People seek comfort and knowledge is comfort. When there is a choice between a new company, which does not know how they work, or you, someone who they've worked with before, they know what to expect. Comfort.

Don’t forget that you know them too. With new clients, you have to think about how to appeal to them, and how to win their business, but with old contacts, you know their specific needs and problems already. This makes it easy to tailor your marketing to your client and show them how you can help them.

Not all clients become buyers the first time around, but it’s always a good idea to reconnect especially when you have new services. No matter how much time has passed, their business may have undergone personnel changes or strategy changes which means they now need the products or services that you offer. Update them on your end and see how you can add extra value that goes above and beyond what they have previously experienced with you.

Businesses may come and go, but it takes a lot less time, money, and effort to check in with old clients than it does to try and win a new one. Relationship building takes time, so why not build on the ones that you already have with existing clients?

Don't limit your growth. Reconnect with your old clients and see if they can offer you new business opportunities. Not only are you winning new clients but you are winning loyal clients that align with your business. Reaching out to your past clients is a great way to remind them that you're still around. Whether you want to test the waters of a new product or service or you want to pick up new business and gain referrals, your old clients can be the key.