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Winning back lost customers

March 04, 2014
Are you losing customers at your small business? Are you scratching your head, wondering why? Are you trying to figure out how you can get lost customers back? Lost customers don't have to be lost forever, but if you don't have a plan of action to get them back, they very well might not return.

The first and easiest step in winning back a lost customer is to try and find out why. Did they find another place to buy your product or service? Did they not like your customer service? Were your prices higher than your competitors? Asking a lost customer why they left is paramount to winning them back.

Once you have determined the reasons your customer left, you need to put as much effort in getting them back as you did when you first got them as a customer. This could include reevaluating their needs, buying priorities or better understanding dozens of decision criteria that may have changed over time.

Statistics say that you have a much higher chance of winning back a previous customer versus attracting a new one. A customer who stops doing business with you was most likely dissatisfied with something at your small business. To get them back, you need to understand what the problem was, fix the problem and let the customer know it's been fixed.

One of the best ways to demonstrate your small business cares about its customers is to reacquire a lost customer. Over time, that lost customer may very well turn into your best customer.

Dick Jones is the Founder & President of Jones Simply Sales in Alpharetta, Ga. As a 4th generation sales professional, he has over 30 years of experience advising, coaching, consulting and working with small business owners. Office: 770-663-4681, web:
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