Hey everyone! Keep @Jasmine Lotomau in your prayers as she fights a cold. Her call is canceled today.

Hey guys Wanna talk about something a little different today... Most of you know I'm the "sales guy", but what often goes missed is the hole in the bottom of the bucket. Churn. So let's talk about something most agency owners don't want to admit. You can’t keep your clients… And your churn rate is probably costing you way more money than you realize. Not just the revenue you lose when a client leaves. But the compounding effect of not knowing it's happening. Most agencies treat churn like a random event. A client leaves, you move on, you find a new one. That's the game, right? Nope. Churn is predictable. And if it's predictable, it's preventable. . But first, let's define what we're actually talking about. Churn is simply the percentage of your client base that leaves you every single month. So if you start the month with 100 clients and end with 90, your churn rate is 10%. Sounds simple enough. Let's say you're running a lead gen agency doing $50K/month in revenue with a 10% monthly churn rate. That means you're losing $5K in revenue every single month just to churn. Over a year? That's $60K gone. But it gets worse. Because now you need to replace those clients. Which means you need to spend money on sales, marketing, and onboarding to get back to where you started. You're basically running on a treadmill. Spending money to replace clients you already had. Instead of actually growing. And the worst part? Most agencies don't even know their churn rate. They have no idea how many clients they're losing every month. They just know revenue is inconsistent. They know growth feels harder than it should be. They know something's off. But they can't see what it is. That's the real cost of churn. It's not just the revenue you lose. It's the opportunity cost. It's the energy you waste replacing clients instead of growing. It's the stress of not knowing if your business is actually stable. . Here's what I recommend. Take 10 minutes this week and calculate your actual churn rate.

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In 3 minutes, we go live on the first Clarity & Direction call of 2026! Today, we'll be talking about the concept of Defusion. Today's call will end at 30 past the hour, by the way, so be there on time!

Who missed the mindset coaching they could get in the Clarity & Direction calls? Well luckily, those calls are RETURNING! Learn how to gain clarity and direction in your agency, every other Wednesday at 11AM EST. The next one will be next week, Wednesday February 4th at 11AM EST. See you there