Ok, we’re just about at the half way mark for 2009. Whew! In talking with several of my clients, they are looking ahead to the October to December time period, when business naturally picks up and the economists are saying the recession will loosen its grip. Standing between that time and now is the typically slower summer season. The good news is, perhaps more people will be staying closer to home this year as we all tighten our belts – that spells opportunity. In the meantime, let’s think about another opportunity and that is getting back in touch with the customers that loved our services and might have had to go elsewhere due to the hand they were dealt with the economy. Remember, these were loyal customers, let’s reach out to them and let them know we’d love to work with them again and bring them back!
Make a list
The first step is to identify who left and make a list. If we’re going to do this, let’s really do it, go through your customer list for not just the last 6 months, how about the last two years? Who knows how many old clients are out there that would love to come back.
Make contact
Segment your list into recent clients and one who went missing further out. Clients that have recently strayed might warrant a phone call, others an email or letter. In all cases, the message is “we just want you back!” and never “why did you leave?”. You might also consider including an offer or discount when you reach out to these clients, sort of a “let’s get back together” offer.
What to do
When the customer does come back, take this opportunity to really show them what they missed out on. Don’t just slip back into the old familiar ways. Yes, you have a relationship and now you can take that relationship to the next step. Welcome them back and make them feel comfortable being back, get reacquainted and then start with them as if they were a new client. Don’t make the mistake of assuming everything is as it was the last time you worked together. If they never told you why they left, it may come out in this process and you can then put a plan together to meet their current needs.
When business is booming, many of us are so busy serving current customers that we don’t have the time - or the need - to keep up connections with former customers. Regardless of how well your business is doing right now, it's time to get back to these fundamentals. They will pay off and can potentially bring in business to offset the coming slower months. If we are successful here, we will finish this year and start 2010 strong.
Make a list
The first step is to identify who left and make a list. If we’re going to do this, let’s really do it, go through your customer list for not just the last 6 months, how about the last two years? Who knows how many old clients are out there that would love to come back.
Make contact
Segment your list into recent clients and one who went missing further out. Clients that have recently strayed might warrant a phone call, others an email or letter. In all cases, the message is “we just want you back!” and never “why did you leave?”. You might also consider including an offer or discount when you reach out to these clients, sort of a “let’s get back together” offer.
What to do
When the customer does come back, take this opportunity to really show them what they missed out on. Don’t just slip back into the old familiar ways. Yes, you have a relationship and now you can take that relationship to the next step. Welcome them back and make them feel comfortable being back, get reacquainted and then start with them as if they were a new client. Don’t make the mistake of assuming everything is as it was the last time you worked together. If they never told you why they left, it may come out in this process and you can then put a plan together to meet their current needs.
When business is booming, many of us are so busy serving current customers that we don’t have the time - or the need - to keep up connections with former customers. Regardless of how well your business is doing right now, it's time to get back to these fundamentals. They will pay off and can potentially bring in business to offset the coming slower months. If we are successful here, we will finish this year and start 2010 strong.
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