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 Marketing Effectiveness |
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Winning Back Customers Retaining loyal customers is one of the top objectives of marketing. Winning back lapsed clients should not be far down your list. Make it your business to contact former customers regularly – you never know how many old friends you might win back. It's quite natural for all actively trading businesses to gain customers and lose customers. Naturally too, the aim is to gain more customers than you lose. One of the very first rules of marketing is that the most cost-effective way of building your business is to concentrate on your existing customers. This is because you've already invested the time and marketing money to gain them. You can now concentrate on ways of getting them to buy more from you, or to buy more frequently, or to refer you on to their friends and business contacts. However, don't neglect another good source of potential business in your database: lapsed customers. Once again, you don't have to spend any additional marketing or advertising money on finding out who they are: you already have (or should have) their details on file; your task now is to woo them back. Of course, customers leave for all sorts of reasons and sometimes they are not recoverable. Some may have moved out of your region or country entirely, and you have no way of tracking their present whereabouts. Some have stopped purchasing the type of product you provide, in which case the most clever marketing is unlikely to win them back. Nevertheless, from your database of previous customers you should be able to draw up a list of good prospects to revisit. Your first task is to find out why they left; your second is to regain them. You can do both by letter or, better still, by phoning them. Rather than overwhelm yourself trying to contact them all at once, build "contacting lapsed customers" into your business routine as a regular activity. Set aside an hour or two a week for the task. This brings the job back to manageable proportions. The number of customers you've contacted will soon build up if you stick to the routine. Before you contact them, try to find out if you can why they might have left you, so that you can adjust your marketing accordingly. Was there a pattern to their buying? Some reason why they suddenly stopped doing business with you? Finding the answers to these pressing questions may be the key to regaining their custom. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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