When customers stop responding to marketing efforts, or the success team, many companies abandon them.
But why give up on a customer who has already done business with you?
Even if a customer doesn’t respond for a while, it’s still better to spend money on marketing wooing inactive customers than acquiring new ones.
The customer was great. He made big requests. You had a very good relationship but something has changed and today you don’t even talk.
Ah, come on. You can’t just lose it like that.
Are we going to put in place some strategies to bring this inactive customer back?
Stay with us and find out how to do it.
Why is it so important to insist on an inactive customer?
CEOs, salespeople and marketers know that it is necessary to focus on actions and understand how to retain customers.
This is worth – and a lot – especially compared to the Cost of Customer Acquisition (see what CAC is).
It is 5x more expensive to acquire a new buyer than to succeed in your customer retention strategies.
Not to mention that, well, a churn is also very expensive, right? Even more so if the LTV was not satisfactory.
But, coming back.
Companies have up to a 70% chance of selling to existing customers. However, to attract new ones, the chance is only up to 20%.
Do you see the difference?
Old customers, by the way, tend to spend 31% more on average than new consumers.
After all, they know you. They know the delivery that your company is capable of.
For one reason – or a couple of them – he stopped consuming his brand. That’s why you’re reading this article, right?
Because you know that he is a good customer and that it is worth the effort to bring him back (and so you will!);
6 strategies to recover inactive customers in your company!
Recovering customers is an art that all companies need to master. And it doesn’t matter why they left.
After all, think carefully: look at all the effort of your marketing strategies for lead generation.
All content, image, relationship … all thinking to attract new stakeholders.
Then the sales team got to know each other, actually getting the business and making the customer experience something positive.
But then, suddenly, something changed. Maybe you know exactly what it was, maybe you don’t have that clearly.
However, the fact is: you need to bring that inactive customer back.
For this reason, we share 6 tactics here to make this a successful mission within your company.
1 – Find out what happened
The initial and obvious step is this – and it needs to be done even for you to know what to do going forward.
After all, what happened? What made that person – or company – give up on you and today be an inactive customer?
Of course, it’s not always your fault. You didn’t necessarily “hit the ball” with him.
It may be that preferences or focus have changed. Or that simply the competition came with everything and took it from you.
So, before taking any action and maybe wasting time, make sure it is a consumer that you can bring back.
Then, check the customer’s history with your CRM. The emails he opened, the content he was interested in.
The requests, the messages exchanged (see what terms he uses for you to apply as well and have a greater power of persuasion).
Then get in touch – through the channels you can get. But preferably via phone.
Oh, sure: be prepared to hear complaints and face sales objections in the best possible way.
Write down the whys well, so that you have a clearer picture of what can be done to bring you back.
2 – Investigate the history to personalize the approach
Ok, it is obvious that you must have sent 1, 2, 3 or even more emails to your inactive customer. And it didn’t work, clearly.
OK no problem. Let’s go from there.
It is essential, first, to know who these inactive customers are:
It is possible that they have unsubscribed from the base, so you need to consult your sales system to get the contact again.
This will help you create a specific email list for each of them – within what they have consumed from you and what they predictably have as pain today.
Especially because, just between us here: the lack of inactivity of a client may be your fault. How uninteresting the content and approach you take.
So it is important that, when a customer makes a purchase, keep track of which messages have the most adherence with him.
We return to the topic of the interaction history with the brand again: what most interested him when he consumed you?
From this, you will be able to deliver content that is attractive to him, placing it in an email flow that gives him a special condition or offer.
But that is already a topic for our next topic …
3 – Give an exclusive and special offer
Suggest new products, services or subscriptions that your inactive customer might like based on past behavior.
Always use your name when approaching – it is important to give a personal touch.
After all, when trying to reactivate it, you want to make it as easy as possible to return it, right?
One way to do this is, in the personalized message flow that we mentioned earlier, to create an exclusive (and scarce) offer for him.
And you can take advantage of the timming for that.
For example, whenever you launch a new product, service or feature to the market.
In SaaS sales, the latter, by the way, is quite common: all software undergoes updates and incorporation of new features.
How about getting in touch with these inactive customers, sharing the news, showing how you are doing better and giving them an exclusive and unique offer to return?
Depending on the reasons why customers left you, this news may be exactly what was missing for a new chance to be given.
4 – Messages on WhatsApp
WhatsApp is a great tool for capturing leads and relating to them.
It is a popular form and used by Englandians more than television, according to a study.
It is also a direct channel between the company and the inactive customer: the message arrives much faster.
Okay, just as your email may fall into a crowded inbox, your WhatsApp message can be one of many unread messages.
But you will not stop trying, right? After all, they are not at risk of being stored in SPAM.
Only, of course: don’t be inconvenient. Use some sales scripts if you are unsure about how to approach a customer.
Use WhatsApp to reenergize your relationships. To rekindle what, once, was very positive for both.
Do this, all of a sudden, as long as the news about your tool, to talk about the new feature.
Or offer an unmissable condition for ex-clients. What about?
5 – Find an intermediary
Our plan A doesn’t always work. Your emails may be useless.
The first one you send, in fact, there may be an unsubscription and you will not be able to reach it the way you want.
If that happens, you need to monitor (obviously) and go for a new approach.
Or, of course, just not even adhere to that strategy and go straight to that one. You know.
Here, the idea is to appeal to your best customers. Those who really are faithful and that you maintain a close, healthy and lasting relationship.
So, if you have a consumer of yours who is close to an inactive customer, why not ask for help from him to recover it?
That, of course, if your relationship is really good, if you think you are open to it.
If the answer is positive, ask him to mediate this rapprochement – an email connecting you is a simple and effective way.
Instruct, of course, your current client about what he needs to do: what he needs to communicate and what his real intention is behind it.
Even if, of course, you don’t explicitly put it in the message.
Or, then (and already introducing the next topic), ask him to “introduce” you to an event for your old consumer.
In quotes, of course, because you already know each other. Your current client just needs to do the ceremony.
6 – Use “old” methods
The old one also works often, how can it not?
We spoke earlier about the approach to events, with an intermediary re-introducing you.
It really works. A few minutes of face-to-face conversation and you take the customer’s card.
Yes, you already know the name, the contact and also what he needs.
But this ritual is important for you to be allowed to approach it in a more commercial way.
When digital marketing isn’t working, it’s worth putting something physical for customers who don’t answer you.
Create a segmented list of them and send something exclusive by mail.
Receiving something by email is, without a doubt, a VIP treatment that can ignite the (re) interest of the inactive customer for you.
Is it a small gesture? IS. But it will remind you of the reasons for having trusted you in the past.
If a sale is going to pay off right away, we have no way of knowing. But you will certainly be more likely to open your emails after that.
So, how can we help you?
If you are unsure about the article or want to know more about how a CRM helps bring an inactive customer back, speak to a consultant.
Enjoy and read two articles that will help you maintain an ever better relationship with your consumers.
The first talks about the importance of the DevOps culture in the development of solutions.
The second, on the other hand, addresses how to focus on the customer continuously in companies.
A hug from CWT, your CRM. #RunCWT