We know that the client journey is everything – their experience is crucial to our success – which is why it’s so important to map out your client workflow.
The client workflow is every single touch point from when they initiate contact through when they’re off boarding. Mapping it out allows you to see [and create] the exact experience you want them to have so you know exactly what emails to send, templates to create and automations you can use to set both YOU and YOUR CLIENT up for success.
Which means …
- no more lost leads
- no more scrambling to send a last minute email
- no more panic about what to do next
- only feelings of calm and control over your processes
So let’s dive into what the 4 essential parts of your client workflow are
Part One: Inquiry
This one feels pretty obviously important, right?
This is the entry point of your workflow – how potential clients initiate that contact with you to learn more about your services. Typically this is a link to book a discovery call or fill out a contact form.
But then what happens…
Do you know? Does your potential client know?
Once they make that commitment to click for more information, it’s crucial that they get immediate reassurance that they are in. This touchpoint is SO important.
You want them to feel important. Acknowledged. Seen.
And you want to make sure they know what happens next.
The last thing you want is for someone to click a link to connect with you that only leaves them wondering — now what? Did I do it wrong? What’s happening?
Action step: think about your first point of contact with a potential client when they book a call – how are you leaving them feeling? How long are you making them wait to hear from you? And do they know their next steps?
Workflow Pro Tip: in this stage of the workflow, I also include any pre-consult call reminder emails (that Honeybook auto sends for you) and follow up post consult call emails.
This stage is crucial because it sets the tone for their expectation for you and your services.
Part Two: Onboarding
So your consult / discovery call was a success.
Cheers to you!
They said yes and after the initial excitement, the panic will start to set in if you don’t already have your client journey mapped out.
First – think about the things you need from your client – contract and invoice – and send them with a thank you email [here is where templates will really come in handy].
Once you have those items – think about what the client needs to be successful. This will vary depending on your service industry ..but make a list of everything they need and then think about the best way to deliver those items to them …all at once, over the course of a week, month etc.
I consider onboarding to be any tasks that move your client from saying ‘yes’ to working with you to contract signed and ready to roll.
The key in this section is timing – you don’t want there to be a gap between a yes on your consult call to have the proposal/ contract/ invoice land in their inbox.
And in order for things to move quickly and seamlessly – you need to know what your clients need [and you need email, proposal, contract, invoice templates / automations in place to support you through this section]
Action Step – if your onboarding is feeling clunky – what templates can you set up today to make this process smoother? set up a workflow checklist in your PM tool for actions you need to take the guesswork out of this step.
Workflow Pro Tip – if you are using Honeybook or a CRM, take the time to set up templates. If you don’t have Honeybook or a CRM, create a google doc with all your email templates on it.
Part Three: The Work
This is the meat of your time together. How are you supporting them as they are going through your course or the service you are providing for them? What are the touch points?
Think about your ICA and how they would want to be supported during your time together. Is that weekly check in emails if you are a course creator? Or maybe if you are providing a service, it’s a pre-work email and a post – work email.
While this is super specific to the work you are doing with your client – the important thing to remember is you want to feel supported and not left wondering where you are or what you are doing.
Always think – how can I nurture this relationship?
Action Step – think about the touch points you have currently during this stage with your client. What templates and automations would be helpful?
Workflow Pro Tip – this part of the workflow will have less touch points than others so while it’s important that your client continues to feel seen – you also don’t want to overwhelm them with emails in addition to the work they are already doing. It’s about finding the right balance – trust your gut on this one.
Part Four: Off boarding
You did it! You got to the final stage. This stage is short and simple but also pretty powerful. Our goal here is to make sure our clients leave with only fond memories of our time together and also excitement to return to working with us in the future.
We want to be someone they will recommend without hesitation – so let’s make sure their last contact points are positive and up lifting.
The steps in this section will wrap up your work together with feelings of gratitude for their time and commitment to you. Things like – asking for a testimonial and next steps for continuing to work together are important to consider.
Think about – how can I continue to nurture this relationship once our work is over? This is where a schedule of follow up emails to check in on their continued success is important.
Action Step – how are you leaving your clients? Use templated follow up emails and automate the check in process [for example, if your offer includes 30 days of post-project support, you can create templates and automate those emails to send a week before and 48 hours before the end of the support period]
Workflow Pro Tip – always make sure your clients know how they can continue to work with you in the future [if you are using Honeybook – a customized brochure is a great option here]
It’s a breathing and working document and it’s the bones of your business.
Mapping out your client workflow can feel overwhelming. It definitely will take time and it’s something that you will have to revisit as your business changes, as you receive feedback from clients. It’s a working, breathing document and it’s the bones of your business.
And it’s honestly my favorite thing to do. If you want to work through it together, you can book a Client Journey Strategy Session << here >>. It’s a 2 hour working session where we dive into all the phases of your client journey including what templates, automations and emails you need to support them along the way. I map it all out for you in a doc that either you can implement or we can do it together.
One final Pro Tip – if you are using Honeybook – it’s important to transition your workflow into your pipeline [customize your pipeline to include steps specific to your client journey].