How does a guy act while trying to win back his ex-girlfriend? He works to convince her he's changed while reminding her about the good parts of their relationship. Surprisingly, some of the same techniques apply to winning back customers who haven't done business with you for a while. Here are some strategies for re-establishing a winning relationship with your former customers.
Figure out why they left
Go about reestablishing these relationships methodically. Comb through your old files and make a list of customers who once brought you steady business and with whom you've fallen out of contact. Now go through the list and write down why they left. Did they move? Were they dissatisfied with your service? Do you suspect they went with a competitor who gave them a better deal? While you won't know for sure why you haven't seen some customers for a while, taking your best educated guess will help you figure out your strategy for winning them back.
Personalize contact
Assuming that these ex-customers are still receiving your emails and promotional materials, these haven't been enough to bring them back. Step up your strategy and get back in touch with them directly. Send a personal note or an email. (If sending email, be sure to use their name in the subject line, or else they may assume it's a group mailing and delete it.) If you've just stocked an item that would be of interest or are running a sale on something they used to regularly buy, let them know. Especially if they left for a big box competitor, a personalized gesture may be just the thing to remind them of why they did business with you in the first place.
To apologize or not?
Reaching out may be more difficult when the customer left on bad terms. Before sending a note, make sure that you really want this customer back. Some clients would never be satisfied with even your best service, and it may be a blessing in disguise if they took their business elsewhere. However, in cases in which the relationship is worth repairing, it might be best to approach the situation by eating a little humble pie. Your note could read something along the lines of, "While I know our last transaction didn't go well, we still value your business and would like to make things up to you." And just how to make up with these customers? That brings us to our next point.
Extend special offers
The surest way to bring an old customer back to your storefront is by giving a special deal. If a customer left you for a competitor, announce that you'll match the competitor's price. If you and the customer had a disagreement, offer a percentage off the next transaction. For customers whose motives for leaving are mysterious to you, offer a month-long special for "absentee" patrons only. The bigger the deal, the more luck you will have cinching their return, but even a small gesture may be enough for some.
Sometimes customers disappear for a period of time, then reappear as mysteriously as they vanished. However, you can do more than simply wait for their arrival. Contact old customers every few months for at least a year before giving up on them. Unless someone specifically asks to be taken off your general mailing list, always keep them on there, as you never know what event, deal or item of interest may hasten their return.
