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Why It's Important to Call Your Past Clients... Now!
If marketing dollars are being reduced as part of an effort to help the business survive, calling past clients is a simple thing that can generate leads and keep the marketplace aware of the company.
Right now, many businesses have virtually nothing to do. Some communities think remodeling is an essential business and others don't. More and more are thinking it isn't.
The production staff is on short time or has been laid off. The office staff is down to very few people. There isn't much to be done.
The company is likely looking for ways to reduce its overhead. Marketing is often a target.
If marketing dollars are being reduced as part of an effort to help the business survive, what can be done that will generate leads and keep the marketplace aware of the company?
Call your past clients!
It's that simple. "Okay, Paul, easy for you to say. What exactly does that look like?"
Past Client (PC): "Hello."
Remodeling Company Staff Member (RCSM): "Hi, my name is Julia and I work at Advanced Remodeling. I'm calling because you are one of best past clients and we are checking to see how things are going for you in this time of uncertainty. Do you have 10 minutes or so for a chat?"
It's important to speak in a caring tone and not speak too quickly. Remember to look in a mirror as you do these calls, as it can help you stay engaged. The feeling you want to create in the past clients is that your day is better because you're talking to them.
PC: "Yes, I do, as I'm not going anywhere soon! What a nice thing for Advanced Remodeling to do!"
RCSM: "Thank you! We care about you and the other wonderful clients we've been fortunate to have. And we want you all to know that. How has life been since the stay-at-home order went into effect?"
Just like you and your employees, your past clients are living in a new world with less to do than any of us can imagine. Contact from any other human being is a welcome distraction. Give your attention to someone and they will like you more.
PC: "It wasn't too bad the first couple of weeks. Lately, though, I've had some challenging days. Your call came at the right time, as I was sitting here wondering what to do next. By the way, how is Advanced Remodeling doing? I'll never forget how pleasant it was to work with you all."
RCSM: "How nice of you to ask! We, too, are looking to return to normalcy and are not sure when that will be. We're working to keep our employees and current clients safe in the meantime. By the way, we're curious about what good clients like you tell your friends about the experience of having us do your kitchen remodel. Would you mind telling me?"
Your goal here is to get the client to bring your company and their memories of the remodel closer to top-of-mind. Nothing else. You are not selling anything. You simply want them to be more likely to pass some of the endless time they have telling their house-bound friends how smart they feel having had your company work for them.
PC: "I'll never forget how kind everyone was, in particular, Richard. Richard was so thoughtful. He made our day brighter."
RCSM: "What a wonderful thing for you to say! Yes, Richard is one of the best people. Waht exactly did Richard do that made such a good impression?"
PC: "He was kind to all the subcontractors. He never raised his voice, even when a problem arose. Our dog, Scotty, soon began anticipating Richard's arrival! It was like Richard was more appealing than my spouse and me! And we had been so afraid of having the remodel done because Scotty is somewhat unpredictable when it comes to new people in our home."
The key here is to probe, to find out what made your past client feel so good about your company. Express appreciation for the kind words offered by the past client and then ask a clarifying question or two.
The way Richard treated the past client's dog meant more to her than the actual kitchen!
Likely, if the call has gone well, your past client will not be soon to leave it. So how do you do a gentle close?
RCSM: "That is just like Richard. We are so lucky to have him as part of Advanced Remodeling. Thank you so much for taking my call and our chat. Is there anything in particular you want to let me know before our call is over?"
PC: "Thank you so much for reaching out to me! I think of all you often. I remain so grateful for all you did for us. And I never think of reaching out to let you know. That will change now! And I'm going to tell my friends about your call!"
RCSM: "That makes me feel so good! Please do stay in touch. Would you mind if I reached out to you in a couple of months, hopefully after things have started to settle down?"
PC: "I would like that very much! Talk with you then."
Now your past client has a nice experience in the midst of all the uncertainty we are living with, something to share with her spouse and her friends as the days go by slowly.
And you have a reason to stay in touch, being available when things start to settle down, to help her or a friend of hers with a remodeling project.
Make notes of your call and reference the notes when you call her back. People love it when someone remembers what they said.
There you go! That is what it often looks like when you start calling past clients.
Not everyone will want to talk with you. That's okay. The point is to reach out and given them the opportunity to relive their experience with your company. Give it a try. You have nothing to lose and a lot to gain!
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