Let’s talk about the advisory client kick-off email.
Your client says they would like to go ahead with you. That’s amazing! Now it’s time to put your best foot forward.
The first step will be to send them an email to set expectations and get the ball rolling. This email is super important because it shows they can relax—you have a system and you’re not just winging it.
A simple text email is all you need for this step. Bold headings down the page for each item they need to be aware of or act on.
Include things like:
- How to book the first call with you (or suggest a few times)
- A link to a simple questionnaire they can complete
- When invoices will be sent, how to pay, and when they are due
- What (if anything) you need access to so you can do your work (i.e. Analytics)
- What (if any) resources they get or need to review—and where to find them
- Re-iterating any important parameters or restrictions (or lack thereof)
- Re-iterating ways to contact you, your personal contact details, invite link to Slack, etc.
The goal here is three-fold:
- To properly set expectations about key details of your service
- To show them you are organized and run a well-oiled service
- To instill trust so they can relax knowing you’ve done this before
None of this info will be a surprise to them—it’s all things you’ll talk about during your sales calls.
Having a kick-off process that covers everything your clients need to know will help them feel like they made the right decision to hire you.
Get this wrong and buyer’s remorse will creep in. Because after all, nobody wants to buy advice from someone who doesn’t have their stuff together.
P.S. This is part of a series on the core templates you’ll need to successfully sell advisory services. My goal is to give you enough info to create your own. You can also pick up my Advisor Operating System for less than the price of a nice dinner for two.