Updated: Feb 1
A Welcome Kit is more than just a way of giving your client the information they need. A Welcome Kit is about building strong and lasting professional relationships and marketing what you have to offer in a quick and easy to view format.
Why Implement a Welcome Kit
Build trust & loyalty – your welcome kit tells your client that they made the right decision to do business with YOU.
Increase referrals – you’ll see a significant increase in new business after implementing a welcome kit.
Welcome Kit Best Practices
Use Welcome Kit templates or create one visually using tools like Canva (which is FREE)
Read aloud & have your team proofread all pages
Print in color, as this is the strongest sense your client has
Print 1-2 months’ supply at a time, you should be updating it this often and you don't want a bunch of outdated, unusable materials
Advise new clients to look out for their welcome kit in the mail
Mail out 20-30 days after being signed
Elements of a Well-Designed Welcome Kit
Welcome Letter – written by the owner/president, hand signed in ink and explaining what makes your company different – use personalized photos rather than professional ones to really drive home the point that you are here for more than their money
Agency History – explain your business' culture, purpose, and passions, this is also a great place to put your social links – 89% of consumers want to know about company history according to Edelman’s Brandshare Study
Team Bios – these should be written with 2 parts personal to 1 part professional, consumers want to know about who they’re working with
Community Involvement – let your clients know that you are a pillar in your community and that your business goes the extra mile – 90% of consumers will switch companies to ones with a good cause according to Cone Communications – Echo Global CSR Study
Referral Program – a good percentage of your clients will refer their friends or family members, but you have to ASK – there is a 70% close rate of referrals versus a 20% close rate of leads according to Bill Cate’s Beyond Referrals
Important Process to Know – your clients will have lots of questions, make sure they have a cheat sheet relating to the service you're providing – example: an Insurance Agency might send a cheat sheet for the claims process
Testimonials – your audience is spending more and more time online, and with that comes the idea that they will check you out in only about 5 seconds before they decide whether they will get in contact – 86% of consumers read online reviews of local businesses according to BrightLocal Consumer Review Study