Re-invigorating lapsed customers

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Re-invigorating lapsed customers

Sometimes people just stop buying from us. Maybe the project ends. Maybe they run out of money for a while. Maybe they think they’ll get something better elsewhere. When a customer stops buying from you what do you do? How do you prioritise which ones to go after? And, how do you go about winning them back? After all they’re often a very warm prospect and it should be relatively easy, right?

If you only have a few customers who you know well it’s relatively straightforward to choose who to go after and all it may take is a quick phone call to re-establish a relationship. However, when the number is greater, the relationship less close, it can be a tall order. Here are some simple tips on how to begin…

1. Take your time

This doesn’t meant be lazy, this means recognise that in order to win customers back, it takes time. You will need to re-build awareness and trust. You will need to re-establish connections. You will need to earn their interest in what you do

2. Remind yourself what interests them and make sure it aligns with what you want to sell them

Some of your previous customers may have chosen not to work with you any more, because what you do isn’t what they want. I know this can be hard to face up to, but face up to it. Pushing water up hill isn’t easy, go for the customers who have a stronger alignment with you.

3. Now go back and look again at what your lapsed customers want

Make sure you pay attention to the detail of what your customers want and how they describe it. Then think about your proposition and make sure your descriptions will resonate with them.

4. Get started

Chances are if you have a large number of customers you want to re-engage with, you’ll now be thinking about the kind of content that may interest them. You are now figuring out your content marketing strategy. It’s all about creating interesting (to your customer, not you!) content (video, blog, stories for the media, social, etc.) that they can respond to and be reminded of your existence.

5. Don’t hit with a hard sell from the off

If you want to re-engage, do that. Engage, don’t sell. Selling comes later, once you’ve warmed your prospects up. For now, you want them to see you as knowledgeable, helpful, and worth picking up the phone to, so leave the hard sell for a while. Build a relationship. Smile. It’ll pay off.

6. Be patient

And so we’re back to point 1. This all takes time. If you’re in a hurry, sure, pick up the phone, let them say “no” and destroy your chance to re-engage in a way that adds value – that’s fine by me. But if you want customers who are excited about picking up the phone to you, then consider some of the above and let me know how it goes.


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