Customer reactivation and negotiations: discover what it is and how to do it
If you are a salesperson or even a manager of a sales team, you must have already come across one of the following situations:
1) A prospect who became interested in your product, and had the necessary budget to buy it, for internal reasons, ends up giving up on the purchase. He asks you to contact him after weeks or months to resume trading.
2) A customer who opted for a quarterly, semiannual or annual plan, at the end of the contract, did not renew the subscription due to dissatisfaction or internal decision.
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3) The company left the after-sales service to be desired with a new customer, which ended up disengaging him with the product and leading to account downtime. Do any of these scenarios sound familiar?
Now, imagine that in all the examples, the contacts end up falling into “forgetfulness”. That is, the company doesn’t see the opportunity for a new approach to customer reactivation — and ends up missing the chance to regain those contracts.
Situations like the ones mentioned above only reinforce how a failed relationship with a customer can harm and bring a series of problems to your business.
And, in all these scenarios, having a CRM platform to manage the entire sales operation can bring satisfactory results.
In this article, let’s talk a little about:
- As the examples described above can detract from your results;
- As a CRM tool it can be a useful tool to manage these issues.
What is customer reactivation?
Just as there is a process for acquisition and retention, with customer reactivation it is no different.
This recovery occurs with customers who are already part of a company’s customer base, or have come very close to closing a deal, but, for some reason, no longer consume the solutions, products or engage with the brand.
Below, see some effective steps to reactivate customers and how a CRM system can facilitate this process.
How to Reactivate Inactive Clients: 2 Essential Steps
1. Invest in the relationship to retrieve contacts
Reactivating customers can often be a challenge for the seller. After all, we are talking about a contact who gave up on the purchase or left the company. And this process can be more complex than acquiring a new customer.
One way to make this journey simpler, however, is to maintain a close relationship with a prospect, making it a daily part of your work routine.
After all, quality service can be a differentiating factor when the customer decides who to buy from.
But how to develop this relationship management? If you still use tools like calendars and post-it’s to jot down reminders, think about it: How easy can it be to forget about a prospect who asked for a new contact in a few months?
Something very likely to happen is to leave you with no response when that follow-up date arrives because amid the rush of routine, notes and reminders can go unnoticed.
In this case, customers, especially those who are already able to purchase or renew a plan, may end up closing a deal with your competitor.
2. Offer a quality after-sales service
Another serious mistake that a salesperson can make is to focus so much on the search for new customers that the old ones end up without proper attention.
A sales process does not end when the deal is closed. Good salespeople know the value of customer loyalty and how it can impact the achievement of your sales goals.
It may be simpler to get new customers than to rescue those who stopped buying and were dissatisfied with your brand or service.
The solution to this then is to prevent this from happening! Like? Offering quality after-sales!
The sales team may not be able to resolve customer dissatisfactions regarding the product, but it can do a lot for them by providing the necessary assistance, especially after they have already closed the deal.
If the client is already disengaged, it is necessary to find strategies to understand what happened and what you can do to achieve the reactivation of clients.
Benefits of a CRM for customer reactivation
As we have seen, one of the main pillars of customer reactivation is follow-up and after-sales service. But, among so many demands, these actions may end up at the end of the priority list.
With a CRM, however, these problems can almost always be avoided.
This is because this system model has features such as:
- Scheduling tasks and appointments;
- Details of negotiations;
- A complete history of the customer base.
Let’s take a closer look at how these functions help the team:
Scheduling Tasks and Appointments
An indispensable feature for the commercial team of a company, in a CRM system, is the scheduling of tasks.
As already mentioned, it can be very easy to forget an appointment or a follow-up date that is scheduled many days or months ahead.
With a Customer Relationship Management tool, however, this can be scheduled and the seller notified. That is, even if you only need to talk to a prospect again six months from now, you can leave this task scheduled on the platform.
Therefore, the possibility of you losing a possible sale for forgetting that customer, or not contacting the customer reactivation journey, is greatly reduced.
Complete customer base history
Another issue that can negatively impact customer reactivation is the loss of information and data from the previous negotiation, the history of that consumer within your company.
When using a CRM correctly, feeding the system with the necessary information, the seller is able to access information about a specific customer, as well as the negotiation process with him.
Thus, details such as:
- The customer data ;
- The product he was interested in;
- The problem he needed to solve;
- Old negotiations and conditions of sale;
- The reason the customer did not follow through with the purchase…
They are one click away from the seller, helping you find the best approach to reactivate that contact.
Details of negotiations
To recover a customer who gave up on the relationship with your company, you must first understand what happened.
In this way, by relying on trade history and detailing features, the seller can check all contacts, exchanged emails and the list of orders and purchases made by the customer.
The first step in identifying what led to the breakdown of the relationship between the customer and your company, and how it can be probed for a reactivation.
The Scheduler can facilitate the reactivation of your company’s customers
With the support of the features listed above, the salesperson’s routine is more organized. The manager can even monitor the progress of each demand and identify customer reactivation opportunities for the sales team.
The range of features offered, when properly used, can be very beneficial in the process of reactivating open trades as well as inactive customers.
After all, even for people with good memories, in the rush of commercial routine, reconciling the search for new sales and contact with old customers can be a challenge.
Therefore, a tool that helps the sales team to remember negotiations on stand-by and inactive customers can be essential to avoid losing business.