---
title: Retainer Conversion Strategy — LaMarie Beauty
type: article
created: '2025-10-29'
updated: '2025-10-29'
source_docs:
- raw/2025-10-29-mid-week-call-w-melissa-97795421.md
tags:
- client-lamarie
- sales
- retainer
- strategy
layer: 2
client_source: LaMarie Beauty
industry_context: ecommerce
transferable: false
---

# Retainer Conversion Strategy — LaMarie Beauty

## Overview

LaMarie has been operating as a project-based client. The goal is to convert them to a full retainer relationship. A contact transition at LaMarie creates a timely opening to reset the relationship and propose a new engagement structure.

See [[wiki/clients/current/lamarie/_index]] for full client context.

## Current Situation

- LaMarie has been engaged on a project basis, not a retainer
- **Katie** (the existing primary contact) is going on maternity leave
- A **new contact** (also named Katie per meeting notes) has stepped in and attended a recent call
- Melissa has an existing relationship with **Lisa**, who has stepped back from the LaMarie account but remains a contact via other work (JBF)
- The broader team believes LaMarie is one of the more reputable, quality operators in their space, with strong underlying demand — making them a good candidate for ongoing marketing investment

## Opportunity

The contact transition is a natural reset point. Building a strong relationship with the incoming contact before expectations are set gives Asymmetric leverage to propose a new engagement model from a position of goodwill rather than renegotiation.

## Proposed Strategy

### Relationship-First Approach

- Melissa to prioritize building rapport with the new Katie contact
- Separately, pursue a lunch with Lisa to strengthen the senior relationship and explore what LaMarie leadership actually wants from a marketing partner
- Avoid leading with a hard pitch; let the relationship open the door

### Proposed Engagement Model

A **risk/reward structure** designed to lower LaMarie's perceived risk while creating upside for Asymmetric:

| Component | Detail |
|---|---|
| Base retainer | Small monthly fee (amount TBD) |
| Performance component | Percentage of leads generated |
| Framing | Risk-free / performance-aligned |

This model acknowledges that LaMarie may be hesitant to commit to a full retainer without proof of ROI, while giving Asymmetric a path to higher revenue if results are strong.

> "Even if we have to say we're willing to do it on a relatively small retainer, but what we want is a percentage of the leads they get — a risk-free solution." — Mark Hope, 2025-10-29

## Action Items

- [ ] **Melissa** — Email Lisa to schedule a lunch and explore the relationship informally
- [ ] **Melissa** — Continue building rapport with the new Katie contact through ongoing project touchpoints
- [ ] **Melissa + Mark** — Define the specific retainer amount and lead percentage before any formal proposal is made

## Related

- [[wiki/clients/current/lamarie/_index]]
- [[wiki/meetings/2025-10-29-mid-week-call-melissa]]