How to reconnect with past clients without sounding salesy

5 min read · Garner Desk

Your past clients already know you, already trust you and already know what you charge. They are the easiest work you will ever win. Yet most owners go quiet the moment a project ends, then feel awkward getting back in touch a year later.

Here's how to stay in touch in a way that feels natural, for you and for them.

Why past clients go quiet

It's rarely because they were unhappy. Usually they're busy, they assume you're busy, and nobody has a reason to start the conversation. Meanwhile, when they need help again, they hire whoever is in front of them that week. Your job is simply to be one of the people in front of them.

Six good reasons to get in touch

1. An anniversary. "It's a year since we finished the project. How's it going?"
2. Something you saw about them. A new hire, an award, an expansion. Congratulate them.
3. Something useful. An article, a tool or an idea that genuinely relates to their business.
4. A change on your side. A new service that solves a problem they mentioned before.
5. A question. Ask their opinion on something. People like being asked.
6. No reason at all. "You came to mind today and I wondered how things are." Honest and surprisingly effective.

Three messages you can copy

The anniversary

Hi Mel, it's been about a year since we wrapped up the new website, and I was wondering how it's working for you. Anything you'd change now you've lived with it?

The congratulations

Hi Raj, saw the news about the second office. Congratulations, that's a big step. Hope the move went smoothly.

The useful thing

Hi Claire, this reminded me of what you said about chasing late invoices last year. Thought it might be useful: [link]. No need to reply.

Notice what's missing: no "just checking if you need anything", no pricing, no pitch. If there's work, they'll tell you. If they reply, the conversation is open again, and that's the win.

How often

Every two to three months for your best past clients, and at least once a year for everyone else. More than once a month starts to feel like marketing.

What not to do

• Don't add them to a newsletter and call it staying in touch. A mass email isn't a relationship.
• Don't apologise for being out of touch. Just pick up where you left off.
• Don't pitch in the first message. Re-open the conversation first.

Make it a system, not a guilty feeling

The reason most owners don't do this isn't that they don't want to. It's that nothing reminds them. Put every past client in one list with a "Last contact" date, and spend 20 minutes a week contacting the five who've been quiet longest. Our guide to organising scattered leads shows how to build the list, and our follow-up templates include a referral request for when the timing is right.