When’s the Last Time You Talked to a Past Client?

Today’s Skill: Seeding the Farm

Today’s newsletter might end up being one of the shortest I do this year. But, I’m hoping it’s one of the most impactful.

Because here’s the hard and fast truth we likely don’t want to admit.

I’m not on the soap box. I’ve done it too often. I’m hoping you learn from my mistakes.

→ So, here’s your gut-check question:

Of all your past clients from the last 1-3 years, how many have you personally spoken to in the past 6–12 months?

It doesn’t have to be phone. Could be email, text, Linkedin exchanges. Literally, anything.

Unless things ended poorly (which is rare), most of those relationships probably just fizzled out. You wrapped up the project, said your goodbyes and life moved on.

Here’s the epiphany I had that I hope resonates with you:

Side note: If you’re Founder with a relatively new business, this still applies to you. You might have a smaller number of “past clients” or no past clients because you are so new, but that doesn’t mean you shouldn’t have a plan to keep these relationships alive.

Why Stay in Touch?

There are 3 simple reasons:

1. Because you’re human

   → A genuine “how’s life?” builds trust for the long haul. We don’t have to do a weekend getaway to let people know you care. A simple check in or congrats on something you saw they accomplished goes a long way.

2. Because they already trust you

   → They’ve seen your work. They know your style. (You’ve done the hard part!) Whether they need what you do now or in the future, you are “top-of-mind” when they are thinking about help that they need. You were a trusted resource before, why not again?

3. Because they know other people who might need you

   → The old stat of 88% of people will give a referral but only 8% ask, applies here. They may not need your help but know others who do. If you only show up when you want business that is a “takers” mentality. Be a giver.

Your Action Item

Just because you might have neglected past client doesn’t mean you can’t start reconnecting and sewing those seeds into the ground.

Don’t overcomplicate this. You’re not selling. You’re checking in.

Here’s your 5-step action plan:

1. Make a list of clients from the past few years.

2. Add your main contact from each company.

3. Check LinkedIn – Are they still there? What are they up to? Comment on a post or send a connection request if you haven’t already.

4. Send a short email (or if they aren’t there send it as a Linkedin direct message…video DM would be next level!)

   • Do 1-2 min of research on what they/the company have been up to.

5. Repeat - Build a consistent practice. 1 email a day = 30 a month. Before you know it you’re already through your list.

Here’s a simple email example you can borrow and edit:

Don’t automate this or add them to some random sales sequence. I’m talking about real human connection.

→ We don’t know what will come out of it but the answer is definitely “nothing” if we don’t try.

One Final Thought

Some of these folks might become clients again.

Some might refer others.

Some might just be great people to stay in touch with.

All of that starts with one message.

So open your CRM, pick a name, and plant the seed today. 

You can’t grow something if you don’t water it. (You know I love a good metaphor 😊)