Hunting for new clients is difficult and expensive. Marketing tries to drive people who are seeking our solution to our door through the website, advertising, search words and SEO. That all costs a lot of money and the success ratio can be quite low. We attend networking events and these usually cost money too. Now our most fundamental sales goal is not a sale. We are desperately looking for the reorder. If we can get that, it means we don’t have to spend any more money on getting this client on board. We can amortise the acquisition costs across a stream of orders which brings our per buyer acquisition costs down substantially.
Another source of clients are clients. These people have bought from us in the past, but the trail has gone cold. Maybe they stopped and never resumed because of an internal crisis around money and they had to cut costs. Perhaps our champion got moved and their replacement has their preferred list of suppliers and we are not on their list. Maybe we screwed up an order and got cut. There are so many reasons to have lost touch with a buyer in Japan. It is made more difficult here because of the rotation of staff through different sections of the company, as they try to create an army of generalists.
Trying to get back on the bronco after having been bucked off is extremely tough. The people there now may not remember us at all. In effect, this becomes a cold call and we have to start again. We need some powerful tools to get back on their buying list.
Hopefully, we have a good record keeping system and we can pull up what we supplied previously, how long they were our client, who we were dealing with on their side etc. We will need to reference all of these details to gain credibility as a supplier. If they have never done any business with us, then there are many hoops to jump through, whereas being a previous supplier clears a lot of those hurdles.
We may have introduced a new product or solution since we last communicated. Often, we may have numerous solutions and they only selected one, when in fact we can solve a broad range of issues for them. This is the time to introduce any new products and also the range of existing products to them. What wasn’t required before may now be of interest. Perhaps a rival supplier isn’t doing a great job and we turn up as an alternative.
If we have something we can demonstrate or show as a solution that is helpful. In our case, as a training company, we can offer free refresher classes for their staff who are our graduates. The price is right, they know who did the training previously and in most cases those same people will still be working there. As we rerun what we previously supplied the people involved recall how good our solution was. They are possibly in more senior roles now and they may want this solution for their team. They may also be stimulated to look for what else we can do for them, as they recall their satisfaction with us a supplier.
If it happened that we screwed up previously, there may be a chance that the people who recall those details are no longer there and we can start with a clean slate. Japan, however, is pretty good at record keeping and our beautiful name may be mud and still listed on their blacklist of people to never use again and the conversation will go nowhere. I called on the same company after a couple of years break. The people I met were new, but I was amazed when they consulted their records and perfectly quoted what had been discussed in the previous meeting. Don’t underestimate Japanese record keeping prowess.
If they have a good memory of us and we have developed something new, then that can often be the hook to get us the meeting. They may be curious about what we have come up with and be prepared to hear us out. It is not easy, but it is easier than trying to blag our way into a meeting with total strangers, who have no knowledge of us and what we do.
We all have buyers who have fallen by the wayside and it is worth the effort to rekindle those relationships and try and restart the business. We could be leaving a lot of money on the table by not trying to reconnect. Chasing new buyers is expensive and hard so let’s get out our records and go back and touch base again and try and get some deals going.
