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It is common for commercial teams to focus all their efforts on attracting new leads for sales, forgetting the inactive customers they already have in their portfolio and which, many times, can be the solution to boost your team’s results.

Recovering inactive customers is much cheaper than acquiring new ones . Plus, they’ve already been shown to have an interest in your company and product, so why not think about investing in a new approach?

Below, we present different strategies to recover inactive customers and lead them to generate new revenue for your company. Follow up!

What are inactive customers

Inactive customers are those who have already purchased your company’s product or service, but who, for some reason, no longer buy.

There is a difference between inactive customers and lost customers . While the inactive have been without buying for some time, the lost are those who have not purchased their solutions for a long time and are probably now buying a competitor’s products.

Therefore, recovering inactive customers prevents them from becoming lost customers. And this is a fundamental strategy, as it tends to be much cheaper than all the investment needed to attract new consumers.

Remember: there is no such thing as an inactive customer, what exists is an active customer in the competition.

It is also necessary to pay attention to blocked customers, which are those to which the company has decided not to sell anymore, mainly due to default. However, this is not the only reason for blocking.

By not analyzing the list of blocked customers, the business loses the opportunity to interact with several customers who could return to the list of active customers .

Find out now which way for your company to be able to reactivate these customers and make them buy again!

5 steps to recover inactive customers

Define when a customer becomes inactive

Identify why customers are inactive

Use the ABC curve to segment inactive customers

Test seller rotation

Invest in after-sales

Define when a customer becomes inactive

First of all, it is necessary to define: what is the amount of time without buying that defines an inactive customer?

This question becomes valid if we think of inactivity as a process. Sometimes, the customer starts to buy more sparingly, which requires special attention, but does not necessarily mean that he is inactive.

Set the no-buy timeout that will characterize customer downtime. For this, it is necessary to delineate the entire purchase journey and identify how long, generally, it takes for a customer to repurchase a product or service.

Seasonality must also be considered. For example, customers who buy gardening equipment tend to buy more products in periods of rain. Thus, if more than 6 months go by without making a purchase, they can be considered inactive.

But butcher shop customers, who have the habit of buying meat every week, can join the inactive list when they stop buying for more than a month.

Once there is a definition of the time required for the client to be considered inactive, it is time to move on to the next steps in the reactivation strategies.

Identify why customers are inactive

For a drug to have the expected effect, it is necessary to identify what the disease is. And this same reasoning is valid for the recovery of inactive customers.

Actions to bring customers back will only be effective if you know why they stopped buying. Are the products no longer attractive? Are there new solutions on the market? Are prices no longer competitive?

These questions are some of the hypotheses for a customer to become inactive, but the exact answer will only be reached with in-depth analysis.

An alternative is to conduct surveys and ask inactive customers why they stopped buying . In this contact, make it clear that their opinion is important to your company.

A survey conducted by Disney pointed out the reasons why customers fail to buy a product or service:

9% because they died or moved to a place where the product or service does not exist;

9% for finding similar products at a lower price;

14% for product quality issues;

68% because they were poorly served by sellers.

In addition to surveys, another way is to analyze the entire history of customer relationships, such as e-mails exchanged and any assistance provided. This is easier when the company uses a CRM or any customer relationship management tool.

Use the ABC curve to segment inactive customers

The next step to recover inactive customers is to create a list of all of them and classify them according to their old consumption habits.

This is the ABC curve, so that customers A are the ones who bought the most, B the ones who bought on average and C the ones who bought the least .

With this data, it is easier to define the cadence: A customers should be the first to be contacted, B next, and then type C.

Also establish a sequence of actions to be followed in prospecting, such as sending an email first, then making contact by phone and then making an appointment, for example.

With each contact, set a goal to be achieved. Creating and following a script at this point is essential.

You can also offer benefits such as gifts, a new form of payment or a different product to make the return attractive to the customer.

Test seller rotation

Another valuable tip is to try to exchange sellers in approach. This does not mean that the professional responsible for the sale acted incorrectly in the service, but that, in a way, it may have worn out the relationship with the inactive customer.

In addition, the new salesperson can bring new ideas, explore different arguments, which can culminate in the return of the customer.

A new insight into customer rejections can be the key to finding solutions that were unclear or even formulating a better sales pitch .

Invest in after-sales

If the attempts to recover inactive customers are converted, this does not mean that the relationship with the customers is complete. Quite the opposite.

Here is an extremely important tip: invest in Customer Success. After-sales efforts are the key to preventing downtime from happening again .

This moment of customer service involves all actions aimed at loyalty, making them become a recurring consumer of your product or service, which, consequently, will bring more revenue.

It is important to remember that a good after-sales service is not restricted to offering customer service, generally known by the acronym SAC.

In addition to offering a customer service channel to solve doubts and solve any problems, it is recommended to maintain an active relationship with this consumer, which can generate greater perception of value.

 “The key to generating a high level of loyalty is to deliver high value to the customer,” says Philip Kotler, considered the world’s leading marketing expert.

That’s why it’s important to maintain a Customer Success team, which will closely monitor the customer journey, ensuring that their experience with the service matches their expectations.

Cultivating good service even after the sale has been made has several advantages, such as increasing repurchase, reducing churn and improving brand reputation .

Another fundamental point of a good relationship is the possibility of reducing costs, since, by retaining customers, the company reduces the effort and investment to generate new sales.

How to improve the recovery of inactive customers

If you want to improve your inactive customer recovery techniques and increase your revenue, check out what the team of top sales specialists in the country can teach you.

Through practical and exclusive methodologies , the IEV offers the best and most complete solutions that fit your needs so that, like the more than 10,000 students who have gone through the IEV , you can become an expert seller.

Our sales tools and techniques propose the training of high-level professionals in sales performance.

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