Publications
Publications
- Harvard Business Review (website)
How B2B Companies Can Win Back Customers They've Lost
By: Frank V. Cespedes and León Poblete
Abstract
Most research and training in sales focus on acquiring new customers. But winning back previous customers is increasingly important: mergers, choice in supply chains, and uncertainty about trade wars mean that B2B customers are constantly re-evaluating relationships with suppliers and making changes. Meanwhile, large buyers account, on average, for over 25% of revenues at publicly traded firms, up from 10% in the 1980s. This article discusses how and why the process for reacquiring lost customers requires a different approach than acquiring new ones and illustrates the process and its implications via a case example.
Keywords
Citation
Cespedes, Frank V., and León Poblete. "How B2B Companies Can Win Back Customers They've Lost." Harvard Business Review (website) (June 3, 2019).