Agency clients often want more strategic consulting from the agencies they hire.  At the same time, many agencies feel like the services they’re delivering are often undervalued by the clients they serve.If both of these are true, then why are so many agencies caught in what Pete Caputa calls the “Tactician’s Trap” where it feels like you’re on an endless hamster wheel selling implementation services without being valued for the strategic insights you can provide to your clients.Today’s guest, Max Traylor, known as The Consultant’s Consultant, unpacks a (maybe slightly controversial) chapter from his book The Agency Survival Guide, entitled Burn Your Implementation Business to the Ground.Now, whether or not you’re whether to do that quite yet, in today’s conversation you’ll hear Max explain:His own journey from selling marketing services to productized consultingThe 1 simple tweak that lead to a 10x price increase for one consulting packageThe 3 steps to start selling strategy that you’re already capable of deliveringResources Mentioned in Today’s Episode:An Agency’s Guide to Measuring And Improving Billable Utilization (Ebook) Connect with Max on LinkedIn Agency Survival Guide: How to Productize Consulting Services by Max Traylor Max Traylor’s Consultant's Survival Guide How to Prepare Your Agency for an Acquisition w/ Karl Heasman The Business of Expertise by David C. Baker The Go-Giver by Bob burg and John David Mann Nearbound and the Rise of the Who Economy by Jared Fuller The Client (a film by Umault)Pete Caputa’s LinkedIn Post about the "Tactician Trap"Want to watch the video version of the podcast on YouTube?Check it out here: Agency Life Podcast on YouTube Have a question about today's topic? Text it to us here!Want to get more content to support your agency life? Subscribe to the Agency Life newsletter, check out past episodes & find more content at teamwork.com/agencylife. This podcast is brought to you by Teamwork.com.