Honesty Is the Best Policy – Especially When Mistakes Are Made
“Another way to be honest with old customers is to send them ‘We’ve Improved’ letters,” Zoot continued. “These letters should outline exactly how FEI has improved since the falling-out. Again, touch on the past issue only briefly and in general terms—no point in dredging up bad memories—but be specific in the steps you’ve taken to rectify it. Your honesty and humility could be the deciding factor in these ex-clients giving you another chance.”
Emboldened by Zoot’s thoughts, Ganymede sifted through his lost causes file and sent out dozens of ‘We’ve Improved’ letters to past customers, including Joe Olympus. A week later, Ganymede got a call from Joe.
“It was so refreshing to get a letter like this,” Joe said. “Despite our past issues, I’m willing to throw you a quote. What’s your price for 5,000 weatherproof torches, and how quickly can you get them to us?”
Ganymede had learned a valuable lesson. Success—in business and elsewhere—is determined in great part not by whether you avoid mistakes altogether, but by whether you learn from them and change appropriately.
Today’s FIRE! Point
Take a shot and ask lost customers for another crack at their printing work. If mistakes were made in the past, acknowledge them and let lost customers know how your company’s services have improved. Your honesty and humility could be the deciding factor in these ex-clients giving you another chance.
FIRE! in Action: SnagAJob.com Recaptures Latent Subscribers with Winback Program
The job search company identified why subscribers had stopped using its site and crafted a winback campaign that targeted these lapsed subscribers based on this information. The results? Ten percent of those subscribers returned to using the program.
Next week: Zoot and Ganymede discuss a last strategy for winning back lost customers.