The last year and a half with the COVID pandemic has been highly disruptive, breaking relationships and forcing distance between people in all facets of life.
Business hasn't been excluded from that effect.
That's why it's more important now to reintroduce your products and services to clients and remind them that you exist, you can help, and you're available for them.
Remember, out of sight is out of mind; clients forget why they used a service when there's a lack of contact and frequency. And that leaves room for your market to erode and someone else to fill the gap if they happen to be present.
5 Ways to Reconnect to Your Audience
1. Be Proactive
Part of reconnecting means being proactive and reaching out again, even without an invite.
A client will be fine with communication most of the time, noting they forgot how much they relied on your service. Use that opener to remind them how valuable your support was for their needs. Even if they don't need an order right away, get your presence and recognition back on their radar with a simple meet and greet through direct mail or an office visit.
2. Take the Blame for the Disconnect
Blame yourself for not staying in touch instead of letting the client feel guilty.
With so much happening, the last thing anyone wants is to feel criticized for not staying in contact. Instead, carry the blame and let them feel better about the disconnect, as well as note that you're making amends and reaching out again.
It reframes the discussion, making the client feel comfortable and noting you want their attention and communication. You want them to feel valued.
3. Reposition Your Value
Clients can begin to forget why partnerships and support relationships existed.
As clients come back into the office again, you want them to remember why they used your service in the first place. Don't let them guess, show them and reinform again.
4. Make Sure Contact Info is Updated
Most reconnects are not about a sale; they are about re-establishing a relationship.
Ideally, you want the client to have the latest means and contact info to reach out when their need is realized, and they have to act on it. People are more prone to work with a tried and true path. Make sure they have your current information, and it's readily available to them.
5. Remind Your Clients Why You Appreciate Them
If one of your clients generated a referral over the last year, let them know you appreciated the help and support.
By communicating your gratitude for a referral or past sales, clients will likely do business with you again and send new referrals, both activities positively affecting your bottom line.