[China Glass Network] Professional sales staff understand that it is easier to promote business for existing customers than to win new customers. And, the existing research results also confirm this. In the excellent monograph "How to Win Back to Customers," co-authors Gil Griffin and Michael Lowenstein have found that when they open new customers, the sales success rate is only 5% or less, but it is promoted to existing customers. Can reach a conclusion of up to 70% acceptance rate.
But one thing you may not have thought of is that the success rate for selling to existing customers is still easier than getting new customers. In fact, the average success rate for sales to existing customers can still reach between 20% and 40!
However, the way to get back lost customers is to first understand why they chose to leave earlier.
Unfortunately, many professional salespeople are often speechless when asked why they choose to leave. A survey conducted by a customer relationship management guru (the world's largest customer relationship management community) found that nearly half of sales managers believe that the main reason customers decide to leave is to find lower prices on other occasions. Another third believes that the primary reason is that the customer’s “demand has changed.â€
Wrong, too wrong, it is a big mistake and a mistake.
The data from this survey shows that the time the customer decides to stop using the product or service is basically due to poor customer service (74% of respondents mentioned) or very poor quality (32% of respondents mentioned ). Less than a quarter of respondents have price as a problem, and product features (so-called "demand changes") have only a 14% poor share!
For sales people, blindly attribute the problem to price and functionality will make it almost impossible to regain lost customers; the reason is that when they contact again, they are concerned about the wrong issue. The salesperson will talk about the discount on the cost or promote the product and release a new version. At the same time, the original customers will think: "These guys sold me a bunch of scraps last time and didn't solve the problem."
Therefore, for the salesperson, if you are trying to regain the original customer, the first step is to find out the real reason why they decided to leave. The way to achieve this result is to take the courage to ask questions, and to be honest and open-minded, and to expect surprisingly pessimistic answers.
For sales people, once they find out where they (or the company) are doing something wrong, they can apologize and explain to the customer the changes that have occurred since then to ensure they will get better service. This work is easier than you think. The reason is that although the customer is very annoyed and decided to leave, the products offered by the company are still attractive.
In many cases, the return of the original customer will solve the problem that led to the departure.
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