Basic sales skills: how to save lost old customers

Research shows that:

The cost of an enterprise to win a new customer is five times that of maintaining an old customer;

If a company's customer churn rate is reduced by 5%, its profit will increase by 25% ~ 85%;

A satisfied customer will bring 8 potential businesses, and an dissatisfied customer may affect the purchase intention of 25 people;

If we ignore the concern for old customers, most enterprises will lose half of their customers within five years. Therefore, maintaining old customers is more important than winning new customers.

In this lesson, I will share with marketing guru Jay Abraham three reasons for the loss of old customers and their solutions.

Reason one: lack of the right time.

In other words, something irrelevant happened to the customer, which made them suspend contact with you. In this case, although the customer is interested, there is always no suitable opportunity to come back.

For example, you come across a coffee shop, where the coffee and environment are good. So, for a while, you often went to sit down.

Later, you went on a long trip. After coming back, the habit of going to coffee shops has faded. Even if you like it there, you always forget to go there again.

If the coffee shop owner sends you greetings or invitations at this time, you may be interested immediately.

Jay Abraham believes that many customers have no intention of stopping doing business with you, but most of them either lack memory or lack suitable opportunities. At this time, someone needs to push them behind.

The reasons for contact can be said as follows:

Sir, you haven't been to the store for a while. Have you been busy recently? The cappuccino you often drink is now half price. Welcome to drop in sometime.

Reason 2: Not satisfied with the service or product.

In other words, the customer is not very satisfied with this transaction, but he doesn't want to tell you, just silently stops cooperation.

What measures should be taken at this time?

First of all, you should sincerely express your concern about the loss of cooperation between the two sides. Then, sincerely ask them:

Did we do something wrong?

What are you dissatisfied with?

If there is, it is definitely not intentional.

Making a sincere change of attitude can sometimes bring the relationship with customers closer. At the same time, customers also expect their complaints to be answered correctly.

Finally, find out why they stopped buying and prescribe the right medicine. For example, provide some special services or products for free to provide better conditions for future transactions.

Reason three: unable to benefit from products or services.

When the customer's situation changes and you can no longer use your product or service, don't abandon them just because they have no use value.

At this time, you can find the changes in the customer's environment. If they are developing in a good direction, we should sincerely congratulate them. If their situation gets worse, they should show real concern.

Finally, politely ask them to recommend themselves to friends, family or colleagues in need. At this time, they are often willing to help.

Therefore, there are many reasons why customers stop cooperating with you, but it is important that you always take remedial measures. When customers come back again, they will be your best and most loyal customers.