Service Guide → Proposal→ Welcome Guide
Think about when you started your business. You probably had at least a few clients that you struggled with. Maybe they didn’t clearly understand your process. Maybe their expectations were unrealistic. Maybe they didn’t like your vibe. Whatever it was, you probably thought to yourself, “I hope that I never get a client like that again.” But you did.
For most of us designers, it takes a while to weed through the tarnished clients who add misery to get to those golden clients who remind us why we do what we do. What if you had a process to screen through those undesirable clients and welcome your ideal clients automatically?
With my 3-step process, you can.
Step 1: Service Guide
Think about the first time you ordered a foreign meal. You probably searched or asked what was included. Then, you asked about another dish and another and another. Finally, you decided on a dish in a new restaurant. Now, imagine yourself on the other side. You answer endless questions for a client who eventually changes his or her mind. Or maybe they decide on something but don’t like it, so they carry on and on about how horrible it was simply because of their own personal taste--not because what you served was bad. That’s what happens when you are missing a service guide.
WHAT IS AN SERVICE GUIDE?
A service guide is an introduction to you, your business, your service, and your expectations to a potential new client. The key to a service guide is timing and content. First, it needs to come directly after an inquiry. If someone is on your website and fills out your lead-inquiry form, you should have an automated system that sends them a thank-you-for-inquiring message with your service guide. It should include:
what working with you is like (in-process and the schedule)
when and how you prefer to communicate
a highlight reel of your services
what is included in a project
what's expected of them as clients
Potential clients who aren't ready for the work will say no, and those who are ready will love how open and professional you are from the very beginning.
Once you and your client decide to work together, you are ready for the next step.
Step 2: Proposal
Think about the first time you worked with a professional who offered a service. You were probably excited about the product. You might have even been so excited that you forgot the details. You might have forgotten to ask a few important questions about what is included or not included. Or maybe you missed how you should pay the remaining balance. It happens to all of us when we’re excited. Your clients will be the same. You are designing something that they are so excited about, that they might forget some of the details. That is what happens when you are missing a proposal.
WHAT IS A PROPOSAL?
A proposal is an outline of how your service can benefit the client. Normally, you attach it to the contract and the first invoice, so they can sign and complete everything at one time. Most CRMs will allow you to send all three at one time. Dubsado even allows you to custom design your documents. Your proposal will dig into the client’s needs to showcase how you can help them. Your proposal should include:
your perception of their problem
your solution for that problem
your tasks/steps (including what is included and what is not included)
your goal for the project
the benefits of your solution
A proposal takes your business to the next level, but it also ensures you and your client are clear on your goals. You have an opportunity to up-sell here as well. If you can put a monetary value on your service, you can more easily hook your client.
Once you have a client, signed contract, and a paid invoice, you’re ready for the final step.
Step 3: Welcome Guide
Think about a working relationship that you were really excited about that went sour. There are a lot of reasons why it might have gone astray. Maybe someone miscommunicated (or didn’t communicate). Maybe someone had expectations that weren’t met. Or maybe someone didn’t understand the process. This is what happens when you’re missing a welcome guide.
WHAT IS A WELCOME GUIDE?
A welcome guide welcomes your client to the details of your process. After your client has paid the first invoice, you have to clearly articulate how your process works. You’ve already mentioned this in your intro guide and in your proposal. Now, you have to really dig into the details. A welcome guide should include:
The Process (workflow)
Timeline
Feedback
What is Included
Your policies
Communication
Points of contact
Payment
Your tools
CRM - Client Relationship Management
PMS - Project Management System
SMS - Storage Management System
FAQs
Homework/next steps
The welcome guide clearly outlines your expectations and how to best work with you.
Check out my Welcome Guide Blog here.
Do I need all 3?
The short answer is no, but you absolutely need a proposal and welcome guide. The intro guide, however, is key in establishing your level of professionalism to weed out those who aren’t ready. I suggest all three but understand how valuable a designer’s time is. I cut my time by automating these processes with Dubsado where I can also customize my design.
When you’re ready to elevate your business, prepare your clients by setting up an intro guide, proposal, and a welcome guide. Not sure how to get started? My CRM setup process comes with all you need to get started and more. Contact me today to set up a call.
