Hey, guys! How's everyone doing? Today we are talking about what to include in your services and pricing guide - otherwise known as a Client Introduction Packet - for potential clients.
Before we begin, I want to take a second to talk about the difference between a Client Introduction Packet and a Client Welcome Packet. A Client Welcome Packet is what you would provide a client when they have already signed on to work with you - that is not what we are talking about today. Instead, we're talking about the Client Introduction Packet, which goes over your services and pricing and all the other information you want a potential client to know.
To show you what should be included in a Client Introduction Packet, I'm going to show you the exact template I use for my clients.
*Psst - Before you go any further, I wanted to offer you my latest freebie - 3 Pricing Guide templates in Canva format! Includes a Payment Schedule, Package Options, and Pricing Breakdown - use all 3 or mix and match what you need! You can even slide these template right into your Client Intro Packet. Click below!
Alright, let's get started!
Pages 1 & 2 | A Cover Page & Table of Contents
You always want to include a cover page to keep things looking professional. A nice photo, a summary of what your client will find inside, and your URL will work just fine. And then, when your potential client opens up the packet, the first page should be a table of contents - this way, your client can see where they want to go, quickly and easily.
Pages 3 & 4 | Welcome Page & Are we a Good Fit?
Your welcome page is pretty basic - just give a quick background of who you are, how you got into business, why you're an expert and how you can help your client. Next, you'll want an "are we a good fit page?". Seems a little odd, I know - but you want to ensure that you're a good fit for your potential client and they're a good fit for you early on in the process. Describe the person that is a good fit and the person that isn't - make it super easy for your potential client to decide.
Page 5 & 6 | Package Options & Timeline
List out your packages, what they include and how much they cost. Give your potential client a good overview, so they can figure out if you offer what they need. After that, you'll want to include a brief timeline. This shouldn't be specific since you're not talking about a specific project. Just write out the major milestones and how long they generally take. For example, maybe Milestone 1 is 2 days, milestone 2 is 3 days, and then milestone 3, 4 and 5 are one week each. Just something basic like that, so your potential client has a rough idea of how long of a time period they're looking at for their project.
Page 7 & 8 | My Process & Recent Work
Showing your process is different than showing your timeline. Your process shows how you work - what you do first, second, and so on. In this section, you might also want to include a brief overview of what you need from the client in each step of your process - make sure they're aware from the very beginning!
You'll also want to include some recent work you've done - show a few testimonials and be sure to give descriptions of the project and a photo that represents it well. If you're a photographer, show a photo from your latest wedding. If you're a web designer, show a screenshot of the last website you created. Show off a little!
Pages 9 & 10 | Pricing Schedule & Major Policies &
Including your policies in your Client Introduction packet is super important. You'll want to include things like your cancellation policy and anything else that's important to your business. You want potential clients to know right upfront how you work and what your expectations are.
Be sure to include a pricing schedule as well, so potential clients know when payments are due. This is especially important if you require a down payment - it's always good to make clients aware of this right away.
Pages 11, 12 & 13 | FAQ, Next Steps & Back Cover
Be sure to include FAQ to keep things as simple as possible for you. If you've been in business for awhile, you know what clients typically ask. Include those questions in your packet, so you don't have to answer each one for every client.
On the next steps page, you'll want to show your client the action they can take next to work with you. The idea is to make it as simple as possible for your potential client sign on with you. Be sure to include all of the different ways to contact you, as well!
And finally, include a back cover to keep things looking pretty :)
Alright, guys! There you go! That's everything you should include in your Client Introduction Packet.