Money From Past Customers...

19 replies
I once heard an interesting story about a man who made a great living while touring all round the USA.

He used to drive around with his wife in one of those huge motor homes. Every time he got to a new town, they'd park up and then he'd contact all the dentists there.

He promised them he could increase their business with a certain tactic, which he'd put into motion for free inititally.

All he asked for was a percentage of any increase in business he could bring them.

And all he did was trawl through their customer database and re-activate past customers. He'd send them an enticing letter, tempting them back to that particular dentist.

What's more, he made several hundred thousand dollars per year for what was really very part time work!

So last month I did a little test with this on one of my businesses (an offline one dealing in property maintenance). I deal B2C and January's a bad month, what with people having no money after Christmas.

I got a list of past customers together, knocked up a very short letter and sent it out to just 13 people. Plus I rang just 4 more.

Result...£1850 worth of business I wouldn't have otherwise got!

There's got to be an opportunity here, doing what the dentist guy did.

I'd love to hear from anybody who's done this in the past or who are doing it now and how it's working for you. If you have any other helpful tips, that would be great too.

Tim.
#customers #money #past
  • Profile picture of the author ronrule
    Yep, I do this all the time for my eCommerce clients. The first sale is the hardest, they don't know you yet. Subsequent sales are easy - it's why the big companies do monthly printed catalogs.
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  • Profile picture of the author vndnbrgj
    I do this for my clients as well in my "Get Them" step. (Step 2)
    I do if for free initially as well, for the first client in a niche.
    Then get paid a percentage on the backend, just as outlined above.
    I have an agreement that licenses my re-activation materials. So every 6-13 months, depending on the niche, we can do it all over. However they can't use my materials without paying me.

    I also modify this for a clients exisiting customers as well as their prospects.
    You may or may not be suprised how many don't have an effective strategy for bringing in prospects.
    Please keep in mind prospects, not suspects. Suspects are the clients target market. A whole different strategy. Here, I am talking prospects. Those that raised their hands and said they were interested in a clients products/services but have yet to become a customer.
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    • Profile picture of the author sirblade
      This is such a brilliant evergreen service to offer clients...

      When you say that you offer the service for free,does that mean that you are paying for the printing and postage as well as providing the Reactivation materials?

      Cheers,

      Steve
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      • Profile picture of the author Tim Bazley
        I've not done this apart from a tiny test for one of my own businesses.

        Not sure what the guy I was talking about did about the printing / mailing costs, he probably got the dentists to pick that up. I just meant his initial consultation was free.

        Originally Posted by sirblade View Post

        This is such a brilliant evergreen service to offer clients...

        When you say that you offer the service for free,does that mean that you are paying for the printing and postage as well as providing the Reactivation materials?

        Cheers,

        Steve
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      • Profile picture of the author vndnbrgj
        Originally Posted by sirblade View Post

        This is such a brilliant evergreen service to offer clients...

        When you say that you offer the service for free,does that mean that you are paying for the printing and postage as well as providing the Reactivation materials?

        Cheers,

        Steve
        Just as Tim said. Your consultation is free. Setup is free.
        You still get paid 10%-20% on profits brought in.
        Any and all costs, such as postage and printing, are seperate.
        Depending on how you negotiate, those are either completely covered by the client or its taken out of sales generated.

        You can either do every setup for free and charge just the percentage.
        Or you can do 1-3 for free in a niche, then charge others in the same niche 500-$5000 for setup plus a % of the sales.
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        Life Begins At The End Of Your Comfort Zone
        - Neale Donald Wilson -
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        • Profile picture of the author sirblade
          Cheers guys...thats what i thought.

          thanks for the quick answers..
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      • Profile picture of the author Richard Tunnah
        Originally Posted by sirblade View Post

        This is such a brilliant evergreen service to offer clients...

        When you say that you offer the service for free,does that mean that you are paying for the printing and postage as well as providing the Reactivation materials?

        Cheers,

        Steve
        Steve,
        As stated I always charge a retainer (upfront fee) then a percentage of net profit I generate the business. The costs involved in mailing are deducted from the gross profit as costs. I do not do any mailings for clients as this is their part of the agreement. I provide an enticing sales letter and follow up, they mail them when I advise them to do so.
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  • Profile picture of the author Richard Tunnah
    Tim,
    Customer reactivision campaigns are a big part of my income. I would never not charge an upfront fee though as many will do jack with your campaign if they have no money down. It'll go on the todo list sometime and sometime will never come!
    As already stated you need a few clients to snowball it.
    Check out Bob Serling and Sohail Khan as big players doing this if you want to learn more.
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  • Profile picture of the author SashaLee
    Hi there,

    Great thread. Just goes to show you what a little action can accomplish.

    Well done,

    All the best,

    Sasha.
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  • Profile picture of the author Marta K
    I was thinking about reactivation -direct mail- being my main product, as well as retention meaning email:-) I'm tired of doing websites, because somehow everybody expects that SEO should be part of the deal, ongoing one as well as free... sorry, just ned to went.

    Does anybody had any success here with ofering it as paid service straight away?
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    • Profile picture of the author sirblade
      Hi Richard - thanks for the great info..

      If you don't mind me asking, is your follow up after the initial sales letter a phone call or an email..or even another mailing?

      Cheers

      Steve
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      • Profile picture of the author Richard Tunnah
        Originally Posted by sirblade View Post

        Hi Richard - thanks for the great info..

        If you don't mind me asking, is your follow up after the initial sales letter a phone call or an email..or even another mailing?

        Cheers

        Steve
        It's another mailing if they mail their past clients/customers or another email if they have an email list.
        My letters are adapted from Bob Serling coaching I took 3/4 years ago now.
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  • Profile picture of the author BizManRobert
    Originally Posted by Tim Bazley View Post

    I once heard an interesting story about a man who made a great living while touring all round the USA.

    He used to drive around with his wife in one of those huge motor homes. Every time he got to a new town, they'd park up and then he'd contact all the dentists there.

    He promised them he could increase their business with a certain tactic, which he'd put into motion for free inititally.

    All he asked for was a percentage of any increase in business he could bring them.

    And all he did was trawl through their customer database and re-activate past customers. He'd send them an enticing letter, tempting them back to that particular dentist.

    What's more, he made several hundred thousand dollars per year for what was really very part time work!

    So last month I did a little test with this on one of my businesses (an offline one dealing in property maintenance). I deal B2C and January's a bad month, what with people having no money after Christmas.

    I got a list of past customers together, knocked up a very short letter and sent it out to just 13 people. Plus I rang just 4 more.

    Result...£1850 worth of business I wouldn't have otherwise got!

    There's got to be an opportunity here, doing what the dentist guy did.

    I'd love to hear from anybody who's done this in the past or who are doing it now and how it's working for you. If you have any other helpful tips, that would be great too.

    Tim.
    Hi Tim

    I wonder if that '' man who made a great living while touring all round the USA.'' was none other than Jay Abraham in his early days...LOL

    Richard has mentioned Bob Serling, I have Bob's ''Million Dollar Licensing Course'' And I can tell you it is EXCELLENT

    One of the best parts of this course is the ''re-activation of past customers'' a step by step strategy to show a potential business how to properly contact their old clients, using a very persuasive letter with an enticing offer/discount that gets them back buying again.

    I don't think the above course is available any more, however you can always keep an eye out on ebay...

    The other thing I wanted to mentioned was that I believe Bob Serling learnt this by studying Jay Abraham, for those that don't know Jay is giving a lot of his materials away for a short time check out below:

    Code:
    http://abraham.com/gifts/thankyou.html
    Down load everything here from this Master Genius...Even if you have to buy a new hard drive...its pure GOLD
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    ''Discover How To Make $19,289 In Just 30 Days From Biz Owners Begging You To Take Their Money!''

    "Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. And most important, have the courage to follow your heart and intuition." ~ Steve Jobs (RIP)
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    • Profile picture of the author Tim Bazley
      I'm not sure who the guy was, but got the impression he was an older semi-retired person.

      Thanks BizmanRobert, I'll be checking out those recommendations.
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    • Profile picture of the author Richard Tunnah
      Originally Posted by BizManRobert View Post

      Hi Tim

      I wonder if that '' man who made a great living while touring all round the USA.'' was none other than Jay Abraham in his early days...LOL

      Richard has mentioned Bob Serling, I have Bob's ''Million Dollar Licensing Course'' And I can tell you it is EXCELLENT

      One of the best parts of this course is the ''re-activation of past customers'' a step by step strategy to show a potential business how to properly contact their old clients, using a very persuasive letter with an enticing offer/discount that gets them back buying again.

      I don't think the above course is available any more, however you can always keep an eye out on ebay...

      The other thing I wanted to mentioned was that I believe Bob Serling learnt this by studying Jay Abraham, for those that don't know Jay is giving a lot of his materials away for a short time check out below:

      Code:
      http://abraham.com/gifts/thankyou.html
      Down load everything here from this Master Genius...Even if you have to buy a new hard drive...its pure GOLD
      Yes that's the course (and coaching) I got from Bob. I believe he's about to release an updated version of the course for around $4k. Here's a link to Bob's site with various courses on it.
      Profit Alchemy

      Ps. Jay Abraham was the original master of licensing as you say. There's loads of his stuff of youtube. Worth a watch.
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      • Profile picture of the author BizManRobert
        Originally Posted by Richard Tunnah View Post

        Yes that's the course (and coaching) I got from Bob. I believe he's about to release an updated version of the course for around $4k. Here's a link to Bob's site with various courses on it.
        Profit Alchemy

        Ps. Jay Abraham was the original master of licensing as you say. There's loads of his stuff of youtube. Worth a watch.

        Hey Guys...

        Just found this by Bill Glazer / Dan Kennedy.
        Looks very interesting...

        Code:
        http://store.dankennedy.com/lost-customer-blueprint.html
        It's a cheaper alternative Bob Serling's new course for around $4k...

        Oh by the way I'm NOT Bill Glazer or Dan Kennedy...LOL
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        ''Discover How To Make $19,289 In Just 30 Days From Biz Owners Begging You To Take Their Money!''

        "Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. And most important, have the courage to follow your heart and intuition." ~ Steve Jobs (RIP)
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  • Profile picture of the author misterme
    The guy who reactivated dentists lists was a dentist himself. He'd negotiate with the dentists to work the office on that dentist's day off, and he'd have the patients come in on that day with a special offer. Obviously he had to have great credentials.

    The demographic of dentist he'd approach with this offer was critical too: seeking older dentists who weren't interested in working more themselves but sought immediate ways to create income they could squirrel away now for their impending retirement. All of this plays a part in the success of that idea.
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  • Profile picture of the author TopKat22
    Not just in activating past clients but I've gotten all my local business from not charging upfront but getting a percentage instead. That gives them a no lose deal and I end up making a lot more.
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    44 days in and we broke the $10K a month recurring bench mark.

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  • Profile picture of the author NewParadigm
    great idea, most people are afraid of rejection/contacting past customers, so they don't do it, even the business owners.
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