Raise Clients from the Graveyard

You know you have them…that multitude of past connections, possible clients, past customers, referrals and leads that led to nowhere.  They are all sitting in a “dead” file.

The Graveyard for Lost Connections

And like all graveyards, it is scary to roam around in there.  It can be disappointing to see all the people residing in your client moratorium.  You know there are lots of qualified clients, connections, referral partnerships and strategic business alliances in there.  The ones that got away.  Others that you let fall through the cracks. But how can you raise them from the grave?

Simple…reengage in conversation with them.  It’s not hard, but it is scary!

What if they don’t remember me?

What if they don’t answer my calls/emails?

What if I end up just being annoying to them?

Let me tell you a story…. about a year ago I helped a client do a ‘reengagement’ campaign for her business.  She was not completely on-board when we started.  In fact, she used every excuse in the book:

I am just too busy to deal with this strategy.

I am not interested in resurrecting past connections.  I have been-there-done-that-it-didn’t-work. 

If I try to reach them again, I will just annoy them and I don’t want to be a pest.

But, she committed to trying it for 3 months.  She connected on social media, sent an email, and followed that up with a personal phone call.  The results were astounding!

80% of the list reengaged with her on some level

27% became a client in the first 6 months of reengagement

AND – she received 28 referrals last year from people she raised from the “dead” file

Needless to say, she was thrilled!

Here are a few pointers if you want to start digging out those past connections:

Don’t use a generic or universal message. 

Stand out, be memorable, take the time to remember how you know them and reference that in your email/social media connection/direct message.  There is nothing easier to ignore then a message that feels like it was a “copy/paste”.  Yes, it takes a few extra minutes, but it is worth it! 

Avoid idle chit-chat or a recap of the latest sports scores or weather.  Instead, be up front and honest, state where you know them from, past communications, and the possible alignments you see in the future for both of you (concentrating on what is in it for them primarily).  And above all, avoid self-promotion, egotistical broad statements or unsolicited opinions directed at them or their business.

Use multiple channels.

Different people use different modes of communication.  If an email goes unanswered try a social media connection or a phone call.  If they don’t respond on social media, try sending a text. 

If you consistently show up and provide valuable content with every communication, you will not be annoying them and you will make a lasting and memorable impression.  It is about demonstrating your commitment to them and to your business and the relationships you build.  It is about continuously raising their awareness of you by staying in their line of sight.

Be a person of value and integrity. 

Send them a relevant article or tag them in a valuable post.  Invite them to a networking event you are planning to attend and help them expand their circle of influence by introducing them to yours. This is a GREAT way to show that you are a person of value, someone to know, and not just another salesperson trying to pry your way into their life.  But be GENUINE.  Re-build the relationship first, then if there is an opportunity to do business together or be strategic business alliances it will present itself.

Be sure you are not trying too hard.  This shows and is not appealing.  Don’t be a wolf in sheep’s clothing.  Be confident in what you do and what you can provide, including resources and connections you have that they might appreciate.  It isn’t all about the sale.  It is about the relationship.

Follow Up! 

Even if you receive silence back.  It is YOUR responsibility to follow up with them, not their responsibility to follow up with you.  Keep trying until you get a response.  Most likely it will take more than one or two attempts to fully raise them from the grave. 

One-Hit wonders happen, they just are not likely.  If you are receiving silence in return be sure to use ALL the communication channels available to you.  Mix it up.  Publish and article or two, some case studies or whitepapers, improve your messaging, find other interesting ways to provide value.  Don’t underestimate the power of a package, card, or handwritten note in the snail-mail.

One final thought, if you reach out and only hear back the silence of the night don’t take it personally.  People are busy, people get distracted, people need to be reminded that you are still there, and people sometimes just need more time to get to know the digital you before they engage with the real-life-in-the-flesh you. 

Make every communication attempt relevant, valuable, clear and confident so you earn their attention.  Once you have their attention, raising them from the Graveyard of Lost Connections is easy…dig out the calendar and find some time to meet with them in-person, either by inviting them to be your guest at an event, or meeting with them individually to put life back into the business relationship.