Find New Leads in Old Clients
Do you have a system to reconnect with your old or lost clients? If not, remember that previous clients are an excellent funnel for finding new leads because they are already familiar with you. Former clients may not always be happy with how they were treated in the past, but they may be willing to give you a second shot. I always ask previous or disgruntled clients, “What is the statute of limitations on being angry at us?” Normally, they laugh. They could reply, “Two more years.” In most cases, we tend to forget about these clients instead of trying to rebuild a rapport with them. Ask your team to work on an “I miss you” letter or a “We’ve done a poor job of staying in touch with you” letter. Find a reason to set an appointment. This is not a sales call but a chance to build a relationship.
began this project in sixth grade when I made my first cold call. (You will have to read the first chapter of the book to see how I fared with that call.) I wanted you to be one of the first people to get a copy of the book. As always, I value your friendship and business. I wanted to connect and see if I can help you or your company in any way. I could provide my one-day live cold-calling seminar to your sales team. If it’s okay, I would like to touch base with you from time to time, and I will follow up with a phone call soon. Again, I appreciate all you do. If you like what I do, please tell others. If I can improve, please tell me (and that includes any feedback on the book).
Here is a copy of our last “I miss you” letter to a former client:
Build a system to follow up with previous clients. If you need to, feel free to steal my letter and take action today!
Dear Jim,
“Previous clients are an excellent funnel for finding new leads.”
We haven’t talked for some time. I wanted to reach out and let you know how much my wife, Claudia, and I appreciate you and miss working with you. I also wanted to share that I finally finished the book. After two years in the writing process, “Dialing Strangers: Overcoming Hangups and Producing Cold Calls That Sell,” is on bookshelves today. I actually
“What is the statute of limitations on being angry at us?”
“Build a bridge to turn a former client into a current one!”
Tester-
MONIAL
“I really appreciate your effort. Your training is good. If someone doesn’t pick it up, it’s not the training. It’s good and it works. I want to thank you for your effort and the fact that you care about us and want us to be successful. It means a lot and it’s really valuable. Thank you, Dave.”
John Nesmith Owner, Meridian Automotive Meridian, Idaho
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