This is part 4 of a 5 part series on Hidden Revenue Links in Your Business. Click here for part 3.
You have good customer. You did great work for them. They were happy. They paid you. They probably even said “I’ll definitely call you again.”
Then six months go by. A year. Maybe two years.
Then it happens — someone they know and care for asks them, “Hey, do you know a good [what you do]?”
They go blank. They know they used someone. They just can’t remember who. Or if they can remember you, they cannot find your contact information. So they move on without you.
That’s not a lead problem. That’s a follow-up problem and it is costing you a lot more than you think.
Why This Leak Is Different (and Painful)
For every other lead you chase — referrals, networking contacts, website visitors — you’re starting from zero. They’re people that done know you yet. There’s a lot of work involved getting to know them and building trust.
Past customers already know you. They already trust you. They said “yes” once to you and would readily say “yes” again.
That’s the easiest sale you’ll ever make again and most business owners let that bird-in-the-hand lead get away.
Why Does This Happen
Of course, it’s not because you don’t care. It’s because you’re busy running a business. You have things to do, people to see, etc., etc.
- You job or engagement with them is done, so your relationship with them goes quiet.
- You do.n’t have a system that reminds you to check in.
- You say to yourself, “I’ll follow-up eventually” and that follow-up turns into never
- So much time goes by that reaching out feels awkward, so you don’t.
- This isn’t a character flaw. It’s what happens in every business that doesn’t have a system for staying in touch.
What’s the Real Cost of This?
You do the math of what this costs your business:
- How many past customers do you have?
- What’s one of them worth to you if they come back — or refer someone?
- Multiply that by how many of them have lost touch with you.
That’s the number of leads you are leaving on the table. These are leads you already earned that you going elsewhere.
The Fix Isn’t All That Complicated
You don’t need to become an ace marketer. What y9ou need is a system that stays in touch for you.
- It’s a simple email and text message that goes out consistently and automatically.
- You send content that reminds them what you do and remindes them you’re still around.
- There’s no manual list-building, no remembering, no awkward “hey it’s been a while” messages typed out one at a time.
These go out automatically without adding anything to your already full plate.
Where to Start
You don’t need a perfect campaign. You need consistency.
- Pick a cadence — twice a month is a good place to start.
- Say something useful or human. It can be a story about something you did for a client. It shouldn’t be “buy from me again.”
- Let it run without you having to think about it.
We all know this as going back to basics — staying in front of people who already trust you. It definitely beats chasing after new customers every time.
Stay tuned for the final part of this series coming first week in September.