Signing a new client, or welcoming one who has returned, is a real vote of confidence. Winning a client’s business is a victory that validates your decision to become a Freelancer but as you know, bringing in a client is just the beginning. Before you take on the tasks specified in the contract, it makes sense to introduce your client to the next phase, beyond the sales process—the working relationship, where you show your bona fides and live up to your brand promise. Your client will feel even more confident in the decision to do business with your organization when you:

• 1. Provide a coherent introduction to and efficient launch of the working relationship
• 2. Reiterate the value that the client will receive from the product or service that was purchased
• 3. Show the client how to get started with the product or review how your organization will begin to implement the service

You have a unique opportunity to achieve all of the above (and more) within the sliver of time between the contract signing and initiating the working relationship between your organization and the client’s. Onboarding facilitates that opportunity. It is how you formally welcome new clients, acquaint them with your organization and demonstrate that they are in capable hands. Onboarding reassures new clients by letting them know what to expect when working with you and your team. Onboarding can also be used to allow new clients to get comfortable with using your product or understanding how your service will operate.

Onboarding isn’t just about pleasing clients, however. It’s in your interest to skillfully deliver a seamless experience, from the first pre-sale touchpoint through the post-sale stage. Onboarding is a critical function and your organization must get it right. Do that and you set the stage for successful, long-lasting client relationships that will reflect well on your brand, promote client retention and create conditions that grow your client list and revenue.

Onboarding strategy

For the same reasons that you wouldn’t launch a marketing campaign without first creating a strategy, your onboarding process likewise deserves careful consideration. Because there is both an obligation and opportunity inherent in onboarding, it’s imperative to have a clear purpose for your objectives and desired outcomes. You need a roadmap for where you want onboarding to take your client and envision how that should proceed. Build an onboarding strategy that is specific to your product or service and the client.

Onboard to set expectations

While you made clear to your client the features and benefits associated with the product or service that was purchased, it’s nevertheless a great idea to reiterate during the onboarding process the value that the product or service provides to your clients and it’s also wise to prepare them for potential setbacks that could confuse or frustrate. That way, should they encounter a bump in the road, they’ll be able to take it in stride and not label a sticky point as failure.

Welcome email

Your first correspondence with new clients should be to congratulate their purchase and thank them for choosing you over the other options. Let clients know that you’re delighted to work with them. You can include a request for client information in your email, as shown below.

Client information

Once a client has agreed to work with you, it’s time to collect all the information you need from them to do the job. Consider automating this function to make it easier for and to demonstrate that your organization is tech-savvy. With the right form-building tool, you can quickly create and share digital forms that guide clients through the process step by step. The best tools allow you to add context to submissions via embedded video, text or attachments. They also allow you to send automated reminders for missing info. The info you might request or confirm includes:

• Client contact information
• Project details and goals
• Project completion target date
• Budget
• Point of contact for client’s team and your team
• Schedule a face-to-face meeting or videoconference call with your new client

Recognize onboarding as an opportunity to create a personalized experience for new clients. Each customer has a unique set of concerns and the more you tailor your solution to their needs, the easier it will be to nurture customer loyalty.

Confirm milestones, invoicing, payment format

If an electronic invoice payment system will be used, the client will send the payment registration form to you. Review of the scope and timing of the project deliverables, plus the associated payments or other payments can be discussed at the project kick-off meeting. Also on the kick-off meeting agenda are a confirmation of the project or product performance goals, client expectations for the product or service and ideal outcomes for using the product or implementing the service. You and the client can then discuss how you’ll work together to make them the client’s goals and expectations actionable and achievable.

• Review and confirm project milestones
• Review and confirm payments triggered when milestones are achieved
• Review and confirm the invoicing schedule, if milestones are not used
• Confirm the accepted payment methods—digital, credit/ debit card, check (electronic or physical)
• Integrate info with your Client Relationship Management software (if applicable) to capture client data
• Allow clients to view, comment on and sign e-documents

Check-in call

Although check-ins fall under the heading of a best practice, they should be a feature of your onboarding process. Your new client should feel like you care about his/ her progress and satisfaction with the performance of the product or service. Schedule a check-up call 30 days after beginning to work with a client. You want to make sure that no one has dropped the ball during the onboarding process and to ensure that everything is running smoothly on their end. Make it your practice to periodically check in to see whether and how your client is getting stuck, if that is the case, and either offer advice or assistance or—-happy day!—- celebrate success.

Thanks for reading,

Kim

Image: The Venice Simplon-Orient-Express, the most luxurious train in the world, travels from London or Paris to Istanbul.