Do you have formerly reliable and regular customers who are suddenly nowhere to be found? Even if it’s been a while, now isn’t the time to let go of those who have lapsed. If they aren’t ready to purchase from you right now, reaching out to those who have fallen off the radar can be the difference between losing that client for good, or reestablishing a connection that could reap benefits (on both sides) down the road.
David Peters, Jewelers of America’s education and management expert, offers some insight on reminding the wayward client that you’re still there for them:
One Year or More:Get in touch with any customer that has not bought from you in the past year and find out why.
Handle With Care: Assign someone skilled to perform the task or the customer will likely provide easy answers like “you’re too expensive.” Ask probing questions to uncover the real reasons.
Incentivize a Return:Create an incentive to motivate lapsed customers to visit your store in the near future.
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