Astonish Your Clients and They'll Tell Their Friends

One of the powerful speakers with me at The Professionals’ Forum this year was Arwen Becker, whose business has skyrocketed since she started working with and speaking and writing about women’s financial needs.

After the event, Arwen sent me a gift package—what she sends to new clients when she onboards them.? This was by far, the best “new client experience” package I’ve seen in years.

If you’ve been following me for any length of time, you’ve heard me write (and speak) often about the importance of surprising and delighting clients to engage them and win more business and introductions.

What excited me enough to write about Arwen’s gift package is how perfectly it accomplishes this client astonishment goal while aligning with both Arwen’s values and her market.

The package, which arrives in a shiny black box with a ribbon, is filled with sparkly confetti, a hand-written note card, and products from local women-founded companies that promote charitable causes.?

The products included a scented candle, chocolate candies, “kind bomb” tokens, and a 12-ounce bag of coffee.? There was a card about these companies and their causes, and another about supporting local women-owned businesses.

The ‘surprise and delight’ or ‘client astonishment’ concept I talk about comes from my research about how to create ‘engaged’ clients--clients who are happy to refer business to you.? The goal is to get clients who otherwise might never have you on their minds to want to talk about you:

“Do you know what my advisor did yesterday? …”

The response from the friend or family member they tell about it usually sounds something like this:

“Your advisor did THAT? I can’t even get mine to call me back.? Tell me more about yours.”

I’ve been coaching clients to make a gift of some sort part of the new client experience. A leather binder with their name on it, books like The Richest Man in Babylon, The Millionaire Next Door, or Rich Dad, Poor Dad. But Arwen’s package reaches her precise target market on many levels. It will delight anyone who opens it, it will have relevance to her clients’ situation, and it focuses on both local women-founded businesses and charitable giving.

If you have a clearly defined market, put together a welcome package designed to delight your clients. Maybe it will include a box of golf balls imprinted with their name. Maybe it will be personalized with a model of the Ferrari they spoke about or a book about travel. Make it something that will be meaningful and exciting enough to get them telling people about it. Like I’m doing here, talking about Arwen’s gift.?

If you don’t have a clear target, or you want help putting together your new client package, message me here.

And if you want some great training for how to work with women from someone who has mastered that market, visit Arwen’s website, lifewitharwen.com.

In the meantime, keep REACHING…