Designer Boss
Designer Boss
Our Processes for Warming Up & Onboarding Clients
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0:04
Welcome to the designer boss podcast, listen, learn, love and level up with the ultimate success guide for web and graphic designers.
0:17
My name is Anna Dower. I'm a cake lover and success-slaying graphic design mentor.
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And I'm Emma Kate your personal sensei for mastering the wonderful world of the Web.
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Together, we'll show you how to harness our tried and tested experiences and hard earned lessons while you soak up everything we know about building a successful design business.
0:47
Hi, everyone. Thanks for joining us for another episode of the Designer Boss Podcast. Today, Anna and I are answering another question that was posed to us by a lovely lady in one of our groups, Danielle Green, she asked the question. I'd love to hear an episode on onboarding a new client from inquiry to discovery. So basically selling yourself to get them excited, and what specifics we should be running through with them. I know Anna is all about warming up a client through emails and so on. So they should already be excited. But it's not always the case. Right? When people come to us, they don't necessarily come through our funnel, there might be a referral from a past client or something like that. So Danielle sort of wanted to hear our, I guess, our process. And you know, what we do when onboarding a client in our businesses? So Anna, do you want to sort of firstly, run through what your process is, and this awesome or warming up funnel thing that Danielle is referring to?
1:50
Yeah, sure. So most people who end up being designed clients, either find you through something that you've given out for free. So this is called our lead magnet. And I'm not gonna go into too much detail into sales funnels, because this is more about the onboarding process. So they come to you from being warmed up, basically, a free ebook, checklist, workbook, webinar, podcasts, Facebook posts, Instagram posts, that's how they find you. Now, when it comes to my client onboarding, I tried to follow these exact steps each time. And I say these exact steps because whenever you skip one of these steps, that's when it'll bite you in the ass.
So the first step in the onboarding process, for me, has always been a price list download. So basically, on your design website, you have a call to action, download my price list, here to find out how much my design services are, etc. Someone puts in their name and email address, then it sets off an automated sequence in something like MailChimp, flow desk or Active Campaign, the price list gets delivered to them straight away, they look through it. And by sending them the price list straightaway, you kind of qualify leads. If you're too expensive for someone, that's it. That's the end of the process. Now, if your prices don't scare them off, they'll hopefully take the next step to work with you. And this price list isn't necessarily just like an a4 sheet with your prices. It's more like a sales kit. It's a multi-page PDF with all sorts of info in it. And there's actually a free template on my website, and I'll put the link in the show notes. So that's always the first step. Even if someone gets to you via email and says, Hey, how much is a logo design always and then sends them to the website where they have to sign up for the prices, because it sets off a whole automated sequence of follow ups. So they get the process straightaway. And then I would set up another automated follow up the next day, which is another email that basically here's that price list if you haven't had a chance to look at it yet. And I would offer them a free 15-minute intro call in that email as well. Like I said, if you're too expensive, they're not going to take the call. And if they're not scared away and they are keen to work with you, they will lock in that free 15 minute chat. That 15 minute chat will give you an opportunity to ask them about their business what they're thinking. It'll also give you an opportunity to kind of showcase How clever you are and give them some ideas. And for you to clarify the kind of direction they want to go in this intro calls super powerful. If you get someone on an intro call after they've seen your priceless, the conversion rate is going to be super high to then booking you as a designer. Then they either do the intro call, or they don't. They either say yes, or they say no to your design packages.
If they say yes, the next step in the process is to send them a welcome kit. Now this welcome kit is it contains everything basically, it contains the deposit invoice. It contains the proposed project timeline, it has the brief form, it has expectations, it has everything in it all in one document. And basically you do not start work until they have read, understood or agreed to and completed this welcome kit. Now this welcome kit is super powerful. It sets boundaries, it gets communication, crystal clear from day one. It is like the ultimate tool. And you don't start any work until you get that welcome kit and that deposit back. And then once you've received a you get started. So my onboarding process is actually like, not too complicated. I don't think it always starts with the price lists, then the automated follow up the intro call, and then the welcome kit. And it is really, really effective. For me, it has been anyway, in my design business, it might be different for you Emm, like in the website of business. But that's what worked for me in design.
7:00
I think like it was great listening to your process because even though I think we use a little bit of different terminology, when I hear about say what's in your welcome kit briefing, for example, I might well that's essentially my proposal, it includes all those things. So our processes are actually quite similar just with variations throughout. So unlike Anna, I don't have a downloadable priceless on my website and actually least my kind of standard website package prices on my website. Now there are definitely forces against doing stuff like that. I found it's good for me. In the stage of business, I'm out now because I just want people to go. Yes, I want to work with like, you know, I'm okay with those prices, and I'll work with her or no, and then I don't even hear from them. They don't, you know, we don't waste each other's time. So that works for me just having those prices there. But that is just my standard packages, I just have sort of like the standard packages. And what's included often I'm going to be probably quoting as variation of that package for clients depending on their needs. But my sort of processes like they'll see that and then they'll make an initial contact, there's like a call to action right there saying, Yep, get in touch. And usually, it's to fill out my project inquiry form. And I have quite a detailed project inquiry form to really make sure that there were a good fit for each other. And in that form, I even have things obviously asking what their budget is getting a ballpark of their budget. So when they actually tell me what they want, I know whether they're got realistic expectations or not. I also have in there things like my communication policy, I have like an actual part in the form, where it's like, this is how I like to communicate with clients. I'm an online business, primarily we communicate via email, is this going to be okay with you? And they can say yes or no. So right there, if they're the kind of person that wants to jump on a call all the time, they're going to know that I'm not the right designer for them. And they're probably better off going somewhere else. So having little things in there that can show potential red flags, I think is a really handy and it kind of means that they can kind of start filling out the form if they see things like this, and they go oh, actually, like, that's not going to be a good fit, then that, you know, I don't waste any more of their time and they don't waste any of my time. So it works two ways. And I think that's really handy. And I'll definitely I'll share a link to my project inquiry form in the notes for this episode, because you guys can definitely feel free to check it out and steal little bits and pieces from that.
And then when they when I receive the form, I'll sort of go through it and just, you know, double check that we're probably going to be a good fit and, you know, they're not necessarily a business that I'm not maybe interested in working with or probably have no idea about and I'm not going to do a good job for them potentially. If I just add that, yep, they're probably going to be a good fit, then we'll book in a discovery call. Now, this is something that I didn't do for a long time in my business, because I just wanted to be an online business, I don't want to talk to people on the phone, like, I just want to be my little hide behind emails, you know. But it is one of those things that I feel is so beneficial to picking up on more of those red flags, people can seem really good via, you know, email or filling out a form or something. But you can really get an idea of the type of person, their communication style, things like that by chatting to them on a call. So I find that's a really good way to find those red flags, but also, to build their confidence in me, I think is a huge one, like you said, in your process, you find if they've downloaded the price list, they booked a discovery call, then chances are, you're gonna convert them. And I feel like that's definitely been the case. For me, if I can get someone on a discovery call, and it's only 15-20 minutes, it's not a long one, and I set that expectation early, then it's a really good way of just really clarifying exactly what they're asking for what they want. I use it as a means of figuring out all sorts of little details of their projects, so I can quote them properly, because the next stage is for me to put together a proposal. So really understanding all that. And then yeah, we jump off that call.
11:32
And I put a proposal together. And similar to Anna's welcome kit, that's pretty much what my proposal is, it doesn't include the deposit invoice but it does obviously include the price. And when they get to the end of that proposal they sign and then go ahead to give me some invoice details so that I can send them an invoice for the deposit. But included in that proposal. Similar to Anna's is like, you know, how I work, projected timeframes, timelines, what I expect from them, what they can expect from me, communication policy, how many contact hours, like a whole bunch of things to set expectations of what's going to be happening throughout the process of working together. And then yeah, then it just goes on to obviously, deposit invoice don't start any work until they pay that invoice super
duper important like, I don't even set like then when I get to the part where I'm gathering content, I use Trello. But I don't even set up a Trello board until I've got that deposit. Because you know, you just can't count your chickens before they hatch with clients. It just doesn't necessarily work that way.
12:43
Yeah. And like that welcome kit / proposal is your opportunity to really take charge of the project at the beginning. And I think it is really important to include the expectations and they're like I expect you to deliver on time. I follow the timeline. And I expect you to not show my designs to everyone on the internet and get their opinion, like it's a really great opportunity to guide them. So that the whole process is really smooth and easy. Also, when it comes to my process where I mentioned having a you know, priceless available for download, taking their email address, that is a really great opportunity to list build. So someone may download your process now. But you know, completely ready to go ahead with the branding package. But by having them on your email list, you have the opportunity to continue warming them up. So that means sending out regular emails, blogging, maybe getting them into a private Facebook group, so that when they are ready to book in a branding project, you're in the forefront of their mind. You've done the work warming them up to get to that point. And also like by having the automated process. You don't have to spend hours and hours a day in your inbox fielding inquiries and quoting, you know, on jobs as they come in, it's basically this is priceless, this is what I charge. Take it or leave it and you're far less likely to discount yourself. When you have said in a document. You know, if you're handling quotes as they come in your inbox, you're far more likely to go. That seems like a lot. Maybe I'll take it down a couple of 100 You know, but by having the price lists that you just send them to, it's like take it or leave it. Yeah, and I know that can be scary for people but it is totally a process of you know getting rid of tire kickers, so people who are going to be difficult are gonna waste your time. Like, you don't have time for that crap. So automate it.
15:09
having a price list is one of the best things I did in my business, I think for, you know, making the quoting process easier, because it's all there. It's kind of like copy and paste. This is what, you know, this is the price you're getting. But also the weeding out those clients that, you know, just aren't going to be a right fit, they're just out of their budget, or even have found some that they've realised I'm under their budget. You know, maybe they've looked at my price list and gone. Oh, no, we, you know, we need to charge more, we need to find someone big. But yeah, I think having that price list, there just means that you're not wasting each other's time, they can make that decision without even having to contact you, which is just super handy and saves you all that time of quoting, you know, spending half an hour on a quote or something and emailing and then nothing happens.
16:02
Yeah. And that's when you like, end up resenting people like, Oh, here's another time waster. I'm going to spend all this time putting this together, and I won't go anywhere. I think it's so important to have like a specific process for onboarding, not only for your own sanity, but also for your clients and makes them feel really well looked after so that they can trust you. And then you're in control of the process. And people want to know what's happening next. If people don't know what's happening next, they kind of panic a bit like, Oh, crap, I shouldn't have given her $5,000. She's not even telling me when I can expect my proof. You know, people want to feel like they're taken care of, and you know what you're doing.
16:52
Absolutely. And I think like, that's such a, that's a way of warming up the client in a way and getting them to sort of have confidence in you in a way of selling yourself is really giving him that, that you telling them your process and what they can expect and where they're up to now and what's happening next. And that if you think of it on the flip side, if you were the client that would make you feel so much more confident in that person that you're working with, that you've decided to give $5,000 to or whatever to do something for you. So even though you can feel like maybe you're bombarding them with too much information, or don't feel like that's the case, I feel like telling them your process not only helps you in the long run, but it helps them really have that confidence in what you're doing and feel like their money's in a good place.
17:51
Yeah, we want them to feel like there's no question unanswered. I feel like when they feel that safety, it's like, here's my cash, do the do your thing now. Yeah, and even on your website, really spell out this exact process, like, this is how you can work with me, this is the process step one, download WordPress, let's step to this, you know, make it clear on your website as well.
18:24
Danny had said he likes it's not always the case that they sort of come through your funnel, often you'll get like referrals from past clients and blah, you know, it could be friends of friends and people like that. And I think my answer to that is still stick to your process. Yes. And if you if you listen to the episode we did on the biggest mistakes. And one of my biggest mistakes was not sticking to my process when working with Anna, because we're friends. She didn't come through a funnel, if she didn't find me on Instagram or something like that, where, you know, we've been friends, we've been doing things together for a while. And so I didn't stick to my process. And things didn't go as smoothly as we would have liked. So I think regardless of how they come to you, try to slot them into the part of your process that they're up to, and go from there. And yes, you know, say to them, like even if they're a friend, or you know, whoever it might be, say, I know this might sound a little bit dry, but I think it's really important to make sure you get the best possible outcome. And we're working together run smoothly. I feel like this is what you know, this is the next step. This is what we need to do now.
19:33
Yeah, send them to the priceless first. Always, always, always. And if they're the kind of person that wants to haggle, you don't want to work with them anyway. You don't want to try to win them over. By no one wants to work with that kind of client because they will turn into a nightmare. So send them to the process first. And if they're not scared of they can start the process from there.
20:00
Definitely, I think that's a good point really is that this process isn't necessarily about selling yourself to them, you know, like, you can use that to build confidence and trust with the right kinds of clients. But if they start trying to haggle or be like, Oh, no, that's not going to work for me. I really encouraging you try not to come. No, you know, unless you desperately need the work, you know what process works for you. And ultimately, that's going to work for your client in the long run and that's going to benefit your client in the long run. So try to make them stick to your process. And if you feel that friction, yeah, no, honestly, like, if you feel that friction in the discovery process, then imagine when it gets to like around five demands. It's gonna it's gonna be a nightmare.
20:51
So I hope all of those tips and running through our process helped you Danny, likely said, it's really, really important to have a process and to stick to it. If there's any other questions about processes. We would love to hear them. It's something that I think we're both passionate about. Yeah. Thanks for listening, everyone. We will catch you next time.
21:25
You've been listening to the designer boss podcast with Anna Dower and Emma Kate. If you'd like to learn more about us and our upcoming digital summit for graphic and web designers, head to our website designerboss.co