Being honest and upfront and authentic is the only way that this works
What do you recommend to re-engage at scale with clients when you’re worried you lost some of them on the journey? And so when we think about this and you think about customer journeys, I’m gonna put my headset in a minute. And you think about customer journeys. People know that we’ve abandoned them. We stopped talking to them. We’re not there yet. And so anything that beats around the bush is going to lose more trust than it gains.
Subconsciously they’re not going to trust you because they know you’re just failing to basically hit the jugular objection. And I’ve done this before and I’ve had to send emails like, I’ve failed you. I’m sorry. And the email is like a dead-on accurate, I know I haven’t been here. I know I haven’t supported you and I haven’t fulfilled my end of the promise and here is my new commitment to you.”And then basically take them from an acknowledgment of where you were to where you want to take them.
So you basically jugular take it on the chin and then once you take it on the chin, you then make a new commitment to them. And it’s not going to be that they all trust you right away. Then in that commitment, you can also say, and just to show you how serious I am or to support you, hit reply to this email and I will jump on a free call with you so I can support you doing X, Y, and Z. Okay. That is one way. That is the way that I recommend doing it where I see most people miss the mark is they spend all their time beating around the bush and it actually pushes customers further away, creates more dissonance than it does connect and it doesn’t work.
And then the other way I see all the time too is maybe you haven’t been engaging with your customers, but you haven’t really like burned any bridges or left them abandoned or not supported them, but you do realize like you do want to engage with them more, but they’re all kind of dormant.
Dean Jackson style
This is where you whip out a Dean Jackson style email and you send a nine-word email. And so like in your world, the subject line would be like, “Are you still interested in real estate business?” And your emails are this, “if you’re still interested in scaling real estate business, hit reply to this email with the word, yes and we’ll be in contact.”
And that’s a way to do it if you haven’t really burnt bridges on a customer journey. And so if you’re doing this via email, do it via email. If you feel like you’ve been dormant on social and you made a promise to go live every day and you haven’t, you need to go live and take it on the chin. Being honest and upfront and authentic is the only way that this works.