Your past customers… those who have done business with you in the past, but are no longer considered “active.” That is, they haven’t purchased from you recently. Something happened. They’ve quit coming back. Maybe they’ve outgrown their need for your products or services. Maybe they’ve gone to another competitor. Maybe they moved out of your marketing area. Whatever the reason, they’re no longer doing business with you.
Remember, these former customers at one time liked and trusted you enough to purchase from you. It may have been a certain sale or offer that you ran. It may be that they did business with you because you were conveniently located to them. Or it may be that they were referred to you by a friend, a family member, a neighbor or a relative. Whatever the case, they, at one time, did indeed, buy from you. Now, just because they haven’t purchased from you again recently, doesn’t mean all is lost.
First, you need to determine when a customer or client is no longer considered current. This will depend entirely on your business. For example, a car salesman knows that many customers get a new car every 5-7 years. In this case, you want to continue to follow up with these customers during this time. Conversely, if you sell vitamins that time period might be 2 months before they would need more product. If that customer bought a 2 month supply of something and they haven’t been back in after 6 months, that could mean they are now a ‘former customer’. Just make sure that you define these in your business for your particular situation.
One of the biggest mistakes businesses make is that they fail to keep in touch with this group of customers. If you’ve run your business properly, they’ll remember the way you did things, how you treated them, and the quality of products and services you sold them. And it won’t take much to get them back to do business with you again. But what if you didn’t do things the best way? Perhaps they had a bad experience with your business or a certain person that worked for you.
Well, an apology or an explanation of the circumstances and what you’ve done to correct the situation can do nothing but help re-solidify an old relationship. You can use the same planning and contacting sequence that is listed above when determining how best to contact this group of customers. Whatever you do, don’t let this valuable resource fall through the cracks. If these customers left your business to go with a competitor, it won’t be long before they have some type of negative experience with that competitor, believe me. It’s just so rare that you find… in any type of business, industry or profession… a business that is on top of all things all the time. And most often, you’ll find that nearly every business is product-oriented, and not customer-focused.
Once you “get your act together,” and begin delivering more than the benefits that the products or services you sell provide, you’ll find that this group of customers can turn out to be a real profit center for you. So take a look today at your past customers and tap a new resource!
Interested? Want more? Visit my website – www.automaticprofitsolutions.com