Expert Tips for Reconnecting with Customers Who Have Gone Dark
Statistics from the Harvard Business Review show that attracting new customers is as much as 25 times more expensive than holding onto existing customers. Although you certainly want new customers, it is vital that you keep the ones that you have by reconnecting.
In fact, the odds of turning a prospect into a viable customer ranges between 5 percent and 20 percent while successful selling to a customer that you already have is between 60 percent and 70 percent. That alone proves that reconnecting is extremely important to your business.
You can see that it makes perfect sense to focus both efforts and resources on keeping existing customers happy, in particular, those who are fading away. After all, when customers are happy, your business grows and profits increase.
Getting Your Customers Back
To get customers back who have started to slip from your grasp, consider the following tips:
- Get Attention – You need to start by determining what it is that will get the customer’s attention and then put a plan into action. For instance, some customers are drawn in by new product features. In this case, consider using videos, infographics, and webinars to bring those features to life.
- Powerful Content – It is also imperative to create content that attracts your existing customers. Keep in mind that powerful content needs to be posted in a variety of ways, such as on your website, in blogs and articles, through e-books, in case studies, and so on. To identify the type of content that your customers will most likely flock to, conduct a survey of your customer base. Then, use that feedback to make strong points in the content.
- Become a Resource – Remember that every interaction you have with existing customers should have a purpose. Prior to reaching out, identify the content that will be the most valuable and beneficial. Because some customers have no idea what it is that they need, listen to the problems that they present or the requests that they make so that you have direction.
- Feedback Matters – If you are still struggling in reconnecting with customers who have gone dark after trying the first suggestions, reach out to them and request feedback. The comments that these people make are critical. Not only can you use the information to your advantage, by asking for their opinion, they feel important and valued. After gathering feedback, share it with members of your team during regular meetings so that you can discuss challenges and identify resolutions.