Lost Customers

Sandy Paluzzi
The Bead Peddler

Everyone loves repeat customers.  They form the backbone of our business.  We come to rely on them and look forward to their next order.  We miss them when they go away.

But we don't have to sit back and wonder why we lost our previously loyal customers.  We can actively pursue them.  It is much easier to bring a lost customer back to the fold  than it is to land a new customer.

The first and most cost effective means to regain old customers is simply to call them on the phone.  Tell them you miss them and ask why they went away.  Some times just your calling will make the customer return.  Sometimes, you will find their abandonment had nothing to do with your business but rather with their changing needs.  Other times, you will discover issues in your customer service department that need addressing.   If you do discover quality concerns, address them and let the customer know they have been fixed.

If you're too busy to make all those phone calls, you can always resort to the mail or email.  In this case, it is best to sweeten the pot when inviting customers back to the fold.  Send them a coupon offering a discount on their next purchase.  An alternative to a discount is a freebie.  For example, you can offer a free pair of earrings with the purchase of a necklace.

Regardless of which approach you decide to take, inviting back lost customers should be a priority.

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