Inactive customer: who are they and how to get them back? Check out 6 strategies
Inactive customer is that person who once trusted your company and consumed your product or service. However, currently, he is no longer with you and has even ignored your calls. Therefore, you need some strategies to reactivate it and make a new sale for it.
When customers stop responding to marketing efforts, or the success team, many companies drop them.
But why give up a customer who’s already done business with you?
Even if a customer doesn’t respond for a while, it’s still better to spend money on marketing courting inactive customers than acquiring new ones.
The customer was great. I made big orders. You had a very good relationship but something changed and today you don’t even talk.
Ah, come on. You can’t just lose it like that.
Are we going to put in place some strategies to bring this dormant customer back?
Stay with us and find out how to do it.
Why is it so important to insist on an inactive customer?
CEO, salespeople and marketers know that it is necessary to focus on actions and understand how to retain customers.
This is worth – and a lot – especially compared to the Cost of Acquisition of Customers (see what CAC is ).
It is 5x more expensive to win a new buyer than it is to succeed in your customer retention strategies .
Not to mention that, well, a churn also costs a lot, right? Even more if the LTV has not been satisfactory.
But coming back.
Companies have up to a 70% chance of selling to existing customers. To attract new ones, however, the chance is only up to 20% .
Do you see the difference?
Existing customers, by the way, tend to spend 31% more on average than new customers.
After all, they know you. They know the delivery that your company is capable of.
For one reason – or a couple of them – he stopped consuming your brand. That’s why you are reading this article, right?
Because you know he’s a good customer and that it’s worth the effort to get him back (and so you will!);
6 strategies to recover inactive customers in your company!
Recovering customers is an art that all businesses need to master. And it doesn’t matter why they left.
After all, think about it: look at all the effort of your marketing strategies for lead generation .
All content, image, relationship… everything designed to attract new interested parties.
Then, the sales team is bonding, actually getting the business and making the customer experience a positive one.
But then, suddenly, something changed. Maybe you know exactly what it was, maybe you don’t have it clearly.
The fact is, you need to bring that dormant customer back.
For this reason, we share here 6 tactics to make this a successful mission within your company.
1 – Find out what happened
The initial and obvious step is this – and it needs to be taken even so you know what to do going forward.
After all, what happened? What made that person – or company – give up on you and now be an inactive customer?
Of course, it’s not always your fault. You don’t necessarily “tread the ball” with him.
It may be that preferences or focus have changed. Or that the competition simply came in and took it away from you.
So, before taking any action and perhaps wasting time, make sure this is a consumer you can bring back.
Then check the customer’s history with your CRM . The emails he opened, the contents he was interested in.
The requests, the messages exchanged (see what terms he uses so you can apply too and have a greater power of persuasion ).
Then get in touch – through whatever channels you can. But preferably via phone.
Oh sure: be prepared to listen to complaints and deal with sales objections as best you can.
Make a good note of the whys so that you have a clearer picture of what can be done to bring him back.
2 – Investigate the history to customize the approach
Okay, obviously you must have sent 1, 2, 3 or even more emails to your inactive customer. And it clearly didn’t work.
OK no problem. Let’s go from there.
It is essential, first, to know who these inactive customers are:
It is possible that they have unsubscribed from the base, so you will need to consult your sales system to get the contact again.
This will help you create a specific email list for each of them – within what they consumed from you and what they predictably have as pain today.
After all, just between us here: a customer’s lack of downtime could be your fault. How uninteresting is the content and the approach you take.
That is why it is important that, when a customer makes a purchase, he must monitor which messages have the greatest adherence to him.
We’re back to the topic of brand interaction history again: what most sparked interest in him when he consumed you?
From there, you’ll be able to deliver content that’s attractive to him by putting him in an email stream that gives him a special condition or offer.
But that’s a topic for our next topic…
3 – Give an exclusive and special offer
Suggest new products, services, or subscriptions that your inactive customer might like based on past behavior.
Always use your name when approaching – it’s important to give it a personal tone.
After all, when trying to reactivate it, you want to make its return as easy as possible, right?
One way to do this is, in the custom message flow we mentioned earlier, to create a unique (and meager) offer for it.
And you can take advantage of timing for that.
For example, whenever launching a new product, service or feature to the market.
In SaaS sales , the latter, incidentally, is quite common: all software undergoes updates and incorporation of new features.
How about getting in touch with these inactive customers, sharing the news, showing them how you are doing better and giving them an exclusive and unique offer to return?
Depending on the reasons customers have left you, this news may be just what it took for a new chance to be given.
4 – Messages on WhatsApp
The WhatsApp is a great tool for Scraping lead and relate to them.
It is a popular form and used by Brazilians more than television, according to a study .
It is also a direct channel between the company and the inactive customer: the message arrives much faster.
Okay, just as your email can land in a crowded inbox, your WhatsApp message can be one of many unread.
But that won’t stop you from trying, right? After all, they don’t run the risk of being stored in SPAM.
Just, of course: don’t be inconvenient. Use some sales scripts if you are unsure how to approach a customer .
Use WhatsApp to reenergize your relationships. To rekindle what was once very positive for both of us.
Do this, suddenly, with the news about your tool, to talk about the new feature.
Or offer an unmissable condition for ex-clients. What about?
5 – Seek an intermediary
Our Plan A doesn’t always work. Your emails may go nowhere.
The first one you send, actually, there may be an unsubscribe and you won’t be able to reach it the way you want.
If that happens, you need to monitor (obviously) and go for a new approach.
Or, of course, simply not adhere to that strategy and go straight to it. What do you know.
Here, the idea is to appeal to your best customers. Those who are truly faithful and who you maintain a close, healthy and lasting relationship.
So if you have a customer of yours who is close to an inactive customer, why not ask them to help you get them back?
That, of course, if your relationship is really good, if you think you’re open to it.
If the answer is yes, ask him to broker this rapprochement – an email connecting you is a simple and effective way.
Of course, educate your current customer on what they need to do: what they need to communicate and what their real intent is behind it.
Even if, of course, you don’t explicitly put it in the message.
Or, (and already introducing the next topic), ask him to “introduce” you at an event for his old customer.
In quotes, of course, because you already know each other. Your current client only needs to do the ceremony.
6 – Use “old” methods
The old one also works often, how does it not?
We talked earlier about the event approach, with some intermediary reintroducing you.
It’s something that really works. A few minutes of face-to-face conversation and you take the customer’s card.
Yes, you already know the name, the contact and also what he needs.
But this ritual is important for you to be allowed to approach it in a more commercial way.
When digital marketing isn’t working, it pays to put something physical for customers who don’t respond to you.
Create a targeted list of them and mail something unique.
Receiving something by email is, without a doubt, a VIP treatment that can ignite the (re)interest of the inactive customer for you.
Is it a small gesture? IT’S. But it will remind him of why he trusted you in the past.
If it’s going to yield a sale right away, we have no way of knowing. But you will certainly be more likely to open your emails after that.
So, how can we help you?
If you have questions about the article or want to learn more about how a CRM helps bring back an inactive customer, talk to a consultant .
Enjoy and read two articles that will help you maintain an even better relationship with your customers.
The first talks about the importance of the DevOps culture in developing solutions.
The second addresses how to continually focus on the customer in companies.