The lure to approach new customers is tempting, especially when you receive referrals from trusted sources. But what about channeling your efforts to contact the long list of clients in your database who haven’t ordered in the past year? Don’t they deserve some attention?

That’s what bothered Martin Young, owner of Service with a Smile. “I have plenty of leads, but there are so many proven buyers in my client list who I’ve ignored,” he told me. Martin thought that re-establishing his relationship would be time wasted, but I convinced him to craft a campaign because of its potential.

Each of us occasionally drops the marketing ball. But that doesn’t mean it’s too late to connect with past customers. In fact, renewing your relationship can be more lucrative than you imagine. Here are three reasons why.

1. New sales may spring from re-introducing products and services.

2. Clients seldom hold silence against you, especially if you choose a method that combines renewing the relationship with offering a free consultation.

3. Re-connecting lets you to update your database, a task most of us put on hold for too long.

The best action is to take action. Make contact before more time expires. Then you can move forward and create a marketing campaign to stay in touch with customers on a monthly or quarterly basis. Monitor your efforts in a marketing planner to ensure that each step is completed in a timely manner.

Martin selected oversized postcards to re-introduce his business. He listed current and new services in a bulleted format. In one month, he’s heard from six of the former clients, and sales look promising.

Former clients are waiting to hear from you, too. Choose your contact method, and make the connection today.

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