If your field service company is anything like my irrigation business then over the course of several seasons you can accumulate a lot of leads that never amounted to sales. Instead of focusing all your efforts on digging up new leads, take a look at those you have in the file cabinet or in your field service CRM.
Reconnecting with potential or ex-customers can be a great way to recycle some of your contacts. Maybe your potential customer opted for the lower bid from your competition, but has found that their service isn’t up to par. You would have no idea they are in the market for a new service company unless you take the initiative to send them a letter, give them a call, or at the very least, an email.
When reaching out to someone who may not immediately remember you, it is best to send something personal to jog their memory. Here are some tips to help you reconnect with lost leads:
- Face to face is always the best way to reconnect with someone, people don’t often remember names for too long, but will remember your face for years and years. Drop by their house next time you’re in the neighborhood on a job to see how things are going. If you can’t get meeting in person, try writing a letter.
- Ideally a handwritten letter with some personalization will help catch their eye. Send the letter in a greeting card envelope as oppose to a business envelope with printed letters and a junk mail look. Don’t start the message with, “You probably don’t remember me.” Give yourself the benefit of the doubt, you are worth remembering. Start by telling them where and when you met and under what circumstances. Inquire about changes in their work life since you last spoke and whatever it is you want to discuss. Don't oversell the reconnection. Short and to the point is the best approach. Then see how they respond.
- If a letter is out of the question, try a phone call. Leave a message if you don’t get an answer. But have a reason for the call. Don’t call and say “Calling to see if you’re interested in a new sprinkler system.” Instead, say something like “I remember last time I was at your property that your irrigation system wasn’t as efficient as some of the newer systems. I’m calling to talk to you about some of the latest water-saving features that are on the market – they can really save you money in the long-term.” Instead of positioning yourself as a salesperson, position yourself as someone who wants to help them understand what’s available.
- Let’s say you never had much of a connection to begin with, but would like to get your foot in the door with a potential customer. Try sending them articles or research pertaining to their business or if it’s a residential property, some kind of lawn and garden piece that could help dress up their home. Say something like, “I was reading this article and thought of you, I hope it is insightful and all is well in your neck of the woods.” Let them know you’re interested in their success and happiness. Send a couple more articles to get them familiar with your name and business, then give them a call and let them know what you have to offer them.
Creating a relationship with someone can be tricky. One of the biggest things to understand when trying start a relationship is that people only want to pursue relationships they have a positive experience with. No one wants to deal with boring or fake people. Be yourself, and be confident in yourself and your services.