Making history repeat itself

For today’s in-office exercise, class, we are going to start by pushing ourselves back about 12 inches from our desks. Now, plant your feet firmly on the floor in front of you and sit up straight, arms hanging beside you, fingers pointed toward the floor.

Now, I want you to slowly bend to the right until your right hand is about six inches from the floor. Feel the stretch through the small of your back on the left side? Not too much, now.

Okay, still with your fingers just off the floor, lean forward slowly—your right hand will naturally swing forward, as well. As it does, it will come into contact with the bottom-drawer handle. I want you to grasp that handle firmly and slowly lean back. Inevitably, the drawer will begin to open. As it does, locate a dusty old file called “Invoices.”

Once you’ve found it, grab it, throw it on the desk and get ready to make some money!

If you are like most businesspeople, your client list today is markedly different from your client list two years ago. Why is that? Did the clients move on because they were not happy? Of course not. They didn’t move on at all. You did. You did your work, you sent your invoice and you promptly forgot about them.

Big mistake.

These are people who already know and trust what you do, who already like your work and who have already proven that they are willing to pay you for it. There is no better potential client! Getting work from former clients does not involve a gut-wrenching cold call, a nerve-wracking sales pitch or a direct-mail letter that caused you to sweat blood.

Have you ever given to charity only to notice that your mailbox suddenly fills up with requests? The coincidence, to quote fiction writer David Brin, seems too perfect to ignore. These mailings come from people in companies or organizations that understand your importance to them. They understand that if you’ve given once, you’ve already been sold on their product, service or mission. By repeatedly mailing to you, they are just tapping into that predisposition.

A follow-up program—go ahead, make it formal—can provide not only a good source of work, but also some good referrals. Don’t be afraid to ask current and former clients if there is anyone else they know who might need your services. (If a referral pays off, don’t forget to make a thank-you call—yet another reason to remind them who you are.)

Finding one new client can cost hundreds of dollars in time and hard currency. Maintaining current clients can be as easy as a simple telephone call (or, at the very least, an email) that begins: It’s been awhile—I just wanted to say hello and remind you how easy I can make your life…

So, the next time you want to scare up some “new” business, dig up a few names from those old invoices. Just because they have already been paid doesn’t mean they should stop paying off.