Cleaning companies
and cleaning contractors
are in a competitive industry,
office cleaning is the
most competitive of all, so you have maybe got yourself some
enquiries and over time some will have gone cold, but should you be
following them up?
As your cleaning company grows, you will inevitably find yourself with a long list of customers you have interacted with over time. Whether these are customers who loved your services but no longer think they need it, or those who did not end up choosing you but were a very warm lead with whom you had a great conversation. Whatever the reason, there is potential there.
Not only is reigniting a relationship with a non-active customer more cost-effective than looking for new customers, but you’ll have a much higher conversion rate over new leads. Re-activating relationships with customers should be a very simple process, and something that you should be proactively doing at the end of every quarter. It is still possible to convert accounts that are older than one year, but if they have lain dormant for that long they will be much more difficult to convert. Why not make it easy on yourself by making this a regular process in your small business.
Let’s look at why these customers might be relevant again. There are several reasons:
They might be on the verge of a new decision.
Their business requirements may have changed.
Their financial situation may have changed.
When they first contacted you, they may have been only “browsing” the market to get an idea of what was available.
It is possible they had a bad experience with another company they chose previously.
The Process for Identifying and Contacting Non-Active Customers
Whatever the reason, it is important to ensure that no customer slips through the cracks. It’s time to give these potential customers the wake-up call they need:
Approach your inactive customers – if there are many you might want to consider starting with an email newsletter and then moving onto personalized email or direct mail. If you happen to know them personally, or if you feel direct contact would be more appropriate, then start with a personal email or telephone call.
Follow up with a second, more personal contact – if you began this process with an email, a telephone call would be appropriate at this point. Politely ask the customer if their needs have changed or if there was a reason they decided not to use your company. Be very careful to avoid sounding accusatory – you are trying to re-kindle the relationship not put them off your company forever!
Listen to your customers and accept their feedback, whether good or bad. If they have expressed concerns over your product, or customer service, take action as soon as possible to rectify the situation. If their issue comes down to finances, why not consider giving them an introductory discount to entice their business and make it easier for them to come aboard.
Finally, and most importantly, make your customers aware of your company going forward. Even if you don’t convert them immediately ensure that your company remains in forefront of their conscience. Do this appropriately without spamming or overwhelming them.
Re-activating non-active customers is no small feat, it takes time, patience, and skill but with an appropriate plan and a bit of diligence it can help you boost your revenues.
As your cleaning company grows, you will inevitably find yourself with a long list of customers you have interacted with over time. Whether these are customers who loved your services but no longer think they need it, or those who did not end up choosing you but were a very warm lead with whom you had a great conversation. Whatever the reason, there is potential there.
Not only is reigniting a relationship with a non-active customer more cost-effective than looking for new customers, but you’ll have a much higher conversion rate over new leads. Re-activating relationships with customers should be a very simple process, and something that you should be proactively doing at the end of every quarter. It is still possible to convert accounts that are older than one year, but if they have lain dormant for that long they will be much more difficult to convert. Why not make it easy on yourself by making this a regular process in your small business.
Let’s look at why these customers might be relevant again. There are several reasons:
They might be on the verge of a new decision.
Their business requirements may have changed.
Their financial situation may have changed.
When they first contacted you, they may have been only “browsing” the market to get an idea of what was available.
It is possible they had a bad experience with another company they chose previously.
The Process for Identifying and Contacting Non-Active Customers
Whatever the reason, it is important to ensure that no customer slips through the cracks. It’s time to give these potential customers the wake-up call they need:
Approach your inactive customers – if there are many you might want to consider starting with an email newsletter and then moving onto personalized email or direct mail. If you happen to know them personally, or if you feel direct contact would be more appropriate, then start with a personal email or telephone call.
Follow up with a second, more personal contact – if you began this process with an email, a telephone call would be appropriate at this point. Politely ask the customer if their needs have changed or if there was a reason they decided not to use your company. Be very careful to avoid sounding accusatory – you are trying to re-kindle the relationship not put them off your company forever!
Listen to your customers and accept their feedback, whether good or bad. If they have expressed concerns over your product, or customer service, take action as soon as possible to rectify the situation. If their issue comes down to finances, why not consider giving them an introductory discount to entice their business and make it easier for them to come aboard.
Finally, and most importantly, make your customers aware of your company going forward. Even if you don’t convert them immediately ensure that your company remains in forefront of their conscience. Do this appropriately without spamming or overwhelming them.
Re-activating non-active customers is no small feat, it takes time, patience, and skill but with an appropriate plan and a bit of diligence it can help you boost your revenues.
ICS Cleaning are an office cleaning company in the UK, we use independent health and safety consultants to ensure we are up to date with current legislation : we invest a great deal in selecting the right staff, ensuring they have excellent ongoing training and support, meaning we can deliver excellent cleaning standards day in day out and remain one of the UK's leading cleaning companies
- www.ics-online.co.uk
If you are interested in our eco friendly office cleaning services visit our ICS Office Cleaners or
