Bringing in new customers is always important, but we'd become so focused on that task that we often overlooked the chance to sell more to existing buyers.
We had a whole slew of customers in our database that had purchased from us once, or maybe twice, but hadn't come back.
When I reviewed these accounts, I didn't see any evidence that they were dissatisfied with our products.
Rather, it seemed more like a case of "out of sight, out of mind." We hadn't contacted them in a while and they'd simply forgotten about us.
Reactivated dormant buyers
So I decided to set up a campaign to reactivate these customers.
Since I didn't want to spend a fortune wooing them back, I sent postcards that reminded prospects of their past purchases and reintroduced our company. Depending on the buyer, the postcard's message might:
- Invite the customer to visit our booth at an upcoming tradeshow
- Offer a 10% discount, or
- Offer a free product with a new purchase
(Rita Shaffer, sales and marketing manager, Standers Choice Health Mats, Aston, PA)
Reprinted with permission from
The Marketing Report
370 Technology Drive
Malvern, PA 19355