As the father of 3 young kids, I’m always finding things in the couch. Ninja sword. Costume jewelry. Goldfish (the snack). I never know what I’m going to find when I place my hand between the cushions.
Then there is the wonderful experience that comes with winter. You put on your coat for the first time since last year and find a $20 in the pocket. I love that feeling. Found money.
Your previous clients are like the couch cushions and the $20 long forgotten in a winter coat. We neglect them. Then every so often, we lower our hands between the cushions. I submit that you intentionally pursue these past clients.
You can re-engage your former clients by following these 6 steps.
6 Steps to Re-engage Your Past Clients
- Make a list – As in, make a list of all your former or inactive clients.
- Scrub the list – You can choose who you would like to work with. Pursue only the clients that you’d like to work with again.
- Prepare – Do your homework. Be informed. Have they won an award recently? Did their daughter get married? Run a google search. Check out their LinkedIn profile.
- Call 2 a week on Friday afternoons – Call 2 on the list every week. Do it on a Friday afternoon when the week is winding down. Make it a habit. If you would do this every week all year, then you would contact about 100 people that have already done business with you. These are former clients who have hired you before and actually pulled the trigger on a deal.
- Have something of value for them – Don’t just call them to check in. Maximize this opportunity by having something of value to offer them. Maybe a building sold by one of their properties and you have comp info for them. Maybe it has been 3 years since anyone evaluated their portfolio. Offer to do it for them.
- Close for the meeting – Keep in mind the you have an existing relationship. You should know if they love to golf or would rather sit down for a quick cup of coffee. Use that information to your advantage and be strategic. But don’t forget to close for the meeting. Nothing is more effective than getting face to face.
Question: So what are you going to do now? I challenge you to make your list and then do three things: first, schedule a task on your calendar for every Friday; second, send this article to a friend whom you know needs to read it; and third, tell me when you are done by leaving a comment below. You can leave a comment by clicking here.