We spend most of our time attracting new clients or serving them that we forget how to nurture . Almost as if once confirmed, we don’t have to try anymore. Whereas I feel if we want the process of working with us to be enjoyable we must take clients on a journey. After all, if they feel thrilled by working with you, they will:
a) Continue working with us
b) Work with us again in the future
c) Refer us to others
One way to do this is to have a smooth client on-boarding process. Put yourselves in new clients shoes, they agreed to work with you and eagerly await the next steps. An invoice and contract is sent over but then silence. They are not sure what happens next, do they wait for you to contact them, or should they reach out to ask questions? All of a sudden they begin to second-guess their decision to hire you and may even start micro managing because the trust is diminishing.
As always if you prefer video just click to watch below.
Why even bother with on-boarding?
I feel this is one of the most important processes in your whole business. First impressions count, you know this! This is the start of your relationships leading to their wedding/service completion. It sets the tone of what the service will be like, smooth and painless or a hot mess.
It also enables you to set boundaries with clients from the outset (working hours, non negotiables, expectations). One of the most common reasons why clients are not happy is when the unexpected happens, when there is confusion instead of clarity on what a service does or does not include.
On-boarding a client ensures nothing slips through the gaps with every customer experiencing the same on-boarding journey. It’s a repeatable process even if elements of it is tailored to each client. Having part of this automated ensures you can spend your time serving clients and bringing in new clients. It keeps the energy high as you begin to work together, no regrets.
And finally it reduces overwhelm AND all those repetitive questions clients ask.
What could this look like?
- A proposal might have an option to click and sign
- This could trigger an invoice
- Once paid an email will be sent welcoming them and explain HOW the service will proceed, this will be different depending on what sector you are in
- There could be a link to a client portal whether slick like aisle planner or simple like google drive
- I’m also a lover of scheduled emails throughout the journey answering common questions, before they ask them
Lets break it down into some of the processes to think about…
Welcome them to your world
Once the contract has been signed and deposit paid it is time to welcome them to your world, keeping the high energy going. But this is also the time to explain your boundaries and expectations.
Things to think about include:
- What days do you work and/or what days will you be working on their project / wedding
- What are your working hours?
- What is your policy for out of office hours communication. For example maybe emails will be responded to within 24 hours and whattsapp messages within 12? What feels aligned to you and your family?
- What is your policy for telephone calls / zoom calls / meetings
- For example in my contract I have it noted I will not accept a meeting if they are in bed or in the car (yes really both have been instances in the past)
- Share a link to book calls with you OR pre schedule calls and send to them
- Invite them to join you on social media / mailing list / community / whattsapp / voxer
Explain the roadmap of working together
I like to tell clients what they can expect. Is there a deadline for certain tasks? How will you present ideas to them? Are they needed to sign off on concepts? If so, how? Recap on what is included in the service they have booked with you along with optional chargeable extras.
Is there a client portal they have access to or will you simply use google drive? Whatever your method of sharing information with them is, include the details in this email.
This may feel like a lot but you want your clients to feel reassured by your professionalism and organisation.
Pre-empt their questions
One of the suggestions is to think about what are the questions your clients might have and how can you answer this? And secondly pre-empting questions before they think about it reassures them you are the right person for them.
Ideally you want to create a process of repeatable template or automated processes. This may need to be tweaked with information relating to the particular client and service booked. As you begin to scale your business this process can be handed to your assistant to implement.
Think about what are the top 10 common questions from clients during their time working with you? Do you find yourself answering the same question again and again? Create an automated email that is sent to clients at a particular point of working with you. Or have a FAQ guide on your website or create a simple PDF document and add to their client portal. If you answer the questions before they are asked clients will feel you are a magical being reading their mind!
Excite them from the start
Now much of what we have covered is the practicalities of on-boarding but I also recommend little touches to help them “feel” special and wanted as a client. This could be send them a handwritten note on branded notelets. It could be sending a small gift to them. Something that brings joy and reinforces you are the right person because not only was the on-boarding smooth you clearly appreciate their business and value them as clients. Perhaps you have some resources that could help them that you normally charge for but are “gifting” this to your clients.
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Further reading
Is your business ready for engagement season?
Unpredictability in the wedding industry
90 day planning with FREE download
Photo from my 2024 Mastermind by Mae Photography