Onboarding, the “getting started” process of bringing on a new client, user, or member, is perhaps the most critical element to the long-term success of that user.
As agencies, we spend a considerable amount of time focused on acquiring leads, nurturing them to prospect, and closing them as a new customer …
… then what?
The Onboarding Phase of your organization sets the tone for the balance of the relationship. The client deserves to know what to expect next. What are the expectations? What do they need to do? What are you going to do? What happens if someone fails those expectations?
[Tweet “Onboarding a client sets the tone for the entire relationship. But agencies often overlook this critical step.”]
Agencies can do a lot to fend off bad client relationships by establishing expectations, setting quick wins, and giving the client more than just busy work. Give them something that matters.
Internally, agencies often fail to celebrate their own accomplishments. How do you celebrate when a new client comes onboard?
Ring the dong, dance in confetti, or take a lap around the office. Your own onboarding is equally important.
About the Daily Marketing Minute
The Daily Marketing Minute is my project for the last quarter of 2014. Each day, I will deliver bite-sized, fat-free nuggets of sales and marketing insights.
In an increasingly noisy sales and marketing world, it is easy to lose track of why you do what you do. Ultimately, I believe that relationships will transcend the daily grind we face in sales and marketing. Every day, I’ll share insights and tips to grow your business and connect with your customers in a better (and more human) way.
Thank you for sharing your precious time with me.