When Does a Sales Team Need to Reclaim a Customer Relationship?

Customer_service_teamAn important part of your overall business development strategy is fostering customer loyalty in order to generate repeat business. Customers who return time and time again to buy products are, after all, the backbone of any successful enterprise. It is an established fact that it’s at least 10 times more costly to acquire new customers than it is to hold on to the ones you already have.

If you find your patrons vanishing like ghosts in the night, it’s time to carefully deploy your arsenal of reengagement strategies and reclaim your relationship with them. Let’s take a look at best practices for five top engagement strategies.

1. Send courtesy emails.

When customers buy your products, don’t leave them without support. Send out emails to see how they are getting along with their new purchases. If you reach out first, the customers will see that you are diligent and that you genuinely care about their experiences. Be mindful not to send out too many of these emails. Most people these days tend to be turned off by stalker-businesses that clutter their inboxes with junk. Once you scare them off, they are not likely to return.

2. Capitalize on special occasions.

When anniversaries or birthdays roll around, send your customers a free gift—something as simple as a gift card for a $5 in-store purchase. Customers appreciate when you go out of your way to do nice things for them. They are even more appreciative when they receive something they can actually use. More often than not, you’ll find the amount you spend courting your customers on special occasions is far less than the value they bring to your company with repeat business.

3. Promote customer appreciation events.

An ideal way to improve your patrons’ perception of your business is to hold customer appreciation events. You can offer online discounts or in-store activities— complete with free product samples, raffles, door prizes and food— if you have a brick-and-mortar location to build buzz and increase sales. These types of events are particularly useful to businesses with actual storefronts as they allow customers to interact with your staff and get to know them as human beings, not just as order processors and problem solvers.

4. Create engaging content.

Sending out a monthly e-newsletter can be a useful part of your business development strategy. It can serve as a way to remind past patrons that your company still exists. Don’t use the newsletter as an “in your face” marketing tool filled with a million reasons why they should buy your products. Instead, fill it with content that provides tips, resources and other valuable information your customers can actually use. In doing this, you will build trust and solidify your company’s expertise in your chosen field.

5. Target your offers.

Customers have different reasons for ditching a business. Many of them may have nothing to do with your products or services. Reach out to these patrons via targeted emails to let them know that you miss them and you want them to come back. Create a sense of urgency by sending them time sensitive offers. This technique will remind customers of the great products they are missing out on and improve the likelihood that they will return to see what you have to offer.

Just be careful to craft your email campaigns in such a way that they are not in danger of being perceived as desperate or intrusive.

Don’t let your customer relationships go to waste.

A successful business development depends on your ability to generate repeat business. If you provide quality products and excellent service, all it takes to reclaim your relationship with customers is a nudge in the right direction. By targeting offers, sending courtesy emails, holding customer appreciation events, creating engaging content and offering freebies on special occasions, you can reclaim their loyalty by letting them know just how much their business means to you.

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Better Together: How to Align Sales and Service With the Customer Experience


RDI Corporation was founded in 1978 and is headquartered in Blue Ash, Ohio. We provide precise business solutions through a fully integrated outsourcing model and our clients ranged from mid-sized corporations to distinguished Fortune 500 companies.