Make Your New Client Onboarding Process a Competitive Advantage
What does your new client onboarding process look like? Is it working? And, finally, is it a competitive advantage for your business? I know, so many questions! Here’s what happens all too often: your sales team calls on a new prospect, for weeks, or even months. You’ve priced out a few projects with little or no feedback from the prospect. Then on a Friday afternoon at 4:00 p.m., the rep gets an email from the prospect that says – “OK, you’re up, let’s go. I’ve uploaded my files to your site and what time on Monday can I see a proof?” But wait, you’re not set up in our “system” and you’re not even sure who to send the proof to! This is a self-inflicted wound and should be avoided.
Don’t leave new customer onboarding to chance. There is so much information that goes into a smooth launch with a new client, and the time to go over this is not on a Friday afternoon.
There is a lot of blocking and tackling information that needs to be shared, from where to send a proof, an invoice, and who gets samples. What are their expectations from you as a new supplier and how has that been communicated to the plant? Do you have an online proofing system and how does the customer get access to it? These and many more questions need to be asked and answered to ensure a successful liftoff.
Your business has done this a thousand times so one way to help facilitate this is to document these steps. To make the first project an awesome experience for this customer, spell it out so that everyone is clear on expectations and protocol.
Now you’re ready to make this a competitive advantage. During your sales process, introduce this onboarding process to your prospect – well before they give you the first project. Even though you’ve done a great job of giving them reasons to do business with you, there still remains that anxiety over leaving the devil they know, and moving to the devil they don’t know – you. Share that you’ve anticipated this hesitation and to help facilitate the move, walk them through the information you feel is important to share prior to that first order. Let them know that you know they may not be ready to give you that first order, but only want to capture this information so that when it is GO time, there’s no hesitation and your team will be ready to wow them!
What do you think, will this work for you? Maybe you’re already doing something like this. Remember, don’t leave new customer onboarding to chance. You’ve invested a great deal of time and resources to court this prospect, don’t let it flounder at the final hour. There is much information that goes into a smooth launch with a new client, and the time to go over this is not on a Friday afternoon.
Work at it. Your competitors won’t do these things because they think it’s too hard. Finally, choose your actions wisely and with confidence.
Mike Philie can help validate what’s working and what may need to change in your business. Changing the trajectory of a business is difficult to do while simultaneously operating the core competencies. Mike provides strategy and insight to ambitious owners and CEOs in the Graphic Communications Industry by providing direct and realistic insight, not being afraid to voice the unpopular opinion and helping leaders navigate change through a common sense and practical approach. Learn more at www.philiegroup.com, LinkedIn or email at mphilie@philiegroup.com.
Mike Philie leverages his 28 years of direct industry experience in sales, sales management and executive leadership to share what’s working for companies today and how to safely transform your business. Since 2007, he has been providing consulting services to privately held printing and mailing companies across North America.
Mike provides strategy and insight to owners and CEOs in the graphic communications industry by providing direct and realistic assessments, not being afraid to voice the unpopular opinion, and helping leaders navigate change through a common sense and practical approach.
