I am a big advocate of applying a client-centric business development approach. What does that mean? Well, before running off chasing new clients, one should look at the unfulfilled potential and value of past and current clients. Digging deeper in regards to past client activation, I always remind my clients about two facts:
- Understand that: “Just because the past didn’t turn out like you wanted it to, doesn’t mean the future can’t be better than you ever imagined.” Ziad K. Abdelnour
- Have a strategy: Don’t rush in calling up you past clients and pushy-selling your product or service. Apply this 8 step strategy to successfully turn them into active and loyal clients.
Intrigued? Read on!
STEP #1 – RESEARCH: Doing your due diligence
- Who were your past clients? Do you have all the info in a database, CRM system or excel sheet? What were their past purchasing habits? What was their favorite product / service? What was their spending per month / budget?
- Why did they leave you? And…Where did they go?
- Who was your contact person? Do you have all their contact details? What was the stakeholder map for the client in case of a B2B?
STEP #2 – CONNECT: Going beyond business
Select the most appropriate channel to connect with them and go beyond business. Connect with them on a personal level, only then explain the context and your interest to learn more about the current developments in their life / at their company.
- Give them a call and arrange a catch up lunch or coffee
- Check on them by personalized email or include them on a regular / VIP email or newsletter
- Invite them to your upcoming business event and touch base there
- React to their social media post, using it as a chance to reconnect
STEP #3 – LISTEN: Gathering more information
It is critical, to once you reconnect you practice your listening skills.
- What has changes since you last spoke / interacted – on a personal level (child was born? promotion was awarded?…) .. and business level (restructuring? new team? New CEO?…)
- Learn about their current situation: What are their current needs / wants / desires? What are their challenges / struggles?
- Use well prepared questions to identify any concerns they might have, linked to your past or present work done with you.
STEP #4 – BE RESOURCEFUL: Showing them value
Instead of offering them a sales pitch about “how amazing you and your products / services are”, show them the value. Give them something that would address their current challenge or bring them closer to attaining their goal, being relevant to their current situation.
- Share an article, video, interesting research, a freebie, a taster, … options are endless here.
- Share often. Don’t stop with one valuable item, but send them / tell them about a useful market trend, tools & methodologies, white-paper …always linked to how it will make a positive change in their business.
STEP #5 – QUALIFY: Checking if they are the ready to be a client.
Check the four key elements to understand if they are ready to become a client:
- Do they have a current DESIRE or NEED you can help them with?
- Do they have the CASH / BUDGET to actually make a purchase?
- Is the person you are dealing with a SPONOSOR or a decision maker?
- Is the TIME right – Can they purchase now / soon?
If you got 4 Yeses – Well done! And continue further!
If not, no worries. Stay at step #4 and then re-qualify them in few weeks / months again. Don’t abandon them, if they are not ready. Just keep resourceful and check on them again.
STEP #6 – OFFER: Tailoring the proposal for them
Now it is time to continue the business negotiations and share all you can do for them.
- Make a tailored offer matching their needs, solving their current challenges.
- Give them options – different scenarios / combinations / modular approach.
- Share all you do – even if in the past they bought only A, make sure you communicate you have also B, C and D in store for them.
- Be the PRIZE for them, not the price or cost item.
- No guess work – check with them during the proposal design stage and validate you are on the right track, run in-house interviews if possible, and check & test the proposal before submitting. Check also on the preferred delivery form – if PPT or PDF or Video?
- Deliver the proposal, stressing openness for discussion & enabling them to ask questions and feel supported rather than pushed during the process.
STEP #7 – ACTIVATE: Converting them into active clients
Congratulations! If they accept your proposal, signed a contract and you can activate them (again!).
- Make sure you give them attention & care: don’t abandon them after contract signing.
- Regularly check on them – gather feedback, suggestions for improvement.
- Assure you grow the stakeholder net – ask for recommendations: within the business, business units or to recommend a friend who might benefit from the same product / service.
STEP #8 – CARE: Continuously caring for them
In order to truly convert them into satisfied and loyal clients, care for them. Continuously.
- Keep in touch: nurturing a long-lasting relationship going beyond business being based on trust.
- Stay being resourceful and become a part of their team/family.
- Check on their satisfaction with the product / service exploring options of more of the same / adding new or even removing current product / service contracted or sold…if it would make sense for them.
Your turn!
Get ready to WELCOME your clients back. As happy clients are repeat clients!
