For example, if a company has purchased a particular IT solution in the past, you can re-engage them by providing them with information about the latest updates and enhancements to that solution. Also, if a company has experienced technical issues with their previous implementation of your service, you can highlight new solutions and improved support that will solve those issues.
These customized communications directly address your customers' specific requests and interests, strengthening engagement and rebuilding long-term business relationships.
What causes dormant customers?
dormant-customer-cause
Why do dormant customers exist in the first place? Let’s look at the main reasons.
Prolonged review period
Unlike B2C, B2B transactions generally involve many stakeholders and decision makers before reaching a decision. This can lead to complex product and service evaluations, approval processes, budget allocations, and other processes that require lengthy consideration.
During the long review period, better alternatives may be found, the original needs may change, or the budget allocated to the initial project may be shifted to other urgent or different projects, which may lead to the project being postponed or cancelled, resulting in dormant customers.
Addressing this issue requires regular follow-up throughout the review period, rapid response to changing needs, and an effective communication strategy.
Pricing Issues
Fee issues are one of the causes of dormant customers in the B2B environment. Costs and pricing are very important factors in business transactions and have a significant impact on customer decisions.
Many businesses are budget-constrained and are cautious when investing in high-cost products and services. Often, internal approval is not available when budgets are not allocated for specific projects or purchases, or when budgets are exceeded.
You can address this issue by offering customized pricing plans to fit your customers' budgets and needs, and by clearly communicating the unique value of your product or service and its benefits to justify your price.
Changing customer needs
Changing customer needs are one of the leading causes of dormant customers, especially in rapidly evolving markets and technology areas.
For example, in the technology industry, customer requirements can change quickly due to new technologies and market trends. The features required today may become obsolete tomorrow, so the products and services customers once purchased may cyprus whatsapp number database no longer fit their business needs in a short time.
Customers' needs also change as their own business models change. Business expansion, changing market strategies, and competition from new competitors often mean that previously effective products and services are no longer relevant.
In this environment, it's essential to regularly check in with your customers and adapt your product and service offerings to their latest needs.