How to Win Back Lost Business
I was chatting casually with one of my team members recently and she gave me a great idea for the blog post you’re about to read today.
She was telling me about how she changed grocery stores last year, from a chain that offers travel mile rewards to a different chain with a point system. She was a loyal shopper but realized that with the minimal amount of travel she does, it would make more sense to buy groceries at the store that lets her earn points that can help her save money at the check-out.
This story got me thinking … if a consumer feels like a business misses their patronage, would they go back?
What if my friend’s old store reached out to her to find out why she changed her shopping habits? Would a card in the mail or an email asking her if they could win her back be enough to win back her business? If she thought her support mattered, would this type of follow up be enough to get her back? Maybe!
While this example is taken from the retail world, there is still a lesson here for those of us who provide services.
I’m sure it’s safe to say we’ve all switched car dealerships, hair dressers, and/or mechanics throughout our lives, but how many of those businesses take the time to find out why we left?
Think of the power that would have, if a service provider reached out to you and asked if there’s a reason why you left, and if there’s something they could have done differently to keep your business. The learning there would be in that exercise!
If you took some time to go through your list of clients, would you any you’ve lost touch with? Is there anything you can do to right now, to help them grow their business?
I challenge you to do this — to go over all your old accounts and follow up with anyone who may have just drifted off your radar. Obviously, if there was a good reason why your professional relationship ended, let it go, but otherwise, there’s no harm in following up.
Here’s a template you can feel free to modify and use:
Subject line: How can I support you this year?
Hi [client’s first name],
I hope all is well with you and yours.
It has been quite some time since we’ve been in touch, and I miss hearing from you! I thought you’d be interested to know that since we last worked together, [insert some news or details that the recipient might be interested in, like a new keynote you’ve been delivering, or a workshop they might be interested in, etc.]. I’d love to hear about you, and what’s going on in your business. Is there anything we can do to help you grow?
I look forward to hearing from you, [client’s first name].
Obviously, you’ll want to edit to the email to fit your specific business and target audience … but notice how the message is about the recipient and not the sender.
I’m willing to bet, if you follow up by sending a sincere message to your past clients and make that message about what you can do for them, you’ll win back an account or two.
I’d love to hear your thoughts on this! Please leave a comment so we can discuss and share ideas.
Originally published at BizEase Support Solutions.