Creating a new client welcome pack is more than just a thoughtful gesture; it’s a strategic move that can significantly enhance the client experience and increase retention rates. This small but impactful act sets the tone for a positive relationship, making clients feel appreciated and eager to return.

We caught up with Jay Chapman, Co-Founder of ‘Your Growth Coaches’, to explore why welcome packs are so effective and what you should include to make a lasting impression.

Creating a new client welcome pack is one of my favorite topics! Why? Because it’s a SUPER creative undertaking and it makes a huge difference in your new client experience and overall retention. Please don’t overlook this as you think it’s just a fluffy “would be nice” part of your client journey.

Think of your new client’s first visit like this: it’s like a first date, and you need to pull out all the stops to land a second date! Would you show up to a first date empty-handed? NO! So, don’t do it with your clients either!

The idea is to “surprise and delight” them! Show them that you truly care and that you want to see them again because you do!

What should you include?

So, why do welcome packs work and what should they include? Firstly, they work due to the law of reciprocity: when you give something to someone, they feel compelled to return the favour, making you more likely to secure a second booking. Gifts are also one of the five love languages, which are core motivators of human behaviour. Win win!

I always include some hand-picked samples, an incentive for their second visit, some referral cards, and something really useful that will make them think of you every time they use it.

I love the idea of face sponges, makeup removal pads, or even a facial headband for their evening cleanse. All are very affordable and make a lasting impression. Including a written card that explains your core values and what your brand stands for is also a great idea. Also consider inserting a treatment plan or service menu tailored to your client’s goals if applicable.

My hot tip? Role-play how you and your team present the client with their beautifully packaged welcome pack because the delivery is EVERYTHING.

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