 Long Forgotten? Stir Old Accounts Back to Life
An
award-winning contractor in Savannah, Georgia (who also
happens to be my award-winning brother) wrote:
‘In my business (home construction and remodeling),
I have many accounts with different suppliers supporting
the construction industry. Sometimes I use their services
and then will not see them again for 8 to 12 months
or whenever my next project requires. When I do return
to order new supplies, some companies have let my account
“run out”, and I have to apply for a new
account with them all over again.
‘I ask why they don’t send a card letting
me know that my account has become dormant, and is about
to be closed? Perhaps they could offer me an incentive
to return and make a purchase instead of just “letting
me go”. After all, they already have me as a good
customer, just not very frequent. I just thought this
might be happening in other industries as well.’
***
This is a great question,
and a terrific point for anyone seeking to grow their
business. Once a company has the benefit of receiving
a customer’s business, it makes no sense to close
the account simply because the customer has not ordered
from you in a while...even a long while. Unless there
is substantial cost to keeping an account open, you
should allow the customer to return at anytime, and
welcome them back with enthusiasm.
Remember, once a customer has purchased from you, they
will have become familiar with your products, your location,
your ordering system and the way you do business. If
they have opened an account, then additional time has
been invested in completing paperwork and going through
the new-account approval process. This person has now
in vested time, energy and money in becoming your customer.
Why in the world would you be in a hurry to close their
account?
Instead of closing the account, take my brother’s
advice and move in a positive direction. Send dormant
accounts a letter asking, ‘How are you? We haven’t
heard from you in a while and we miss you!’ Provide
an incentive, a discount or other special offer to get
these customers back into your business. Put a reasonable
expiration date on the offer to encourage prompt response.
Let them know you want them back, and that you will
appreciate and value their business.
Note: If you must, tell customers their account will
go on dormant status by a certain date. But also tell
them that reactivating the account will be easy to do
whenever they are ready.
You will be amazed at the profitability of your efforts.
Customers will be delighted by your show of concern,
generosity and attention. Don’t assume your customers
are ‘dead’. Stir them back to life!
Key Learning Point
When accounts go
quiet, don’t assume the customer is going away.
They may be waiting, occupied with something else, or
have simply forgotten where you are or how to reach you!
One effort at reactivation can make the difference between
a customer who comes once and disappears forever, and
a customer who comes once, is invited back and stays with
you forever.
Action
Steps
Identify customers
you have not heard from in a while, long enough to be
considered dormant, decidedly dull or dead. Now create
a simple process to contact these customers and tell them
you want them back. Give them an incentive to do business
with you in the very near future.
Next Article in Customer Service Contact >>
8 Ways to Get Close to Your Customers
First Article in Customer Service Culture >>
Top Ten Tips To Build a Superior Service Culture
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