Lost Customers? Here’s How You Win ’em Back - Part III
The next afternoon, Ganymede returned from his meeting with Demeter with a smile on his face. He found Zoot in the break room, mixing greens into his lunch salad. “Guess whose new South Olympus location will be lit by custom-branded FEI torches?”
“Demeter’s Café!” Zoot cried. “Congrats! Now that you understand the power of winback campaigns, I’ll tell you a secret: these campaigns can also work for prospects you’ve been pursuing without success – a.k.a. your ‘almost lost causes.’ Those prospects that fit your sweet spot, but haven’t responded well to your previous outreach efforts.
“Many of these prospects probably think they know what FEI is all about, but do they? Send these folks letters emphasizing how FEI has improved. In the past few months alone, we’ve expanded our product offerings by introducing matches, upgraded our torch-making capabilities to help get our customers their torches quicker and less expensively, and added new service personnel to improve the FEI customer experience. Taking that approach may just find the ‘Achilles Heel’ of these prospects and send them running toward you.”
“Hey!” said Achilles, a salesperson who happened to be listening in. “My heels are fine.”
When it comes to lost customers, time is on your side. Since the last time you contacted many of these companies, some of the people you jilted have probably left their jobs. Others may only dimly remember what went wrong. Either way, you can call these companies confidently, knowing there’s a good chance someone will be open to hearing you out.
Winback campaigns can also work for prospects you’ve been pursuing without success—a.k.a. your “almost lost causes.” These are prospects that fit your sweet spot, but haven’t responded well to your previous outreach efforts. This approach may just be the tipping point that gets these prospects to work with you.