Consulting Retainers: Generate More Client Revenue With Less Effort

Being in business can be like riding in a small boat on the open sea. There’s excitement, there’s beauty and there’s danger.

Ebbs and flows can be overcome, but you should do everything you can to protect your consulting business from the impact of major waves. Retainers are one method for establishing a more predictable tide of opportunities.

The Value of Retainers for a Consulting Business

There are various pricing models you could choose for your consulting firm, and each has its merits. But the retainer model tends to be uniquely beneficial for financial health. Let’s look at three reasons why.

1. Predictable income

One of the most significant advantages of retainer agreements is the predictability they bring to your cash flow. Unlike project-based work, where revenue can fluctuate dramatically from month to month, retainers provide a steady stream of income. This financial stability allows you to plan your budgets, allocate resources and invest in business growth with confidence.

2. On-demand access

Clients value accessibility: They want to have an expert on call. Some types of retainer agreements offer them the assurance of priority access to your consulting services. They know they can reach out to you whenever they face a problem or have a pointed question. This sense of security can strengthen client relationships and increase your retention rate.

3. Enhanced client insights

Retainers encourage ongoing engagement with your clients. Since they’ve committed to an extended relationship with your consulting firm, they’re more likely to stay engaged and seek your advice regularly. This continuous interaction gives you a deeper understanding of their evolving needs and challenges, allowing you to mold your services and responses to be more appealing to each type of client.

Types of Retainer Models

Retainer agreements aren’t one-size-fits-all. Here are some common types of consulting retainers.

1. Hourly rate retainer

These kinds of retainers involve clients paying for a set number of hours each month. It gives clients the ability to budget for your services without committing to a specific project. This model also provides flexibility for clients who require ongoing support but don’t have a continuous stream of work. Sometimes, this is also called an “amount-of-time” retainer.

2. Pay-for-access retainer

The pay-for-access model is a different approach that grants clients priority access whenever they need assistance, regardless of the amount of time needed to complete their requests or generate their deliverables. Clients pay a fixed monthly fee, which can support your income predictability.

3. Consulting contract retainer

In a consulting contract retainer, clients commit to a long-term contract, typically spanning several months or even years. This type of retainer is ideal for those who are in the midst of a big business change or important period of growth and know they’ll need your partnership during that time.

Setting Up Your Retainer Agreement

Once you decide to offer retainer-based pricing, you’ll need to create a well-structured and clear consulting retainer agreement.

Don’t forget to consider each of the following key elements:

• Fees: When defining your consulting fees, it’s essential to be transparent. Whether you charge by hourly rate, a fixed monthly amount or another method, include all charges that may apply — including expenses or materials — to avoid confusion or disputes later on.
• Duration: Decide whether your clients need to commit to a month-to-month arrangement, a longer-term contract or a period of time that suits your business and aligns with most clients’ needs. Be sure to outline any renewal or termination terms to set clear expectations.
• Scope of work: Clearly delineate the types of tasks, projects or support that are included in the retainer. When you edit the retainer for a specific client, include a detailed list of deliverables and specify anything that would require a discussion or additional fees.
• Communication: How and how often should your clients expect to hear from you? Set boundaries from the start by putting your agreed-upon methods of communication in writing.

TIP: Templates can streamline the process of drafting retainer agreements. Include all of the above and decide which sections should be customizable. Consult with a legal expert to make sure your template is compliant with relevant laws and regulations and will protect you and your team.

Transitioning Existing Clients to a Monthly Retainer

Perhaps you’ve decided retainers could work for your business, but now there’s the matter of how to turn one-off clients into retainer clients. This doesn’t have to be an intimidating experience. Use the following steps to make the conversations productive and transition as much of your client base to a recurring pricing model as possible.

First, think from the client’s perspective. Assess each client’s needs and identify those who would truly benefit from ongoing consulting support. Look for businesses that have already come to you for multiple specific projects that align with your expertise. You don’t just want to blindly move every client to a retainer model without considering the impact on their results and satisfaction.

Propose the idea of a retainer. If you’ve already developed trusting relationships with your clients, bringing up a new pricing model shouldn’t be too uncomfortable. It can be part of a regularly scheduled conversation about their goals and success. Emphasize any immediate cost savings, as well as the long-term value they’ll derive from this shift. Frame this as a natural progression that aligns with their objectives. Most importantly, choose the right time for this conversation — not while your client is experiencing a stressful change or before they’ve seen the impact of your work.

Listen to their concerns. Openness and transparency aren’t just about what you say; they’re also about how you listen and consider your consulting clients’ concerns. They may have specific requirements or want to negotiate a rate. Address their apprehensions and be as flexible as you feel you can be without compromising on revenue.

Explain the transition. Will the scope of work change? Will the client receive a short-term credit? Help them understand the timeline and terms of this change so there’s no confusion about billing or worry that they may not be getting the value they’ve already paid for.

➡️ Consider offering referral incentives to clients who send you new clients for retainer agreements. You’ll expand your retainer client base and reward loyalty simultaneously.

Presenting Retainer Fees to New Clients

It can be a big undertaking to move your existing clients over to retainers, but it’s just as important to set a retainer-based precedent with potential clients so you can start these new relationships off on a profitable foot.

Follow these guidelines for setting up retainers with new clients to drive more predictable income.

1. Conduct a consultation. Before proposing a new retainer agreement, go through an in-depth consultation or discovery call to understand their needs, goals and the scope of work required.
2. Evaluate fit. Along with determining the potential revenue a new client can bring to your consulting business, think about whether they’ll be a good long-term fit for your services. When you have a greater chance of helping them succeed, they’re more likely to stick with the terms and continue to bring you ongoing work.
3. Price based on value. Don’t forget to consider the value you’re offering the client as you decide on fees upfront. Even if you prefer an hourly rate structure, factor in the outcomes the client will get — you can justify your pricing with testimonials and case studies.

TIP: Hold strong to the retainer fees you’ve decided on. Too many service firms compromise on pricing and regret it later, especially if you’re stuck to a given time frame.

Ensuring Longevity With Retainer Pricing

To maintain profitable, long-term client relationships and maximize the benefits of retainer agreements, you should evaluate and adjust your pricing strategy on an ongoing basis by monitoring key metrics such as client satisfaction, project timeline adherence, project profitability and project outcomes.

Consider offering additional value-added services that align with your clients’ objectives. Productize your services with options like workshops, training sessions or access to proprietary tools and resources.

Eliminate Revenue Uncertainty

In consulting work, there are a lot of unknowns. By using a retainer pricing model, you can create a lifeline of stability for your business and expand the value and attention you give your clients

Once you've decided on retainers and set them up, there’s the question of how you’ll manage them internally to stay efficient and avoid billing errors. Learn why managing retainers requires more than setting up recurring tasks.

About the Author

Chelsea Williams is Senior Copywriter at Accelo, where she shares unique insights with service professionals and tells user stories via blogs, eBooks, industry reports and more. She has over 15 years of B2B and B2C writing experience — primarily in tech, sales, education and healthcare. Chelsea is an AWAI-certified Master Copywriter trained in brand storytelling and microcopy.