Unsure how to begin a sales letter to past customers? Try these tips to gain back your business.
While working on your sales goal template, you realize that it’s been a while since you’ve addressed and tried to win back lost customers. But where do you begin? One sales goal you can create is starting a marketing campaign to write a sales letter to past customers. This approach is non-threatening and has the possibility to win you back sales that you might have previously believed were lost for good.
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Keep your content succinct.
When writing a sales letter to past customers, don’t be wordy. If a previous customer has already chosen to take their business elsewhere, they won’t invest the time needed to read the long copy in your letter or email. The more direct you can be with your letter, the better they will pay attention. If you need tips on how to write a sales email in under 150 words, we can show you how.
Personalization is important.
Regardless of the reasons your past customers took their business elsewhere, you won’t win them back if you don’t appear authentic in your sales letter. Often, letters that get addressed to “Dear Sir or Madam” find their way to the recycling bin without even getting read. Be sure to use your past client’s name in the letter, as well as any other identifying information you have access to, such as length of previous contract or type of products once purchased.
Be direct with your reason for contacting them.
If you’re going to take the time to reach out to previous customers, you need to get right to the point immediately. Be direct and ask them how you can go about winning back their business. Offer personalized discounts or suggest relevant products that may appeal to them. Often, salespeople worry that a direct letter will scare away previous clients, when instead they’ll usually appreciate your reaching out.
Looking for content suggestions? Try these ideas in a sales letter to past customers.
Let them know of any company changes: Have you recently brought new management on board after losing many customers to a poorly managed staff? If so, reach out with the good news. Previous customers will feel excited if you appear excited for change as well. Did you expand your office space or take on more staff? Many customers are looking for a more personalized service. Take advantage of any
Make amends for any mistakes: If you know that a past customer has chosen to take their business elsewhere because of a mistake on your company’s part, it’s time for a letter from upper management. Take responsibility for anything done accidentally or on purpose by your sales staff. Offer suggestions on how you’d like to improve your relationship and provide direct examples on changes you propose. This may mean a discount on future contracts or a change of sales staff.
Alert them of any sales: If you’re not sure what to say in your sales letter, try simply informing them when special sales come up that they may be interested in. This type of contact can easily be done by email, and sent at regular intervals. Just because they don’t respond to your first email, doesn’t mean the next offer won’t be more enticing to them.
Are you still sorting through scraps of paper to identify your lost clients? Are you ready to reach out to previous customers and be more proactive with your sales team? Invest in Blitz Lead Manager, and we can help you automate your sales emails, so past customers are easily identified and contacted. We’ll do all the automation and follow-up for you!
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Want sales email templates? Sign up for a FREE 30-day trial of Blitz lead management and sales automation software, and automate customer follow-up.
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What else would you include in a sales letter to past customers? Let us know in the comments section!