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Client Welcome Packet: 15 Things to Include to Create Loyal Customers  

By  Jack

As a business owner, one of your primary goals is to create lifelong customers who will continue to support your business and refer others to it.

One great way to do this is by creating a client welcome packet that has all the necessary information and materials for your prospective clients to feel valued and supported.

In this post, we’ll go over 15 things you should include in your client welcome packets to create lifelong customers and offer a world-class client experience.

What is a client welcome packet?

A client welcome packet is a document that contains all the important details and materials for new clients. It serves as the first impression to your business and helps them understand what you offer, how you operate, and how they can best work with you.

The purpose of a client welcome packet is to provide your new clients with all the necessary information and resources they need to feel informed and supported by your business.

Typically, a client welcome packet includes a variety of materials, including:

  • Kick off call details and a welcome message
  • Setting clear client expectations
  • Pricing guide and payment details
  • Team members and key contacts
  • Testimonials and reviews
  • Details on upcoming events

The specific contents of a client welcome packet will depend on your target audience, but the goal is to impress them off the bat and get them excited to work with you.

However, the overall goal is to provide your new clients with the information and resources they need to feel confident in their decision to work with your business and to encourage them to continue doing business with you in the future.

What is a client welcome packet

Why create a client welcome packet?

Here are just a handful reasons why it can be beneficial for businesses to use a client welcome package:

Positive first impression

A client welcome packet is a great opportunity to make an excellent first impression on your new clients. By providing them with all the necessary information and resources they need to get started, you can show them that you value their business and are committed to their success.

Think about getting your clients answers to questions like this:

  • What is a typical project timeline?
  • Is there client homework that needs to be completed up front?
  • Is there a client portal?
  • What are payment terms?
  • What are the best communication methods to reach you?
  • How quickly will you respond to requests?

It helps build trust and credibility

A client welcome packet can help build trust and credibility with your new clients by providing them with transparent and comprehensive information about your business and its policies. This can help them feel confident in their decision to work with you and provide a professional look and feel.

It helps build trust and credibility

It helps clients understand your products or services

A client welcome packet provides your new clients with an overview of your products or services, helping them understand what you offer and how you can help them.

This helps especially if you have a complex or specialized business.

It helps clients feel supported

A client welcome packet helps your new clients feel supported by providing them with resources and information they can use to get the most out of your products or services. It should be time consuming to find the important details and things they need to know.

This can help reassure them in their decision to work with your business and encourage them to keep doing business with you in the future.

It helps improve customer satisfaction

By providing your new clients with a comprehensive and personalized welcome packet, you can help improve their overall satisfaction with your business. This leads to increased loyalty and repeat business, as well as positive word-of-mouth referrals.

It helps improve customer satisfaction

Why your client onboarding process is critical

Before we get into the specific things to include in your welcome pack, let’s touch on why client onboarding is so important.

The goal of client onboarding is simple: to build a relationship and help new customers get the most out of your product or service.

It’s the first glance customers have of your company: how you engage with customers post-sale can set the tone for the rest of the relationship.

Remember this: what you do after the sale is more important than what you do to get the sale in the first place.

In virtually every business, the real money is not made in the initial sale. It’s through backend follow-up sales to existing customers.

An excellent customer onboarding sequence leads to:

Your onboarding journey can reassure customers that they made a wise purchasing decision and is a great opportunity to kickstart an emotional bond.

Why your client onboarding process is critical

Here are a few stats to drive this home:

I’ve created a detailed, step by step post on designing an onboarding journey that I recommend you take a look at.

To summarize the key points: you need to make sure that you’re doing everything possible to stay in front of your customers (and overdeliver) after they’ve made a purchase.

This means having a plan for how you’re going to stay in touch and what actions you want them to take during each interaction.

What should be included in a client welcome packet?

1. A personalized letter or note

One of the most important elements of a client welcome packet is a personalized letter or note from you, the business owner. This is your opportunity to introduce yourself, express your appreciation for your new client, and set the tone for your working relationship. Be sure to use your client’s name and address any specific concerns or questions they may have.

2. Welcome page with an overview of your business

Your welcome packet should include a brief overview of your business, including your mission statement, values, and any unique selling points. This helps your new clients understand what your business stands for and why they should choose you over your competitors.

3. Your contact information

It’s important to make it easy for your clients to contact you with any questions or concerns. Include your phone number, email address, website, and any other relevant contact information in your welcome packet.

4. A list of services or products

Depending on your business, you may want to include a list of the other services or products you offer in your welcome packet. This helps your new clients understand what you offer and how you can help them.

5. Pricing information

Providing pricing information upfront helps your clients understand what they can expect to pay for your products or services. It’s important to be transparent and upfront about your pricing to avoid any misunderstandings down the road.

6. Payment and billing policies

Along with pricing information, it’s a good idea to include your payment and billing policies in your welcome packet. This helps your clients understand how you handle payments and what they can expect in terms of invoices and billing cycles.

Payment and billing policies

7. FAQ sheet

A frequently asked questions (FAQ) sheet can be incredibly helpful for your clients, as it provides them with quick answers to common questions they may have. This can save time and frustration for both you and your clients, as they won’t have to wait for a response from you for simple questions. It’s also an opportunity to set boundaries and make sure to outline expectations.

8. List of key resources

Depending on your business, you may have a list of resources that would be helpful for your clients. These could include industry-specific websites, blogs, or other relevant materials. Including this information in your welcome packet helps your clients feel supported and informed.

9. List of team members and key contacts

If you have a team of people working with your clients, it can be helpful to include a list of their names and roles in your welcome packet. This helps your clients know who they can expect to work with and what each person’s role is.

10. Testimonials or reviews

Including testimonials or reviews from satisfied clients can be a great way to build trust and credibility with your new clients. It helps them see that other people have had positive experiences working with your business and can provide them with a sense of what to expect.

11. A welcome gift

A small welcome gift, such as a branded pen or a coupon for a discount on your products or services, can be a nice touch in your welcome packet. It’s a small gesture that shows your appreciation for your new client and can help create an amazing first impression.

12. List of upcoming events or promotions

If you have any upcoming events or promotions that your new clients might be interested in, be sure to include them in your welcome packet. This helps them informed and engaged with your business and can encourage them to continue working with you in the future.

13. Customer satisfaction survey

Asking for feedback from your clients is an important way to improve your business and ensure that you’re meeting their needs. Including a customer satisfaction survey in your welcome packet allows you to get valuable insights from your new clients and gives them the opportunity to provide constructive feedback.

14. Referral program

If you have a referral program in place, be sure to include information about it in your welcome packet. This encourages your new clients to refer others to your business and helps you build a network of loyal customers.

15. A thank-you note

Finally, be sure to include a heartfelt thank-you note in your welcome packet. This helps show your appreciation for your new client and helps foster a positive, lasting relationship.

Next Steps: Your Client Welcome Packet Template

If you’re looking for a client welcome packet template, there are plenty of free and paid versions online. A template will provide you with a basic structure and an outline to help you create your packet.

Once you have the template, it’s simply a matter of customizing it to suit your business needs and adding any additional information or resources that are relevant for your clients.

Here are a few template options: 

  1. Creative Market
  2. Etsy
  3. Coursera (Designing a Canva Template)

Don’t let perfect be the enemy of good here. I’d recommend picking one quickly and rolling this out fast.

Next Steps Your Client Welcome Packet Template

Conclusion

I hope I’ve made it clear by now that a client welcome packet can be a powerful tool for building long-lasting relationships with your customers. 

By including the 15 things we covered, you can provide your new clients with the tools and support they need to feel valued and confident in your business. 

I hope you found this post helpful – if you have any questions I’d love to hear from you in the comments.

Jack


Investor & Mentor

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