- To advise your past clients and sphere of influence that your offices have relocated or you’ve changed companies.
- To reconnect with your past clients or sphere of influence and advise that you’ve changed companies.
- Invites recipients to contact you using your new contact information.
- Increases the opportunity for repeat business and referrals.
- Sets expectations for consistent future communication (Reconnect Letters).
STEPS TO SUCCESS
The best way to learn and implement this strategy is to review the information twice:
First to understand the overall process.
Then to follow the instructions step by step.
- If you are implementing either or both Reconnect Letters, we recommend that you first clean and segment your database.
- Schedule a block of Remodel Time to create and send your letter(s).
1. Access the appropriate template for your situation:
a. Office Relocation Letter.
b. New Company Letter.
c. New Company/Reconnect with Past Clients Letter.
d. New Company/Reconnect with Sphere of Influence Letter.
2. Send your edited letter to firstname.lastname@example.org. The Support team will place the Letter in myClients and assist you with the mail merge when you're ready to print them.
3. Print the letter on your business letterhead and enclose several new business cards.
4. Sign each letter by hand.
5. Hand-address each envelope.
6. Use a first-class postage stamp (versus metered postage).
7. Mail the letters.
Track your results using this Excel spreadsheet.
1. Follow up your Reconnect letters with a value-added phone call using the Permission to Follow Up script:
"The reason I’m calling is I’d like to stay in more frequent communication with you. (pause) And, I would like permission to send a few things to you every month. And then, I’ll check back with you in about 60 days to see if what
I’m sending you has enough value that you’d like to continue to receive it."
2. Follow up your other letters with a value-added phone call using one of the following:
a. “Great Opportunity” script.
b. “I Have Time…” script.
c. Making Relationship-Focused Telephone Calls strategy.
d. “Next Time” script.
3. After mailing the Reconnect Letter(s), schedule sufficient time to put together at least one monthly mailing so you can follow through on your commitment to keep in touch. Call your Coach to discuss the best strategies to implement next.
TIPS AND CAUTIONS
- The Office Relocation Letter and New Company Letter assume you’re in ongoing communication with your past clients via your Evidence of Success Postcard, Letter From The Heart, Client Newsletter, and/or other regular touchpoints.
- Handwrite the addresses on your envelopes; people are far more likely to open handwritten envelopes.
- Handwrite a personal note in the margin of the letter (trashing) to further personalize your letter.
- In the Reconnect Letters you say you’ll be in touch regularly; you must keep your word in order to be referable.
- People who receive your letter(s) acknowledge you by phone, email, or in person.
- You receive referrals.
- First-class postage.
- Business letterhead stationery.
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