Even the best companies lose an account every now and then. But they also know that if they approach their former customers properly, many may come back.
Here are some ideas your salespeople can use to bring lost customers back:
1. Start with the customer. Ask for specific reasons why the customer left. Sometimes the answer is something the salesperson can control – like service – and other times it’s not, such as a change in decision makers. Finding this information will help determine how you should approach the situation.
2. Review the account history. If the former customer refuses to get into specifics, you should be prepared to do some research. Check the account records carefully to see if there were any problems with delivery or complaints about quality that went unanswered. Try to come up with a plan to fix the problem, then share it with your former customer.
3. Check with other departments at your former customer’s company to get more information. Maybe the account was lost because of a decision made in accounting or credit. You can’t fix what you don’t know.
4. Don’t let the experience affect other accounts, especially if you uncover negatives that led to the loss of business. Try to repair the problem and, if it’s significant, explain the situation to your present customers before they cancel, too.
Adapted from Master Selling, Maximize Success (Chronicle Books) by Kristina Susac. Ms. Susac is a consultant and sales trainer with clients such as Coca-Cola and Citibank.
