What Do You Do When Loyal Customers Stop Buying?

You notice that some longstanding customers have not bought recently. Which of these ideas is the best to try?

  • Send them an e-mail with a special offer.
  • Send them a survey to see what’s wrong.
  • Ask the salespeople you have assigned to their accounts whether something is bothering them.
  • Don’t be concerned—it might just be random.

It might be nothing to worry about, but you should check into it. Surveying salespeople or the customers themselves is better than ignoring the trend, but the best approach is to test directly. Concoct an offer that you would expect to appeal to these customers and see what happens. If you fail to get a response, then you should start surveying them to find out why, but it’s faster and easier to test with an offer.