Maintaining Contact With Old Clients Can Reap Rewards
Sales people with a customer-centric approach to business know that it’s critical to maintain contact with all customers–present and former. Just because a project ended or a client left doesn’t necessarily mean that customer is gone for good. (Although that sometimes is the case.)
Staying in touch is not difficult but does require a concerted effort. Think of ways to remain in contact throughout the year. Do so in a gentle manner, as you don’t want to appear “salesy”.
I was reminded of this in a big way. A former client contacted me for assistance on a short-term project. It helped that I had worked for them on a freelance basis for nearly 3-1/2 years. And, I did the same type of work that this project would entail. But I like to think that my actions since we parted ways helped me.
How you handle these situations plays a large part in whether you’ll see that employer or customer again. Follow these four suggestions so you leave a positive impression.
1. Never burn a bridge. How often have you felt the urge to sound off on an employer or client as you were being cut? Of course, a lot depends on how the other person treated you before and during the termination phase. In my cases, the terminations (being let go from an agency and losing clients) were based mostly on economic conditions. Times were and still are tough. I was treated well during the transitions and responded in kind.
Except for extreme situations, resist the temptation to go negative. Act and speak professionally. Thank the employer or client for the opportunity, and ask about references. Many are happy to oblige. They, after all, want you to succeed.
2. Send a follow-up note. Further cement your professional image by sending an email or card reiterating what you mentioned on that fateful day. Include any details about you that could be useful to an employer or client. You never know who that person knows. But the main reason for this step is to make your last official contact with that person even more positive.
I once sent a thank-you card after a trial project with a business. They didn’t invite me in for the assignment, but I felt so much better knowing I did all I could to leave a good impression.
3. Stay in touch. Send messages, notes and cards throughout the year. I like to be witty, and will look for humorous cards. You will find many around St. Patrick’s Day and Halloween. However, your card store or online source should have an abundant supply to offer on other dates.
As regards the business alluded to above: I had sent cards just before Independence Day that year. Of course, I hoped to remain top of mind. But I also truly wanted to offer my regards for the weekend.
Approximately three weeks later that former client contacted me for assistance. Can I say for certain that the 4th of July card did the trick? No, but it didn’t hurt either.
4. Be patient. Don’t expect old clients or employers to respond immediately. Indeed, you might never hear from them again. But you might be pleasantly surprised one day with a call or email.
The point is that you did what you could to maintain contact with old customers. Without those occasional notes, messages or cards from you, you’re more likely to be forgotten. And lose the opportunity for repeat business when that firm needs your services or goods again.
