Your chances of successfully selling to former customers are 20 to 40%, significantly higher than the 5-20% chance of selling to a brand new prospect! Your chances are better because former customers already know you and what your company can provide to them. Plus you’re familiar with them, their buying habits in your industry and their payment history.
8 Ways to bring them back into the fold
- The first step is to conduct a brief interview when you realize that the customer is leaving or has left.Ask good questions like “What was it that brought you to us in the first place?” This will remind them (and you) what attracted them to your business in the beginning.
- Ask “What did you want?” This helps you know whether or not the customer’s expectations were realistic.
- Ask “What’s changed? Where have we disappointed you?” You may not really want to hear the answers to these questions, but it will help you understand and determine your next step.By demonstrating that you’ve listened, the message the customer receives is, “We care.”
- Contact lost customers 30 to 60 days after they leave to let them know you haven’t forgotten about them and gives them time to think about why they left.
- Write a PERSONAL letter (download this FREE sample).
- Send something "lumpy" -- gift card, pen, etc. Your envelope will definitely get opened this way!
- Offer something special.
- Finally, ask for their business back.