BeYond Customer Care

Phones not ringing? Orders down? Customers not walking in the door? It's time to take action. But before you spend a fortune trying to drum up new business, why not get in touch with those people who once loved you -- your former customers?

Former customers are the best source for future sales, even in businesses where customers make purchases only every few years. After all, satisfied customers talk to others, so they're an important referral source. It costs two to 40 times as much to acquire a customer as it does to keep one. So once you've got one, don't lose them.

Figure out what to say. You don't need a specific reason to contact a former customer. You can tell them the truth, "it's been a while since we've talked, and I'm just touching base. I wanted to see how you've been and if there's anything I can do for you."