Automating Your Boutique Rental Business Without Sacrificing Experience
This is a guest post by Lané Richards. I’ve asked to share her knowledge of automation for small business owners based on her experience as the rental business owner of Something Borrowed Portland.
Systems help you streamline and automate your boutique rental business so you can do more in less time. Most of us work by ourselves, or maybe even with seasonal hired employees. Working a one person show means you’re apt to get caught up in the day to day work. You’ll have a hard time staying on top of bookkeeping, social media, emails, and back-end tasks let alone nurture your prospects and clients.
I realize it takes time to map out your workflows and create email scripts. But trust me, the time invested up front will save you countless hours in the future. By using a workflow, you’ll have a clear picture of how your clients move through your pipeline. From the minute they inquire to their actual wedding date.
Create Your Workflow
To get started automating your boutique rental business, you must first create your workflow. Document every touch point you have with a client (sticky notes work great for this!). Next, put those touch points in a timeline, all based around the wedding date. You’ll want at least 2 workflows: one for an inquiry from a prospective client and the second for your client onboarding process.
Email Scripts and Templates
Once you’ve identified your workflow, you’ll then want to create your email scripts, typically for each task within the workflow. This is where you need to be very specific with your messaging and make sure you’re speaking the language of your ideal client. So you don’t come across as a robot, speak out loud what it is you want to say then transcribe it for your emails. Keep your emails conversational and short, using your mobile phone to make sure you’re not continuously scrolling. Your audience will lose interest fast and completely miss the message you’re trying to convey.
An example an of email script could be an initial response to an inquiry where you’re requesting more details from the bride or groom. Just remember to never try selling from the first time a prospective client reaches out to you.
Another email script could entail the follow-up to the initial email where you ask to schedule a consultation. Additionally, consider a follow-up email that goes out a few days after you send a proposal.
For clients who end up booking with you, you’ll have another email template to email them an invoice and contract. You might even have a “checking in” email that’s sent less than 6 weeks prior to their wedding date (if you’re not already in contact with them). This email might include important reminders or other date specific policies and deadlines.
Consolidate
Once you have your workflow mapped out and email scripts created, it’s time to put it all together. Why continue to recreate the wheel each time you send the same email? Instead, use one of many customer relationship management (CRM) programs such as 17Hats, Dubsado, Aisle Planner, and Honeybook. With a CRM, you can upload your email templates and schedule them to send automatically, as well as send contracts for e-signing and send invoices.
The key is to remember to never treat your clients or prospective clients like a transaction. Your messaging should be casual, fun and speak in a way that’s natural to you. Treat them like you would a friend. When you combine carefully crafted emails with a thorough workflow, you’ll gain valuable time without compromising your client experience.
Want to move your rental business in the right direction? Check out The Action Plan.
Lane’ Richards is a multidisciplinary entrepreneur and creative behind Something Borrowed Portland, an award-winning event design and specialty rental company based in Portland, OR. Her newest venture, Wedding Pro Coaching, offers mastermind business coaching and educational programs to wedding industry professionals who need help building, running, and growing their businesses in the crowded wedding industry.