If Found, Return To (Business) Owner
Have you ever been someone’s regular customer and then stopped doing business with them? Anyone ever ask why you stopped?
Probably not.
The average company loses up to 40 percent of their clients every year. And they don’t come back.
Sure, we all lose customers.
But here’s the REAL problem: Most businesses blame the customer for going AWOL.
The truth is, only 5% boycott your biz because they were unhappy with you. The vast majority (95%) of customers had a pleasant experience with your company.
So the fault belongs to YOU. The customer didn’t come back because they were ignored.
Reclaiming a lost customer is actually easier than gaining a new customer.
Studies show a 60-70% success rate selling to a current customer; a 20-40% chance of winning back a former customer; but only a 5-20% chance of turning prospects into customers.
The IPA client is the easiest one to rescue.
An Intentionally Pushed Away customer (IPA) was neglected, ignored or simply fell through the client contact cracks. He or she was profitable. But they were not pursued (or romanced) after the initial sale.
Your best chance of regaining an IPA’s business is through regular client communication and better customer service.
Note: Lost customers do not live in a vacuum. If they aren’t doing business with your, they’ll be doing business with somebody.
These two simple steps can get them back:
1. Ask the customer, “What can we do to win back your business?” Listen closely to what they tell you.
This takes courage.
No one likes to be criticized. And most likely the IPA customer isn’t going to take the blame for not coming back to you. Whatever reason they give, being ‘defensive’ negates the reason for asking them in the first place.
Just listen patiently… and learn.
2. Stay in touch with the lost customer; earn his or her business every day.
This takes discipline.
Finding them and keeping them are two different things. You have to be committed to maintaining constant client contact.
Customer loyalty today is nearly nonexistent. Earning it requires vigilance, dedication and determination.
Who knows, one day an IPA customer could turn out to be one of your top clients.
Brett and I can lend a hand. Click here to get help.
Taking action just feel right.
- David Gruttadaurio
“The Print Newsletter Expert”
Copyright 2010
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