Client onboarding is vital to any relationship and not only throughout the project together, but also for future referrals and opportunities. How you introduce your team and give insight into what the collaboration looks like together will steer the partnership, and show the client important things about your values and your day to day working styles – which are incredibly important to setting the foundations for your future together.
We all know the usual sayings:
People buy from people
People remember not what you said, but how you made them feel
If people like you, they’ll listen to you; if they trust you, they’ll do business with you…
Whatever your thoughts on these, I think the core values really count.
When it comes to onboarding a new client, this is a key part of the relationship – they have taken the leap, put their trust and investment into you/your company, and committed for X period. So, it’s important to make it as smooth and painless as possible – even if it requires extra time, access to resources and experts for background information, and there’s lots to set up (which often there is).
You need to guide your client through the process, step by step. Keep them updated and manage their expectations as you approach each milestone. It’s very easy for the client to sign on the dotted line and expect the results to come rolling in. But the reality is, there are things to set up, team members to brief, experts to introduce and strategies to develop… So keep your client in the loop and give them an idea of timelines and deliverables ahead of time, and keep them updated on your progress. No one likes to be left in the dark.
Communication
Particularly in any new relationship, communication is key – when things are good, when things are changing and most importantly, when it’s not all going to plan. I tell every client, and member of the team too, that I want to know if things are challenging or there’s developments, because if we have all the information and their honest feedback, no matter how small, we can make the tweaks to future-proof the relationship, which hopefully will have a huge impact.
There might be a tricky obstacle to overcome, but how you manage the situation, support the client and the solutions you develop will be pivotal to the future of your relationship – so act with integrity, honesty and care, always.
Similarly, when times are good – celebrate them! It’s important to showcase your brilliant results and share the lovely feedback, this all helps to focus the client on why they hired you and why you are the right partner for them. And every one loves a pat on the back!
It’s all in the detail
Feedback is important – for both parties. What might seem like a small piece of feedback, is important, every time. But imagine changing the same word every time you read an article, or there’s a spelling mistake on the email every time. What does that tell the client? This is why the detail matters – it’s about care and attention, and showing that you can listen and adapt, even if it’s not your usual style or preference.
The same is also true for remembering important dates or events happening for your client. Their birthday, a big interview or the team away day. Being mindful of these gives you the space to show you care and maybe consider emailing them on another day. An important note here, some clients really don’t like to share personal details – and that’s ok too! The principle remains the same – listen, learn and adapt for every client.
This also paves the way for urgent issues. If you have finessed your relationship and comms with your client, when it comes to an out of hours call, or request urgent feedback, both parties will (more likely) understand the situation and be on hand to help – particularly if it’s of delicate nature or an awesome opportunity with a short deadline.
Follow through
What comes next, after listening? Doing.
If you say you’re going to do to do something, do it. There is nothing worse – whether working for a client, a colleague, a friend – to promise something and not deliver. The trust and mental load of the task is temporarily passed on when someone takes the brief, and there is nothing like being left down.
Think about how it makes you feel.
Now, switch it and think about how it makes you feel when someone takes something off your to do list, offers to make you a cup of team or you partner does the dishes. It’s great, isn’t it?!
This, applied to the workplace has the same impact, maybe even amplified with heavy deadlines, a pressure-filled environment and multiplying tasks. Having the reliable and friendly team on hand to take things off your list or give their input to ratify your plan, can be invaluable. And in turn, this helps to solidify your position.
Communication again (so important, we’re here again…)
Throughout the entire relationship, and even beyond, it is important to keep talking to your client – whether it’s sharing updates, good news, challenging obstacles or just for a status update. Keeping them in the loop, talking and sharing is vital to the health of your partnership.
With my Client Services hat on, this is one of the crucial tactics I use to keep abreast of the ongoing client relationship – both with the account team and the client. On a regular basis, I meet with every client and discuss the partnership: the good, the bad and the future. We talk about the highlights, any improvements needed – whether it’s communication style, target media or something else – the process of how we’ll get there and the upcoming priorities. This gives the client a really safe and open space to be honest, share any issues and for us to work together to find a solution to step up the work.
Similarly, I sit with the account teams and go through the same process. Granted the questions might be different, but we dig into the detail of performance against the plans, opportunities and tactics. Again, it’s gives us the opportunity to have an honest conversation about where we are, how we’re going to deliver and what, if anything, needs to be adapted.
Long-term partnerships are all about being open and honest, and working together towards the goal. No two clients are the same, and therefore require different communication methods, tactics and resources. But getting to know these details on a rally granular level can have a monumental impact (for good) and make your relationship start on the best foot.
Afterall, both parties want it to be a success!
If you’d like to have a conversation about making your marketing aspirations a reality and/or want an extra pair of hands in your in making objectives come to life, please get in touch with our experts: hello@adpr.co.uk.