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
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.