Many businesses are so busy and so focused on trying to generate sales from new clients that they often forget to look in one of the easiest places - their dormant clients. Would it surprise you to know that there could be "˜hidden gold' within your dormant clients?

We classify this group as clients that have used your products/services in the past, been happy with the results, but you've not heard from them since.   Do you wonder why your clients don't keep in touch after you've successfully sold to them? Maybe they're waiting for you to call them.

Here are our 8 Great Ideas why you should make it a priority to keep in touch with Dormant Clients:

1. They are easier to sell to because they know who you are. Because they will recognize your name or product/service, it will be easier to get past receptionists/gate-keepers and build on the foundations that you have already established.

2. It costs between 3-7 times more to recruit new clients than retain existing ones. This is a key reason why you should contact your Dormant Clients.

3. They may not be aware of your full range of products/services so it provides an opportunity to tell them about your whole range, establish a problem you could solve and cross-sell.

4. The person you originally sold to may have left or changed role, so you need to update your contact information to ensure you're talking to the right person.

5. Establishing why they've not continued to buy from you might highlight key business issues that you need to address such as poor customer service, pricing/costs, delivery problems etc.

6. It's an opportunity to say "˜thank you' for the business that they have given you. How often do we hear a company say that?

7. It's a reminder that you are still here and trading, should they require your products/services in the future.

8. It's an opportunity to tell them about company developments: new staff, new premises, new products / services etc.

If you don't have access to an up to date list of your past, dormant clients then ask your accounts department to generate one or look up old invoices for contact details and generate a database that you can work with.

If you're uncomfortable contacting dormant clients, especially to ask why they've not bought from you again or you feel that these dormant clients wouldn't honestly talk to you about their reasons, DJR Marketing can help. Because we are independent, we can often find out the real reasons why dormant clients have not repeatedly purchased from you.

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