Business Link is a UK Government-funded business support service that’s delivered both online and also via a regional network of business advisers. In the first in a series of blogs based on Business Link insight, we examine strategies to win back lapsed clients.

In a recession, maintaining market share is as much of an achievement as increasing share during more buoyant times.

If people have bought from you before, they may buy from you again. You need to find out why they stopped buying from you, and apply that knowledge to regain their custom.

Why do former clients go elsewhere?

Ask yourself if your product or service remains as necessary as it once was. Has it become too expensive compared with those offered by your competitors?

Rebuild contact with old clients

Research suggests the reason many clients move on is because they don't feel that they have sufficient contact with their supplier.

If you don't maintain regular contact, clients may feel they are being ignored, and go elsewhere. Contact can take the form of monthly or quarterly phone calls, formal or informal visits, mail shots or email newsletters. You might even invite former clients to subscribe to a company blog.

Why not download the PDF guide (right) about keeping in touch with clients, from the Chartered Institute of Marketing.

Winning back the trust of former clients

The first step is to rebuild contact and prove you understand the client’s needs, and are focused on these needs. You could mail them a letter expressing regret that they have ceased using you, and perhaps make them a time-limited offer that they are likely to value. It's worth trying a few times, but don't persist if you get no response

Make old clients an offer they can’t refuse

Consider ways to make your business more appealing. If your price was viewed as being too high, consider a time-limited discount to encourage them to start buying again.

If your service was unsatisfactory, ask what you could do to make it meet your former client’s expectations, and assess if it is possible and profitable for you to adapt your service for the former client.

Don’t lure back former clients at any cost

While you may be able to tempt a number of clients back, remember that you don't want them at any cost; you need to build a long-term profitable relationship. It's rarely a good idea to make long-term offers that don't contribute profit, just to get a client back on board – unless there are compelling strategic reasons to do so.

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