Remember Me? Turn Old Customers Into New Ones...

Over the past week, I've gotten emails from a former boss, an old college classmate, a long lost acquaintance, and an extended family member. None of which I had heard from in years.

It was fun to hear from them -- mostly.

Most of them found me through LinkedIn [Linkedin.com] (kind of Facebook for business).

Two of the four were job hunting.

Today, to get work, many people are relying on networking -- social networking online -- to find leads. Sometimes that means digging back. Way back.

In the same way, your customer database can help you dig deep.

You may not think of contacting old customers, or even recent customers. You may assume old customers have become disloyal or that recent customers already have your product and don't need to hear from you. But think again.

Old customers may be waiting for a welcome back and be glad to hear from you. (I would jump if my old phone company contacted me.) Recent customers may be a great source for referrals. Or maybe they're ready to step-up to your next level product or service. Or maybe they dropped and broke your tool and need another. Or maybe they want to buy one as a gift/ Who knows what they're thinking?

Let me remind you it is infinitely more cost-effective to keep in touch with new and old customers than to convert a prospect into a new customer.

An email or simple postcard mailing can go a long way to turning a business database into business.

Now if you'll excuse me, I've got some catching up to do...

Takeaway: Much in the same way it's easier to renew old friendships that to start new ones, it's easier to win business from existing and former customers.