Last month we talked about how important it is to make your first impressions count.
And one of the best ways to make a first impression is the way you onboard new clients. The good old welcome pack. It does what it says on the tin.
Show your appreciation
It’s a great opportunity to say thank you and set the bar when they take a service or buy a product from you. After all they’ve invested their time and effort to choose you – not to mention the amount of time you’ve invested in nurturing this new relationship to attract new customers. Make them feel valued and that they have made the right decision on becoming your customer. If you give them a wow experience they’ll go out there and tell everyone else how amazing you are and become your brand Ambassadors.
Start as you mean to go on
We have realised however, when we’ve been working with customers, that the humble welcome pack has either been forgotten about or not just done at all. And if you think about it, it’s really a big missed opportunity to not only confirm with your new client that they’ve made the right choice, but it’s also a great opportunity to reinforce your brand with them.
And let’s not just limit it to new customers. How about sending those customers who re-signed with you or take a new product or service a renew renewal pack too. And while we’re thinking about it why not create a welcome pack for new members of your team as well. At the end of the day it’s there to welcome or thank customers, prospects or staff and to make them feel wanted. A big hug.
Set the standard
As we said above, you only get one chance to make a good first impression, so why not start off on the right foot by providing your new clients with a pack welcoming to your business containing all the important things they need to know in one place. You can also use it to set boundaries and manage client expectations as well as outlining all the important details in a clear and organised way.
What could go into a welcome pack?
It’s a good question and it will really depend on your business, your brand and of course your budget. It’s about making the content relevant to your audience and also what they have purchased for you. It could be a simple printed folder or a nice packaged box. Just keep it in line with your brand.
Here are some suggestions as to what you could include:
• Personalised welcome letter
• Getting started
• Read me first
• Booking instructions
• Important information
• Meet the team
• How to contact us
• Branded merchandise
• Terms and conditions
• Contract terms
• Referral leaflet
• Handy resources
• Useful links
• Support tools
• Working hours
• Ongoing support
Take them on a journey
It’s about taking your customer on a journey. They’ve chosen you above the competition so it’s another opportunity to reinforce your brand and that your customer has made the right decision to work with or buy from you.
Don’t miss an opportunity
Putting a welcome pack in place is just one of the touchpoints you should have in place in your business. But have you got all your touchpoints covered?
We’ve pulled together a free resource to show you the ten opportunities to engage with customers and give them a positive experience of your brand. You can download it here and see how you compare.