Get Back Lost Clients

By Travis Lee

If I asked you who the 3rd easiest client or prospect is to sell to, and I knew of a way to get them to come back to your business, would you be interested?  Would you even know who I was talking about?

If you said reactivating your lost clients, you’re right!  For my money, a lost client is the 3rd easiest client to sell to after you own, active clients, and the referral clients we just finished up talking about.

A lost client is a client or patient who did business with you at one point, but for whatever reason they’ve stopped doing business with you.

So why don’t clients return?  Here’s a list I’ve come up with:

  • They were dissatisfied with your product or service.
  • They no longer require what you offer (they moved, retired, left the company, etc)
  • It’s no longer convenient to do business with you.
  • They switched to another provider of your same product/service.
  • They’re embarrassed or feel they let YOU down (you’d be surprised how many fit
  • this category).

And the #1 reason they no longer do business with you is they SIMPLY FORGET ABOUT YOU!

Every business has a specific time when a client becomes lost and that time is different for each business and each niche.  For example, a retailer selling shoes may expect their clients to come back every 3-6 months.  A high end jeweler may expect them every 1-2 years, for a restaurant every 6 weeks, a real estate agent or mortgage broker every 5 years.

So what’s the right time?  Only you can answer that for your business.  Once you’ve identified your lost clients, you’ll want to place them in a separate lost client recognition campaign.  And here’s the key:  you want to let the client know that YOU KNOW they’re missing.  It’s also important that you use sequential mailings to this list, meaning more than a one hit wonder. (See below for details on that).

Lastly, don’t give up on them if they fail to respond the first time you place them in a lost client campaign.  You’ll want to run these at least once a year, so you can carry them over to the next campaign as well.

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