How B2B Companies Can Win Back Customers They’ve Lost

by: Frank V. Cespedes and Leon Poblete
This article was originally published in Harvard Business Review on June 3rd, 2019
Most research and training in sales focuses on acquiring customers, but, as ecosystems become increasingly dynamic and discontinuous, it’s also important to focus on winning back customers you’ve lost.
Reacquisition is especially important for B2B companies. Because of current trends— increase in the number and size of mergers, the variety of choice in global markets, and uncertainty about trade wars—customers are constantly re-evaluating their relationship with suppliers and making changes. Losing these customers is increasingly costly. As recently as 2014, for example, “the average publicly traded manufacturing firm received over 25% of its revenue from large buyers, up from 10% in the early 1980s.”
The process for reacquiring a customer requires a different approach than acquiring new ones. For one   thing, your previous customers will have prior experience, knowledge, and long-held assumptions about   your people and capabilities. Conversely, you