When you run a business, a large part of your attention and
focus is undoubtedly dedicated to acquiring new customers. That makes it all
too easy to forget that it’s equally important to keep the customers you
already have...and that includes the customers who have stopped using your
services or buying your products. When a customer disappears off the map, it’s
easy to forget about him, but these defaulted customers are more important than
you may realize.
Where Did Ya Go?
To begin with, people don’t typically just stop using a
service or buying a product without explanation. Sometimes, they do so for
reasons out of your control, such as moving or just having a change in their
lives. More often than not, however, they do so because they have been
dissatisfied or disappointed in some way. Customers who feel they have been
jilted can provide you with valuable information about what you’ve done or are
doing wrong and can also give you a chance to make things right and retain
their loyalty. That can’t happen, however, if you aren’t keeping track of
customers who’ve suddenly stopped patronizing you and if you don’t have a
method in place for reaching out to customers who have been inactive for a set
period of time.
Negative Feedback
It’s never fun to find a bad review of your business
floating around on the internet. It makes your business look bad and can scare
away potential customers. The trick is to get to clients before they have time
to post a bad review. By seeking immediate feedback from buyers and immediately
righting any wrongs, you can keep bad reviews at bay. If a negative review does
happen to slip through, however, contact the client ASAP and see how you can
make things right; not only can you potentially get a bad review removed by the
client by addressing the issue directly, but you may also be able to salvage
and even strengthen the client-business relationship with that individual.
Money Matters
Finally, never forget that when you fail to seek out
defaulted clients, you are losing money. People who have been happy with your
products or services are very likely to be repeat customers. When you make
someone unhappy and don’t “right the wrong,” you lose out on revenue that could
be coming to you. And, as you already know, every lost cent counts.
Boost your business and your reputation by crafting a plan
to discover and reach out to defaulted clients.
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