Win the Win-Backs Growth Play
Recover Lost Revenue
In a recent B2B industry survey, 90 percent of companies said that their ability to win back lost customers was important to their success.
That’s no surprise. Supply chain disruptions are creating logistical bottlenecks. Service failures are all but routine. And many companies have increased prices in response to rising costs. Meanwhile, your competitors are circling, trying to lure your customers away with promises of lower prices and better support.
So, despite your best efforts to keep them, some of your formerly loyal customers have likely decided to leave. And as you’re recovering from the turbulence of the last few years, those former customers represent an enticing opportunity to recoup your lost revenue—if you can win them back
of the companies said
that their ability to win back
lost customers was
important to their success.
Identify Your Growth Levers
To win your win-backs growth play, you need to tailor your approach based on why your customer left in the first place. And then you need to make sure all parts of your organization are set up to support winning them back.
Messages
Inertia is powerful. To overcome it, your sellers need to tell a disruptive story that makes the prospect’s current situation seem unsafe and unsustainable.
Skills
Your sellers need to be able to articulate the unique value of your solution in every interaction with your prospects.
Process
If your teams aren’t following an acquisition process that aligns with your buyers’ behaviors and motivations, miscommunications and dropped handoffs can cost you deals.
Leadership
For your acquisition growth play to succeed, you need to pull your managers out of the day-to-day minutia and empower them to lead.
Technology
Your tech stack binds your messages, content, and seller skills to your process. You don’t need more tools, but rather the right tools to support your acquisition growth play.
Empower Your Growth Teams
for Win-Back Conversations
From understanding why your customers left in the first place to determining who will approach them about coming back, you need all your teams involved to support these critical sales conversations. Showing your customers why they should return to you requires a coordinated effort.
Explore More Growth Plays
Close the Confidence Gap
When you execute your win-backs growth play, you show your lost customers why you’re worth coming back to. And when your strategy is based on the psychology behind your buyers’ decisions, it closes the gap between strategy and results, leading to shorter sales cycles and outsized revenue growth.