Congratulations on landing your new client!
Now you can sit back, relax and provide the service you have promised and start looking for other new business. Right?
Wrong!
Your work has only just begun! The next fundamental step to take in your client journey is the client onboarding stage, or as I like to call it, the “positioning” process.
A solid positioning process builds trust, which is the foundation of any successful relationship. So, let’s get it right from the start.
Here’s why client onboarding and positioning matters:
It Helps Your Client See What You Expect From THEM
Start as you mean to go on, as the saying goes. But how do we do that?
By marking out clear boundaries and ensuring your client understands what you need from them to deliver your service successfully.
To keep everyone on the same page, I recommend diarising regular updates. This way, you can stay in sync and address any concerns or questions that pop up along the way.
It’ll also be best to let them know of any deadlines you will need them to meet and gently point out that whilst you’re the expert in your field, you need their input for the relationship to work well for both parties. It’s a partnership, and their insights and collaboration are essential for making this business relationship successful.
It Helps Your Client See What They Can Expect From YOU
Set the stage right from the beginning. Give your client an inside look at the everyday workings or the “nuts and bolts” of your operation.
Key details they need to know include:
● Your working hours
● Your standard email response time
● Your team’s roles and responsibilities
● The schedule for them to receive updates, reports or data from you
● What you WON’T do for them
A great way to communicate this information is through a welcome pack alongside a dedicated onboarding meeting. This meeting is also an excellent opportunity to reiterate the perks and unique features of your service and the possibilities they can tap into by utilising your offering the right way.
But remember, the more complex your offering, the more effort you’ll want to put into positioning.
These types of conversations will also help determine success from your client’s point of view. What does a good job look like for them?
By communicating in this way, your client will swiftly recognise your professional, efficient approach and commitment to delivering on your promises. It’s a win, win situation!
It Helps Sort Any Potential Problems Out From The Beginning
The early days in a new client relationship are perfect for identifying any possible challenges or hiccups.
By addressing issues early, you can promptly work together to iron them out, ensuring you’re getting what you need for your business relationship to thrive.
I recommend factoring in time for an FAQ session in your onboarding process and having procedures in place for anything you may need to adapt to counter potential problems.
Some of our business owners use a quarterly review form with their clients, which helps identify teething issues in the early days of their relationship.
If you decide to go down this route, make sure you position this in the client onboarding session.
It Encourages Them To Stay With You For Longer
Building solid foundations early on is the key to establishing a long-lasting and professional business relationship with your clients.
When you go above and beyond and exceed their expectations right from the start, they’ll immediately feel the value you bring to the table. This positive experience will make them more likely to stick around and stay with you for the long haul.
So, aim to impress and provide exceptional value from day one.
It Helps You Really Stand Out
Staying in touch and checking in regularly with your client from the beginning is a must. You need to genuinely value their feedback and be committed to providing the best possible service.
As mentioned above, I recommend setting regular intervals to gather client feedback. This way, you keep the conversation flowing and ensure you always meet their expectations.
This regular communication will also help you stand out from the competition.
It Helps You Get Clear On What’s Important For Them
Understand your client’s communication preferences. Would they like a weekly report with KPIs and a spreadsheet of figures, or would they prefer a monthly email update and weekly face-to-face catch-ups?
Make sure you’re meeting their needs and providing the kind of updates that work best for them.
Finding out what matters most to them during the early stages will play a significant role in keeping them happy as your client.
It Helps You Identify Any Other Sales Opportunities
Now’s the perfect moment to uncover any other sales opportunities that might have been missed during the initial deal-making.
While you’re having planning sessions with your client, keep your eyes peeled for areas in their business where you could offer valuable support. Let them know that this additional support isn’t part of their current offering, but it’s definitely something they can opt for at an additional charge, of course!
By covering what is NOT included in your service, which I mentioned above, you can identify more sales opportunities, enhance their experience and provide even more value.
They’ll Be Impressed Enough To Refer You To Others
In marketing, word of mouth is pure gold. Establishing a solid and impressive positioning right from the start inspires your clients to recommend you to others.
Did you know that 90% of people are more likely to buy from a brand recommended to them by a friend? This is called social proof, which refers to individuals looking toward other people’s choices before buying themselves.
So, impress your clients with the proper positioning during the client onboarding process, deliver on your promise, and you will reap the benefits.
It Shows You Care
Your customers are the backbone of your business, and that’s why going the extra mile during the onboarding process is so crucial. By doing this, you can genuinely demonstrate your care and concern for them.
Make sure you share some personal stories and show them that you’re not just all about work. Letting them see the human side of you will help forge a deeper relationship that is bound to last.
Positioning is all about getting off to a great start with a client and keeping you all happy while you work together. The client onboarding stage is the perfect opportunity to do this. The result is a loyal and satisfied client who will stay with you long-term!
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