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:
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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