The Key is During the Offboarding Phase
The difference maker here is during the offboarding process of your customers. Many businesses don’t focus much on this aspect of the sales pipeline, preferring to focus solely on those leads they can convert now. So this is an area where you can gain an advantage.
After all, you’ve already done the hard part in attracting that potential customer’s attention in the first place. You have a foot in the door at least. Here’s a secret for you. There are so many churned customers who choose to come back!
The trick is to make sure that you are capturing the date that the customer decides not to proceed with their sale. Knowing when they fell out of the pipeline can give you a base from which to begin your remarketing.
However, it is also vital that you work to capture the reason why they decided not to proceed with your customer relationship management system (CRM). Don’t leave that data lost, buried inside a report somewhere that no one sees. Sales and marketing would love to have insights into why someone chose not to complete.
One, because that means they can better focus their efforts to ensure whatever blocker flagged is dealt with in their presentations and marketing materials. And two, because they can see if that customer is truly someone who has decided not to complete, or someone who could perhaps, with a little extra persuasion, be convinced to convert at another time.
Demonstrate Your Value with Quarterly Check-Ins
Every quarter, marketing and sales can run reports to segment customers who churned and the reasons why, and look to re-engage. It's working. We do it here at RevOps Automated. It’s also something we do for a lot of our customers.
Many businesses will come to us and ask for an initial audit and strategy development so they can improve and optimise their marketing, sales, and customer success operations.
Not all are in a position to make full use of our services now. But, at 3 months, 6 months, and 12 months, we will get back in contact with them to see how they are getting on, whether or not they actually paid for a service from us.
If we have developed some new resources that they may not have seen before, like our new lead scoring template or HubSpot and Salesforce integration mapping, then we share this with them.
There are no expectations on our end. We just want to reinforce with them that we are here if needed and that we are constantly evolving to improve our services - making our proposition and the value of what we offer even more enticing. And guess what. The moment they run out of capacity. The moment they think, "We need help with marketing operations, or our RevOps or our RevTech stack," they will think of us.
Need support?
Discerning between current and churned customers can be automated with the right integrations and report setup. It’s something we specialise in.
So if you’re not confident in your reporting, unsure if your segmentation is accurate, and fear that you are missing out on potential customers and revenue, then reach out to us. We’re happy to help.
Natalie Furness
