How to Take Clients from Honeymoon to Happily Ever After

Today’s Skill: Extending the Honeymoon Phase

I’m getting married today (yay!) so it only feels right for this week’s newsletter to pull from a metaphor we all know well…the “honeymoon phase.”

Those first six months of a relationship are full of butterflies, late-night calls, little notes, and romantic getaways. We’re head over heels, telling everyone about it.

And the goal? That it never ends. That we build something lasting.

It’s the same in business.

Early on, every client partnership feels fresh and exciting. But too often, founders are so focused on building products, hiring staff, raising money, etc that they can sometimes neglect the people that make it all possible: their clients.

So how do we keep the honeymoon alive and create long-term “raving fans”?

It Starts With Onboarding

Every business needs a solid one. It’s why I think all sales processes should have it as their last step after “closed-won.”

Think of it like welcoming a guest to stay in your home. Are they greeted warmly? Is their room set up? Do they know where to find things?

Your onboarding should feel the same. From the first “welcome” email to how quickly you respond, to whether you host a kick-off call. It all sends a signal. (Which one are you sending?)

Hint: It should be a positive one.

You worked hard to earn the partnership. Onboarding is where you prove they made the right choice.

Which Creates Testimonials & Case Studies

There are two peak times when clients are happiest:

1. Right after they buy.

2. When they start seeing value.

Both are prime moments to capture a testimonial or case study.

Ask early about the buying experience like why they chose you or what stood out. Capture these and use these often. (I’ve used a product called Senja that helps do this tremendously well.)

Then ask again later to highlight results and build deeper client stories. These before-and-after snapshots not only validate your work but also help future clients see themselves in the story.

Which Leads To Referrals & References

This is where momentum multiplies.

Referrals drive business but they only come from clients who’ve had an exceptional experience. Here’s the staggering part: 91% of people are willing to give a referral, but only 11% of businesses ask.

Don’t wait. During onboarding or the first few months, ask:

• “Who else in your network might benefit from what we offer?”

• “Is there someone in a similar role you’d be open to introducing me to?”

Clients want to help. They just need a nudge.

And while you’re at it, build a list of “go-to” references of clients who rave about you, love sharing ideas, and articulate your value well. A handful of strong references in different markets can tip stalled deals in your favor.

The Big Picture

Business relationships should feel fun, rewarding, and worth investing in. The companies we love (you know those we can’t stop talking about) get this right time after time.

So should you.

Onboarding sets the tone. Testimonials document the value. Referrals multiply it.

Do this, and your client relationships will last well beyond the honeymoon phase. Because like any healthy marriage, they thrive when you put in the work.

And the rewards?

Raving fans.

Lifelong partnerships.

True business bliss.

Action Item

Take a hard look at your onboarding. Let’s get that dialed in today.

• Is it frictionless for the client?

• Do they clearly know what happens next?

• What ONE tweak could make their experience exceptional?

Remember: how you welcome people into your castle determines how long they’ll want to stay.