Even after almost six years in business, there’s nothing more exciting to me than the moment after a new client signs my contract and pays their retainer. Making things official and knowing that a new client is trusting me to be a part of their branding journey never gets old! But how should you intentionally build on that excitement to create momentum that will propel both you and your client through a process that turns them into raving fans?

It’s not just enough to book a new client, dive into the work, and hope for the best, after all. Turning inquiries into clients who are lifelong brand cheerleaders willing to sing your praises from the rooftops takes some thoughtful planning and implementation, but you can totally make it happen, boss lady!

SET EXPECTATIONS

I believe that the first part of every long lasting client relationship begins with setting clear expectations. When we want set expectations for our clients and educate them on what they can anticipate from us, then we’re better able to manage those expectations, meet them, and even exceed them!

When we don’t have any clear ways to set expectations with our clients is where we run into trouble and it’s becomes all too easy for your clients to set their own, sometimes unrealistic, expectations for your work together.

Now, there are a handful of ways that we can set clear expectations for our clients before they even inquire. Your website is a powerful tool to describe not only what you do, but what kind of experience your clients can expect from you. Wherever you’re describing your services on your website, be sure to include a brief overview of the experience your clients will receive.

When you work together, how will they feel?

What deliverables will they walk away with?

What results can they expect to see?

This is also a fantastic place to set some practical expectations of how you work, how you take on new clients, etc. For example, if you book projects out in advance, let potential clients know when your next availability is. I book out several weeks in advance for my branding work, so I make it clear on my branding page that I’m currently booking projects with mid 2018 start dates. This saves a potential client the disappointment of hoping we can work together immediately when that’s not doable with my calendar.

But expectations don’t just stop on your website! During your initial consultation with a potential client, be sure to outline your process, walk through some common questions clients have, and lay out exactly what the next steps are so this potential client can move forward with you.

By the end of my client consults, the two of us know for certain that either we do want to work together and we’re going to make that happen or that we’re simply not the best fit. Either way, I’ve done all that I can during that initial consult to provide all the info that creative could ever need to make an informed decision that will serve their business well.

After a successful consult, now is the perfect time to reinforce client expectations through a touchpoint like a welcome guide. This guide can walk a new client through how they can best prepare for your work together, helpful timeline info for your project, an overview of your process, and even a section for more FAQs. Bonus points if you mail your clients a physical welcome guide with a handwritten note or a small gift!

From here, the specific ways that you can implement as tools to reinforce realistic expectations with your clients might look different. Based on your unique service or product, you might find that a timeline that you create for each client helps them not only understand when they can expect to see progress on your end, but also when you need action on their part, can be a fantastic way to keep both of you on track.

Regular check-in emails or progress updates makes clients feel like you truly care and you’re working hard even if you haven’t had a meeting or traded tons of emails that week.

However you’re implementing this idea, the most important takeaway is this — you will be able to better serve your clients and transform their experience with you simply by communicating what they can expect at every point of the process. You don’t have to shower clients in expensive gifts when you can dazzle them with clear communication, realistic expectations, and quality, dependable work.

Plus, if you are clearly setting expectations for your clients throughout your work together, it becomes easier for you to then find creative ways to exceed those expectations! Whenever I can, I love to surprise my branding clients by delivering logo concepts earlier than the date listed on our timeline. This doesn’t cost me anything but it surprises my client in the best way possible, shows them how excited I am for the work that we’re doing, and it allows us to move forward ahead of schedule.

And if you’re ready to dive even deeper into discovering just how you can turn inquiries into raving fans, I’m sharing the 3 strategies that the best brands in the industry are using to connect and convert in a free online summit starting February 6th!

Join me and 18 other speakers for the 3-day Stand Out to be Booked Out online summit and hear my entire talk on crafting a client experience that converts authentically. Videos from all speakers are free if you can tune in live, or you can snag every single video from the entire summit for life (plus tons of great bonuses!) for just $29. Real talk, y’all — paying $29 to re-watch content from creatives like Ashlyn Carter, Kat Schmoyer, WIth Grace and Gold, and so many others is more than worth it!

Mark your calendars for February 6th and join me then for three days of incredible content.

Snag your seat here.