Guest Contributor: Rene, VITAL Guide, explains how consistency, not constant chasing, is the real engine behind profitable, resilient businesses.
Last week I told you to pull your client list. If you actually did it, good job. If you didn’t, then you’re the reason marketing companies stay in business.
If you did the work, it’s time to use it. Start by sorting the list with your highest-spend clients at the top. Then skip anyone you’ve worked with in the last six months. They’re still warm. What you want are your big past clients who haven’t heard from you in a while. These are your low-hanging fruit. They already know you, trust you, and probably have systems that could use some attention.
Now, pick five names. Don’t make this complicated. Just five. And here’s what you do next. Call them. But don’t call to “check in” or “see how things are going.” That’s code for “I want to sell you something.” Instead, try this:
“Hey [Client Name], we are going to be in your area next week and thought we’d stop by for a quick system check. Just making sure everything’s still running the way it should. No charge, just something we like to do for our long-term clients.”
That line works because it’s not a sales pitch. It’s service. It says, “We still care.” And then you actually go. On site. Not a phone call, not a Zoom, not a “let’s schedule something later.” Send someone. Preferably your best technician. Not the guy who grunts when spoken to, but the one who can hold a conversation and build trust.
