You’re looking for new customers while someone who loved working with you last year is planning another event, gift, or purchase. They may not know you can help again. They may not remember your business name quickly enough to search. They may assume you’re too busy. Before you spend another afternoon trying to introduce yourself to strangers, look at the relationships you already have.
Choose a relevant reason to reconnect
Start with previous customers who were a good fit, had a positive experience, and can appropriately be contacted through the channel you’re using. Think about the natural repeat occasion. A company may have an annual recognition event. A gift buyer may need another birthday delivery. A venue may regularly need a supplier who makes the process easier. You’re looking for relevance, not an excuse to send the same message to everyone who has ever bought anything.
Make the message about their situation
For a business customer, you could write:
“Hi [Name], I remembered your team held its appreciation event around this time last year. Are you planning another one? If decor is on the list, I’d be happy to help you explore options again.”
Or, after completing an order:
“Thank you again for trusting us with your celebration. If you need help with another event, we also offer [relevant service]. Here’s where you can see the details.”
Use what you actually know. Don’t pretend to remember personal details that were never part of your relationship.
Explain what else you do
Customers may know you for only one purchase. Someone who bought a birthday arrangement might not know you offer recurring office flowers. An event customer might not realize you also provide collection options. Choose one relevant next service. Give a short explanation and a clear way to ask about it. A complete catalogue can bury the one thing that would interest them.
Make referrals easy to describe
After a positive experience, try: “If you know an office manager planning a staff event, you’re welcome to share our inquiry page. We help with [specific service].” That’s more memorable than “Tell everyone about us.” Ask permission before sharing a customer’s name, event, images, or comments publicly.
Keep a small relationship list
Record the customer, previous purchase, likely next occasion, appropriate contact date, and outcome. Start with five thoughtful messages and record what happens. Respect opt-outs and avoid turning a warm relationship into repeated promotional pressure. Track bookings and whether the work is profitable. Repeat business deserves the same pricing discipline as a brand-new inquiry.
Want a manageable plan for reconnecting? Bring the type of customer you’d love to work with again to The Community Table. We’ll help you choose a useful message and next step. It’s group mentorship for small-business owners, with two live calls each month.
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