Marketing 101

What happened to the customers who stopped doing business with you? With them gone, do you realize that’s money NOT coming in to your business?

You already spent money to acquire them….

What are you doing to try to lure them back?

Send out the Search & Rescue. They MUST be found!

Did you know that a “Lost” customer is the 3rd BEST customer to do business with you? (1st = A current customer, and 2nd = Referred customer).

Why do “Lost” customers get “Lost” in the first place? Well, my Mentor Bill Glazer says it falls under one of the following reasons:

• They’re dissatisfied with your products or services
• They no longer need your product or service
• It’s not longer convenient to do business with you (i.e. They’ve moved away, etc.)
• They’ve switched to another brand or provider of your product or service
• They’re embarrassed because they’ve been away too long and don’t want to disappoint you
• They just plain forgot (This is the #1 reason!)

If it’s true that they just forgot, then the very important lesson here to you is:

“It’s not THEIR responsibility to remember to come back and do business with you. It’s YOUR job to remind them to come back and do business with you.”

As a business owner you need to recognize when a customer hasn’t come back when they “were supposed to.”  If a customer comes in weekly and you haven’t seen them in over two weeks, something may be wrong. It’s your job to contact them by whatever means possible to:

1. Let them know YOU know they’re missing in action, and
2. Give them a compelling reason to come back and do business with you

By the way, your Lost Customer Reactivation campaigns should be done separately from your regular marketing campaigns. You must have a unique “message-to-market-match” to the Lost Customers, and you can’t do that with a general customer marketing campaign.

So, do yourself a favor. Go through your current list of customers and see who hasn’t done business with you in a while. Determine what a reasonable time away might be. And, if any one of your customers has been gone longer than that, put them in a targeted Lost Customer Reactivation Campaign.

Important to note… For whatever reason they’ve stopped doing business with you, don’t give up on them if they fail to respond the first time you place them in your reactivation campaign. If, for some reason, they’ve gone to do business with someone else, they’ll notice that you’re working hard to get them back and that may ultimately result in getting them back.

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If you prefer not to do this all by yourself and/or need a little help with your Lost Customer Reactivation campaign, please call Craig’s office at (626) 507-8228 to discuss how he can help you exploit this overlooked profit opportunity.
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Dedicated to helping you multiply your income in 2010 (and beyond!),

“No BS” Craig

Craig Valine, Marketing Performance Strategist/Local Chapter Director
Glazer-Kennedy Insider’s Circle
Glendale/Pasadena Local Chapter

Craig@GlendalePasadenaGKIC.com
(626) 507-8228  Office