You have sold your product or service to a customer, so one of two things will happen next. Ideally, the customer was able to see the value in your product and will think of you again when needed. Alternately, if they were unhappy then they will likely look elsewhere in the future. If your product hasn’t lived up to their expectation then you have probably lost them as a future customer and you should stop focusing your energy on trying to win them back.
When you focus your energy on trying to win back an old customer, you start to devalue your product. You offer discounts to make your product look more enticing. You counter the customers negative feedback with excuses. You lose a lot of valuable time trying to convince someone who has already made up their mind not to use your product again. Instead, you should put that energy into winning new business.
There is nothing wrong with offering discounts for your product, but you should offer it to the right people. Send a loyal customer a deal to thank them for their loyalty. Include a bonus to someone who leaves a review on your social media. This will encourage someone who already likes your product to become a repeat customer and more importantly they will become an advocate for your brand.
Another great way to use your energy for good is to try creative ways to find new customers. Have you tried creating a video highlighting the value of your product? Have you given your website the refresh it desperately needs? Perhaps hiring an artsy photographer to snap a few pictures of your product or your team could portray your company in a whole new light?
To close, I am not suggesting you ignore your old clients or unhappy customers. Collect their feedback and use it as a way to improve your brand, but do not commit too much time to trying to win them back. You know your product better than anyone and you know how it can add value to people’s lives. Focus your energy on finding more people who love your product and try telling them about it in a creative way.