Telemarketing – Reactivation of inactive accounts

If cold calling isn’t one of your favorite pastimes, try a different tactic. Try making “warmer” calls and watch your sales results improve.

You can do this by “prospecting” inactive accounts. An inactive account is a customer who has purchased from you in the past but has not made any purchases in the last year or so. Here are three practical reasons why you should reactivate an inactive account:

First, you have a specific list. The list is at home, you have immediate access to it, and it’s addressed. This saves you money and time when buying a list. You can start calling immediately.

Second, you know them. Since you have a record of past purchases, you have an idea of ​​where to start when you make the call. You can see the size, quantity and frequency of previous sales. This makes your pre-call planning much easier.

And third, they know you. Obviously, the account knows about you. They have some kind of history with your company, even if it was a one-time purchase. But what this really means is that it takes less time and effort to help educate the customer. It can help shorten the sales cycle.

When you put all these points together, you have a call that is much easier to make compared to calling a complete stranger from a purchased list.

Why we resist dormant accounts

Despite the benefits, many sales reps avoid calling dormant accounts. Most feel that the customer has left for one of two reasons:

– the price was too high or,
– There was a customer service problem.

In any case, the general sentiment is: “it is better to leave a sleeping dog”.

While price and customer service may be legitimate reasons for customers to take their business elsewhere, the number ONE reason customers leave is simply due to neglect. A variety of studies reveal that up to 68% of clients who leave do so simply because they had no reason to stay.

Think about it! They have left because no one cultivated the relationship. The order was taken and that was it. The account was ignored. Nobody paid attention to him. The most positive involvement is this: spend a little more time and pay a little more attention and you can probably reactivate some of these accounts.

How to reactivate an inactive account

Before you pick up the phone, take a moment or two to review the client’s file. Take a look at the sales record and see what potential opportunities there might be. The file may be thin and sparse, but it’s a start.

When you make your call, there are three simple rules:

Rule #1: Reference a past relationship.

While not all of your accounts will remember the relationship, it’s important that you take advantage of it. This is what helps make the call warmer. The client tends to be somewhat more receptive.

Rule #2: Don’t ask why they stopped buying.

This is a common mistake. When asking why a customer has stopped buying, one of two things can happen. First, you can unnecessarily open a can of worms. If the account has a complaint, they will tell you. (More on that in a moment). Second, asking the question will often put your customer in a bind. Many will feel defensive; some feel vaguely guilty and even ashamed. Avoid this.

Rule #3: Do a complete needs analysis; ask questions

Treat the account as if it were new. A lot can change in a year or more. Ask the customer questions to uncover needs and opportunities. This also prevents him from throwing. Create a fresh start with this client by using a consultative sales approach.

Example

Mr./Mrs._________ This is ___________ calling from ____________.

Mr./Mrs.___________ We have worked with you in the past by providing _____. (list the product). Of course, at this point I’m not exactly sure of your needs, but if I’ve caught you at a good time, I’d like to ask you a few questions to determine if we can help (insert your benefit statement as ‘reduce shipping cost,’ lower their prices’, ‘get hard-to-find items’).

What types of _______ are you using now?”

And yes…

But what if the customer has a problem or an issue from the past?

If the story is about a problem, ask what happened. Get the details. Many times the client simply feels the need to vent. It doesn’t necessarily mean they won’t buy more. Listen to them. Acknowledge your concern; express regret. Fix the problem if you can. But go on to say that you would like to start the relationship again. What’s the worst they can say?

What if the customer refers to pricing issues?

Treat the price objection as you would any other customer. You need to question to determine if the issue is one of pure price or value. You should probe to determine if there are opportunities for quantity discounts. You need to use negotiation skills.

What if they have a current provider?

What a thing! Everyone has to pray. You need to earn the business. This means nurturing the relationship.

Summary

Inactive accounts are easier to sell than cold prospects. This does not mean that selling is a piece of cake. You still have work to do. But it does mean you have a bit of an advantage. Make sure to reactivate your inactive accounts!