One of the simplest, and most powerful, tools in a sales arsenal is repeat business. Assuming you’ve done a good job, a former client already knows you and trusts you – all they may need is a reminder that you’re around, to engage your services again. But
what’s a smooth and effective way to re-connect, if you haven’t talked to them in ages?
Here are five methods to try:
If possible, try to find out what your client has been up to of late. This is easier today, with social media like LinkedIn, Instagram, Facebook, etc. Any interesting event, such as a promotion, holiday trip, new pet, etc. can be a reason to re-connect. For example:
And so forth. This approach should highlight that you remember the past client, and continue to hold an interest in them.
If you absolutely cannot find a reason, a common fallback is to use their birthday, or to use a seasonal event like Christmas, New Year, etc. However, it is best to do this only if you’ve also made a habit of sending greetings every birthday, new year, etc.
If you suddenly greet someone on Christmas when you’ve ignored them the past two or three years, it can come off as a sales ploy. If you want the benefit of using seasonal events as a way to re-connect, you must make the effort to also send your greetings every season.
This method requires you to be up to date with current events, and also have a good understanding of the line of work your past client is in.
For example, say your past client works in education. You might use changes in the education syllabus as a way to reconnect, such as:
This approach is to highlight that you recall clients and what they do, and that you have an interest in their work.
It’s especially helpful if you have a product or service that can tie into the topic; but it’s not strictly necessary. The point is to reconnect, while having the past client update you on their current needs and challenges.
Most people like to talk about what they’re good at. Try asking a pro golfer for golf tips, a conductor about music, or a real estate investor about housing: chances are they’ll even put off what they’re doing, just to talk more about it.
The same quirk can be used to reconnect with clients. For example:
This is to put forward that you remember them, and the things that matter to them; at the same time, it invites a longer conversation, by putting them on familiar ground.
While this is an effective method, there are two things to keep in mind: first, you need to have a genuine interest. People can tell when you’re faking, and you’re actually bored – when that happens, it will always sound contrived, when you try to steer the conversation toward your business.
Second, be careful not to make assumptions! Not everyone’s expertise or passion are obvious (e.g., a senior accountant’s real expertise and passion may be in poetry or canvas painting, and not actually their job). This is why you need to put in the work, to
really understand your clients beyond a superficial level.
This approach is best for clients who are high-level decision makers, or who make decisions on behalf of another entity (e.g., a procurement officer for a business). This method cuts through some of the social formalities, and quickly comes to the point. For example:
Note that the question allows for a direct yes or no answer. For clients who have limited time, you are more likely to get a response this way than via casual conversation (if you try the other approaches above, you may just get complete silence).
There is a chance that the answer is simply a no; but this would also save you time; and if they aren’t interested, friendly chit chat beforehand likely wouldn’t change that.
As a complement to the above, always admit that you were out-of-touch. Do apologise for it, and give a genuine reason.
If you’re frank and just say you got caught up trying to run your business, most people will understand – but avoid making up the reasons, as it’s an unnecessary lie (even if it’s a small one, it can come back to bite you later).
You can also ease into the conversation by pointing out where you last left off (e.g., “The last time we met you were about to move house? How did it go?”) This demonstrates that you at least kept them in mind. You may need to review old messages or emails, if you don’t recall the past topic of conversation.
At Exodus Capital, we know that reconnecting can feel awkward, to both newcomers and veterans in the finance industry. This is why we help financial advisors avoid negative internal discourses, such as “these old clients will think I’m desperate for
business”. Close mentorship, and actionable steps, are the best way to deal with such internal challenges. Contact Us if you’re looking for the next step up in your business, or want a head start.
