Morning, this is going to be pretty direct, crude even. No apologies.
You currently have a list of current and lapsed/dormant/previous clients. And a list of prospects too. Let’s deal with the lapsed/dormant/previous clients first.
When was the last time you spoke to them on the phone, sent them a letter or emailed them?
Since God was in shorts?
Send them an email today. Ask them if they’re OK.
Since they used to trust you to solve their problems/cure their pain by using your product or service, one of three things happened:
You let them down once too often with deliverability issues
Your product or service became too expensive or stopped doing what it said on the tin…They no longer have any use for your product or service.
If you know which one it is, then you can deal with that issue in today’s email. (Even #3 – ask me in the comments)
If you genuinely don’t know why they stopped using you then you need to ask them, at least it shows you care.
Simply ask them why? What can you do to let them try you again?
Outline the 3 potential reasons above, was it one of these and if so which one? If you can prove you’ve sorted it or that it won’t happen again, would they use you again?
If you need to, offer inducements. If it is a pricing issue, offer a whopping discount to get them back in the fold. Some money is better than none at all, just make sure it at least covers your costs.
If you do know why they no longer use you, and it was a deliverability or service issue (repeated) then you have to rebuild that trust again, which may mean a phone call from you – the owner/managing director/big cheese – no one else.
If it’s a product issue, show them how it’s improved since then – if it hasn’t, improve it!
And again, if it’s price, offer a discount.
Basically, give them a compelling reason why they should buy from you again, even better, give them 3 compelling reasons. (the power of 3 is really quite, er, powerful)
Like I said at the start, they trusted you enough to buy from you in the first place.
Unless you’ve completely trashed that trust you should be able to get them back
as a repeat buyer again.
So what about your prospects?
Why aren’t they buying from you yet?
What would it take for them to give you a try?
An intro discount? testimonials/reviews from existing clients? A case study?
If you can, give it to them.
If you can’t, tell them why.
I refuse to believe that if you send these emails – to clients and prospects – that you won’t get a sales appointment or an order/sale as a result.
So much so that I’m going to make you an offer:
I’ll write 2 emails for you – 1 to lapsed/dormant clients and 1 to existing prospects
For just £149.00 – 50% now to keep us both accountable and 50% on completion (and including one rewrite) There will be a few questions you need to answer before we go ahead but that’s it.
Email firstname.lastname@example.org and we’ll go through it.