The Experience of Client Onboarding
Whether it’s “hello,” a check-in, a deposit paid, or simply a decision being made, welcme your clients with style, branding, emotion.
Do you have a full-blown, A-Z customer experience journey mapped out? It’s a FABULOUS idea, but it is so detailed and rather time-conusming. So, what I usually recommend to my clients is that they do one of two things - whichever is easier for them at the moment.
In the beginning, rather than trying to figure out and address every touchpoint, either:
A) Focus on one or two of the most important areas first or,
B) Define the biggest pain point that your clients have and start there.
For this post, let’s talk about A - the most important areas.
In one of my Done in a Day programs, one covers
1) how to create the onboarding and welcoming experience for the new client
2) what to do when the client is finshed working with you, and
3) your overall client communication.
Today is just about the new client - onboarding.
Typically, especially in the luxury areas, there are three key moments:
1 | The “right before I buy” moment.
2 | The “I just paid my deposit” moment.
3 | The “first meeting with you” moment.
Of course, the details depend on your industry, but the ideas are the same across them all.
The “right before I buy” moment.
This isn’t a DM on social media or signing up for your newsletter. This is the complimentary consult call (or visit), or the request for a proposal, or filling out the form to work with you. Or, taking a tour of your event space or looking at the rooms on your website and getting ready to hit “book.”
Let’s just assume this person is someone you would really like to work with. I want you to do everything you can to be special, be different (memorable), and stay on-brand.
So at this point, they are interested, but still have questions. Be your best you! Dress on-brand if you do a Zoom. Schedule the consult for 20 minutes, but always go a bit past so they feel they get more value from you and that you don’t nickle and dime.
If they are coming in for a tour (think hotel, or an event space, or your showroom), be as welcoming as if they were already a paying client. Offer them something on-brand to drink, show them around. Ask questions.
If they ask for a proposal, have that template ready and get it to them within 24 hours. Do you know how much business is lost because of delayed proposals?
And in these days of Canva and the ability to quickly create proposals and presentations, make it pretty! I have had at least 60% of my clients say that when they saw my proposal they knew I was the person. Note: this applies to businesses where both the client and you value the aesthetic. This is not every business, but it is most of you who read what I put out there.
The “I just paid my deposit” moment.
Talk about the point where there is some emotion. Especially if you charge a big deposit - interior design or architecture, a trip, an elective surgery, a large donation. These are often luxury purchases, but that doesn’t mean the buyer doesn’t have a little bit of trepidation and relief all at the same time.
I highly, highly recommend creating a Welcome Packet that goes out the day the deposit is paid. I think the easiest way is to create a template in Canva leaving about 30% of it to be edited for each customer. Emailing it as a pdf is best, but if you’re really over the top, have it overnighted or hand-delivered in gorgeous packaging.
The “first meeting with you” moment.
This could be online or in person. On a smaller scale, it could even be the arrival at your restaurant or shop - think about that moment when they walk in the door. When they first get on the zoom. Start strong. Be excited that they are there.
If they walk in your shop, how are they being welcomed? Set a standard and make sure every employee does it.
If it is a big group coming to your hotel, does your staff have pictures of the key players? The CEO? The Meeting Planner, etc?
If you are a designer and they come to your studio, does your entire team know who this client is? Did you look at the questionnaire she filled out so you can offer her a favorite beverage? Do yo use cloth or linen napkins? What is the music that is playing? Put yourself in her shoes and think about how you would be feeling.
I 100% believe that when someone gives our businesses money or time, we have an obligation to them to create a wonderful experience. Take it seriously? Why? Because it will help you be remembered, talked about, and referred. I call it being Memorable & Mentionable.
