Did you know that 70% of the decision about your agency is made before you ever present your results?
Last week on a call, an agency owner shared that she lost a pitch to a competitor charging 20% more, despite that competitor having less experience and a thinner portfolio.
Her reaction? “They somehow seemed like the safer choice.”
That’s the power of trust equity and it’s changing how agencies win work in 2025 and beyond.
In this episode of the Small But Mighty Agency Podcast, we unpack why great work alone is no longer enough, and what’s actually driving agency selection in today’s skeptical, high-stakes market.
Whether you’ve been passed over despite a strong portfolio, or you’re trying to justify premium rates as a newer agency, this episode breaks down the one factor that’s leveling the playing field and how to use it to your advantage.
In this episode, we explore:
- Why the agency with the best work doesn’t always win (and who does)
- How trust equity is replacing credentials as the #1 selection driver
- What’s fueling the shift and how your agency can get ahead of it
- Real ways to build trust before the pitch (without over-proving yourself)
If you’re tired of hearing, “Your work is fantastic, but…”—this episode is for you.
Ready to Build the Kind of Trust That Wins Premium Clients?
Your track record matters—but it’s trust equity that gets you chosen.
Get my free Trust Equity Mini-Course and learn how to build a system that scales trust—not just effort. You’ll discover the four systems smart agencies are using to become the obvious choice, even before the first pitch.
👉 Start the free mini-course here
Let’s build an agency that clients trust before you even show your deck.
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P.S. If this resonates with you get my free mini-course on building a Trust Equity Ecosystem. It dives deeper into how agencies are adapting to these changes and how you can take small steps today.
Thanks for tuning into the Small But Mighty Agency Podcast! If you enjoyed today’s episode, head over to Apple Podcast to follow the pod, and let’s continue the conversation on LinkedIn.
