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Reconnecting with Clients This Holiday Season
November ushers in the falling of leaves, crisp breezes and the start of the holiday season. Beneath all the hustle and bustle, we somehow manage to pause for a moment and reflect on the blessings that surround us year round. While gratitude for your family and friends may be foremost on your mind, it's important to remember and acknowledge some of the biggest contributors to your professional and personal growth—your clients!
Many businesses send personalized thank you cards to past clients during the Christmas season and miss a great opportunity to grab a bigger share of the attention at Thanksgiving. If you send early, your clients will appreciate the message that you value their business and remember your card as the first received. Consider sending a hand-written note (especially to long-term or top tier clients) mentioning a product or service they have ordered previously to personalize your gratitude. Be sure to offer them direct contact information to discuss any current or future needs with you.
In this era of e-mail, chances are your clients will be both surprised and pleased with a handwritten, snail-mailed message. When was the last time you received a personalized "touch-base" greeting from a company you've done business with? Imagine how much it will warm the hearts of your clients this holiday season to see a personal thank-you message from you in their mailbox!
Statistics show that it is ten times more difficult to obtain new clients than to keep the ones you have and work for referrals. Make sure you let your past clients know at this opportune time of year that you are grateful for their business and would love to serve them again.
Here are some other ways to take advantage of the upcoming holiday season to reconnect with your clients and encourage repeat business:
Reward loyal clients with a special holiday coupon or discount
Secure long-term relationships by hosting a holiday-based event and inviting past clients
Launch a holiday-themed giveaway or contest
Include a complimentary gift with all orders
Offer gift certificates and other gift-giving suggestions for each of their recipients
Offer recommendations based on previous purchases to let clients know you understand their needs
Run a range of holiday-based promotions: Free shipping might be a huge benefit to some clients, while incremental discounts might work better for others
Create a holiday newsletter with a cheerful reminder to your clients of how much you enjoyed working with them this year. Include seasonally relevant, helpful content such as shopping tips, recipes, traditions, etc.
Make a donation to a nonprofit on their behalf. You clients will appreciate the gesture, and, with so many nonprofits struggling this year, it's a great way to stretch your donation dollars.
Contact them one-to-one. Pick up the phone and talk to them about what's been going on in their business and discuss any promotions or products you have that might peak their interest.
Before you go out seeking new opportunities this holiday season, reconnect with past clients and offer them something special. They are far more likely to hire you or utilize your new products and services than people who have never worked with you before. While these types of promotions and events can be time-consuming, you can expect a significant return on your investment. Chances are if you re-establish your relationship in a personable, unique way, you will uncover powerful opportunities to work with past clients again and discover new prospects and referrals.
