Why Onboarding Matters More Than You Think
Many sales professionals lose interest after the deal closes. But poor onboarding is one of the fastest ways to lose a new customer. When expectations aren’t met—or worse, when they’re ignored—regret sets in quickly.
Brent Adamson calls this HQLR: high quality, low regret. Customers want to feel confident they made the right decision. Onboarding is how you prove they did.
1. Exceed Expectations from Day One
Meeting expectations isn’t enough anymore—you have to exceed them. Meridith shared an example of a hotel that stayed one step ahead of a guest’s every need. That proactive approach earned them repeat business before the first stay was even over.
When you exceed expectations during onboarding, you set the tone for loyalty, referrals, and long-term success.
2. Open a Relationship
Mark puts it plainly: “We do not close a deal; we open a relationship.” The salesperson’s job doesn’t end when the onboarding team steps in. Stay connected. Check in. Make sure promises are being kept.
That personal touch matters. Customers often associate their entire experience with the person who sold to them. When you stay involved, you reinforce their confidence and trust.
3. The First 30, 60, 90 Days Define the Relationship
The first three months determine whether a customer stays, expands, or leaves. Even if someone else handles onboarding, your involvement shapes the experience.
Ask yourself:
- What could take this onboarding experience up a notch?
- How can I make it more personal?
- Am I checking in, following up, and ensuring their needs are being met?
Personalization matters—because no two customers are the same.
4. Keep It Simple
Complex onboarding kills momentum. Mark notes that “one of the challenges is integration that’s too complicated.” When customers get frustrated early, they question the entire purchase.
Make it easy. Simplify steps. Ensure every handoff is smooth. Friction drives customers away faster than any competitor can.
5. Align Marketing, Sales, and Delivery
Mark tells a story about ordering a salad that looked nothing like the photo. The point? Don’t promise what you can’t deliver.
When marketing materials or sales pitches paint one picture and the onboarding experience delivers another, trust erodes. Consistency across all touchpoints keeps customers confident and loyal.
6. Onboarding Builds (or Breaks) Trust
Trust is the currency of sales—and onboarding is where you either strengthen it or lose it. Meridith warns, “The moment the customer is let down, trust begins to erode, and it’s so much harder to win it back.”
The solution? Experience your own onboarding process. Walk through it as a customer would. Ask top clients for feedback. Then refine it relentlessly.
7. Set and Communicate Clear Expectations
Customers shouldn’t have to guess what comes next. Be transparent from the start: outline what the next steps are, when results will come, and who they’ll interact with.
Mark adds, “Sell the onboarding process as part of the sale.” Use stories and examples to help buyers visualize what success looks like—and when they can expect to see it.
8. Internal Alignment Is Critical
Too often, onboarding teams meet a customer for the first time after the contract is signed. That’s a major mistake. Sales and onboarding should meet before the handoff to ensure everyone understands the customer’s needs, expectations, and goals.
As Mark says, “Don’t let the onboarding team ask, ‘So tell me a little about your company.’ That’s an instant trust killer.”
Turn Onboarding into Activation
Joey Coleman’s book Never Lose a Customer Again reframes onboarding as activation. The goal isn’t just to bring customers on board—it’s to get them fully engaged and seeing value quickly. The first 100 days are make-or-break.
Lightning Round: 10 Ways to Sell More in the Fourth Quarter
- Make a plan.
- Reach out to existing customers. They already trust you.
- Focus on “use it or lose it” budgets. Many companies must spend funds before year-end.
- Revisit lost or stalled deals. Circumstances may have changed.
- Check in with referral partners. Exchange opportunities.
- Connect with top customers. Strengthen key relationships.
- Ask for referrals. Happy customers are your best advocates.
- Create bundled offers. Simplify buying decisions.
- Use the holidays as outreach opportunities. Stand out while competitors relax.
- Plan ahead for next year. Keep building momentum.
Lightning Round: Top 10 Ways to Sell More in 4th Quarter
Question: Christine in Denver asks, “We’re great at signing new clients, but I feel like we lose momentum right after the deal closes. What are the best practices to keep customers engaged and excited during the first month?”
Book: Never Lose A Customer Again by Joey Coleman