Your Past Customers Didn't Leave. They Forgot You.
If a past customer hasn't called in a year, you probably think they found someone else. Most of the time, they just forgot your name. The fix isn't a discount. It's one message about their last job.
Past customers usually don't stop calling because they're unhappy. They forget your name. When they need you again a year or two later, they search online and call whoever shows up first. The fix isn't a discount blast. It's one personal message with a reason that's about their last job, like the part of the work that usually needs attention next.
If a past customer hasn't called you in a year, you probably think they found someone else. Most of the time, they just forgot who you are.
Past customers are the warmest of the five free client sources. They already hired you. They already trust you. And for most businesses, they're the most ignored list in the building.
Why don't past customers come back?
Quick question. What was the name of the last plumber you hired?
Most people can't tell you. They were happy with the work. They'd hire them again. They just can't remember who it was.
That's your past customers too. They hire you, they're happy, and a couple of years go by. Then they need you again, they can't remember your name, so they search, and they call whoever shows up first.
You didn't lose them. You just stopped being the name they remember.
This matters more than most owners think. Repeat business is one of the five numbers that drive your revenue, and it's the only one where the customer already trusts you. How to get repeat customers covers why it pulls the other four numbers up with it.
Why the discount blast gets deleted
What do most businesses do about it? They send a blast. "We miss you. Come back and get 15% off."
That looks like marketing, so it gets treated like marketing. Deleted.
The discount also tells them two things you don't want them hearing. Work must be slow. And if they wait, there'll be another deal.
If you send a newsletter, keep it. It keeps your name around. But it doesn't give anyone a reason to call this week.
What actually brings past customers back?
A reason. And the reason has to be about their thing, not your thing.
Here's the question to ask: what usually comes next after the job you did for them?
- For a door company: if we replaced a door two winters ago, the weatherstripping is probably wearing out. And if one door in the house was sticking, odds are another one is too.
- For a roofer: the first big storm after the job.
- For an attorney: a life change. A new baby, a new business, selling a house.
- For commercial work: the contract renewal or the annual inspection.
- If your work repeats on a schedule, it's simpler. It's just time.
Then the message writes itself:
"Hi Sarah, it's Jared from The Door Fixer. We replaced your back door about two years ago. Around now the weatherstripping usually starts to go. Want me to take a quick look while we're in your area?"
That's not a promo. That's someone who remembers your house.
Who to contact first, and how
Pull twenty past customers. The ones you liked working with, and the ones with the bigger jobs. Start there.
Reach them the way they used to reach you. If you texted back and forth, text. If they always called, call. A phone call works better than most people expect.
If someone says they're not interested, thank them and take them off the list. That's it.
What to honestly expect
Most people won't reply. That's normal. Some will say not right now. A few will book. And a few will say, "Actually, my neighbor needs this," which is a referral you didn't even ask for. If you want more of those on purpose, here's why happy customers don't send referrals and the one sentence that changes it.
Make it a habit that doesn't depend on you
Once you've done one round yourself, turn it into a system. Every finished job gets a date for when the next need usually shows up. If you have a CRM, that's exactly what it's for. It tells your office who to reach out to and when. The message still sounds like a person, because a person sends it.
If your business has been stuck at the same number, look here before you spend another dollar on ads. With lead costs climbing every year, the people who already said yes to you once are the cheapest clients you'll ever get.
FAQ
Why don't past customers come back?
Usually not because they were unhappy. A year or two after the job, they need you again, can't remember your name, search online, and call whoever shows up first. You didn't lose them to a better competitor. You stopped being the name they remember.
Should I offer a discount to win back past customers?
Usually not. A discount blast looks like marketing, so it gets treated like marketing and deleted. It also signals that work is slow and teaches customers to wait for the next deal. A personal message about their last job works better.
What should I say to a past customer?
Give them a reason that's about their last job, not your slow week. Ask what usually comes next after the work you did, then say it. For example: we replaced your back door about two years ago, and around now the weatherstripping usually starts to go. Want me to take a quick look?
How do I reach past customers without being annoying?
Start with twenty you liked working with, reach them the way they used to reach you, and keep it personal rather than promotional. If someone says they're not interested, thank them and take them off the list.
Related reading
See what your repeat leak is costing you
The Revenue Leak Calculator shows what past customers who never came back are costing you, next to the other four numbers. Two minutes, and it's free and there's nothing to sign up for.
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