Sometimes the best customers to get are the ones that got away—the ones who defected and went to the competition. They just may have found that they aren't as happy as they thought they'd be. Your continued efforts to win them back could result in regaining a good customer, perhaps an even better customer than you had before. Lost customers often are simply waiting for you to invite them back.
ACTION ITEM
Keep a lost-customer list and keep track of your efforts to win them back.
The owner of a dental laboratory lost a big customer who represented more than 40 percent of his regular business. Although he tried to reach out, the customer failed to return his phone calls. After much debate, he decided to try something a little different. He bought a sympathy card and wrote a personal note to the customer. He explained that he wasn't sure what had happened or why he was unhappy, but said it was a shame that they weren't doing business together anymore, because he believed they were good for each other. He offered his sympathy that the company would have to do business somewhere else. He sent the card and soon got a return phone call. The customer wanted to sit down and talk, and soon returned as a loyal client. Don't give up on lost customers.
TAKEAWAY
You know what a lost customer can be and how your
relationship can improve if you make the effort.