Statistics indicate that the average business spends about six times more time and money to attract a new client as it does to keep old ones.  Here's a way you can make the most of that investment.

When you land a new client, it's time to congratulate yourself for the time and money you've spent to gain them.  You've probably spent money doing mailings or advertising, and invested  time on follow-up with letters, emails, phone calls, meetings and proposals.

But right after getting a new client, it's also time to immediately start your program of building repeat business and generating referrals.  The tendency among most business service providers is to solely focus on serving the customer.  But the sooner you can leverage off your investment put into this new client, the more quickly you'll generate even more revenue.

One of the easiest ways to start the revenue-building process is to send or give the client a welcome package as a thank-you for their support.

Here's what your welcome package can achieve:

• Instills right away a sense of loyalty with the client -- that you are ready to provide solutions to their problems, and that you are appreciative of the trust they have put in you or your company.
• Immediately gives you something tangible to hand to the customer, even before work is begins on the project (Note: one of the most difficult parts of selling services is that they are by nature, unlike a product, intangible.  Also the results of the services rendered aren't usually realized until after the service agreement between you and your client is made).
• Provides an easy avenue for the customer to spread the word about your availability or to offer referrals to you.

What can you include in a welcome package for new clients?

You can put together an simple, yet effective, welcome package for very little cost per client. 
Items typically you could include are:

A thank-you note
Use a thank-you note as a cover letter to the package.  Express your gratitude for them selecting you, and perhaps highlight two or three of the primary solutions that you've discussed for the service.  Keep it short and sweet..

Marketing materials that focus on the benefits of your service
This serves to remind the customer why they selected you, and can help counter any "buyer's remorse" your client may have for embarking on a new project.  Be sure to include two to three extra business cards so that the client has them on hand to give to others in their network.

Client testimonials and case studies
Inserting a few testimonials and/or case studies of work you've done with other clients can go a long way in assuring that your new client has made the right choice in working with you

Coupons for discounts or special offers
These can be used to either to cross-sell other services that you have that may not be included in your current agreement with the client, or to set up the opportunity to upsell services down the road.  A caution here:  don't over do it.  After all, you don't want to sell new things too hard right away, but giving an incentive to add something else at a discount is usually worth it.

Advertising specialty items
These are small free gifts such as pens, calendars, refrigerator magnets, and other promotional items that include your logo and contact information.  Normally these items are fairly inexpensive to order, and since you're likely to hand these out to only new customers, they are usually an insignificant cost compared to the long-term value of revenue this client represents to your business.

Referral cards
Include a few referral cards in the package.  While you might think this is presumptuous to do with a new client, it is not.  I really demonstrates your confidence that you can meet their needs, and gives them a way to refer others to you when they are ready.

Service guarantee statement
If you offer any kind of guarantee of your service, be sure to include an insert that states this to remind the client. For example, if your arrangement includes a monthly fee to perform a set of services, and you provide a money-back guarantee, re-emphasize that there is little risk:  "if you are not completely satisfied, we'll refund your first month of service at not charge."  What is highly effective:  print your guarantee statement on some pre-printed paper that looks like a certificate. This Will make it stand out in your welcome package.   In your thank-you cover letter, include a P.S.: "P.S.  As I mentioned, our services are fully backed by our 100% guarantee, which I've enclosed in this package for your convenience."

Most businesses know that 80% of their revenue comes from 20% of their current customers -- either from repeat business or client referrals.   A welcome package can provide you a solid platform to build future revenue from each new client right from the get-go. 

The time and minimal cost you spend to put together a welcome package will pay off from the potential lifetime revenue value of this new client.