Courting the Client: Start Dating with a Plan to Create Client Confidence & Credibility

Many small businesses don't have reviews and case studies to 'prove' that they're trustworthy. Your blog doesn't have anything in it yet. So what can you do?

Show how you take charge, and empower them to get their lives back.

9 times out of 10, a client who turns to you for help is looking for inspiration, leadership, and ideas, because they're fresh out. And they're hoping that you'll deliver a great experience.

That's why now is not the time to be vague.

They want to be wowed by the clarity of your process. They want foresight, they want action plans. They want you to tell them 'what's next'.

They have no idea what's next. That's why they hired you.

For a bunch of us, startups and small businesses, we're used to winging it, or we haven't yet nailed down a process. Even established businesses suffer from this.

Work on this process today, and you'll instantly boost your credibility.

Here are the 'hacks' you can add to your website or brochure immediately.

1. Identify the top 3 steps people need to take to hire you.
2. Identify how you lead and help the client during their involvement with you.

Why a great business relationship is like dating, not Tindr.

I'm sure Tindr has many happily-ever-after stories, but it's all about quick connections. It doesn't drive long-term relationships. Swipe. Who's next?

A small business can't live that way. Small businesses thrive on building long term relationships with people. Till debt to us part.

When it comes to dating, there comes a time when either partner looks to the other for leadership. They want to be surprised, want the other to take charge. They want to see where you will take the experience of being together.

Making a plan, and making it happen, creates trust. And usually affection. Because it implies that you care, you're competent, and you were thinking about their best interests - not just your own.

Same thing in small businesses. Every month I'm working with a client through building their website. And they're always asking the same question; "so, what's next?"

Or if they don't ask it, they're just expecting me to follow up with a clear next step.

For a while, I didn't know what was next. I was learning the ropes, and had to keep deferring to another team member to provide the action items.

Once we identified the process, the steps that outline a great experience, I developed confidence. In fact, I could start being proactive. I could lead the conversation like a dance partner.

And I could hear the relief in the client's voice.

Your foresight and proactivity is the greatest confidence-builder for any client.

1. Break down the top 3 steps of activity that people need to take to get started.

Before someone hits your 'contact us' button, or gives you a call, they should have a clear sense of what might happen next, how long you'll take to start working on their issue, and a sense of how long it will take before it's all done.

Imagine you're looking for a web designer, or a plumber.

• One site says 'contact us for a free project discussion,' or 'trust us, we can handle anything. Call today.'
• The other site says 'Fill out your project details or leave a message. We'll call you back within 1hr, and generally deliver a brand new website in 40-60 days.' Or 'we have a specialist standing by to take your call. In 2hrs we can route on of our plumbers directly to you, and get most issues fixed today.'

I tell all my clients that you're really only working on the second item, because the first one is almost always 'call us, message us, or set up an account.'

The third one is almost always 'we go to work for you.'

The second one is your process for vetting the situation, setting up meetings to define scope of work, etc.

The key at this point is to keep it simple. Or make it feel simple. If you start going over 4-5 steps, it's likely going to feel overwhelming.

But even then, keeping the list short brings you an edge; your clients can understand what happens next. That is easier to trust than guessing.

And you never want your clients guessing about your business.

2: List out the 'life of the client' with your business.

Once you've earned their trust, and their contract, now it's time to go to work.

Do you have a list of what it's like to start, grind through the work, and then close out the job?

Do you know what happens afterwards?

Getting the first date isn't easy, but winning the client after the date is done is the dream.

So grab a sheet of paper and list out the experience.

• How do you onboard a client's information?
• How do you keep the client informed and updated during the process?
• How you do deliver the results, and close out the project?
• What happens after it's all done? How do you get referrals, or a testimonial?
• Or if it's a long-term, subscription-based relationship, what are your touchpoints? What will they receive? What is your plan for growth?
• What are the milestones that show progress (KPI's)?

The goal is to be taking charge, being clear, showing the plan.

Do you have a clear answer any time a client asks, 'What's next?'

Think about it; your cruise ship ran aground in the unexplored Caribbean, and the captain said he can see smoke in the distance. In following him, you regularly expect him to know where's he's going, what to do, and how to get you all to safety.

It's the same thing with a great relationship. Two partners always expecting the other to lead doesn't work. Swipe.

If a business is looking for your help in getting the job done, they're expecting you to calmly and confidently step in and take charge. And help them get their lives back.

If you don't have credibility/social proof, clarity is your credibility.