If you’ve ever been fishing on the bank of a river or pond, you’ve probably had a fish that you caught spit the hook out just as it hits the ground. It’s flopping and flailing just inches from the water’s edge, and you must act quickly to prevent it from getting away. The fish has been landed, but not secured for the long term.
New clients can seem like that. They may not be comfortable in their new situation with you, and may want to get away. Unlike the fish, however, your client isn’t a victim of deception, and will benefit from being “reeled in.” A welcome letter (or more likely an email) is an easy way to keep new clients by reassuring them that they’re now in good hands.
Here is a six-point checklist for your new-client welcome letter:
Know who you’re writing to. Address the letter recipient by name in the salutation—first and last. This is going to sound a little hard-edged, but using someone’s full name indicates you know who they are and you have them “on record” as your client. It’s okay though, you are going to be warm, friendly and reassuring throughout the letter; potential intimidation will be purely subliminal. (Okay, maybe write, “Welcome, John Smith,” instead of “Dear John Smith.”)
Along with identifying your new client as an individual, you are also acknowledging their change of status—they’ve gone from being a prospect to a member of your clientele. So, give the active selling a rest! A welcome letter is not the place to upsell a new client or tell them about a sale or new offerings. Your purpose here is to make them comfortable in their new relationship with your business, that’s all.
Cement your relationship by referencing their affirmative action. They’ve either purchased something, agreed to purchase something, or have signed up to have you provide a product or service if their need arises. Mentioning their agreement to buy—like using their name—is a way of saying “we’ve got you down for this,” but quickly ask them how they are enjoying their purchase, or emphasize the benefits they can expect.
Reiterate your value proposition. When someone makes a purchase, they are acknowledging, and then attempting to satisfy a need (or desire). But just because someone came to you this time, doesn’t automatically mean you’ll get him/her the next time. Somewhere in your welcome letter, you should remind your new client of your company’s value proposition (e.g. the thing that best distinguishes you from your competitors).
Emphasize your brand. Your welcome letter isn’t an ad; in fact, it may come to your new client as plain text. But along with referencing your value proposition, there are other ways to help make your brand resonate with the client. Use your business name at least twice in the copy. Look for an opportunity to mention your tagline. Make sure the tone of your copy matches your other marketing materials (i.e. serious, professional, light-hearted, humorous … etc.). And of course, if there are graphic elements, they should match the color schemes and design of other public-facing collateral. In addition to building top-of-mind awareness, branding gives your clients something to which they can personally connect.
Include contact information. Communication is vital to every successful relationship … and that means two-way communication! Be sure to include a phone number, email address, URL … etc. for questions or feedback, then encourage their use.
And be a real human being! You used their full name, so put the name and title of a prominent representative of your company at the close of your welcome letter. New clients will know that there’s a live person who is standing by the words of the letter and is offering to listen if they have something to say.
Thank them! We almost left this off the list because it seems so obvious, but let the new client know how much you appreciate the trust they’ve put in your company.
Keep in mind is that no one likes to be fooled (e.g. taken in by a shiny lure). That concern will work in your favor, because new clients want to be believe they made the right to decision about your business. When you send them a welcome letter, it’s kind like giving them a pat on the back that says, “Congratulations! You did good!”