Strategies to Win Back a Client or Customer's Loyalty
By: J. Glenn Ebersole, Jr., Chief Executive of J. G. Ebersole Associates and The Renaissance Group™
The response to my June, 2005 presentation on marketing to The Small Business Group of The Lancaster Chamber included requests for more information on “reaching back” to former clients and customers. So to follow-up on that request I researched some additional information on strategies to use to win back clients and customers.
In the recent past I was fortunate to meet Bill Brooks of The Brooks Group when he was a featured speaker at a special event celebrating Small Business Week. The chance to speak with Bill had a positive impact on me, especially his emphasizing one of his tips to “seek advice.” And I do receive his ezines which help me put into practice that tip he gave to me and others about seeking advice.
Not long ago I spoke with Derek Hillenbrand, The Brooks Group, Editor, Impact Sales Management Bulletin firstname.lastname@example.org after reading the June issue. The bulletin was right on relative to the “reaching back” aspect of my marketing presentation so I asked Derek for permission to share that bulletin with the readers of my newsletter and he graciously agreed.
Reclaiming the potential business of lost accounts can be very significant and I am really emphasizing that to my clients and readers. According to studies by The Brooks Group, you have a 1 in 14-16 chance of selling to someone you never did business with before; a 1 in 2 chance of selling an existing client more products or services and a 1 in 4 chance of reclaiming a lost account.
In the June 2005 issue of the Impact Sales Management Bulletin, there are 9 strategies that can help you win back a past client or customer. The titles of those strategies are:
1. “The Stopper”
2. “The Breakdown”
3. “The Response”
4. “Get on Their Radar”
5. “Revive the Relationship”
6. “Upgrades and Improvements”
7. “Bring in the Big Guns”
8. “Small Bites”
9. “”Promise a lot, Deliver More”
You can read the entire bulletin by going to:
Are you interested in learning more about how this strategic thinking can improve your bottom line? If so, please contact Glenn Ebersole at email@example.com now to schedule a meeting to discuss how to strategically grow your business.