Last time, we introduced the important points of cross -cell measures in BtoB (corporate business) utilizing MA (marketing automation) tools with scenarios.This time, I will explain the concept of scenarios under the theme of "digging up dormant customers".In addition, a "dormant customer" is a "dormant client company that has been traded once in the past, but has no purchase or transaction."This time, we will proceed with the story after defining a dormant customer as a "lost customer".
In BtoB, which is easy for transactions to prolong, and the transaction amount is large, expectation of expected recruitment is often dormant.Even if the project is close to the contract, there are many people who have experienced the approval flows of approval (Ringi) and payments in each company, and have experienced that the timing does not match.。
The excavation of a missing customer is to re -lift client companies that missed orders for reasons such as losing to the competition or the timing of the purchase did not match, but the realization is MA.Is also difficult.That's because companies rarely overturn the decisions they have decided.In most cases, when the company is lost, you have decided to purchase other competitors.
However, although it is difficult, digging measures are well worth implementing.Successful digging may increase the reliability of client companies and eventually lead to a great opportunity, as it is difficult to keep up with new customers.If you think that you are assets owned by the company as a company owned by the company, it is better to take as much measure as possible and re -asset to re -asset, rather than lying down as it is.
As I mentioned in the previous cross -cell scenario, this time, the important point to increase the probability of succeeding in the excavation of a lost customer is information collaboration between the marketing department and the sales department.
The first important thing is to carefully ask the client company for the reason for the loss when the loss is confirmed.If possible, it would be desirable to ask a client company to ask for a sincere attitude to work on (even online in Corona's evil), not just by responding to emails (even online).
The reason for meeting face -to -face is to hear the reason for the loss in detail, but if you are a client company, consider it.What do you think if a company that has been active in the past has lost contact with Puttsuri after a loss?Perhaps the impression of the company will be quite worse.If a client company has a positive impression that he refused but he responded carefully to the end, it would be easier to get a good response when contacting an email.Conversely, once you have a negative impression, no matter how much you get in touch, you will not be able to respond.
In addition, there are a certain number of lost client companies that have introduced other companies' products but are not expected or have no effect.In such a case, the client company will contact other companies again to review the product after a while after the introduction.If you take a sincere response at the time of loss, the probability of entering the contact candidate at that time will increase, and if you can ask in detail the reason for the loss, quickly propose a problem solution when there is an offer.Because it can be done, there is a possibility that business negotiations will be advantageous than competitors.
In this way, the response of the sales department that has been made after a loss affects the effects of emails sent from the marketing department.Corporate efforts to client companies and consistently contact with sincere attitudes will change the difficulty of losing customers to digging.As mentioned above, it is very difficult to succeed in digging up customers by using MA alone, so you should usually exchange close information with the cooperation of the sales department.