Remember that great client who bought your product six months ago?
Or the customer who gave you tons of referrals last year?
If you’re like most salespeople, then you have many existing clients like these whom you’ve lost touch with over the past several months — or even years.
Many salespeople focus all their energy on lead generation and end up overlooking one of their most valuable assets: Existing customers.
But reconnecting with clients after months have gone by isn’t always easy. It can feel awkward and uncomfortable, which is why so many salespeople fail to re-engage them. If you can learn to actively re-engage your existing clients on a regular basis, you’ll stand out from the competition — and find way more business in the process.
Implement these NINE simple tricks to re-engage your existing clients and turbocharge your sales this year.
1) Understand the data
Most businesses operate with a CRM / customer database these days. (If you don’t then there are many available for free – so get one!). A simple report you can set up is how many of your sales are coming from new versus existing customers. You can even segment further looking at the type and value of sales made. Once you get clarity as to what is happening you can specifically craft your sales and marketing messages to suit each type of customer. This will drive engagement and ultimately sales.
2) Send them a valuable note in the mail.
Your customers are inundated with sales phone calls and emails all day long. That’s why an old-fashioned letter in the mail packs a big punch when it comes to re-engaging them.
Write each of your existing clients a short note, accompanied by something valuable: An article they’d be interested in, a newsletter about their industry, or some other item that conveys useful knowledge. Be sure to handwrite the address on the envelope and the note inside to make it as personal as possible. This simple act will strengthen your relationships and give customers a reason to think about you in a positive way.
3) Send them a “happy birthday.”
Spend some time researching your clients on LinkedIn and Facebook to find out their birthdates. Enter each date in your calendar or CRM so you’ll automatically be reminded every year when their birthdays roll around. It’s never been easier to discover someone’s birthday, but the vast majority of salespeople don’t say “happy birthday” to their clients. Stand out from the crowd by sending your clients a birthday email — or, better yet, send them a physical birthday card in the mail every year.
4) Ask for introductions to new clients.
This has two powerful benefits for you: You’ll reconnect with existing customers while simultaneously getting leads for new business. Give your clients a call and ask if they’d be willing to introduce you to some people in their world who might benefit from your product or service. A conversation like this is a powerful way to re-engage customers you haven’t spoken to in a while and remind them of the benefits of working with you. If you’re persistent with this approach, you’ll also generate new leads.
5) Regularly request customer feedback.
To make your clients feel valued, understood, and important, ask them for feedback. One of the biggest mistakes businesses make is not regularly requesting feedback from clients — on everything from their products and services to the current state of the industry. Your clients will love being asked for their opinions, and you’ll also learn a great deal from their responses. Create a scheduled plan for sending emails and surveys to request feedback from your existing client base every few months.
6) Host a client event twice a year.
Everyone loves being invited to exclusive events, and your existing customers are no exception. Hosting client events is a powerful way to compel your existing customers to reconnect with you face-to-face. Rent out a room at a local hotel or restaurant and plan to share some exciting new industry insights. If you host a private event like this twice a year, you’ll ensure you don’t lose touch with your top clients for more than six months at a time.
7) Invite them out for a bite to eat.
Be the type of business that treats your existing clients to breakfast or lunch. This vastly underutilized strategy is an easy way to strengthen your bond with customers. Meet your clients near where they work during the week, and use a quick meal as an opportunity to find out what’s new in their world and remain top-of-mind.
8) Call them with a clear purpose.
When you pick up the phone to re-engage your existing clients, make sure you have a reason to do so. Just saying “hi” or “I’m checking in to see what’s going on” is a sure-fire way to annoy your customers and make them start screening your calls. Instead, have a clear purpose in mind when you call. Maybe you want to tell them about your company’s newest offering, or let them know about a special deal that’s going on this week. Whatever it is, it must be valuable enough to warrant a phone call during their busy day.
9) Send them your favourite business book.
What’s the best business book you’ve read in recent years? Include a personalised, handwritten note to each, explaining why you loved the book and think they would enjoy it too. You’ll immediately set yourself apart. And your clients will think of you every time they see the book sitting on the shelf in their office.
Which of these NINE powerful tricks to re-engage existing clients will you use to drum up more business?