It’s a staple of conventional business wisdom that 60 percent of your growth should come from existing customers.
But what about customers in name only (CINOs)? We’re talking about companies and people that had been loyal, had renewed their PO’s year in and year out, reliably purchased your new products, bought ad-on services and warranties – until one day, you and your sales team noticed they had gone quiet. No good-byes. No "I've met someone else." They had simply become inactive. These are CINOs.
That’s when an outsourced call center services win-back program can be very effective. You can turn over a database of CINOs to a B2B lead generation services provider, which can canvas hundreds or thousands of accounts in a matter of weeks and make your CINOs notice you again.
Customer win-back programs get CINOs back on board. A major advantage of win-backs is that they plow fertile ground. Technically, win-back programs involve cold calls, but “room temperature” is more accurate. After all, CINOs already know you and trust you. You can assume they remain favorably disposed toward you today.
But maybe the CINO had a business downturn that made your products an option rather than a necessity. Or possibly the CINO has switched vendors and is no longer a customer at all, in which case a win-back program provides valuable market feedback on why they no longer buy your products and services.
Or maybe the CINO is making do with an old version of your product line. Maybe the CINO has lost track of new products and services you’ve brought on line. Maybe they’ve felt neglected.
For all of these reasons, reaching to your CINOs is a good idea.
OnBrand24 ran a win-back program for one of the country’s largest specialty products companies. Our outbound B2B telemarketing call center services agents persuaded more than 5,000 inactive customers to take a fresh look at our client’s product line. We emailed warm leads to the client or did sales appointment setting. The program has generated an impressive ROI at a low per-opportunity cost.
Best of all, the program enabled our client’s sales team to take our leads and close them.
That’s how you make a sales staff happy and turn CINOs into customers that are back on board.
Mark Fichera, CEO
OnBrand24
Beverly, Massachusetts
