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If, for one reason or another, you’re out of touch with your past clients, the best thing you can do for your business is to get back in touch with them.

Before you go out seeking new clients, try reconnecting with your old ones. They are far more likely to hire you than someone who has never met you.

There are a couple of easy ways for you to reconnect.

First, if you have a small number of past clients, contact them one-to-one. Pick up the phone and just talk to them. You don’t need to dive right in and start pitching them straight away. Talk to them first about what has been going on in their business or in their life, or how they’re getting on.

I guarantee that the vast majority of the time one of three things will happen:

• You will uncover a new opportunity to work with them again.
• You will discover a new need that they have.
• You may well get a referral out of it.

Now, if you’ve got a lot of past clients, you’re in an even stronger position. For this, I recommend a one-to-many approach. There are a few different ways that you can do this.

• Put together a simple, direct mailing. It could be a special offer for past clients. A “we missed you and we want you back” offer. Be creative and have some fun doing an offer like this.

• Send a postcard directing people to a webpage.

• Mail a full physical offer where you’re describing something new that you’re offering and asking them to take action.

It’s important that you really make your mailing stand out. A great way to do this is to use something called lumpy mail.

Lumpy mail is when you include some type of “grabber” in the envelope to make the package bulky and make it stand out from the other mail in the post.

Typically, lumpy mail gets opened before ordinary envelopes. It’s a great way to grab someone’s attention.

Again, have some fun with this. I’ve seen people send things like a,little watch attached to their mailing, and the message is about time. You can add chocolates, or little magnets and make them significant to the message you’re sending. Lumpy mail is fun to do, and fun to receive.

There are other things you can do as well. Have a special event that is for your past clients only. If you work in a local area and most of your clients are local, do a customer appreciation day. This might be a day that you offer for free, where you get your past clients back and you offer a networking opportunity. Perhaps you share some new information or new insights with them. Use that day as a platform for being face to face with your past clients and reactivating their business. That’s a strategy that works well.

If your clients are all over the world, try a variation on the same theme, such as a customer appreciation teleseminar.

Getting in touch with past clients may be a little time-consuming, but it is a good return on the investment of your time. It is simply the best way to remind clients of the value of your services and introduce them to something new that you may be offering.

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