When Steve first started his event equipment hire company, catering mainly to corporate functions, he knew that the success of his business hinged on building relationships. Over the years, he’d provided everything from audio-visual setups to furniture and staging for conferences, seminars, and award ceremonies. He was proud of the work his company did, but like many small business owners, he found himself constantly chasing new clients to keep the bookings rolling in.
Then one day, after delivering a successful event, Steve looked back over his client list and realised something: many of his previous customers hadn’t booked again. It wasn’t because they weren’t satisfied—on the contrary, most of them had left glowing feedback. They had simply moved on without thinking to return for their next event needs. That’s when Steve learned a crucial lesson: following up with past customers could lead to new sales and stronger relationships.
Here’s how reconnecting with old clients turned Steve’s approach around and helped him grow his business.
The Missed Opportunity: Neglecting Past Clients
For years, Steve had focused all his energy on acquiring new clients. He would invest in marketing, spend hours on calls with prospective customers, and attend networking events—all in the hopes of landing the next big contract. But what he hadn’t realised was that many of the customers who had worked with him once, and had a great experience, were still out there—organising new events and hiring other companies.
Steve started to wonder how many opportunities he had missed by not following up. After all, his customers had already experienced the quality of his service and trusted him to deliver. They were familiar with his brand, his team, and his process. If only he had stayed in touch, they might have thought of him for their next event.
The First Follow-Up: A Simple, Friendly Check-In
Steve decided to change his approach and started by reaching out to a past client who had hired him to provide lighting and audio equipment for a corporate seminar the previous year. He sent a friendly, personalised email that didn’t feel like a sales pitch. Instead, he simply checked in, thanking them for their business, asking how the event had gone, and offering his services for any upcoming functions they might have.
The response came back quickly: “Thanks for reaching out, Steve! We’re planning another seminar in a few months and would love to work with you again.”
This one follow-up email led to a new booking that Steve hadn’t anticipated. It was a simple reminder to the client that Steve was still around, ready to help. He quickly realised that this approach could unlock a treasure trove of new opportunities from old clients.
Why Following Up Builds Trust and Loyalty
As Steve started following up with more past clients, he noticed a common theme: many of them appreciated the personal outreach. By simply checking in and showing genuine interest, he was strengthening his relationships. Clients who might have otherwise forgotten to contact him felt valued and were more likely to think of him for their next event.
One long-time client, who had used Steve’s services for an annual conference, admitted that she had been considering switching to a larger hire company because they offered a wider range of equipment. But after receiving Steve’s personalised follow-up email, she decided to stick with him. “It’s the personal touch that makes all the difference,” she said. “With you, we know we’ll get exactly what we need, without the hassle.”
Following up doesn’t just lead to new sales—it builds loyalty. By maintaining communication with past customers, Steve was reminding them that he cared about their business and was ready to support them whenever they needed him. This sense of trust made it easier for clients to choose him over competitors.
Turning One-Time Customers into Repeat Business
One of the biggest challenges small businesses face is turning one-time customers into repeat clients. Steve had previously treated each event as a one-off job, focusing on delivering a great service and moving on. But he realised that if he wanted to grow his business, he needed to keep past clients engaged.
After his initial success with follow-up emails, Steve took it a step further. He created a system to track when clients had last used his services and sent follow-up emails or calls at regular intervals, especially when he knew they might be planning their next event. These emails were always personal and specific, referencing the equipment they had hired last time and offering suggestions for how he could help them with their next event.
For example, Steve reached out to a client who had hired staging and audio equipment for a product launch six months earlier. He mentioned how well the event had gone and asked if they needed any assistance for future launches or conferences. The client was impressed by Steve’s attention to detail and booked him again, this time for a larger event.
By staying on their radar and showing that he understood their needs, Steve was able to turn one-time customers into loyal, repeat clients.
The Power of Personal Connection
What Steve found most valuable about following up was the personal connection it created with his clients. Many small businesses rely heavily on word-of-mouth and repeat customers, but those relationships can fade if they’re not nurtured. By taking the time to follow up, Steve was able to keep those connections alive, ensuring that his clients felt appreciated and valued.
He also discovered that following up wasn’t just about chasing sales—it was about genuinely helping his clients. Sometimes a client would respond saying they weren’t planning an event right now, but they’d pass his details on to a colleague or friend who was. Other times, clients would ask for recommendations or advice, which led to further conversations and opportunities down the line.
Why Following Up with Past Customers Works
Steve’s story illustrates a simple truth: following up with past customers works because it shows that you care about their business and want to support them in the long term. It’s easy for customers to move on after a single transaction, but when you take the time to reconnect, you remind them of the positive experience they had with you and open the door for future work.
For small businesses, following up doesn’t require fancy tools or expensive marketing strategies. It’s about maintaining relationships and showing that you’re there when they need you. Whether through a personalised email, a phone call, or even a handwritten note, these small gestures can make a big impact.
Ready to Grow Your Business by Reconnecting with Past Clients?
If Steve’s story resonates with you and you’re ready to start following up with past customers to drive new sales, now is the time to take action. Mark A Preston, THE Customer Growth Coach & Speaker, can help you develop strategies to build strong, lasting relationships with your clients and turn past customers into repeat business. With Mark’s coaching and training, you’ll learn how to create follow-up systems that keep your business top of mind and lead to long-term growth. Contact Mark today and start reconnecting with your clients to unlock new opportunities.
