How to bring back inactive clients

The Dime, originally uploaded by "Mr. W".

"It costs dollars to attract a new client; and pennies to keep them."
                                                            - Anonymous

As the news media heats up doomsday stories about  recession, and decreased consumer spending and higher interest rates, it hard not to start worrying about what to do new or differently to keep your schedule full.  Don't fall into the easy and dangerous trap of offering cash discounts, this can only lead to lower profits and attracting the wrong clientele.

If you don't already, this is an excellent time to start communicating with inactive clients.  These are clients that you have not seen in two or more months...and do  not have anything booked in your schedule.   Rather than a one time contact, plan on a series of communications that will clearly demonstrate that you want them back. 

I have developed the four steps to re-activating inactive clients.

Step 1: Create your inactive client list.
Here is where having a client management system comes in handy as you can automate this report.  However, you can also do this manually by reviewing your books.  Update this list every three months.

Step 2: Define your communication strategy.
Are you going to email them? Mail a card, letter or postcard?  Call them? What ever it is, the best option is to automate this for all contacts. Leaving it up to individual contact might work if you are small, but too often the task of contacting everyone one by one is too overwhelming.  It is likely not to get finished ...or perhaps started!

Automated emails.  The most inexpensive, but not always the most effective, method of encouraging clients to call in and book an appointment. Consider Constant Contact or Vertical Response.

Automated direct mail.  Whether this is a letter, card or postcard this is an excellent way to reach your clients.  When the mailed piece supports an email  or other communication mehtod, this can be very powerful.  Consider SendOutCards or Vertical Response for automated options.

Automated voice broadcasting. Using a phone broadcasting service, you can send an automated message to your inactive clients.  The cost per call is similar or less than mailing a  postcard.  You may have received these types of calls from your school, political party or a mortgage broker.

You can choose to send all three (or more) communications in one way, or shake it up and do a combination.  I recommend the following series of communications for highest effectiveness.

1. Email #1 & Postcard/Card #1 sent out the same day
2. Email #2 & Postcard/Card #2 sent out 9 days later
3. Email #3 & Phone call #1 sent out 9 days later.

I bet you are wondering if this is overkill...that it would pester someone to receive all these communications from you?  While there are very very very few amount of people who will actually read  everything you send them, it is much more likely that only a small portion of your communications actually connect with your clients.  Repeating it is critical for increasing your success rate!

Step 3: Plan what you will communicate.
Now that you have your plan on "why" "who" and "how," lets talk about "what."   First off, avoid paying them to return.  Just say no to discounts.   The main objective of this campaign is to invite them back to receive more of your wonderful service.  In your communications, be sure to encourage them to schedule an appointment today -- either online or by phone.  Your secondary objective is to make them aware of your referral program.   Even if they aren't ready to return, you want your communications to be polite, pleasant and no pressure.  They still talk about you, even if they don't come in. 

Step 4: Treat them like a VIP when they come in.
Even though you didn't promise a perk, try to include a low cost special thank you for coming in.  Perhaps an upgraded peel on a facial, or a complementary deep tissue upgrade on a massage.  Let them know you appreciate them and it will go a long way to further build their loyalty.  Then follow-up with a check-in phone call and thank you card to complete the full customer experience (and remind them again of your referral rewards.)

Following these steps every three months insures that you don't lose touch with your most valuable business asset: your clients!