In sales, losing customers is inevitable. There are many reasons why potential customers might not convert, but that doesn’t mean you have to stop there. Every lost customer is a lesson. Sometimes it’s not even about you or your products and services. You probably just need to find better ways to get more potential customers to buy what you’re selling. Some leave because you probably prioritized features they didn’t want or maybe you didn’t fix bugs that were affecting their business. After losing users, do not write them off. Instead, you should actively reach out, listen to their issues, try to understand their wants and needs, and learn from it.
A well-executed off-boarding strategy can have many benefits for smart businesses.
According to the Journal of Marketing Research, returning customers spend 67% more than new customers, and businesses are 300% more likely to win back an old customer than acquire a new one.
Whether departing customers fall into the regrettable (it’s your fault they left) or non-regrettable (their leaving has nothing to do with you) categories, always ensure that churning customers have a satisfying leaving experience, making them more likely to consider returning in the future or recommending you to others.
We have a plan that can work wonders for your business when it comes to a smart off-boarding strategy. In our free guide available at the end of this article, you can access smart tactics to continue the sales conversation and lead them to their next purchase.
Smart tips for a smart off-boarding process
- Turn the off-boarding process into a positive experience
It doesn’t matter whether the customers who left fall under regrettable or non-regrettable categories, it’s always important to try to keep the off-boarding process a positive experience by making sure that you treat them with respect all the time throughout their off-boarding process.
- Ask permission to try again
Always keep a record of customers’ specific reasons for cancellation. Once you have made changes related to the reasons given, take advantage of this opportunity to reach out to old customers and do your best to win them back. However, never bother a customer who insists on cancelling. Assess the situation and, if it makes sense, take the opportunity to lay the groundwork for your future activities.
- Always Make It Easy
Sometimes trying to get a customer to stay only increases agitation and creates an unhappy customer experience. Never complicate the departure of your customers. Avoid using obscure schemes that manipulate users into staying with you. Instead, offer customers a way to contact and speak to someone before canceling. If that doesn’t change anything, make sure the cancellation is easily discoverable in your product and happens in a timely manner.
- Show your value and benefits
Don’t let your customers leave without convincing them why they should use your products or services. Sometimes users walk away without seeing the full value of your product, which shouldn’t be the case. You should use off-boarding as another opportunity to educate them about your products and services. How would you do this best? Show them your value and benefits during the relocation process by connecting them with resources and guides.
- Suggesting Alternatives
Think of strategies you might use as alternatives to permanently losing a customer. Is there a way to change your product’s value proposition for customers who are considering leaving instead of letting them go?
You should focus primarily on what makes them stay, not what makes them quit. You can achieve this, for example, by upgrading them to a free plan. Talking of which, you should consider downloading our free guide which will help you easily learn how to follow-up more effectively with your customers.
How to win them back
Having a good marketing plan can help re-nurture old customers. You can think of campaigns that could help with smart marketing strategies to drive more conversions without sacrificing relevance. At the same time, pay special attention to customers who have experienced significant difficulties in previous campaigns. It’s also important to have subscription services that allow customers to pause or change the frequency of deliveries, which is great for people who still like the company but don’t need the full package.
The goal is to create an off-boarding experience that leaves your customers satisfied and more likely to try you again in the future.
We hope you now know and understand that all is not lost when a user decides to unsubscribe from your plan. There are many ways you can use to help you win them back. Do your best to make everything as memorable as possible. Consider how you might mirror your brand’s voice and tone to create a meaningful moment in your breakup. Be very intentional with the design of your off-boarding experience.
To make the perfect off-boarding experience a reality, download our free guide to see why convincing customers to buy again is the lifeblood of any business. Use our tactics to effectively follow up with your customers and keep the sales conversation going.