============================================================================== RETAINER CLIENT PITCH SCRIPTS Every script for every stage of the retainer conversation From SoloStack — solostack.madethis.app ============================================================================== HOW TO USE THIS FILE ───────────────────── These scripts cover every moment in the retainer sales process — from first mention to signed agreement. They're word-for-word starting points; customize the tone to match your voice and your client relationship. Replace [BRACKETS] with your specifics before using. ============================================================================== PART 1: THE SOFT PIVOT Mentioning retainer availability to a project client mid-engagement ============================================================================== The best time to mention retainers is during a project — not after. You're already in the flow of communication, they already trust you, and the work is fresh in their mind. Don't make it a formal proposal yet. Plant the seed. ──────────────────────────────────────────────── VERSION A: THE CASUAL MENTION (Use: In a regular check-in email or Slack message) ──────────────────────────────────────────────── "Quick note while I'm thinking of it — I do have a few clients I work with on a monthly retainer basis for ongoing [SERVICE TYPE]. If you ever find yourself needing consistent [WHAT YOU DO] support rather than project-by- project work, it's worth knowing that's an option. Happy to walk you through how it works if you're curious — no pressure at all." ──────────────────────────────────────────────── VERSION B: THE STRUCTURED MENTION (Use: Near project midpoint, after a positive interaction) ──────────────────────────────────────────────── "Something I wanted to mention as we're making good progress here: a lot of my clients start with a project like this, and then realize the ongoing [CONTENT NEED / DESIGN NEED / DEV NEED / etc.] is bigger than a one-time thing. I offer a monthly retainer for exactly that — consistent support without the start-stop friction of new project scoping each time. It might not be relevant for you right now, but given how [WHAT YOU'VE NOTICED ABOUT THEIR NEEDS], I thought it was worth mentioning. Totally up to you — just wanted to put it on your radar." ──────────────────────────────────────────────── VERSION C: THE VALUE-ANCHORED MENTION (Use: After delivering a result the client was excited about) ──────────────────────────────────────────────── "Really glad [RESULT] landed so well. Something I've noticed with clients in [THEIR INDUSTRY / STAGE]: the one-time wins are great, but the biggest impact tends to come from doing this consistently over time — building on what we've established rather than starting fresh each quarter. I work with a handful of clients on that basis through a monthly retainer. If you're thinking about [ONGOING BUSINESS GOAL — e.g., 'keeping content consistent as you grow,' 'maintaining the brand across new campaigns'], it might be the right structure for what comes next. Worth a quick conversation if you're interested. No urgency — just something to consider." ============================================================================== PART 2: THE POST-PROJECT CONVERSION Pitching a retainer at project completion ============================================================================== This is the highest-leverage retainer conversation you'll have. The client just saw your best work, you understand their business, and trust is at a peak. ──────────────────────────────────────────────── THE POST-PROJECT EMAIL ──────────────────────────────────────────────── Subject: Working with [CLIENT NAME] going forward Hi [NAME], Wrapping up the final deliverables for [PROJECT NAME] — really glad with how [KEY OUTCOME] turned out. I wanted to take a moment to think about what comes next for [THEIR COMPANY]. Based on what I learned during this project, you have consistent ongoing needs for [SERVICE TYPE] — specifically [SPECIFIC NEED I OBSERVED]. The work we did on [PROJECT] is a foundation, but [WHAT NEEDS TO HAPPEN TO BUILD ON IT — e.g., 'consistent content to maintain the SEO gains,' 'ongoing design support as the brand rolls out']. I work with several clients on a monthly retainer basis for exactly this kind of ongoing support. Here's what that looks like for clients at your stage: → [DELIVERABLE OR SCOPE SUMMARY] → [DELIVERABLE OR SCOPE SUMMARY] → $[AMOUNT]/month, invoiced on the 1st, [NOTICE PERIOD] cancellation notice The main advantage over project-by-project: you get priority access to my calendar, no re-scoping overhead, and the results compound because I'm not starting from scratch each engagement. I have one opening for a new monthly client in [MONTH]. Would it be worth a quick 20-minute call to see if it makes sense? [YOUR NAME] ──────────────────────────────────────────────── IN-PERSON / CALL SCRIPT (Post-project) ──────────────────────────────────────────────── "Before we close this out, I wanted to ask about what comes next for you. Based on what I've seen working on [PROJECT], you've got a pretty clear ongoing need for [SERVICE TYPE]. The stuff we built here is a great foundation — but [WHY IT NEEDS ONGOING ATTENTION]. I have a small number of clients I work with every month on a retainer basis. It's different from project work in a few key ways: you get priority access, I'm deeply embedded in your context so the work keeps getting better, and there's no overhead of re-scoping and re-briefing every few months. I have one opening right now. It's [SCOPE SUMMARY] for $[AMOUNT]/month. Would that be worth exploring?" [IF YES] "Great. Let me send you a quick proposal this week — it'll outline exactly what's included, the terms, and how we'd kick it off." [IF THEY WANT TO THINK ABOUT IT] "No problem. I'll flag it again in [2 WEEKS] — I want to make sure you have first right of refusal on the spot." ============================================================================== PART 3: THE DISCOVERY CALL PLANT Mentioning retainer potential on a first call without overselling ============================================================================== Don't pitch a retainer on a discovery call. You haven't earned enough trust. But you CAN plant the seed so they know it's an option. Do this near the end of the call, after you've understood their situation: ──────────────────────────────────────────────── THE DISCOVERY CALL PLANT ──────────────────────────────────────────────── "One thing I'll mention: depending on how the project goes, I do work with some clients on an ongoing monthly basis. It tends to work well when [REASON RELEVANT TO THEM — e.g., 'the content needs are consistent,' 'there's a regular cadence of design work']. We'd start with [PROJECT] first and see how it goes — but I wanted you to know that option exists if it ends up being a good fit." That's it. You've planted the idea, set an expectation of ongoing work, and framed the project as a trial without any pressure. ============================================================================== PART 4: OBJECTION HANDLING The 3 most common retainer objections — with word-for-word responses ============================================================================== ──────────────────────────────────────────────── OBJECTION 1: "I'm not sure I'll need you every month." ──────────────────────────────────────────────── WHY THEY SAY IT: They're visualizing months where they have nothing for you and paying anyway. This is a real concern — don't dismiss it. RESPONSE: "That's a fair concern, and it's worth thinking through. A few things that might help: First, most clients who say this when we start end up finding consistent work within 2–3 months — because having access to [WHAT I DO] reliably changes how they plan. Instead of waiting until the need is urgent, they start building things ahead of time. Second, the retainer I'm proposing includes [SCOPE — be specific], which most months translates to [WORK TYPE] that clients in your situation need regularly. Third, if you're genuinely worried, we could start with a shorter initial term — say, 3 months — so you can see the actual demand before committing long-term. What do you think?" ──────────────────────────────────────────────── OBJECTION 2: "That seems expensive." ──────────────────────────────────────────────── WHY THEY SAY IT: They may be comparing to project rates, freelancer platforms, or not connecting the price to the value. RESPONSE: "I hear that. Let me give you some context on the number. If you were scoping this work project by project, the equivalent would run $[HIGHER AMOUNT PER MONTH] — and that's before the overhead of re-scoping, re-briefing, and the delays between projects while I'm unavailable. The retainer rate reflects two things: the discount you get for guaranteed monthly engagement (vs. project pricing), and my commitment to hold availability for you each month. That said, if the number isn't right, I'd rather find a scope that fits your budget than lose the opportunity to work together. What are you thinking in terms of what makes sense?" [If they give you a number: evaluate whether you can make it work at a different scope. If not, hold your price and explain why.] ──────────────────────────────────────────────── OBJECTION 3: "Let's try a project first." ──────────────────────────────────────────────── WHY THEY SAY IT: They want to de-risk. This is often the best outcome — a project is a retainer trial period. RESPONSE: "Absolutely — that's actually how most of my retainer relationships start. Let's treat [PROJECT] as a chance for us to see how well we work together. I'll flag: once the project wraps, I typically have a 2–3 week window before the retainer spot fills. If the project goes well and you want to continue, the easiest path is to talk about it near the end of the project rather than after. Does that sound workable?" [This response: agrees with them, removes all pressure, AND sets a natural deadline on the retainer conversation without creating artificial urgency.] ============================================================================== PART 5: THE RE-ENGAGEMENT SCRIPT For past clients who went quiet — turning them into retainer clients ============================================================================== These are among your highest-probability retainer prospects. They've already paid you, they've already trusted you. They just got busy or the timing wasn't right. Don't let inertia keep them cold. ──────────────────────────────────────────────── RE-ENGAGEMENT EMAIL (Warm approach) ──────────────────────────────────────────────── Subject: Checking in + something that might be relevant Hi [NAME], I was thinking about the work we did on [PROJECT NAME] — it's been [TIMEFRAME] since we wrapped. Hope [WHAT YOU KNEW ABOUT THEIR GOAL] has been going well. I wanted to check in and also share something that might be relevant: I've been working with a few clients on a monthly retainer basis for [SERVICE TYPE], and the results have been really strong — specifically [BRIEF HONEST RESULT/BENEFIT WITHOUT BEING SALESY]. Given what I know about [THEIR SITUATION], I thought it might make sense for [THEIR COMPANY] too. The setup would be [BRIEF SCOPE — 1–2 sentences]. Worth a quick 15-minute call to see if the timing is right? [YOUR NAME] ──────────────────────────────────────────────── RE-ENGAGEMENT EMAIL (Direct approach — for client you know well) ──────────────────────────────────────────────── Subject: Working together again Hi [NAME], Quick check-in — how are things going with [THING YOU KNOW ABOUT THEIR BUSINESS]? I have an opening for a monthly retainer client starting [MONTH]. Based on our previous work together, I immediately thought of you — specifically the [ONGOING NEED YOU NOTICED]. It's [SCOPE SUMMARY] for $[AMOUNT]/month. Want to hop on a quick call this week to see if the timing works? [YOUR NAME] ============================================================================== PART 6: THE GRACEFUL RATE INCREASE How to raise a retainer rate at renewal — with exact email copy ============================================================================== Raise rates at renewal, not mid-contract. Give notice at least 30–60 days before the renewal date. Frame it as investment in the relationship, not financial pressure. ──────────────────────────────────────────────── RATE INCREASE EMAIL ──────────────────────────────────────────────── Subject: Our retainer renewal + rate update Hi [NAME], Our retainer renews on [DATE] — I wanted to give you plenty of notice before that date. I'm adjusting my retainer rates starting [DATE]: the new monthly fee for [OUR ARRANGEMENT] will be $[NEW AMOUNT], up from $[CURRENT AMOUNT]. The reason: [HONEST, BRIEF RATIONALE — e.g., "I've raised my rates across the board to reflect my current market positioning and the demand on my capacity." Or: "My overall rate structure has increased as my client base has grown and I've continued to invest in [RELEVANT SKILLS/TOOLS]."] I want to be straightforward about it because this relationship matters to me and I'd rather have the conversation clearly than have you surprised. You have a few options: 1. Renew at the new rate — I'd love to continue. 2. Adjust the scope to fit the existing budget — happy to discuss what that looks like. 3. Part ways gracefully — no hard feelings, and I'd love to give you 4–6 weeks to make that transition. Can we schedule a quick 15-minute call to talk through what makes sense? [YOUR NAME] ──────────────────────────────────────────────── HOW TO DELIVER THE NEWS ON A CALL ──────────────────────────────────────────────── "I wanted to give you a heads up before the renewal date. I'm adjusting my retainer rates starting [MONTH]. For our arrangement, that means moving from $[CURRENT] to $[NEW] per month. I know that's a change, and I wanted to give you plenty of runway to decide how you want to handle it. I've been really happy with what we've built together, so I hope we find a way to continue — but I completely understand if the budget doesn't stretch and we need to adjust the scope or part ways." [Then stop talking. Let them respond. Don't over-explain or apologize.] ============================================================================== MORE RESOURCES AT SOLOSTACK.MADETHIS.APP/RESOURCES ==============================================================================