How To Get Clients To Trust You Step by Step

Key Concepts

• Onboarding Document: A client-facing document outlining project responsibilities, management processes, and terms.
• Vector Format: A file type for logos that allows for scalable resizing without loss of quality.
• Copy Deck: A collection of written content or text for a project.
• Milestones: Key checkpoints or deliverables within a project timeline.
• Quality Assurance (QA): The process of ensuring a project meets specified standards.
• Frame.io / Trello: Project management and collaboration tools.
• Trello Boards: Digital boards used for task management, typically with columns like "To-Do," "Do Now," "Doing," "For Review," and "Final."
• Transparency: Providing clients with visibility into the project's progress.
• Consequence Management: Demonstrating how changes impact timelines and costs.

Onboarding Clients for Confidence and Clarity

The primary focus of the video is on establishing clear communication and processes with clients to build their confidence and increase the likelihood of them purchasing services. This is achieved through specific tools and methodologies.

1. The Onboarding Document

• Purpose: To clearly communicate how the service provider works, what the client is responsible for, how the project will be managed, and include basic terms and conditions.
• Design Principles:
  • Use the fewest words possible.
  • It is not a legal document, but rather a transparency tool.
• Content:
  • Client responsibilities (e.g., providing logos in vector format, submitting a copy deck before commencement).
  • Provider's commitments (e.g., working hours, availability for revisions).

2. Project Timeline with Milestones

• Methodology: A simplified project management approach learned from a producer.
• Core Idea: Break down the project into manageable timeframes and communicate key checkpoints to the client.
• Example (Annalie's Project):
  • A five-day work week (Monday-Friday) is assumed.
  • A typical project might take a month.
  • Key phases include: Kickoff, Delivery, Quality Assurance (QA), and Post-Delivery/Follow-up.
  • Milestone Structure:
    • Kickoff at the start.
    • First check-in: Friday morning.
    • Second check-in: Thursday of the following week.
    • Third check-in: Three weeks from the second check-in.
    • Final production phase.
• Benefit: Clients know exactly when to expect deliverables and updates.
• Communication Cadence: "You will always see something from me in the morning. First thing in your inbox every morning."

3. Sophisticated Project Management Tools

• Tools Mentioned: Frame.io, Trello.
• Purpose: To provide a more structured and transparent way to manage projects, allowing clients to check in and leave comments.

Trello for Project Management

• Structure: Trello boards are organized into columns representing stages of the project.
• Standard Columns:
  • To-Do: A comprehensive list of all tasks, originating from the provider or the client.
  • Do Now: Tasks prioritized for immediate action.
  • Doing: Tasks currently being worked on by the creative team.
  • For Review: Completed tasks ready for client feedback.
  • Final: Approved and completed tasks.
• Process Flow:
  1. Tasks start in "To-Do."
  2. Tasks are moved to "Do Now" for prioritization.
  3. When work begins, tasks move to "Doing."
  4. Upon completion and readiness for client feedback, tasks move to "For Review."
  5. Clients have two options:
     • Approve: The task moves to "Final."
     • Kick Back: The task returns to "To-Do" for further work.
• Transparency and Client Access: Clients are given access to their own Trello boards, providing them with visibility into project progress. This eliminates client anxiety about whether work is being done.
• Efficiency: This system reduces the need for constant client inquiries and provides a clear overview of project status.

4. Managing Client Expectations and Consequences

• Argument: Establishing clear timelines and expectations leads to client satisfaction and reduces anxiety.
• Supporting Evidence: A role-play scenario where a client expresses a need to call multiple times a day to ensure work is being done. The presenter argues that once a timeline and expectations are set, this anxiety dissipates.
• Consequence Management:
  • Visualizing the project timeline (e.g., on a Trello board) allows clients to see how changes impact the overall schedule and budget.
  • Example Statement: "So, they can see the consequence. So, when you have a client where things are going a little sideways, you can say, 'Now, if I do that, I can no longer deliver on this date and it's going to cost more money because more time in this case is more money. I have to bring on more people.'"

5. Content Lab Community

• Announcement: The presenter is launching a community called "Content Lab."
• Target Audience: Experts, authors, and coaches.
• Purpose: To help members develop their personal brands and create content that stands out.
• Call to Action: Links to more information are available in the video description.

Synthesis/Conclusion

The video emphasizes the critical role of clear communication and structured processes in building client trust and facilitating sales. By implementing an onboarding document, detailed timelines with milestones, and utilizing project management tools like Trello for transparency, service providers can effectively manage client expectations, reduce anxiety, and demonstrate the value of their work. The ability to visually represent project flow and the consequences of changes is presented as a powerful tool for managing client relationships and ensuring project success. The presenter also promotes their "Content Lab" community for individuals looking to enhance their personal branding and content creation efforts.