“Most of us don’t communicate frequently enough with our recent prospects, current clients, and past clients.”
Selling Your Services by Robert W. Bly, page 95
I believe it is a practice of many entrepreneurs to get lost in a new action at the expense of following up on leads we have already uncovered. This leads me to my often-shared reminder that your customer is my prospect. If you spend just a few minutes thinking about this, you will recognize the importance of maintaining a solid relationship with the clients you already have.
One reason we don’t communicate more often to those we care about is that we don’t want to appear pushy, aggressive, or overbearing. I am glad you feel that way. But I can assure you that your competition is contacting your clients and your prospects, and in doing so they will help their cause at becoming the top-of-mind candidate. Therefore, it is important that you stop thinking for other people. If you have something to offer, offer it. If you have something to say, say it. Certainly don’t overdo your stay. Be bright. Be brief. And be gone. But be visible.
As for communicating with past clients, I also have something to say about this. I want you to think about the following: In the vast majority of cases, your past clients stopped doing business with you simply because they interpreted your lack of attention as a lack of interest. In just a few instances did they sever the relationship due to something you did or didn’t do.
I strongly recommend you make a list of your past clients, and contact them within the next few weeks to introduce yourself. You will not only be surprised at the reception you receive, but I can virtually guarantee that rekindled business will come from this exercise. What have you got to lose?
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