to higher level services
We found it is much easier to sell more to an existing client than to win a new client. Once the client has given us their card and money, trust starts. From that point it becomes easier to add services.
Start small. Deliver exactly what we promised. Communicate regularly. Then offer add-ons when the timing is right. Over months or years, clients will often want more help. They call us, or we check in, and new services get sold.
Typical service path
- Low-cost front-end service (GBP optimization, directory outreach, review collection)
- Monthly activity management and reporting
- Upsell to higher-tier work: local SEO expansion, paid remarketing, email marketing
- Full retainer for ongoing growth and lead generation
Real example: Gerard’s Tree Service
Examples make this easy to understand. We worked with Gerard’s Tree Service in Florida about four years ago. They were a client for a year or two. A big hurricane hit their area and their business shifted to heavy cleanup work. They canceled our services because they were swamped.
We chose to continue maintaining their SEO for six months without billing them. We kept their listing healthy while they worked nonstop. Later they said they sold the business. Fast forward a few years: the new owner called and asked to start marketing again. Because we kept the relationship and helped during a hard time, they came back when they were ready to invest.
This story shows two things: one, relationships last; two, people remember help. Doing the right thing can lead to business years down the road. It also shows why starting small and building trust matters more than trying to close the highest sale right away.
How to run discovery calls the right way
We use a simple, non-pushy script on calls. It keeps pressure low and shows expertise. Here is the step-by-step flow we use:
- Tell them what will happen on the call: “We’ll check your listing and make sure it’s accurate. Then we’ll show you issues we found and share low-cost fixes.”
- Ask permission to proceed: “Does that make sense? Should we continue?”
- Make clear we won’t use hard sales tactics: “We’ll show how we help other similar businesses. If it makes sense, great. If not, the door is open later.”
- Give a clear next step: checkout page for the retainer, or sign-up link for a low-cost service.
“We’re going to do two things on the call. We’ll review your listing and then introduce some problems we identified and give low-cost solutions. Does that make sense?”
Starting the call like this sets expectations. It also helps us spot whether the lead is ready to buy a retainer or prefers a smaller first step.
What to pitch depending on their situation
- If they have no answering service and weak reviews: pitch AI answering or review management.
- If their listing is a mess: GBP cleanup and directory outreach.
- If they already rank locally but want more customers: offer a full retainer to expand territory and run remarketing.
Passive selling vs. aggressive selling
We recommend a mostly passive approach when business is steady. Passive selling means showing the options and leaving the door open. We follow up with helpful emails and check-ins. Over time, a lot of those warm leads convert into higher-ticket sales.
If you are desperate for fast sales, you can be more aggressive. Push the retainer harder during the call. But know that hard pitches can raise churn and make relationships harder. The volume model works: get many low-price clients, build trust, and convert a percentage to high-ticket retainers over time.
What to offer in a full retainer package
A full retainer goes beyond basics. It should include a mix of services that grow leads and local presence. Typical items:
- Local SEO and citation building
- On-site and off-site optimization
- Paid remarketing and retargeting
- Email marketing to past customers and comeback campaigns
- Reputation management and review generation
- Tracking, reporting, and call tracking
Price depends on competition and scope. We usually start around $1,000/month for a full package, but adjust for difficulty and expected ROI.
Follow-up and keeping the relationship alive
Always follow up after a call. Send a recap email with what was discussed and next steps. Offer resources and case studies. Be helpful without being pushy. If they sign a low-cost plan, deliver on time and keep them informed. This builds trust and opens the door for future upsells.
Keep a list of warm prospects. Check in periodically. Track the conversations so when they are ready to expand, you are the first one they call. Many of our best sales come months or years after the first contact.
Checklist for discovery calls
- Confirm you will review their listing and show issues.
- Ask permission to proceed.
- Assess online presence: reviews, rankings, answering service.
- If ready, pitch the retainer and explain scope and price.
- If not ready, offer a low-cost service that fixes the biggest gap.
- Send follow-up email and resources after the call.
- Track the lead and set reminders to check back in.
FAQ
Q: Is there any downside to pitching full SEO on a discovery call?
A: No downside, as long as you read the conversation. If the business is ready, pitch it. If not, offer a lower-cost alternative. Be clear and not pushy.
Q: Should we always start with a $99 product?
A: Not always. We use $99 products when the client lacks basic systems or trust. If they already have a solid presence and are ready to grow, pitch the retainer. The low-cost offer is a tool, not a rule.
Q: How do we price a retainer?
A: Start with what you need to deliver the work and a fair margin. Common start points in practice range around $850–$1,000 per month for local SEO retainers. Adjust for competition and service scope.
Q: Is it worth doing free work in hard cases?
A: Small acts of help can pay off. In our example, maintaining a client’s SEO for six months after a disaster led to business later. Use discretion. Don’t give away your core services for free often, but short-term help can build trust.
Q: How long before a client will buy more services?
A: It varies. Some clients upgrade in a few months. Others take years. The point is to keep the relationship alive and offer more when they are ready.
Conclusion
Moving clients from $99 to $1K retainers starts with good conversations and consistent delivery. Low-cost services win trust. Full retainers scale business. We recommend running many discovery calls, offering clear options, and letting relationships grow. Be helpful, not pushy. Over time the small wins add up and lead to more high-value contracts.
Use the checklist, keep notes on each lead, and treat every client as someone we might work with for years. That mindset will make it easier to scale clients from small monthly plans to full retainer relationships.