I’m bringing a new client to my boutique agency who would be about equal to our biggest existing client. The higher-ups are now negotiating terms. How and when do I approach getting a bonus for this?

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I'd bring it up to your manager now.

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It feels premature to bring it up while they’re negotiating, but it’s fair to say I’m nearly 100% responsible for the win. I know everyone is ultimately expendable, but for now I would be essential to the success of the account, given some very specific vertical experience that no one else at the agency has.

Do I wait for the agency to offer a bonus, which I imagine they would? Or do I bring it up proactively once they have a signed contract in place? Would that limit my leverage since they would have already settled on numbers?

And is it more common to receive a one-time referral bonus, or should I expect or ask for a very small percentage of any profits seen from the account? The account is worth potentially hundreds of thousands of dollars a year, and could grow significantly over time.

A few hundred thousand per year pays for one senior FTE. Your fish is catch and release, not a deep sea tuna.

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Unless you’re already on a commission model, most likely you’ll get paid in recognition. If there is a discretionary bonus pool, this will be remembered.

My recommendation now is that you lean in and offer everything you can to make the onboarding smooth and successful.

You can add this win to your resume too.

“You can add this win to your resume too” - isn’t it normal to add new business wins to resume?

It depends. Are you asking for a bonus because you brought in one piece of business to the agency that you want to see grow? Or is this one of several you have pulled in.

I’m not sure that a bonus is the correct compensation but I would be in favor of a share of profits (not to be confused with profit sharing) program to give back to the team based on a formula that compensates higher paid employees more.

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