Playbook: Client Retainer Management

Scope creep, communication breakdown and poor renewal handling are the three leading causes of retainer loss; this playbook prevents all three with a scope sheet, change-request log, check-in agenda, review triggers and a value-first renewal plan.

Use When

• A new retainer is starting: deliverables, platforms, revision rounds, response times, approvals and exclusions agreed in writing before work begins.
• The client keeps asking for extra work outside the agreement; a polite, written change-request process is needed.
• Plan the monthly client check-in and decide what should trigger a performance review when results or the relationship slip.
• The retainer ends in four weeks: prepare the renewal, the price at renewal and a value-first renewal conversation.
• A client has not renewed, or the agency missed a commitment, and the relationship needs resetting.

Do Not Use When

• strategy-b2b-customer-community for grading many business customers, account penetration and key-account plans.
• playbook-agency-operations for agency-wide onboarding, invoicing, team roles and white-label partners.
• biz-dev-proposal for the proposal and statement of work that wins a new client.
• Stop before sending a price change, contract amendment or termination notice without the account owner's approval; deliver the draft and the conversation script.

Required Inputs