Guess the top 4 reasons customers don’t return to a business (hint: price isn’t one of them). #4 Bad service #3 Bad product #2 They found someone else
And #1 They FORGOT!
That’s right, the number 1 reason people don’t return to your business is because you just weren’t top of mind when it was time for them to purchase again. Are you shocked that price doesn’t even feature in the top 4 reasons? Most of us automatically think that if customers don’t return it must have been because we were too expensive, when actually it’s just because we didn’t do a great job with our marketing by reminding them that we’re here. The great news is that it can be easily fixed!
Here are 2 key questions for you:
In your business how often do you want customers to buy from you again?
When do you consider a customer to be lost?
If you’re a real estate agent, you might want repeat business every 5 years. If you own a grocery store it might be once every 7 days. Figure this out and then set up a lost customer sequence to trigger as soon as they don’t return. The most effective is a 3-step sequential direct mail campaign that’s highly personalized. A very distant second is the same via email campaign (but anything is better than nothing).
Here’s the secret to getting them back: unless you specifically invite your lost customers to return to you, most won’t because they’re too embarrassed! You need to warmly invite them back. Remember that a customer who’s already done business with you is at least 5 times easier for you to sell to than a new customer. So make every customer count! Woo the lost sheep back with an irresistible offer and a deadline. Make them feel they’ve been greatly missed and welcome them back to the fold with open arms! If they don’t respond to the first campaign, schedule another in 3 months with a different offer!